This article is from the public number:Teaching Workshop (ID:ClecChina), Company Profile: The Teaching Workshop is for “China Value Creation Private Entrepreneurs” and conducts personal leadership with a “private board” approach. We are committed to becoming the preferred community for lifelong learning and breakthrough growth of China’s outstanding private entrepreneurs. Author: Huang Liyan, Leo Burnett Group CEO and President, Greater China
On October 27th, the 8th Annual Meeting of Private Entrepreneurs of Chinese Entrepreneurs was successfully concluded. Nearly 400 private entrepreneurs and business leaders and industry experts gathered in Shanghai to discuss the survival of the era of great change.
At the meeting, Huang Aiyan, CEO of Leo Burnett Group and President of Greater China, shared his understanding of the brand and the “big break” and “on the road to brand building” with the title “The Way of SME Branding”. Da Li.” At the same time, she also pointed out the “123” mentality for the entrepreneurs who created their own brand – a brand promise, two brand thinking, and three brand experiences. The following is a live speech from Huang Liyan. The content is revised and released by me and shared with you.
Leo Burnett has 95 branches and 8,200 employees in 83 countries. It doesn’t look very big, but this is only a sub-group within the group. Our parent group Publicis is the second largest communication in the world. group. So why can I be the president of Greater China? In fact, it is not complicated. I won the first place in the district for 11 consecutive years, but this is not ours, but our customers are powerful. Most of our customers are leading brands. It is not easy. A company can have so many leading brands, and it is not easy to spend more than 8 to 10 years with so many leading brands. We are very grateful to our customers.
I understand that the most important thing to attend today is SMEs. I am very fascinated by SMEs. In Taiwan, about 97.7% are SMEs and 1.43 million SMEs. They employ about 9 million people. Japan is 99.7%, they probably employ 30 million people; some people in the mainland say 94%, some say 97%, and employ nearly 400 million to 500 million people.
All data shows that SMEs will employ almost 70% of the people in that country. I personally think that SMEs are actually the main employers in the job market and the mostImportant economic living water. So I saw the leaders of SMEs and thought they were all great.
Have you ever thought about how many things will happen in a second? In a second, there are about 76,490 searches in Google. There are probably more than 80,000 videos on YouTube. This is 1 second in the world, and it does not contain China. It shows how fast the information in the world is. There is a scientist in the United Kingdom, James Martin said that human knowledge has doubled every 50 years in the 19th century, doubled every 10 years in the 20th century, and doubled every 5 years in the 1970s. It is doubled every 3 years.
These are not important. What is important is that new knowledge and new inventions of human beings have been the sum of the past 2000 years in these 20 years. In the case of such rapid progress in human knowledge, is our brain capacity larger than that of the Tang Dynasty? This era is changing very fast. I often talk to my colleagues. If you are not growing up, then you must be moving towards death and not maintaining the status quo!
In this era of dramatic change, for SMEs or large companies, change is the only constant truth, but it is an opportunity for some people and a crisis for some people. Large enterprises have to change and change. It seems that they have a lot of resources, but in fact there are many constraints, and there may be a lot of pressure. The internal disputes will be greater than the outside. Kodak actually invented a digital camera, but why is it faster than Fuji? When you are the only constant truth, you have to find a way to let customers have a “love” for you, so let’s talk about the brand.
Building a big break and big name
To talk about how to build a brand today, you must think that the brand is a big company in the past. Why do small and medium-sized enterprises want to play the brand? When I talked with some leaders about the brand, I found that the pictures that two people think of are different: you The picture is the product specification, product price, My picture is the core value of the brand, core advantages,The soul, the mission, the value, and the specific meaning of which group of people.
I have made hundreds of speeches in Taiwan. Every company said that it wants to build a brand. When asked, in the end, it just wants to do business. I hope to do business faster, thinking that the brand earns more and longer. But they don’t know that the brand is actually the same as bamboo. In the first four years, it only grows 3 centimeters per year. From the fifth year onwards, it can grow 5 centimeters per day. Because it has been extended to the bottom of the ground, it can only be extended later. Rapid growth on the ground. The brand has its indispensable importance to the future business of the company, but the brand has some misunderstandings and fog. Be careful not to get in. We must first have some preparation and understanding. Now let’s talk about it first. Talk about the brand’s breaking and standing.
broken
First, the product is not equal to the brand. Everyone thinks that I have a product with a brand. The difference is that I do To C or To B. In fact, the brand does not distinguish between B2B and B2C. The key point is that the product is the foundation, but the product is not equal to the brand.
