With the deepening of the economic crisis, Mr. Xie Fuliang, the director of Yuanzhuo Brands, is selling the course “One penny to make a brandâ€. There are public classes and internal training courses. Some government leaders take the lead and professional training companies take the lead. Since the consulting business was too busy at the end of the year, she couldn't get away from it. Teacher Xie shoved off many of these classes.
"Penny for a brand" is hot at this moment, which may be a good thing for Yuanzhuo brand institutions, but it is a sadness for the entire Chinese marketing and business community. Because it reflects from one side that the business community has serious misunderstandings and deviations from branding and how to make a brand. I believe many people will think that I am alarmist. In fact, it is true.
Many non-professionals, semi-professionals and even so-called professionals have serious deviations from the understanding of branding. They generally believe that there are two ways to do business: one is to do branding and the other is to not do branding. . Doing a brand represents a high standard, strict requirements, and spending money to spread; not doing a brand represents casually, over and over, and the sound is not loud. I still feel that it makes sense when I hear it. It is such a thing. In fact, if you follow this logic and then go deeper, you will find that the difference between the original brand and the non-brand is just the difference between wanting to live and how long you want to live. However, which one does not want to live, does not want to live for a long time? Therefore, there is no difference between doing branding or not, and many people's understanding of the brand is wrong from the root.
To do business is to do business, to achieve business goals, to earn more, to get a long time. The brand has two levels of meaning: on the one hand, the brand is a standard for testing the quality of business, and is a result indicator. If the business is good, the company will reward the public with a “brand†as a reward. If the business is not good, there will be no reward or even be eliminated. On the other hand, the brand is a theoretical system and system for how to do business well. The method guides us to do business better. Therefore, you don't need to specialize in branding. You only need to use the brand's methods and principles to do business. Naturally, you will do business well and harvest the brand.
Recognizing the brand, we will find that the brand is a result and a method, not a goal. We don't have to be arrogant and desperate to announce to the world: We officially started to build the brand, and we are going to invest 8 million to build the brand next year.
They regard the brand as a stage goal, and it is common to rely on the previous misunderstanding to separate the brand from the enterprise. They also think that it is a second misunderstanding to use the brand method to do business. In fact, the correct brand approach will not allow companies to spend more than a penny, but will also save money for the company. There is a systematic explanation in the course of Xie Fuliang's "One penny for branding" course, and the Yuanzhuo brand organization is also practical in serving customers, and has achieved good results.
Looking back, let's take a look at the logic of why the course is hot: "Winter is coming, the crisis is deep, the company is not good, what should I do? Do the brand. But how can I do without money? I can't wait to die! One point Money can also be a brand? Impossible! Dead horse as a living horse doctor, try it!".
When the book is used, it hates less, the brand is not a straw, please don't think about the brand.
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