[Marketing Talk] Liang Xiaoping: Stick To The Brand

Text: marketing expert Liang Xiaoping

Brand is the first productive force of enterprises, and is undoubtedly the most valuable asset of enterprises in the future.

Otherwise, there will not be so many Chinese enterprises and business managers who are crazy about making brands.

But this most valuable asset, a powerful brand, is not easy to get.

Just as the gold digger is in a pile of piles of sand on the beach, and constantly searching for gold with an hourglass, he needs to persevere in his sweat and time.

Making brands such as cultivating children in the real business world, most of us

Whether we cultivate children or brands, we all follow the same principle.

We must be psychologically prepared. There should be a long-term brand marketing solution for this preparation. What is more important is to maintain a long-term solution to the brand marketing solution.

For example, if we want to train our children to be scientists, we should cultivate children's interest in science, and buy many popular science books for children to see.

If children are not interested in science, are they interested in painting, can they be allowed to let their parents go by themselves? More importantly, once they have identified the direction of their children's training, do they stick to the end?

If we persist in the end is victory, we need not be so nervous. Everyone will go through the experience of being a child and being a parent. After all, we are all grown up to the present.

Therefore, when we return to building a brand, we must think about how to make the brand and how much time and resources we need to spend on it.

Indeed, in the face of increasingly fierce competition and challenges, we can see the pressure and urgency. The key to our test is whether we can keep our minds firmly in mind to cope with the changes in the market.

If we can survive in the development and change of the market, it is very meaningful to persist in the end.

We must know how to stick to this principle.

During the spring and Autumn period and the Warring States period, the ruler of the Wei, Zhao, Han, Qi, Chu and Yan six countries participated in or launched a war in order to compete for hegemony. Only the emperor of Thailand, Qin Xiaogong, adopted the reform of Shang Yang. He insisted on "keeping the war on the ground", secretly developing the economy, enriching the country and strengthening the army, and regenerating the economy for ten years. The party laid a solid foundation for the unification of the six countries in Thailand.

Starting from the reality of enterprises, we must proceed from the reality of enterprises. This is a very important principle.

Chinese enterprises lack time and experience in building brands, compared with the time and experience of brands in European and American countries.

We must see clearly this weak link, which is not to encourage the aspiration of foreign enterprises, but to let us know the facts.

In addition, according to the development history and strength of Chinese enterprises, a large number of Chinese enterprises are not equipped with the resources to build the world's top 500 brands. This is also a more realistic situation.

For example, in the brand positioning, there is a clear first.

Our Chinese enterprises and business managers should always remember that Rome is not built in a day, but it is not one or two days to build a brand.

If we must find a shortcut to build a brand, then we suggest that we first look for the right person, and then push the brand to do well under the impetus of the people, and the brand will naturally grow up.