"How to build products into living brands" is a fake hardcover book by Ye Minggui, published by CITIC Publishing House, the book is priced at 42.00 yuan, the number of pages: 248 pages, the article bar I have carefully collated some of the readers of the reading aftermath, I hope that it will help you.

"How to make the product into a living brand" read (a): for the brand into the soul

It is also considered to be a word to break the so many years of an indefinable good brand in the end good in what place the reason? nike apple and so on, these people can't stop the brand why is so appealing, it turns out that they are uniquely charismatic people who are They all know exactly who they are. They know exactly who they are and what they want to do. They have their own unique style, method of action, behind each brand has its own unique meaning of life, leading each use of their brand to go farther. Yes ha, look at that brand, it's fascinating! That's a brand with a story and a soul. What we need to do is to keep injecting more into the brands we serve, so that the soul of the brand becomes more palpable and fuller. The more practical part of the book is the method of making a brand with soul: the method of strategy, how to keep the brand from being schizophrenic in the digital marketing environment. The significance of integrated marketing. Misconceptions and truths in advertising, the principle of celebrity. From how to sell products, how to communicate with customers sincerely, how to do PPT, how to hold meetings, how to lead the team, it is really without a trace of reservation to share their decades of experience in the advertising industry may be able to face all the problems in this book.

rules are for hte obedience of fools and theguidance of wise men.

A good book with guidance.

"How to make a product a living brand" read (2): from nothing to create a truly charismatic brand

What is the glory of an advertising man?

"Building a truly charismatic brand from scratch."

--Ming-Gui Yeh, Ogilvy & Mather Taiwan's Chief Strategist

One time, I was chatting with Sherley, the wife of the owner of the Traditional Chinese Café, about advertising copywriting, and she was talking about Taiwan's She talked about Taiwan's Left Bank Coffee. On the way back, I searched for posters and looked at them one by one, and it didn't seem to be as good as I thought it would be. Until a few days later, I read Master Gui's new book, "How to build a product into a living brand" (Master Gui is precisely the strategy behind Left Bank Coffee) before I slowly smacked out some flavor.

When we look at an advertisement, we often think of it as a painting with words. When you don't understand the business problem it's trying to solve, and you don't know the strategy, it's easy to get bogged down in commenting on the details of the words and the colors and the layout and lose sight of the problem the advertisement is really trying to solve.

I didn't go through any rigorous marketing training, and when I started, I listened to a lot of trustworthy people who said I didn't need to read marketing and advertising books, but I didn't listen to them. Of course, you don't have to listen to me either. Well, about branding and advertising or let's listen to what Mr. Gui said.

1

In the preface of the recommendation, Ogilvy & Mather Greater China Vice Chairman Song Yiming said: "In this increasingly complex environment, consistent and sustained branding is increasingly important. Ogilvy & Mather is often faced with the need for integrated marketing communications from clients. In fact, the foundation of integration must be derived from the clarity of the brand connotation, so that integration can be realized. The importance of this is every business manager and related practitioners must be clear, thank you Gui's good intentions.

2

It is not important whether there is a Café Le Banque on the banks of the Seine-et-Marne in Paris, what is important is that consumers believe that there is.

The case for the Left Bank came from a real and specific business problem - how to raise the price of something that costs $10 to $25, and the task of communications was to inject a $15 premium into the product (the advertiser found that the original LILO packaging was unable to break through the consumer's mindset that it couldn't cost more than $10, so it wanted to achieve a premium by changing the packaging.

The advertiser found that the original Lile packaging could not break through the consumers' mind position that it could not be higher than $10, so it wanted to realize the premium by changing the packaging).

So the first question is what product categories to choose to put in this new packaging (similar to McDonald's takeaway drink cups)? Milk, juice, wine, beer? The final choice was coffee. Because alcohol needs to be completely sealed, and coffee has a large price elasticity margin, and most people have no concept of what makes a good coffee, coffee-based drinks are more likely to sway pricing because of image.

