A commonly popular marketing value is to take advantage of the information gap, and take advantage of the information asymmetry caused by consumers' ignorance of the industry and products to earn the price difference.
Today, many industries have been transparent, and consumers can easily dissect the products like herpes and cattle, and every cost can be calculated clearly, so many people lament that business is not doing well now.
This is a typical Mongolian value.
Guided by these values, companies tend to focus on how to deceive people, knowing the secret of knowing more than facts, rather than building real long-term competitiveness.
Such companies often do not have the ability to navigate through economic cycles. The innovation of a certain technology, the information asymmetry of painstaking management may be transparent in an instant;With the introduction of a certain policy, the windfall profits that were originally based on the Mongolian people may be wiped out immediately.
Another value is the opposite, when developing products, it is to be mindful, that is, to explain their product science to consumers as clearly as possible, that is, to let consumers fully understand the relevant information, and strive to achieve symmetry of production and marketing information.
The essence of this value is introverted thinking, which is to spend energy on doing a good job in their own products, the fragrance of flowers and butterflies comes naturally, the important thing is not to fool butterflies to fly, the focus is on how to make flowers bloom better and more fragrant.
Many people are ignorant of positioning theory, or even think that the classic theory of changing consumers' mental cognition is to occupy the minds of consumers through a false concept with less dry content and color difference through communication skills, so as to achieve market success.
The real positioning theory is the integration of strategy, products and services, starting from the consumer's mind to the company's product practice, and then from the product practice back to the consumer's mind, so that the information transmission and reception are consistent and closed-loop.
From the external competition, we need to build our own positioning, and then return to the brand itself to make the positioning real, and present such a brand in front of consumers, the unity of knowledge and action, and the consistency of words and deeds, which is the positive brand value and the brand value with long-term vitality.
Zhao Chongfu, a brand strategy expert, is one of the most knowledgeable brand system practitioners in China who understands positioning theory and super symbols, and uses positioning ideas and super symbol methods to empower brands to grow healthily.