The Construction Of Brand Culture Is Particularly Important, Rather Than The Pursuit Of "Brand Younger".

This article is reproduced from Lin Chuan, the front page of the brand.

Some people say that Coca-Cola, which has a history of more than 100 years, and Sprite of 60 years old, still gives people a kind of "tidal flu", which relies on continuous brand aging. Others say that brand aging is a false proposition in itself, because the trend of young people is always changing, so it is usually ineffective for marketing.

This brings great controversy.

However, despite the huge controversy, a phenomenon that can not be ignored is that brands are increasingly paying attention to the brand younger. We hope to seize the young consumer groups as much as possible through the "younger" operation.

Obviously, the major brands are not idle, nor are they too expensive to spend. So let's discard prejudices and talk about why brands need to be younger.

01 the three internal logic of "brand younger"

What is "brand younger"?

Popularly speaking, the so-called "brand younger" is that when the purchasing power of young consumers is stronger and stronger, the brand itself is more inclined to cater to this part of consumers' preferences.

Under such guiding ideology, the brand has launched a series of activities.

However, in my view, this is just a very confusing explanation.

First of all, not all target consumer groups are young consumers. Secondly, it is not for young consumers to get the world. Just for purchasing power, young consumers may not win over middle-aged consumers.

So why is "brand aging" regarded as politically correct?

There are three main reasons.

First, young people, as the most active groups in the Internet, create and influence public opinion.

As a brand side, maybe your target user group may not be a young person, but one thing you must admit is that today's young people, as the most important participants in the Internet, can both create topics and influence public opinion.

What does this mean?

It means that even if your target audience is middle-aged, under the influence of mass media, if these groups say "NO" or "bad", it will affect their opinions and cognition of the brand.

Who let young fever get the right to speak?

Step back, even from the point of view of brand PR, if the young people have no sense of "brand" or "no degree of goodwill", then this is equivalent to a time bomb, which can allow enterprises to be encircled by public opinion at any time.

Second, extend the life cycle of products.

Take Coca-Cola as an example.

As we all know, Coca-Cola's customer base covers both primary and secondary school students, as well as twenty or thirty year old young people and all kinds of middle-aged people. Even the ninety year old "stock god" Buffett is a loyal fan of Coca-Cola.

This means that the younger the consumer you have, the longer the life cycle of your product will be. Usually, consumers who like Coca-Cola when they are 20 years old are hard to say that they will suddenly choose Pepsi Cola in the future.

At least not in general.

Not only are beverages, such as clothing, catering, and consumer brands, but they are all the same.

Third, enhance the intrinsic requirement of brand awareness and enhance brand value.

I believe you all have this recognition, that is, "today you are not my target consumer, but it does not mean tomorrow is not". However, if marketing is not started from the doll, when he has become your target user, he will probably have thrown himself into the arms of others.

The most typical brands are automobiles and luxury goods.

Why don't you buy a car, but you all know that BMW is more upscale. Why even small girls know that LV and Chanel are top brands?

Therefore, "brand younger" is also a means to enhance brand awareness and enhance brand value.

In addition, like Tmall, Jingdong, and many other comprehensive e-commerce platforms, we can recommend different products for different user profiles. If used in brand, it is equivalent to the brand can satisfy the needs of different groups through product iteration and sub brand.

02 four strategies for "brand younger"

Why are we biased against "brand younger"?

In my view, it is likely that it originated from some erroneous demonstrations.

In the eyes of many people, the so-called "brand younger" is actually making some changes in the way of expression. For example, the short video of "ghost bottle" can be seen by old godmother, for example, it is like taking some advertising films that people do not know that they think they are very popular.

Or, it is blindly hot spots, as much as possible to get more attention from young people.

In the end, it suddenly found that he was like a pig in the draught. Although he flew up, he immediately fell down after the wind had passed. Moreover, the attempt to "brand younger" offends the original consumer groups, resulting in a large loss of old customers.

So how can we achieve the goal of "brand younger"?

First of all, products must be "serious" so that products can cater to young consumers.

In fact, this is why many brands blame their brand younger. Because, in their view, brands only need to cater for young consumers in marketing.

NO!

Take the Lining brand as an example.

Lining realized a long time ago that he needed to "brand younger" to catch the post-90s consumers. To this end, Lining carefully created "after 90 Lining". However, no one has thought that this move has not only won the recognition of the "post-90s" consumers, but also offended the users who accounted for more than 50% of sales in the past 70 and 80.

As a result, the brand is in an extremely awkward predicament.

So why does Lining brand regain the recognition of consumers by relying on the series planning of "chao chao"?

Because behind the "national tide" is the "Chinese Lining" brand on product quality, fashion trends and so on have carried out large-scale innovation. Now, when you stand in Lining's brand store as a consumer, can you connect it with "soil and low"?

That is to say, marketing can be exaggerated to cater to the preferences of young consumers as much as possible. But products must be "serious"!

Secondly, creativity is important, but it should not deviate from brand philosophy and values.

I believe many people have the impression that in the past two years, the advertising industry has been flooded with many "low" brainwash advertisements. Although some brands benefit from this way of marketing, the overwhelming majority of brands are getting worse and less thankless.

Why is that so?

On the one hand, the key to marketing creativity lies in "initiative". A large number of "low" advertisements will inevitably cause users' aesthetic fatigue, and vent their dissatisfaction on their followers. On the other hand, the brand is simply following the trend, and has no clear idea of who its target customers are and whether its style is consistent with brand ideas and values.

Therefore, creativity is very important, but more importantly, let all marketing activities be carried out around the brand, rather than let the brand lose its focus.

Once again, after grasping the core user group, we will expand the boundary users.

This is like the Lining brand mentioned earlier. In the process of "younger" brand, the brand is too aggressive, which leads to offending the core users who account for more than 50%.

How can such an operation, even if the brand can successfully achieve "younger", but "pick up sesame and lose the watermelon" behavior, do you have to pay for it?

Therefore, in the process of brand younger, the primary goal is to base on the existing users, and then expand the boundary users step by step. Although there are some differences between the two groups, there must be some commonalities, and these commonalities are priorities.

For example, the high quality of Lining's "national tide" and the connotation of traditional culture.

Last but not least, marketing must be continuous.

For many brands, the difficulty is not the spate of inspiration, but the continuous output of this inspiration. Because of this, the brand younger is more difficult to carry out in detail.

But in any case, the brand must clearly realize that "brand younger" is not a hammer deal, but a continuous campaign.

03 "brand younger" any brand will face a ridge.

Have you ever thought of such a problem?

If your brand is trying to last for thirty years or longer, it will inevitably face consumer changes. After all, consumer preferences 30 years ago are very different from consumers' preferences after 30 years. Even excellent brands like Lining and farmer's spring are now facing the problem of consumer turnover.

Therefore, from this perspective, "brand younger" is an unavoidable problem.

In the process, there are still some details to be emphasized again.

For example, we must eliminate formalism and satisfy the needs of consumers through the combination of new products and new marketing. For example, to keep the brand independent and cater to the preferences of young people is not equal to losing the brand connotation.

Finally, we need to emphasize that the core of "brand younger" is "brand". That is to say, brand spirit and brand quality can never be lost at any time.