The next step was purposeful research: reviewing the influence of various images of the product on price (e.g. what color packaging is most likely to give you a premium feel?). The conclusion was dark blue. The packaging of lucky coffee, recently endorsed by Zhang Zhen and Tang Wei, is dark blue! Of course Benetton had already adopted it before that. Of course, the advertiser didn't adopt it because he thought coffee should be coffee-colored.

At the same time they tested 4 prototype brand stories:

Which of the following coffees would you pay the highest price for?

1. A cup of the signature coffee from a Japanese boutique café

2. A cup of coffee from a party at the British Prime Minister's residence

3. A cup of coffee reserved for airline first class VIPs

4. A cup of coffee from a café where philosophers congregate in Paris, France

The answer was 4. And so the café's brand archetype, based on a well-defined business topic. So the brand archetype of the café is based on a clear business topic, defined through a dialog with the consumer. In order to make the Left Bank coffee very "French" and get the image of high price (to satisfy the consumers' psychology of "reverence for France"), it specially sponsored the "French National Day Charity Sale" organized by the French representative office in Taiwan. It also sponsored the "French National Day Charity Sale" held in Taiwan by the French Representative Office in Taiwan, and organized several French movie exhibitions with the French Commercial Consulate on the occasion of the French National Day. In short, the left bank coffee need French blood, need French gene to realize the premium.

3

Left Bank Café is a platform with a brand concept, should be the most advanced communication concept of the year, Mr. Gui at that time, especially emphasized that the Left Bank Café is a coffee "museum", rather than coffee products. With the coffee "hall" this platform concept, a more accurate description of the left bank of the river in Seine-et-Marne, France, a literati collection of cafes, with this conceptual platform to build the brand, and borrow this conceptual platform to extend all the points of contact with consumers, not only advertising, but the full range of marketing communications.

As the platform of the brand is the cafe, so at that time, according to the cafe this platform to plan the future product extension of the Left Bank Cafe, to be launched in succession, the Left Bank cheesecake, brownies, the Left Bank ice cream, etc., *** with the ownership of the brand, *** with the investment of the advertising budget in order to increase the market awareness of the Left Bank Café, to expand the Left Bank Café's brand impact.

4

After the success of the Left Bank Café, there have been several brand testing consumer forums. Eight or nine loyal users of the Left Bank gathered to share their stories of love for the Left Bank coffee, the last question of the symposium was: "Do you believe that there is such a left bank café in the world? "Almost all of the visitors were stumped for a few seconds by the question, and the smart consumers eventually realized that it was a marketing story. However, one of the consumers said, I wish there was.

Do you believe there really is a Santa Claus in the world? I hope there is, because if there is no Santa Claus, then the world will lose a lot of joy. The Left Bank Café is also the ideal café in people's minds, where people enjoy being alone and enjoying solitude in this fantasy that they can believe in at their fingertips.

Good advertising can inject a soul into the product, so that people can enjoy the product with a little more imagination, to add to the enjoyment of the fun, which increases the value of the product, which is the value of the brand, which is the reason that the product seems to be no different, but may be sold at a higher price.

Deeper down, this is actually because the human species needs symbols to condense and express meaning. Humans are symbolic creatures.

Before and after serving the Left Bank Café brand, there are several groups of people, different generations, different creative teams but with a consistent brand personality and style, which is the responsibility of the brand steward, even if it is not their own original, but also to comply with the established strategy, to maintain the brand personality, to maintain the style of the brand, so that the brand can be truly recognized by the people, and cognitive.

Establishing a brand seems simple, in fact, the most difficult is to adhere to the consistency, and the easiest to break the brand consistency, but also the most powerful statement, is the so-called "brand should be with the times", which is actually a plausible misrepresentation. This is actually a specious misrepresentation. Just like a person's character, a brand's personality and style will not change from childhood to adulthood, but what it does must be different as it grows and follows the times.

