Now many of our "old" brand companies are scrambling to please young consumers in order to capture the appetite of young people. Under the impact of the mobile Internet, major changes have taken place in communication paths, communication methods and cultural environments.
The market no longer welcomes the old ways we take for granted. In the face of consumers in the new era and the consumption environment of the new market, brands are also facing the problem of rejuvenation. The repeated market, the means that brands must deal with is the so-called Eight Immortals crossing the sea, each showing their magical powers.
In the early communication process with most small and medium-sized enterprises, Xiaoguo can find that many brands want to maintain a brand vitality through their continuous rejuvenation and iteration, so as not to be abandoned by consumers in the "new" era.
Traditional brands have changed their minds and spared no effort to compete for the market of young people, but they always fail to do what they want to do. Brand rejuvenation is important, but many brands often misunderstand the essence and core of this matter, because there are some misunderstandings in choosing brand rejuvenation.
01 Let young users see, so brands need to be younger
Brands are usually rejuvenated promotions that young people see and capture young consumers. It sounds reasonable, but in fact, not all brands and all industries need brand rejuvenation.
Brand rejuvenation is not the ultimate goal. Brand rejuvenation requires selection of industries. For brands, the primary condition for brand rejuvenation is to confirm whether the brand needs to be rejuvenated, and what business issues need to be solved for rejuvenation. TO B companies may not be suitable for rejuvenation, because for TO For company B, the key words it brings to customers are a sense of security, trust, and professionalism, so it does not make much sense for such brands to be younger.
For some fast-moving consumer goods, the rejuvenation of the brand is particularly important, because rejuvenation can help TOC brands obtain a series of problems such as user perception, traffic acquisition, and product sales.
Therefore, the rejuvenation of the brand is actually a false proposition. Brand rejuvenation is only a superficial strategy of a brand, and the core technology is still the business requirements of the corporate brand under the new internal control and external market environment.
In the context of the growing purchasing power of young consumers and the wider reception of information, brands can interact with people on social platforms, event hotspots in marketing activities, follow-up of trends, expressions of emotions and attitudes, etc. The business problem to be solved behind the communication action of .
02 Brand rejuvenation is communication modernization
For ordinary users, the perceived brand rejuvenation is usually at the communication level, but for the entire brand, the rejuvenation of communication may be the most superficial dimension. Wei Shi Media believes that consumers' perception of brand revival has three dimensions:
1. The first dimension is the communication dimension, the content output of “Double Micro-Shake” as we know it today
The positioning of brand personality on social network platforms, etc., are all based on the level of information dissemination.
The communication level is also the first level for brands to adjust. In the era of Internet information explosion, the information that young consumers come into contact with every day is often swept away, which requires brands to have high quality + high telemarketing list frequency + attitude in communication and marketing strategies output, so that users will actively pay attention to the content you spread.
2. The second dimension is the visual dimension, which is the attractiveness of the product
This dimension can make consumers feel more intuitive, such as product packaging, various visual expressions, etc. In marketing, the emotional expression of the content is in place, and the moment they see the product cannot be disrupted, so all the hard marketing in the front is for nothing.
Younger packaging can bring different sensory experiences to consumers. If your brand packaging or aesthetic packaging has more than ten years of experience, young consumers can directly feel the changes in the brand... Of course, if it can persist in development like coconut milk It's better to be yourself, to be unique and to have a strong brand design style.