Excellent brand culture needs effective communication to maximize the influence of brand culture. Under the new situation, how to innovate ways and means to effectively spread brand culture, so as to continuously enhance brand vitality and improve brand vitality? This issue collects relevant viewpoints and cases for readers' reference. -Editor's Cultural Review Finding the Contact Point of Culture Ivan In a consumer-led business society, a brand can be regarded as a comprehensive emotion about the use value, corporate image and consumption habits of a product in consumers' minds. This comprehensive emotion consists of consumers' subjective cognition, personal feelings and behavioral intentions about products and enterprises. The benign interaction between enterprises and consumers gradually formed in brand building is helpful to further form the lasting and stable personality characteristics contained in the brand, which is brand culture. Brand culture can be regarded as the corporate culture displayed by the brand, the soul of the brand and one of the core competitiveness of the enterprise. The core problem of brand culture communication is to create a pleasant and unforgettable consumption experience for consumers, so that it becomes a fashion for consumers to voluntarily use a brand or accept a service; This fashion bears the corporate culture and brand characteristics, and is expressed through different "communication contact points" attached to the same brand. The concept of "communication contact point" of brand culture can be regarded as the concrete practice and creative application of the concept of "brand contact point", and can be understood as the different characteristics of the same brand culture facing different psychological feelings and value needs of different consumers. In real life, every feature of a successful brand is spreading the information of brand culture, which can be regarded as the communication contact point for consumers. But what really determines a specific consumer's buying behavior is often just one of the most important characteristics for consumers, that is, the key contact point. This reminds enterprises to pay attention to the development of diversified communication contact points, grasp key contact points, enrich the communication methods of brand culture, meet the physical and mental experiences of different consumers, and make brand culture fully perceived by consumers to achieve harmony and unity. For example, Nike, a world-famous sports brand, has many fans such as Kobe Bryant, Cristiano Ronaldo and Wang Leehom, as well as ordinary people who tell inspirational stories and dreams. In addition to sports competitions, there are many forms such as funny films, documentaries and creative films. Such a rich communication contact point is enough to cater to the psychological orientation of different types of consumers, arouse their voices from different angles, and let the propaganda slogan of "just do it" and the tenacious, exciting and dynamic brand culture penetrate deeply into the hearts of the people. Communication contact point is more important to cigarette marketing. Cigarette is a special commodity, and it is impossible for every consumer to personally participate in the experience of its use value. Therefore, in the face of different customers, it is required to highlight some communication contact points, determine the appropriate key contact points, and achieve ideal communication results within the scope of conditions. At present, there have been a series of successful cases of branded large-scale activities such as "Double Happiness" century wedding and "Dragon and Phoenix Becoming Lucky" lovers selection. They let customers personally experience the cultural meanings of cigarette brands, such as conveying happiness, sharing happiness and returning to society, so as to effectively express brand positioning and achieve the spread effect of brand culture. [Zhejiang Hangzhou City Bureau (Company)] Pay attention to the radiation function of opinion leaders. In the "excessive communication" formed by the increasingly developed modern media in Li Ji, many people consciously or unconsciously avoid the burden brought by "information anxiety", and the source of information is often some active people-"opinion leaders". In other words, the information spread by mass media can't completely affect the target audience, sometimes it can only reach a part of the audience, and then they spread to the surrounding areas. These people who re-disseminate information after processing are opinion leaders. Opinion leaders are not necessarily big shots, not concentrated in a specific category, but distributed in any group and class. The diversity, variability, aggregation and complexity of its communication content are not only favorable resources for the spread of corporate brand culture, but also should be paid attention to and prevented. To borrow opinion leaders, we should first look for the potential market, deeply study the cultural mentality of the target audience, link the research results with the effectiveness of the brand, and find the fit point between the personality of the brand culture and the potential market. Determine the role of opinion leaders in the potential market through sociological techniques, or key information search, self-designed questionnaires and other means. That is to talk to people who are really interested in the brand, rather than blindly pursuing communication coverage. Brand culture can only form its own cultural group with the help of popular culture and consumer psychological characteristics. The gathering of opinion leaders is precisely the advantage of promoting the spread of brand culture-reaching a limited number of opinion leaders, driving their "followers" and rapidly expanding the spread. What needs special attention is that in the micro era marked by Weibo, information transmission has the characteristics of high interactivity, high efficiency and various forms, and it is a very favorable auxiliary communication tool. Enterprises can use the analysis of network database and related software to accurately search Weibo opinion leaders in different roles based on their own brand culture, so as to reach the target consumers and potential audiences. Opinion leaders have a very high "right to speak" in their own fields or have a profound and unique interpretation of the industries they care about. Therefore, in contact with them, it is advisable to relax the control of information appropriately and let opinion leaders tell brand stories in their own words. This closeness combined with