Master Gui summed up his greatest contribution to Left Bank Cafe by saying that it was to take a good advertisement and develop it into a real brand. Most people don't believe that the only way to anthropomorphize a product into a soulful brand is to maintain a consistent style and language. When Left Bank Café truly becomes a brand, it will be able to successfully solve the original business problem: how to make the product realize a premium price.

Gui's Triangular Positioning Model

Positioning is the most basic and important decision of all marketing thinking, the root of doing business, and the basis for all marketing activities.

So what is positioning?

Positioning is a commodity to sell to whom? What do they take this commodity as? And why should they buy it? In a nutshell: what am I to whom? What do I give you?

Three Levels of Positioning

These three levels are, in order, product positioning, market positioning, and communication positioning. From top to bottom, from physical positioning into psychological positioning; from human physiological behavior evolved into the feelings of the heart; from the figurative into the abstract; and the left brain extended to the right brain, from rational reasoning to sensibility.

Product positioning: differentiated features to win

In this era, most of the products do not have any features, and there are fewer and fewer products with features, because technology is changing rapidly, coupled with the rapid improvement of the learning ability of the market subject, it is more and more difficult to maintain the difference with the competitors. But a differentiating feature is often more helpful than a point of interest that meets the needs of most consumers.

Market positioning: no choice, no strategy

Market positioning is, in plain English, about what benefits to offer to what groups of people, and what they use it for". If you have to compare, market positioning is the most important and the most difficult.

First, a marketing truth that needs to be emphasized - there is no strategy without choice. The basic spirit of strategy is to choose a direction, a road, no choice, want everything, focus too much into no focus, completely inconsistent with the truth of positioning.

The first choice in market positioning is what group of people you want to position your product in. The best part of marketing is segmentation, and how to segment is the best part of it.

Communication Positioning

Communication positioning is the spiritual level of positioning, that is, to have what kind of psychological people, this product anthropomorphization of the meaning of what? What emotional benefits do they satisfy?

According to the market positioning of the consumer segments, after selecting the community, to experience the psychological factors behind the behavior of this community to use the product, which is also known as consumer insights.

Extended from product features to product benefits, and then to the ultimate benefit of the product, the so-called ultimate benefit is why people like the emotional factors of this product, we drink Coca-Cola to enjoy not only the cool and smooth taste, but also the heart is full of positive energy and happy feelings.

Communication positioning, which defines part of the brand elements, with communication positioning, the brand's proposition comes out; market positioning, which defines the market segmentation and business sources; product positioning is the source of positioning, defining the competitive quality of the product and the scope of the business.

A simple sentence to summarize is, for what people? What am I? What do I give you?

How to evolve a product into a living brand

How can you tell if a product has a brand?

1. It has premium pricing power

2. It has loyal fans who will defend you even if you will make mistakes.

Anthropomorphism elevates a product to a brand

In terms of the nature of the transaction, people shop for a certain product after a rational choice, based on the product's quality, features and other points of interest. And people choose the brand is out of love can not help, do not have to compare, that is, will not hesitate to buy, automatically share.

A person usually only love another person, so we want people not only like your product, and love your product, we must let people subconsciously feel that this product is not just an item or service, but a "person", so that there is a chance that people love your product.

From an anthropological point of view

What are the conditions for a charismatic person?

1. The person must be a person with strong values and a clear advocacy. People recognize his values, appreciate his claims, and are even impressed by his value propositions.

2. His personality must be consistent. People can't trust those who are good or bad, hot or cold, a strict, serious boss as long as he is consistent, or easy to get along with.

3. To be a charming icon, of course, you must have a charming style and tone of voice, although this is a very external element, it is the factor that makes people fall in love at first sight.

4. People are sensitive and intelligent creatures, and always have no trouble understanding another person's motives, and a person with bad motives can never win someone's trust. (It may be possible, but you can't fool everyone, all the time.)

