Strategy is a hypothesis for the future
Editor’s note: This article comes from WeChat public account “Brand Geometry” (ID: brand- vista) , author: Jun geometry.
Gejun has something to say:
Why do we make a brand? Because everyone does not like being the same as others, they all have to be differentiated, that is, they are different; it is important that they are not only different but also different; at the same time, they must be recognized and liked by consumers; they must be able to become alliances with brands and interact deeply . In fact, I have already mentioned the standards of good brands through these points. They are simple, important, and different. Although demand is a one-word thing, how many brands can you really achieve?
I came across a brand project, whether you are Party A, Party B, or Party C. The first thing to do is to solve the problem. To solve the problem, what is the brand problem that needs to be solved by the brand project?
The question given by the customer or boss is a question of feeling or business. For example, I think we ca n’t say clearly our core characteristics, and our brand ’s premium ability is weak, but this kind of problem is in the eyes of specific professionals of the brand. This is As a result, what is the underlying problem? Why is this so? Why are you so active?
What we need to know is why. Everyone also knows why consumers buy, and the problem that our professionals have to solve is to answer why first. As long as the problem is clear, it is easy to assume the answer, and the homework process is a process of demonstrating assumptions.
We have also mentioned many times in the course of the brand teacher. Strategy is a hypothesis for the future. Many times it is based on inexhaustible information and influential factors. The strategy project is the process of demonstrating this hypothesis. How to put forward a hypothesis is a master’s intuitive instinct after a lot of training, how to solve the problem is a master nautical chart for master planning, since it is a map, there are factors such as coordinate altitude, etc. In your mind, it is a series of coordinates and Reference to the benchmark. At this time, we need a theoretical model.
Here, we give you four brand differentiation theories as the basis, which can be used as a reference for solving problems. These four brand differentiation theories are: USP theory, image theory, positioning theory, value theory.
But there are some words that must be said in the front, so as not to let everyone fall into path dependence and model worship, leading to misunderstanding.
1. There is no perfect theory in this world. The premise of the theory is that it is assumed that certain factors remain unchanged, but it is impossible to remain unchanged. If the change is too large, the theory will lose its meaning. Then we say something reasonable