practical experience is more convincing, which is conducive to brand culture gaining psychological recognition in the public mind. At the same time, it is also indispensable for enterprises to strengthen the relationship with opinion leaders. Through field visits, telephone consultation and e-mail communication. We regularly solicit their opinions and suggestions on the brand, so as to get feedback from a large number of potential audiences and make corresponding improvements in time. It is necessary for enterprises to concentrate on finding opinion leaders, but we must not ignore whether opinion leaders really understand and understand the brand, whether they can combine their own "unique opinions" with the brand and spread the "valuable content" that enterprises expect. That is to say, although opinion leaders give enterprises a better right to speak, they should still grasp the principle when borrowing-always convey the concept consistent with the connotation of brand culture. The appearance of brand cultural function is not like "boasting" in economic construction, but relying on "culture" to subtly impress people and let people quietly change their consumption concepts and behaviors in the infiltration of culture. Only when a person truly becomes a brand "believer", plus his opinion leader status, will he reach "1+1>; 2 "effect. The commercialization of opinion leaders is well known. It should be noted that opinion leaders are not only spreading meaningful information, but also intentionally spreading negative information. Therefore, we spurn the extremely commercialized "advocacy leaders", and we also resent the so-called "mass knowledge" that belittles the IQ of the public. Enterprises should control the accuracy of brand culture communication, reduce ambiguity, maintain the consistency of brand culture and corporate culture in connotation, give positive guidance to opinion leaders in a planned way, and never indulge in freedom. The most important thing is to improve the positive publicity effect through the excellent quality of the company's own products and services. In order to increase the communication efficiency of brand culture, it is necessary to borrow the radiation and penetration of opinion leaders, not only to establish relationships with a few IDs, but also to fully integrate publishing platforms and online and offline resources. Try the all-round application mode of opinion leaders, hoping to bring more joy to our brand culture communication. Zhang Baolin Dong Zhang's "Liqun" brand not only has high-quality support, but also has a unique brand culture to plug its wings. In recent years, the Tobacco Monopoly Bureau (Marketing Department) of Wushan County, Gansu Province has explored the practice of brand culture marketing with Liqun brand as the main brand and tried to interpret its brand culture by using various effective measures. The cultural orientation of the brand has both individuality and individuality. In the process of spreading Liqun brand culture, Wushan County Bureau (Marketing Department) not only conveyed the value concern of "let the soul travel" to customers and consumers, but also integrated this value concept into the daily work of account managers, so that they could treat every terminal service to customers and efforts to cultivate brands as a "spiritual journey" and create value in ordinary work with sincere feelings. Cultural values need to be understood and shared. In order to find out the retail customers' understanding of the cultural value of Liqun, Wushan County Bureau (Marketing Department) organized a brand cultural exchange activity of "relax your mood and relax your mind" to learn about the "spiritual journey" with many retail customers. From explaining the significance of spiritual return to the topic, it talks about people's inner desire and innocence preserved in their hearts, arousing people's deep admiration for brand cultural values. Brand culture communication can not be separated from the carrier, but also needs effective display. To this end, Wushan County Bureau (Marketing Department) relies on modern retail terminals to create a "Liqun" brand culture exhibition area; At the same time, according to the adjustment of cigarette sales structure, the cigarette consumer groups are subdivided, and the market share of "Liqun" (new edition) is mainly seized in order to lead other brands at the same price. It can be said that "let the soul travel" is a kind of mentality of returning to nature, which feels simple and indifferent. This is the realm of the wise, a state of working hard in the ordinary and returning to nature after hard work and tension. This brand culture value connotation is in line with the new development trend of "improving work fit and integrating ideas" between retail customers and marketers in promoting the construction of retail terminals. Based on this understanding, Wushan County Bureau (Marketing Department) started with the spread of brand culture and extended to the construction of marketing team culture, realizing the double promotion of "brand service" and "team building". [Gansu Tianshui City Bureau (Company)] Cultural Roundtable Integrated Communication Multi-point Contact Effectively integrates the brand culture communication mode, realizes multi-directional and multi-point contact with the target customers, so that customers can feel consistent brand information in all aspects such as what they see, hear and feel, and create a strong brand culture atmosphere. Clever use of visual communication. The soul of culture, the form of products, and the brand culture are all finally presented on products. Relying on the personalized appearance and humanized functional design of products, the terminal display is strengthened, and the quality information of products is transmitted with the help of visible, tangible and useful products, so as to deepen customers' cognition and understanding of the brand, shape the first impression of the brand and realize the self-dissemination of brand culture. Implement cultural communication. Spread the brand value concept through different forms, pay attention to the innovation and change of brand culture, give full play to the media role of the enterprise's own cultural products, and promote customers' psychological identification, emotional identification and value identification of the brand. Pay attention to word-of-mouth communication. Word-of-mouth, known as "zero media", is the cheapest information dissemination tool and a highly credible propaganda media. In the promotion of brand culture, we can spread word of mouth to strategic partners and retail