How to use brand scientifically in mobile era?

In the era of information flooding, it is more and more difficult to let users get the information of the enterprise brand, which forces the enterprise brand construction to take a simple style. Of course, brand simplicity is also the expectation of users.

 

At all times, the customer is loyal to himself rather than the brand. Back to the human nature, there is no loyalty without cause, only need and satisfaction, fulfillment and even achievement. After penetrating this fact, how should we change our thinking so as to operate the brand more scientifically?

 

How to use brand scientifically in mobile era?

 

1. From "paying attention to self-brand proposition" to "paying attention to consumer proposition";

 

Brand loyalty in the traditional, the surface look good like to customer-centric, to satisfy the customer with all my heart, in fact we are always "self-centered", what we said is all I want to say, rather than consumers want to hear, we are eager to become consumers love and object of worship, we try to influence consumer, education, moved and control. However, consumers are always fickle, which makes it hard for us to communicate and promote our brand. In the era of mobile Internet, in the state of open sharing, we should lower our profile, become a label on consumers, truly "customer-centered", pay attention to the deepest needs of consumers, communicate with consumers with love and feelings, and serve consumers wholeheartedly.

 

Second, from paying attention to "static consumers" to "dynamic consumers";

 

Each enterprise will draw a target consumer image for its brand, and then all brand operation strategies will be carried out according to this envisaged target consumer image. You and I are all consumers, who knows, consumers are the most fickle group on the planet, their age, environment, identity, consumption ability, and even consumption habits and preferences are dynamic. Therefore, in the era of mobile Internet, brand marketing should recognize and accept the dynamic changes of consumers, and pay attention to, care for and meet the needs of consumers with a dynamic thinking.

 

Three, from "I exist" to "I exist for you";

 

In today's highly developed information world, just reminding our customers that "I exist" is obviously not enough. How to make customers feel our brand is closely related to them in the process of brand communication, which is the problem we need to focus on! Now that doing good is taobao, jingdong, such as electric business platform, by the user's shopping cart learn the user's needs and preferences, take the initiative to help users filtering commodity information, recommended goods conform to user requirements, truly "taobao" from the past to today's "my taobao" transformation, truly "for user".