How much do you think about seeing a glass of water, how much is a bottle of mineral water? 2 dollars, have you ever drunk Evian water? Why drink Evian water? Is there any difference between this water and mineral water? The ultimate goal of your drink is to quench your thirst, but is that product equal to this product? If you put a bottle of money on there, which bottle will you take first, why? First ask yourself why, as long as there is a question mark in your heart, the best answer is to start with a small question mark, so remember the first point, the product is not equal to the brand.
Second, advertising is not equal to building a brand. Everyone says that building a brand is expensive, why is it expensive? Because you want to advertise, is advertising equal to building a brand? No, advertising is selling your products, how good it is to promote your products, how good the specifications are, how great the certification is, which others can’t. Tell someone about youI want to talk about it, but it is not necessarily what consumers want to listen to. It is not for them to build a brand, but for selling your products. Therefore, the second misunderstanding must remember that not only does the product not equal the brand, but advertising is not equal to building a brand. Everyone remembers that making money is a skill. Spending money is a matter of learning. The most terrible thing is that you spent money and thought it was investment.
When your product has nothing different from others, the only thing you can compare with others is called “price.” Those who tell you how much money you can help build a brand, you can say goodbye to him, but don’t waste your time, everyone’s life is precious.
The third, money is not true. You may say that if the money is not true, you will give me all the money. Money is just a shadow of the value of the human heart. This is a projection of value. I would like to ask, if the money is true, why can we buy the same thing with different money? Some people think that this house is worthwhile, buy a little more, and when it is snoring, it is not worth it. Money is just a voucher for him. So money is not true. If you don’t remember this sentence, every time you build your brand, the first thought is that I want to sell more cheaply, I can sell more. If the brand exists, the brand has a premium. Function, you put your brand in the same place as the brand of the competitor you think, to see which price is higher, see if there will be a premium, and that’s it.
How much is a mug? You may think that 5 yuan is incredible. If you draw a Mickey Mouse and sell 50 dollars, you don’t buy it, your son cries to you. The things that are clearly installed are the same, not the same in the child’s head, and the scene reflected in his heart is different. This is what the brand can give, and there is no way for the product.
Netscape founder Mark Anderson said: The dilemma of the company is mainly because the price of the product is not high enough. You must be thinking, this person is a neurosis, such a low price can not be sold, but also sell high prices, of course, you are talking about selling products, I am talking about the brand, so the two are not the same, If your product is not selling high enough, you don’t have the money to find a good person, or if you are hungry and have no strength to eat, we don’t talk about marketing expenses. The key point is that we can’t find good people, and there is no way to do better research and development. How can you have the money to attend the class of the workshop?
Your money must reflect your value, but money is not true, so if you have no way to break the fear of price, it is difficult to create an imagination of value. The brand is a tangible product and tangible service, plus an intangible value, the intangible value can be your idea, it can be your value, it can be your mission, you can be interested The heart of others can also be a contribution to this society. Value will definitely come out, but this value must not be said to be money.
Doing business without making money is an immoral act, but making money is not the only purpose of doing business. So we have to think about doing this. Is there anyone in the world who is more powerful than us? Is this the only thing we can do in the world, and I have done this thing, can be this society, the country It is good for the whole world and even for the earth. When we have this, the gap between us and others will come out.
立
First, the most important thing is toA new definition exists. Why do you exist? Do you have anything different from others today? Is there an difference between an expensive pen and a cheap pen? Yes, because this is a marriage, so you must use the Montblanc sign to show my sincerity. Doesn’t it make sense to use a cheap pen? Because that is irreplaceable, you have to define your existence. If your brand has no connotation, it is just a pen, but your heart will make some people have different imaginations about the product.
Second is to build meaningful differences. For our advertising company, advertising for the award is a great thing, but many companies regard advertising as a purpose, but Leo Burnett uses advertising as a tool and means, focusing on customers. Success, this is our purpose. But it is useless to talk only, so how do we build differences?
For example, when a bottle of whiskey is on the table, you say that he is a whisky lover. When a bottle of Johnnie Walker is added to the table, you say that he is a person who insists on dreams. . This is the biggest difference. Be sure to build meaningful differences, not what you want to say. I say how good my product is, not necessarily what consumers want.