5. A person with a story is always interesting and willing to approach him. A person without a story is thought to be a very uninteresting and boring person. So to brand your product by anthropomorphizing it, you have to go through the following 5 methods.

1. Make a moving brand proposition

2. Maintain a consistent brand personality

3. Create an unusual brand style and tone of voice

4. Project the goodwill behind the brand

5. Provide a brand story that people want to be a part of

What is a moving brand proposition? And how do you maintain a consistent brand personality? These books have a more detailed discussion, here I would like to say is more Gui masters to take an anthropological perspective, which is also a lot of bulls say, why do not recommend to go to read the marketing class of people, they did not finish the second half of the sentence should be, should go to read more sociology, anthropology, psychology, semiotics and pop culture related books. This is the only way to complete the "downward strike", the whole professional pattern will be more broad.

In my opinion, the three most valuable parts of the book have already been covered. An overview of the case of the birth of a complete brand, a set of clear and easy to understand positioning methodology and the core points to make the product a brand. But there's much more to the book than that, which is attached in the form of golden excerpts. I hope these words can also inspire you.

1. All successful strategies must be based on a clear and easy to understand insight into human nature or consumer psychology (for example, the wool comes from the sheep)

2. What is a good customer? It's the customer who knows what they want and what they don't know. People who know what they want will give agents a clear business subject; people who know what they don't want will believe in the profession and know how to use it.

3. Often in the creative process, we do not know what we have done right, but when the work has been well publicized, we must look back and understand what we have done right in the process. Commercial creative endeavors, like all business endeavors, are subject to numerous risk assessments and management processes with the goal of achieving a successful end result, but success is always in the minority. However, the most unfortunate thing about commercial creative behavior is that when you have a successful work, you don't know how to sustain it; when our work has echoed in the market, what we have to do is to go through a professional mindset to summarize what elements actually provoked people's freshness and to sort out what exactly triggered people's ****ing.

4. All great brands are great because the people behind the brand know how to value the advertising assets they have and make the most of them, making them brand assets. There are two ways to build a brand: one is to cherish a big idea and keep it; the other is to find a *** all idea and cultivate it so that it becomes a big idea.

5. We tend to cover up our shortcomings of not thinking enough or not having enough ideas with too much data and exposition. In marketing communications, what really works is often nothing more than a meaningful point of view.

6. Important proposals must digest complex information into meaningful insights, simplifying it so that the leaders who make the decisions can make long-term judgments from simple, clear ideas when they have a lot on their plate. On the other hand, when it comes to unimportant reports, it is important to complicate the simple things, so that the report because of the details to produce a sense of professionalism. Usually small, professional full of reports and services accumulated to win the trust of customers in the professional, in order to do a big proposal, only one page to complete.

7. How to constructively examine the creative work? First, from the purpose of creativity to examine whether the work is in line with the established strategy, if not strategy, not necessarily to immediately reject the work, but to think about whether the work is more skillful solution to our business issues. Secondly, instead of looking at the shortcomings of the creative work for risk management purposes from the outset, try to find the strengths of the work and then ask the agency to maximize the strengths. Third, understand that not taking risks is the biggest risk of all.

8. Digital marketing is a false proposition. It has nothing to do with digital marketing and everything to do with marketing effectively in a digital world.

9. Advertisements should project the life form that consumers aspire to in their minds to elicit ****.

10. Specialization means always having a record

11. What is the difference between a good ad and a great ad? The so-called good ads come from highlighting distinct relevance, while great ads only happen when you have done some good ads consecutively and have accumulated some advertising assets. The advantage of having advertising assets is that your message doesn't have to start from scratch; you can draw on established advertising assets to pry a whole new message out of the ground without losing relevance to the product's interests. Thus, where you start is officially where everyone else ends.

