Innovation, the only way to brand younger

 Say wine gets better, if the brands do hold this line of thinking, the results of certain death. Today's markets have become increasingly younger, more and more younger consumers. Microsoft, GOOGLE, Intel, Dell, these brands have a long history of facing the challenges of an aging brand. past nearly ten thousand old in China, now the only remaining 1,000, 70% of the hard, less than 10% have a certain brand and scale, why not?
Throughout the status of brand management of Chinese enterprises, resulting in an aging brand image reasons, mainly the following conditions:
lack of product innovation. a rigid brand of product development, it is always is more and more critical in the eyes of the people is seen as ,cheap UGG boots, if it is in execution, lack of modern, then your brand will be intuitive image of the errors that sell well, no need to update the brand image. On the other hand, hard, over-reliance on the original brand, not a last resort, not easily replace the image, resulting in an aging brand.
branding trend in fatigue. the market is not static, in the rapidly changing tastes of consumers today, the ever-changing, if you are in a very long period of time, still did not tell consumers the news of your existence, then they will soon thrown into the garbage bag you remember. Many of China's national brands, is falling into this trap, the original rabbit toothpaste, now? overbearing there a few years ago, only climb to see it leave the back?
, of course, the brand's aging, and many more other reasons, but as a brand manager, should go into the crux of this phenomenon, for effective innovative programs and effective implementation, is the only way to brand younger.
one innovative products
human nature is the grass is always greener, to maintain the brand is always leading, the image of the young, must be product innovation as a brand management center of gravity.
innovative products, on the one hand is to create better products. this point, P & G for all Chinese enterprises to make an example, P & G has chosen by a successful milestone in the characterization of product innovation. P & G has more than 2,500 worldwide key patents, more than 7,000 scientists working for research centers in 17 products, Tide laundry detergent formulations alone and packaging to change no less than 70 times. P & G that is the fundamental reason for its success.
innovative products, more important is to create an unprecedented category.
Mr. Ye marketing planning company Jieeryin Jieeryin innovative herbal antibacterial , the combined effect of antibacterial and care for women at the same time a kind of self publicity of women's health attitudes. to Jieeryin this has been the Products applied force
President as saying: , with two music barriers, with already exists for hundreds of years, Mr. Ye marketing planning through a in the mustard, mustard inherited quality resources, but also different from ordinary mustard,UGG shoes, mustard out of low-value consumer awareness, a change for hundreds of years of cheap pickles, and prices double, create an annual sales of 10 billion Miracle hh
three innovative brand symbol
the concept of brand is very abstract to consumers, if there is a symbol, an image, a brand's spokesperson, then the distance between it and consumers can immediately narrow the gap between consumers in the unconscious to accept this new brand image. U.S. RCA TV, in the creation of a lively and lovely cartoon animals , topped the sales charts for the year, and to resist the impact from the Japanese brands.
Fourth, innovative brand slogan
GE appliance brand slogan story illustrates the process of changing the brand image of the decisive role. GE appliances has been emphasized the company's slogan Brand Image in the process, played a pivotal role!
sitting on a brilliant century has become a well-deserved authentic Coca-Cola Coke, in the eyes of the public has not shaken the U.S. position. can be chosen to not buy Pepsi: You Coca-Cola not self-proclaimed oldest, authentic? I flashed my young Pepsi to come. won a new generation of choice.
V. Brand Renewal Movement
integrate the most successful to calculate the movement of the IBM brand updates, early 90s, IBM was regarded as old, arrogant, indifferent and hopeless After trailing a new generation of high-tech companies in the enterprise, through the integration of the brand image of the Renewal Movement, a comprehensive adjustment of brand strategy, it evolved to provide solutions for home and business solutions. and the resulting ; the ad campaign, the fully reflects the meaning of its brand new, so IBM born in spring, re-crowned the throne of the world's third brand.
six, innovative marketing, channel integration
2008 was elected president Obama believes we should learn each advertiser, his success is inseparable from channel integration and innovation. He spread video sites, search engine advertising precision attacks, network viral marketing, blog war more in-depth and interactive way to establish the relationship between the voters to obtain voter loyalty and trust, the achievements of the first black president in U.S. history the American dream, he turned out to be a symbol of youthful American brand, on behalf of the ad, marketing and public relations of the evolution and development. With the power of the network, Obama won not only the way interaction contributions, it is a picture of precious votes, and the legend of the great American dream. So Mr. Ye Zhesi that Obama is not merely a successful president, is America's most outstanding advertising!
, of course, to fully update a brand's image of aging, so far from that simple, there are many details that need attention But first, China's brand managers should be aware that aging is not a brand image is not updated, as long as the view from time to time, continue to reflect, often for the brand into the fresh blood, so that customers feel the brand groups to follow the trend of the times go, do not stop pace , will be able to constantly maintain the brand : No innovation, no survival.