In life, we often see the success of others, and then we can't help asking: "Can success be replicated?"
Every day I see various news about startup financing and diaosi counterattacks published in the media, I wonder how others have done it, and whether I can be as successful as myself?
It is a pity that the media often only convey the news of these other people's successes, and the key elements of their success are rarely mentioned.
Clearly we need the ability to see essence through phenomena. Let's see what it takes to be successful.
Going back to the Three Kingdoms period more than 1800 years ago, when Liu Bei started his business, although he had great ambitions, he was at a loss and often thought, "How can I succeed?"
Even with Guan Yu and Zhang Fei's right-hand man, they still could not find the key to victory, so they looked at the hut and thirsted for talents.
At the first meeting with Liu Bei, Zhuge Liang's "Long Zhong Pair" was already aware of current affairs.
So let's take a look at the logic of this "Long Zhong Pair" that can make Liu Bei finally counterattack:
First of all, analyze the world situation and competitors, analyze the strengths and weaknesses of the opponents one by one, determine the goals, establish a team, recruit talents, and also need to jointly leverage.
Times change and everything changes, but the underlying logic of success still applies.
After researching the reasons for the rapid rise of so many brands, I discovered the secret of the counterattack of small brands: This is the learning of leveraged success.
Whether it is an enterprise or an individual in the start-up stage without deep resources, if they want to quickly counterattack, they must first find their own detailed positioning, focus on limited resources, and build an efficient system around the positioning.
Take an enterprise as an example. In the Internet age, how should an enterprise position itself? What kind of system to build? Leverage with whom? How to innovate?
Leverage Success Learning to help you find four steps to brand success.
1. SNS positioning (S-segment, N-new, S-simple)
When you are thirsty to buy a drink, and see all kinds of brands in the refrigerator in the mall, which one would you choose?
For me, I would quickly choose what I am used to drinking, such as Pulse, rather than try a new brand like Yuanqi Forest.
The ultimate goal of positioning is to make the brand occupy the top two positions in the mind of the target user. And what kind of people are most receptive to new brands? The answer is obviously young people.
The mental space of young people is not as fixed as adults over 30 years old, and it is difficult to change.
Therefore, the preferred target user group for new brand positioning is young people.
Understanding the preferences, behaviors and trends of young people and targeting young people can help brands grow rapidly.
In the market, young people are the most active group, leading market trends in different fields. Older people like me have no time and energy to appreciate the ever-changing trend culture, but can only keep up with the trend and rely on the recommendations of young people.
Young consumers are often the first to try new products and are therefore the first marketing targets for corporate positioning. If young people can accept a certain product, this product can basically be successful in the mainstream market.
No vertical, no penetration. Refinement of vertical positioning can focus, and lack of focus is the main reason why many brands fail.
The purpose of vertical positioning is to find a track that allows you to differentiate and grow rapidly. When you mention you, you can let the target user know who you are, what you do, and how you are. Occupy the first place in the user's mind.
Just like functional beverages, Red Bull is the first thing that comes to mind, Wanglaoji is the first thing that comes to mind for clearing heat and relieving summer heat, and Yuanqi Forest is the sugar-free drink.
In this way, when users have needs in the vertical positioning of the brand, the first brand that comes to mind will have the lowest conversion cost, which is the magic of brand influence.
Fragmented channel information acquisition and ubiquitous brand advertising bombardment have exhausted the user's brain threshold.
Brand positioning should be simple and easier for users to accept and remember.
A few days ago, I went to the mall to telemarketing list buy jeans. The waiter warmly greeted me and asked me what kind of jeans I would like to buy. I said "I want to buy a pair of jeans, size M".
“Would you like a slim fit, a simple fit, a loose fit, a casual fit? Zip, or button?
I was stunned, with so many choices, I didn't know which one to choose. Brands provide customers with a wide variety of choices, which indeed brings convenience to different people. But it also created new troubles. Things that could have been solve