"How to build products into living brands" read (3): 3 stars | "How to build products into living brands": Taiwan advertisers experience, too far away from mainland China, the mobile Internet

The author is a senior advertiser at Ogilvy & Mather Taiwan. The book is an introduction to some of the author's cases and experiences. Overall the author's experience is too far from mainland China and mobile Internet.

"Ghostwriter" is just a casual remark made by the chairman of Ogilvy & Mather to the author, not by clients or peers.

The author's best case study is Left Bank Coffee. Read the content of the book, the author designed the marketing program to mislead consumers by all means, so that consumers believe that the left bank coffee is a French brand. The author is not ashamed of deception at all.

The title of the book is a bit of a failure, it's too long, it's not distinctive, it's not a good copywriter.

The last 40% of the book has nothing to do with the subject matter, and it's a bit of a word count exercise.

The overall rating is 3 stars, with some references.

Here are some excerpts from the book, with the # followed by the page number in the kindle e-version:

1: I considered fresh milk, fruit juice, and even beer and wine, but in the end I chose coffee. This is because alcohol needs to be completely sealed off, and coffee tends to have a large elasticity of price; a cup of freshly ground coffee can sell for $20 or $200, and most people's ability to recognize good coffee from bad is relatively weak. Thus, coffee-based drinks are more likely to sway pricing because of image. #164

2: But the main axis of my research was very clear: to review the influence of the various different images of the product on the price, e.g., what color of packaging gives you the most premium feeling? I learned that it's not white, not black, not coffee, but dark blue. #168

3: At the same time, I tested 4 brand story archetypes: which of the following cups of coffee would you be willing to pay the highest price for?1. A cup of the signature coffee from a boutique coffee shop in Japan.2. A cup of the coffee from a party at the British Prime Minister's official residence.3. A cup of the coffee reserved for the airline's first class VIPs.4. A cup of the coffee from a café where philosophers gather in Paris, France. The answer is 4, #173

4: In order to make the Left Bank Café very "French", and to satisfy the image of high price because of many consumers' "reverence for the French", we especially sponsored the "French National Day Charity Event", which was organized by the French Representative Office in Taiwan. We have sponsored the "French National Day Charity Sale" organized by the French Representative Office in Taiwan. #183

5: In order to make the Left Bank Café more "French", I once had a fake idea: to register an official website account in France, so that I have a URL ending in "fr", and when you log in to the official website, you will see a whole page of "fr". What is a good customer? It's the customer who knows what he wants and knows what he doesn't know. Those who know what they want will give their agents a clear business topic; those who know what they don't know will believe in the profession and know how to use it. #319

7: Allied's client listened to my advice, and as a result, the same advertising positioning and style lasted for 10 years, and it became the No. 1 brand in Taiwan's supermarket industry, in terms of sales, image, and number of stores! #335

8: Mr. Wu Xiaoming, the Secretary General of Effie China (who is also the General Manager of Xuan Ya), told an honest truth: We prepare three ideas every time, and entrepreneurs often choose the worst ideas. Why? Because it's the idea that a company pays the least for. #353

9: The most important competitor of Taiwan's high-speed rail is not the airlines, not the long-distance buses, not the Taiwan Railway, but the telecommunication companies. Telecommunication services are so advanced today that real-time video, real-time calls, and real-time communications can replace the need for people to be physically present. But if people only communicate without meeting in person, then it affects the business of the HSR. #460

10: The proposal of Taiwan High Speed Rail's brand proposition "Real Contact, Bethere! > 11: However, a differentiating feature can often help a business more than a point of interest that satisfies most consumer needs. Because only a differentiated brand can truly help a business grow. #523

12: First of all, I would like to emphasize one marketing truth in particular, that is, "there is no strategy without choice". The basic spirit of strategy is to choose a direction, choose a route, choose a method; if there is no choice, there will be no direction, no route, and no method. This truth seems very simple, but in the customers I have served, there are 80% is no choice, usually this also want, that also want,#538

13: market positioning of the first choice is what you want to position the product in the population. The best part of marketing is market segmentation, and how to segment is one of the best things to learn. #545

