Recently, I chatted with some friends who are Internet product brands and found that everyone has a common feeling: in this era of growth exceeding everything, the brand executive email list department in the company has been greatly challenged by the business department, and the boss has increasingly questioned the importance of the brand. Everyone began to feel, Internet products do not need a brand. Why single analysis of Internet products? For traditional executive email list brands and fast-moving consumer goods. The bosses still recognize the brand, although there are new requirements in the play style.
But the voice of the brand is less questioned; There are a lot of introductions on the Internet about brand play in the Internet era, but I think it is more for traditional brands and executive email list fast-moving consumer goods, rather than for Internet products. To this end, I provide some humble opinions on the brands of Internet products for your reference. 1. For Internet products, does the brand really fail? Let’s talk about the conclusion first: the executive email list brand cannot fail, it is the outdated brand play that fails. 1. Why is it impossible for a brand to fail? The starting point of business is demand, and so is the brand.
Only when the demand is met, the brand has value. The word brand, from its birth, is to help consumers solve cognitive problems: (1) Knowledge of products (pinduoduo’s products are executive email list very cheap, watching ghost videos on station B, etc.) In the market, information asymmetry exists forever. Consumers cannot fully understand a certain category/industry, and it is generally difficult to have a very comprehensive understanding of the purchased products/services. To this end, consumers will definitely need brands to help them build product/service perceptions executive email list and then make decisions. Self-awareness (people who wear Supreme are trendy, people who watch Kuaishou are down-to-earth, etc.