Most brands in the brand awareness and efforts, there are some brands are trying to do brand trust, and very few brands can establish a reputation and loyalty, and if you want to make the consumer as the gods of their faith to worship, to love, then the difficulty is imagined.
Some of the new products brand, we are aware of, cognition, such as Hengda ice spring, Wahaha, oxygen rich water, we even cannot find way to buy, or to not to try;
There are a number of brands that we have been interested in, and we have to buy, but later also won't go to try, such as the case of gas or some scary chewing gum;
There are a number of brands slowly by us to settle down, become our trusted brand or products, such as our regular drinking water, often buy clothes, etc., we also give him full confidence;
A few brands, we have a number of praise, we almost do not consider replacing the brand, for example, the most suitable for my cosmetics, such as my faithful love watches, etc.;
More very few, we have a special significance of the brand planning, we will not consider the replacement of the brand, we are very concerned about their every move, we will go to the side to recommend, to spread, to share, we even do not hesitate to maintain the reputation of the brand, and these brands in our view, is a brand of faith!
The most powerful brand must be a spirit, this spirit can even be strong enough to let consumers believe, worship, as we worship God do the same thing. This is what we say to be "brand of religion".
The most powerful brand is the spirit of!
To build a brand into a "religion" - like influence, you need to do the same as the real religion, with its own philosophy, faith, spiritual core, but also to represent the image of the party, and so on. We summarize the above contents as the four carriers, namely, the image carrier, the organization carrier, the material carrier, the spirit carrier.
Four major carriers of religious brand
The image of God, Jesus, priest, carrier, Buddha monk Logo, spokesperson, representative pattern
The church, fellowship, Party organizations, activities, organization, organization, production of temple channel marketing From EMKT.com.cn
The Bible, the book of songs, the material carrier of unique products and packaging, competitive price, promotion
Spiritual carrier of Christian doctrine and spirit
The cultural connotation of the brand culture which is the spiritual resonance of the Zen Buddhism and the consumers
From the USP competition theory, to the brand image, to the positioning theory, to the integrated marketing theory, to the blue ocean strategy, the brand marketing theory emerges in endlessly, but it is "the consumer as the center, the influence consumer's mind", thus achieves the sales goal.
Different theoretical system, in different times, for different stages of the category, with different effects, such as USP in the development of the category of growth, through a unique selling point of the impact of consumer is quite effective; and in the category of competition, the unique brand image is able to stand out in the competition.
However, an evergreen brand, a century old brand, it must be a popular, directed at the consumer's soul brand!
The greatest organization in the world might be the Christian. Christians are distributed in various countries, the Bible is translated into more than 2000 languages, and many more. It's hard for us to find a brand that can be compared with it, but we can find some more close cases to help us understand the brand of religion.
Chinese the greatest mentor of Chairman Mao is non brand. Chairman Mao to rely on a strong spirit of cohesion, to create a brand of the Chinese Communist Party, the spirit of the people to serve the people, to achieve the spirit passed to each of the Chinese people. In addition, Chairman Mao's image has become a symbol of the people's Republic of China, the Chinese Communist Party, the Chinese Communist Party, the Chinese people's Liberation Army constitute an important organization carrier, and Chairman Mao's quotations reached 5000000000 copies, but also become the world's largest distribution after the bible.
Coca-Cola has become one of the most successful brands in the world. Even if it is in the information technology, the rapid development of IT enterprise geometric growth of today, Coca-Cola also certainly not to become the world's most valuable brand, relying solely on brand image theory or positioning theory is difficult to explain this phenomenon. The classic red, the classic coke bottle has been passed so far, Coca-Cola secret formula is closely guarded, Coca-Cola rely on powerful marketing organizations to sell products to more than 200 countries worldwide, and Coca-Cola representatives of the "classic", "enjoy", "American life" is more influential generation and generation of consumers.
With religious thinking to create a century brand
Science and technology in the development, marketing channels with each passing day, but the content is king will never change. Although social media continue to affect our lives, changing the way the enterprise marketing, despite the O2O, O2M change our consumption patterns, to subvert the business operation mode, but we must remember that: the more commercial, the heart is impetuous.
Consumers more and more lack of external material meet, on the contrary, only closer to the heart, more close to the real, in order to really impress consumers, and consumers along the way.
Tissue carrier, material carrier to meet the needs of consumers, functional, service and experience, the image of the carrier can be the most direct sensory stimulation to consumers, and only the spiritual carrier