14: There are three levels of positioning, all of which are described using the same sentence pattern as follows: for _____ people, I am _____ giving you _____. #618

15: I believe that a product with a premium is a brand. When a product of the same quality or even a little worse than others can be sold at a higher price than others, the company is considered to have a brand, and the biggest benefit provided by the brand is "premium". #645

16: Another test of whether a product is upgraded to a brand is the number of fans, not the use of water army or zombie powder brush out of the false number, not the use of promotional bribes to bring pseudo-fans, but the real loyal fans. A loyal fan is someone who will defend you even if you make a mistake. #649

17: Brand proposition and brand personality are two of the most basic and important keywords in our line of work, but are being gradually forgotten and even maliciously removed in the emerging digital communications revolution. #719

18: The fourth ingredient that creates great brands is for people to experience the goodness behind the brand. #736

19: So, our phrase should be changed to, "Please bring back what the guest really wants, and please sell what the guest really needs." #885

20: Planning word-of-mouth marketing is like evangelism, with the following items to think about and plan for: 1. "Miracles", the brand's big ideals. 2. "The Bible", an outline of the story of the brand and product. 3. "Ceremony", the language of communication, body language, mascot, and visual art.4. "Church", discussion forums, blogs, messenger, and community, a sharing platform that upgrades from text to audio and video.5." Missionaries", loyal users, fans of the brand, category mavens ...... #950

21: The contagion of this contagion usually originates from the release of human nature. Some factors have proven to be the best ingredients for making an infectious agent: 1. Taboos. 2. Extreme entertainment. 3. Secrets. 4. Confrontation of authority. 5. New inventions. 6. Truth. #976

22: Why do people only interact with a very small number of brands? Because there are so few goods that have actually been anthropomorphized. #1102

23: Ironically, the launch of smartphones has instead reduced the likelihood of people switching channels during commercial breaks, with 87% of people remaining in front of their TVs during commercial breaks, and on the other hand, only 0.001% of people will voluntarily turn on an online banner ad. #1119

24: I humbly sought the advice of a few of my peers who claimed to be able to be marketing consultants, and their confidence in not blushing or jumping struck me, and I believe they were not deluding themselves, but I found out that it turned out to be that they had lowered the threshold of the marketing profession by talking about the contents of the brand communication strategy but hanging on to the line of the marketing profession. #1186

25: Directly relevant ads are never as clever as indirectly relevant ads, and to be loved at first sight and remembered forever, ads have to feel creatively loaded, and that comes from irrelevant relevance. #1209

26: My experience: making it feel like a creative ad is more likely to convince people you're a fine business than making it feel like an atmospheric ad. #1241

27: The longest-lasting clients are true partners, they don't ask the agency to review the ad after it fails, they just say, this ad didn't work, you guys do a good job and give me a good ad next time! #1256

28: My experience: 20% of the production budget from the launch budget is reasonable. Too much is unnecessary, and too little runs the risk of vulgarity or clumsiness. We must not create vulgarity, even if we don't have taste. #1323

29: I realized early on the importance of "continuity", including in the use of spokespeople. Mr. Allied has been around for 10 years now, and that's the first thing I've learned about celebrity ads: keep using the same celebrities. #1407

30: My second takeaway from celebrity advertising: never cast a star as another person. Using a star in an ad is only worth the endorsement fee if the star plays himself, otherwise why bother using a star, just get an actor for the ad. #1418

31: The third lesson about celebrity endorsement: since you want to use celebrity endorsement, you have to use real celebrities to be effective. Because there is not enough money to hire only second-rate actors, it will not produce any star effect at all. The more famous the star, the better the advertising effect, the less famous the so-called star has no advertising effect at all. #1428

32: My fourth takeaway, and perhaps it's a biased one: I don't use celebrity advertising unless I don't have a better idea, because hiring celebrities is expensive. #1432