Aug 03, 2022
After being brainwashed by "Misue Bingcheng", I made some reflections on brand positioning and communication
In Welcome to the Cars Forum
Recently, I was brainwashed by a song "You love me, I love you, Michelle Bingcheng is sweet", three lyrics, Chinese version, English version, Japanese version, Korean version, Thai version, Ghost animal version, Rap Versions, etc., there are only the versions you can think of, and there are all kinds of versions. While all kinds of versions swept the Internet, they successfully brainwashed all kinds of netizens. According to network statistics, so far Douyin has played nearly 1.4 billion related themes, Weibo has nearly 600 million, plus more than 60 million Bilibili data, this song is adapted from the American classic ballad "Oh! Suzanna"'s "Michelle Bingcheng" brand theme song, relying on these three lyrics alone, exceeded 2 billion views, and quickly became a divine comedy on major short videos and media sites. In just a few days, after 24 years of establishment, Michelle Bingcheng, which is mainly rooted in third- and fourth-tier cities, and has almost no brand influence in first- and second-tier cities, quickly swept through major media websites, and made "real" and "cheap". , "conscience" and other brand words are imprinted in the minds of most people. 1. Super symbols are super brands The explosion of the theme song of the Michelle Bingcheng brand is due to the right time and place, but the reason is more of a human effort. The brand is spread with the common natural symbol of "snowman", combined with the well-known folk songs, through adaptation and remodeling to become a super symbol. As the so-called "super symbol is a super brand". The "Hua Yuhua" company that planned and designed this communication can be said to be well versed in it, and has used this slog to the extreme. Hua Nan, the founder of Huayuhua, once said: "The so-called super symbol means that our brand chooses to privatize and recode the traditional symbol with the highest communication efficiency and the lowest communication cost, and make it our registered trademark. So , registrable, identifiable, and descriptive are the characteristics of hypersymbols.” For a brand, a brand is a set of symbols. This symbol system is used to promise and convey a stable value. Once consumers see this symbol system, they will know what the stable value is behind it. This statement is similar to the concept "brand positioning" advocated by the American marketing master "Jack Trout". 2. What is brand positioning "Positioning" is an industry term commonly used by advertising and marketing personnel. Since April 1972, "Advertising Age" magazine serialized an article on "positioning", positioning has gradually formed a new marketing concept and began to change the nature of advertising . In fact, the term "positioning" was first proposed in 1969 by the famous American marketing guru Ai Rees and Mr. Jack Trout, a partner of the company at that time, and named it "positioning". Talking about why he chose the word "positioning", Mr. Trout once said: "The Webster's Dictionary defines strategy as establishing the most advantageous position against the enemy (competitor). This is precisely the positioning. work to be done.” The so-called brand positioning is to make the brand occupy the most favorable position in the customer's mental ladder, so that the brand becomes the representative brand of a certain category or a certain characteristic. In this way, when customers generate telemarketing list relevant needs, the brand will be the first choice, which means that the brand occupies this position. For example, if we encounter a question that we don’t understand, the first thing that comes to our mind is to search for the answer. Usually, most people will say: “You can Baidu.” Baidu is a brand, not a search function, just because in the search engine market, Baidu occupies a dominant position, so that all opponents are temporarily unable to shake its position. Similarly, when we take a taxi, we will call it Didi, which is also true. The basic method of positioning is not to create something new and different, but to manipulate the existing cognition in the mind and to reorganize the existing related cognition. 3. Overcommunication Society According to online data, the annual turnover of my country's advertising industry has increased from 501.975 billion yuan in 2013 to 799.148 billion yuan in 2018, an increase of 26.6% in 2020, and is expected to approach the trillion-dollar level in 2021. There is no doubt that we are already in an overcommunicated society. If we are still blindly launching a large number of markets, hoping to subtly change users through the impact of advertisements, it would be too self-righteous. In an over-communicated society, the only hope for success is to be selective and focus on market segments, the so-called precise "positioning."