2017-11-22

原創觀點

重新認識品牌——記住 品牌的第一要義是產品

最近跟同事和客戶談論品牌,聽到一些觀點后有一種“蛋蛋的憂傷”,或者是因為我太偏執了。原因是什么?大家對品牌有一種“宗教式的虔誠”,卻沒有對它有一種基本的認知。

什么是品牌?我簡單考證了一下,大概有10多種主流說法。比較流行的有品牌形象論、定位論、體驗論、價值論(基因論)……還有一位朋友同我說,他認為最準確的品牌定義是“品牌是消費者與產品有關的全部體驗”。這些定義在各自的邏輯下都沒有什么問題,但都不是本質。

比如品牌形象論,奧格威特意在書中強調:品牌形象對那些人們看得見品牌名稱的產品,諸如香煙、啤酒、汽車、衣著等尤為實際。在實際應用中也確實如此,但是在這些產品之外就沒有太多意義了,普通人吃個快餐總不至于還計較個品牌形象和個性吧(此處不接受抬杠)。

定位理論也是,市場上有大量的品牌并不符合定位理論,當理念和實踐沖突時,首先不是去質疑這些品牌有問題,而是應該去懷疑理論出現問題了。實踐是檢驗真理的唯一標準。還有所謂的價值論,這本身沒有什么問題,品牌是一個價值體系,但是被帶偏了,成了空中樓閣,更病態的做法是挖空心思想高大上的詞去美化“品牌價值”,卻忘了經營的本質,忘了在產品和服務上花心思!

品牌是什么?翻詞典啊!《現代漢語詞典》定義:產品的牌子,特指著名產品的牌子。當然你一定會認為我這么草率,用這么不權威的定義。可《詞典》里就是常識啊,是我們所有人的最基本認知,不信問我們身邊的非專業人事(比如我們的父母),他們認為品牌是什么。你一定會得到這個答案。

所以“產品的牌子”就是最本質最常識最基礎的一個定義,放之四海而皆準。而且“定義”是要用來做事的,這個定義做什么事呢?

品牌=名字+產品業務結構。

所以只要有名字有產品,就可以算有品牌。好產品、知名的是品牌,差的、不知名的也一樣是品牌。蘋果是品牌,華為和小米是品牌,大可樂手機也是品牌,只是知名度不同而已。我們通常說“有品牌”和“沒品牌”,其實不是,我們都有品牌。但不同的是,知名品牌和不知名品牌,這就是《詞典》里的后半句定義:特指著名產品的牌子。

所以企業做品牌,首先應該是有個好名字,這就是前面分享過的命名原則;其次合理的產品業務結構,產品可以聚焦也可以多元化,這是企業經營邏輯的選擇和資源的匹配能力。經營是一種實踐,一種藝術,不是科學公式,沒有既定的套路。而品牌的簡單邏輯其實就是取個好名字,讓更多的知道和記住你的名字和你的產品,并且信任你形成購買權益的保證。所以品牌沒那么高大上,它不需要“宗教式的虔誠”,踏踏實實地研究產品,踏踏實實地定價格,比想幾個高大上的詞來得實在多了。

但是為什么當今社會各種品牌理論會充斥呢?這是因為中國市場的營銷是極不成熟的,在90年代末和2000年初的時候,一堆“點子大師”出現,兜售他們的咨詢產品。簡單傻瓜式的點子方法易接受易使用,大受市場歡迎。然后他們又將品牌的概念和地位無限提高,用來提升自己的地位和價值,讓更多人來“購買他們的咨詢產品”,品牌學最終成了一門“玄學”,好多企業對品牌都成了“可望而不可及”的狀態。但隨著企業負責人、高管的整體素質越來越高,這些“大師”的地位也就越來越低。我經常遇到從廣告公司跳槽到甲方的品牌負責人,上來第一話就是你們這些套路我很熟悉,來點實際的。

最后跟大家分享一個小竅門來鑒別“神棍品牌策劃公司”和“靠譜品牌公司”,所謂“竅門”都是片面的,只能是參考,大家不必較真。但凡上來就大談戰略或品牌價值的,基本都是“神棍公司”;跟你糾結和鉆研產品、定價、渠道的都比較靠譜。這不是我說的,一位前輩說的。同樣的意思《冬吳同學會》里也有提到過,大家可以去聽一下梁冬的玩笑話:上過EMBA最大的好處就是不會再被那些上來就談戰略的大師忽悠。

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