What is a good Chinese brand?

The reason why a good brand can become a good brand is not only reflected in the external marketing communication level, but also from the inside to the outside. First of all, let's look at the front end capability of the brand, which is the part of the brand that users can intuitively feel and show to the outside world, mainly including brand power, product power and growth power. 01 What is brand power? It is not just how many people know your brand that measures the strength of a company's brand. Because the brand stage of "brand=popularity" has passed, we should take a more three-dimensional view of brand as a core asset of an enterprise. In addition to reducing consumer choice costs

Xingtian Derun's summary meeting in May and launch meeting in June ended successfully!

On June 2, on the eve of the Dragon Boat Festival holiday, facing the summer sun, Xingtian Derun's May Summary Conference and June Launching Conference were successfully held in China Resources Center! The first item of the meeting was the demonstration of team morale. The partners of each department came to the stage according to their own teams, showing their high morale and positive spirit. The second item of the meeting was the induction ceremony for new employees. Last month, a total of six young partners entered the family of Xingtian. I hope you can make progress together with Xingtian and cheer together! The third item of the meeting was the employee becoming a full member ceremony. Congratulations on the fact that this month's full member became a full member of Xingtian! The fourth item of the meeting, outstanding staff

Creativity can sometimes be the enemy of marketing

Why do you need creativity in marketing communication? The fundamental purpose is to improve the efficiency of information dissemination! The core scenarios that need to rely on creativity to improve communication efficiency mainly include two aspects: one is when the information to be conveyed is unfamiliar to the target audience. For example, the selling points of many brands will involve a lot of technical expertise. If these information is directly disseminated, the effect will be greatly reduced. At this time, we need to use creative thinking to "decode" and re "encode" these information. The second core scenario that requires creativity to improve communication efficiency is: when this information needs to be transmitted

Brand marketing development trend

Brand management needs to move from "sales orientation" to "relationship orientation". Most brands have no so-called "relationship" with customers. Because most brand advertisements are "simple and profound". In real life, the real relationship must be established from the simple to the deep, and all the "shallow talk" behaviors will scare the other party away. There is a "social infiltration theory" in communication science. This theory tells a truth: the process of building relationships between people is the process of revealing their true selves. People have a lot of egos, like a Taowa, the real self is wrapped layer by layer. A person's privacy, hobbies, life desires, etc

Small full | As for this, it is small enough to be full

Xiaoman, one of the "24 solar terms", is the second solar term in summer. The climate of the Little Full Solar Term is characterized by frequent precipitation, which often results in continuous large-scale heavy precipitation. After the Xiaoman solar term, the rain in the south became more and more abundant. As the folk saying goes, "Xiaoman means the rivers become more and more full." Xiaoman reflects the abundant rain. Another explanation is that the grains of summer crops such as northern wheat begin to fill, but they are just beginning to be full, but not completely full. The folk custom of Xiao Man's solar term is formed according to the characteristics of the farming society. The folk custom of Xiao Man's solar term mainly includes "Xiao Man worships the car god", "Xiao Man grabs water", "Xiao Man prays for silkworms", "Xiao Man eats wild vegetables", etc.

Pan Zhoudan explodes, I found the traffic code

Recently, "Let's welcome Pan Zhoudan! Pan Zhoudan, 29 years old, graduated from the Federal University of Technology in Zurich with a master's degree." The video quickly became popular on various social platforms, and was later played crazily by netizens. After that, the topic of "Learn to bully walking show" hit the hot search, and the phenomenon of "human to human" appeared. This makes us ponder over how imitation shows such as "Pan Zhoudan", "You are my god" and "Sheep Placenta Essence" have set off waves on social platforms again and again? 1、 Why did "Pan Zhoudan" become a hot topic and set off a wave of imitation? 1. The unique posture of getting up triggered the second creation of social media. Pan Zhoudan's popularity was actually due to learning from Pan Zhou

520 Inventory of brand borrowing activities

In today's diverse marketing patterns, it seems rare for the brand to take advantage of marketing to become a screen level case. In order to bring more traffic to itself, the brand has also spared no efforts to get traffic. With the popularity of homophonic stem, May 20 is now regarded as a day with special meaning. For more people, 520 is a time to express boldness and courage. For the brand, 520 is a day of creativity and traffic harvesting. Now let's take a look at the major cases of the "520" National Day Celebration this year. 1、 Pandora 520,

The summary meeting of Xingtian Derun in April and the launching meeting in May were officially held!

Motherly love is a forest, sheltering me from wind and rain; Maternal love is an ancient zither, playing melodiously gives me warmth; Motherly love is a pool of rain, sweet as honey, let me taste; On May 8, on this mother's day, Xingtian Derun's April summary meeting and May kick-off meeting were officially held! The day of the meeting was Mother's Day, and the company arranged a special session to present carefully prepared gifts to all the children who were mothers in Xingtian, as well as sincere blessings to other children present. Team morale demonstration: the young partners of each department came to the stage and shouted their own department slogans to show their high morale