terminals through publicity and training, visits and exchanges, story deduction and other ways. Strive to meet consumption, constantly improve theme activities, and promote the wide spread of brand culture through the formation of consumption atmosphere. Preservation is the key to the spread of Linzi culture in Hubei Zhongyan, including visual preservation, experience preservation and means of communication preservation. Visual preservation. Visual merchandising should adopt different communication methods to convey brand culture to consumers, and bring different visual feelings to consumers, so as to achieve the effect of preserving value. For example, clever use of image communication and other means to implant brand concept, brand connotation, brand LOGO and so on. , forming a wider spread effect. Experience preservation. Consumer experience often contains emotional factors. To take consumers as the center, the key elements are to interact with them, find the "contact point", make full use of brand resources, and let them have a * * * voice on brand culture by experiencing the situation and guiding their thoughts, so as to implement effective communication. The means of communication are kept fresh. The means of brand culture communication should change with time. Event marketing integrates news effect, advertising effect and image communication, creating a good opportunity for brand communication. In addition, there are different cultural communication means such as value marketing and digital marketing, which can be actively tried if conditions permit. Ke Xinyan of Guigang Municipal Bureau (company) of Guangxi grasps "fast", "accurate" and "hard". People often say: "Brand development depends on luck for one year, management for ten years and culture for a hundred years." This shows the significance of culture to a brand. Nowadays, many brands have excellent culture, so it is not easy to realize the rooting and wide spread of culture. The author believes that the spread of brand culture should firmly grasp three words: "fast", "accurate" and "malicious". The transmission speed is "fast" and it hits the eyeball directly. As the saying goes, "it is better to strike first." In the promotion of brand culture, speed is particularly important. At present, the spread of various cultures and information wins with quick success and new success. Therefore, the cultural connotation of the brand should be widely spread with concise language and vivid plots, and directly hit the public's eyes through Weibo, portals and other ways and channels with fast spread and high attention. The audience's positioning is "accurate", causing * * * sound. The accurate positioning of brand culture is the core of communication. To achieve effective brand communication, we must always know who I serve and who I want to influence, so as to accurately grasp the group characteristics and individual needs of the audience, find the right singing point and "hit it off". What is dug is "ruthless" and is deeply rooted in the hearts of the people. The enduring brand culture stems from the in-depth excavation of its own connotation. We should pay attention to the evolution of brand culture spirit, grasp the main theme of society, constantly explore the positive and healthy brand connotation, and show positive energy, so as to win the hearts of the people. Liu Tangshan, Hubei Jianli County Bureau (Marketing Department), implanted culture into life. Brand culture will have vitality only when it enters public life and takes root in the hearts of the public. Interpret brand culture with a concept. The key to improving the brand's cultural taste is to find the entry point of integrating culture into the brand. Among them, how to organically integrate traditional culture with modern culture, classic culture with fashion culture, art culture with commercial culture is a very important topic. The quality of this work determines the appearance and taste of the brand. Perspective brand culture with a pair of eyes. The transaction process between retail terminals and consumers is an important publicity process. Retail terminals should be regarded as the forefront of brand culture communication, and communication and training for retail customers should be strengthened. First of all, let customers know and clarify the origin of brand culture; Secondly, customers need to accept this culture in order to form communication power; Finally, we should guide customers to grasp the audience's goals and make the communication more targeted. Inheriting brand culture with stories. The spread of brand culture should be close to public life in a form that the audience likes. For example, some stories of this enterprise are extracted from "feeding back agriculture" and "helping the poor", and the brand culture is passed down through word of mouth. Luochuan County Bureau (Branch) of Zhao Xiaodong City, Shaanxi Province adheres to the principle of "Four Essentials". In today's increasingly fierce competition, "the smell of wine is also afraid of the depth of the alley." To improve brand competitiveness, brand culture should not only be "fragrant", but also "fragrant all over the world". Be valuable. The core value of the brand is the original motive force for consumers to recognize the brand. Therefore, brand culture should highlight the core value of the brand, focus on the long-term needs of consumers and take into account the psychological feelings of potential consumers. It needs to last. Brand culture should adhere to consistency and persistence in the process of communication, and be imperceptibly integrated into consumers' lives; Don't change it at will, so that consumers are confused and can't tell things apart. It is easy for consumers to feel bad about the brand and lose interest in it. There must be an event. Brand culture communication can rely on hot spots to quickly attract attention in a short time and get twice the result with half the effort. For example, Mengniu sponsored the space flight, Yili sponsored the Olympic Games, and on the day of winning the bid for the Olympic Games, a brand congratulated the people of the whole country on a certain channel, all of which were typical "event marketing". Avoid advertising. Brand culture communication is different from brand advertising. The former focuses on spreading brand cultural information and cultural connotation, while the latter focuses on shaping brands and promoting products. Therefore, the spread of brand culture should be properly grasped to avoid making promotional advertisements for goods. Shandong Cangshan County Bureau (Branch Bureau) Song Hongwei