In the field of brand marketing, many companies regard "meeting the needs of consumers" as the guideline, they observe the behavior of consumer groups, do various statistics, cater to or even amplify the needs of consumers, and use this vane as a guide to profitability.
In fact, to a certain extent, this logic holds true - demand brings the possibility of trading. However, when demand becomes a mechanically quantified metric, the company's frame of reference becomes dangerous. The rules of the business society often stimulate people's needs, and human nature is dark, if the company blindly caters to the boundless needs of consumers, it may make the brand style lower and go to the bottom.
Drucker once said that the essence of an enterprise is to solve problems for society, and a social problem is a business opportunity. A great brand should try to solve social problems and solve the major needs of mankind in the current era. Profit maximization is not an indication of how to run a business, but only a test of its effectiveness. Markets are created by people, not by economic forces, so it is important to discover what kind of goods or services a company should offer from the perspective of people, i.e., consumers.
What are the core issues in today's society? Beijing Tiancexing believes that it is the disorientation of the subject. In the 20th century, the French scholar Lacan once sharply pointed out that when the subject enters the social symbolic order from the state of nature, it is constantly self-defeating and alienated. People are constantly hollowed out of the real existence of the entity by symbolism, and can only be reconstructed through the external symbolic order, and the real subject becomes nothing.
The disorientation of the subject is becoming more and more evident in today's society. The Great Other is everywhere, invisibly disciplining everyone. People feel anxious, want to get ahead, get promoted, be ashamed of their current lives, and can't tell what they really want in the grip of mainstream values. As a result, some phenomena have emerged - everyone is role-playing, both offline and online, trying to prove their existence.
In the past, famous grottoes were often built in the desert, and people looked for self-projection in the barren through statues. Today, although there is no physical desolation in the city, people's hearts need to see themselves through the material, just as before.
How should one find one's subjectivity? The search for reason, emotion, and meaning is the real need of the times. People should not cry or laugh exactly according to the rules, but should have their own independent judgment.
If an enterprise satisfies the instinctive consumption of consumers according to the desire of the system and goes with the flow, it may be profitable, but it is easy to get lost and cannot achieve a truly great brand. Great brands need to use their own ideas to help consumers find the main body, and only by striving to return to the rational subject can people fight against nothingness, regain self-confidence and happiness, and social tranquility. What the brand really needs to satisfy is the reasonable desire of the "subject", which may contain a large amount of emotional consumption, but emotional needs are also part of rational needs.
What enterprises need to do is to find the most beautiful angle and give consumers the guidance of subjectivity in the commercial society. Only by standing in a high position to solve social problems can we have a chance to win great success.
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