The third is resource configuration. There is a mention that the accumulated knowledge in the past 20 years is the sum of the year 2000. Is there any change in our brain? Now the amount of information in one day is the amount of information that Yang Guifei used to have in his life. Now there is no gap between the brain and the past. So the human brain stops when it encounters confusion. Especially the choice is the most difficult. Too many choices, he When you are down, you will not choose. So when it comes to resource allocation, you must remember that your resources are? Resources must remember that the first one is “time” because it can’t be reborn, and the second one is “attention”. If you don’t have these two things, don’t say that there are a lot of resources.
Large companies seem to have a lot of resources, but if you have the attention of all employees and the confidence, centripetal and attention of all employees, you are better than big companies.The industry is still amazing. We can do more now than they did at that time. Everyone must remember the resource allocation. The biggest problem for SMEs is that I have no money, no resources, no time to do one thing, but the strange thing is that I Have money, have resources, have time to come back again. Isn’t that strange? SMEs need to think about how to make good use of our resources, so it is very important to break through.
In 2000, we had 12 seconds of attention. By 2013, we had only 8 seconds left. Now we don’t even have 3 seconds. You have to think about how many times a day the phone is slipped, not to mention that everyone pays. It is a mobile phone, so the number is more fierce. How to keep your attention in such a situation is a difficult thing.
Remember brand 3 misunderstanding, product is not equal to brand, advertising is not equal to building brand, money is not true, understand and believe in redefining existence, establishing meaningful differences, the importance of resource allocation. If these are not done well, don’t say brand building brands, don’t waste money, don’t waste resources, because our SMEs can’t afford to waste.
Which is the brand, the brand is the association that exists in the hearts of consumers. Just as you think about the meaning of Beijing to you and the meaning of Shanghai to you, it will be different immediately. This is an instant. It can also be a logo, a good name, and a measurable indicator. It can also be said to be a commitment provided by internal companies. All of this must be remembered. Brands are all tangible and intangible aggregates, including relationship summaries.
How to build a brand
The first is to give a brand promise, and the promise comes from the true belief in the heart. Like a logo, the part that I saw on the iceberg, but what really matters is the place that I can’t see below.
We have a faucet customer. The information that the customer asks us to present is: How much does the ISO certification cost? How much did it cost to use the top craft? Wait, the customer tells us all to talk about it, although it is B2B, but still have to think about how to communicate with consumers. For example, if we say to consumers that this faucet is “the top royal family is in use”, is it better to tell him not to use lead-containing water, which will cause harm to the children’s head?
Second, two brand thinking, one is change, one is unchanged. What remains unchanged is that our love and hate greed for five thousand years, the essence of human beings will not change, it will become the big data you have now, because big data will lead you to buy some, maybe you don’t want to buy at all. But if you buy something you can, how do we master these two thoughts?
I want to talk about the human part. The car is going to sell to Dad. It usually has to say how good the performance is. But we don’t talk about performance. Telling her daughter is the softest part of Dad’s heart. Dad wants to take her daughter up the mountain and become a sea. She is exposed to the world’s first experience and should not be deceived by other men in the future.
The third part, be sure to remember that your product use is the only experience of the brand. The online, offline, and product-to-product experience can create a true experience of the customer’s brand and build a solid understanding of trust. Through the real experience, you can make it play, buy, share, the important thing is to share, the brand has a purpose: let your customers are willing to share for you, fight for you, defend you. This is the most important.
The last thing to sayIt is the way of the product, the product has to be continuously researched and developed, let it always be in the best and most suitable state. When it comes to the end, you can do it right, do it well, then open you The journey of the brand, this journey is uncertain, but behind the uncertainty represents a great business opportunity. If your brand doesn’t have a premium, it means you have no way to break the fear of price.
Be sure to redefine your existence. You sell cars not just to sell cars, but to sell a dream. You must let yourself have meaningful differences with others, then provide them to specific people, create a specific meaning in a particular life, and thus generate a premium and trust, so that your brand is successful, most of the brands are Starting from the inside. I hope to start your journey with your brand from today.
This article is from the public number:Teaching Workshop (ID:ClecChina) , author: Huang Liyan, CEO and president, Leo Burnett Greater China Group, Adapted from Huang Liyan in the eighth Workshop experienced private Chinese entrepreneurs to share the annual meeting of the Board of Directors, The original title is “The Way to Create a Brand for SMEs”, and the content has been revised by myself.