Meet the Brand Officer

There was silence in the conference room.

Lin Xiyou held her breath anxiously, waiting for the result of the review.

"Well, it's well-founded, the reverse cut is unique, and it has made great progress." Zhao Letong praised, "The slogan scheme you mentioned before, such as 'repair expert' and 'household tools, serve the home' ideas are also based on the ideas just now. Discuss?"

Lin Xiyou blushed, and answered truthfully: "The slogan mentioned earlier. I just imagined it based on my practical experience. The one just now was inspired by listening to everyone's discussion, and I suddenly thought of connecting these pieces of information together."

Zhao Letong nodded, and commented pertinently: "It seems that they are all cut from the direction of home use, but they are actually progressive from the surface layer to the core positioning. What you mentioned later is supported by factual evidence, and the conclusion is more tenable."

Lin Xiyou suppressed her joy and recorded in her heart the highlight moment when her creativity was publicly recognized.

"The focus of most enterprises is still in the market of industrial-grade power tools. The competition in this red ocean is already at a fierce stage, and it is difficult to blaze a trail. If we focus on the blue ocean where competition is relatively small, we will explore new opportunities through differentiation. market, it is feasible."

Zhao Letong made further analysis, and after affirming Lin Xiyou's creative point, he listed this as one of the directions of brand positioning, so that everyone can dig deeper into attractive brand slogans on this basis.

Everyone expressed their opinions, and Zhuo Yue was also inspired and put forward a point of view: "Can sales be related to the direction of home use?"

"I think it's okay. There is a survey data. In the industry sales report of the previous year, the sales volume of Quanqiang ranked first!" A colleague answered.

"That's the data in the heyday of Quanqiang. The statistics in the first half of this year show that it has fallen to No.8. If we make a fuss about the previous data, if it is deliberately misinterpreted by competitors, we will be very passive and easy to lose. Consumer trust," countered another serious colleague.

"However, using good-looking data to reflect one's status as an industry leader is a common means of publicity and distribution. Facts have proved that the effect is very good. I think we can take the number one sales as a trust endorsement and occupy the minds of users at once." Zhuo Read also join the discussion.

Several of them took sides, and the debate was in full swing.

Lin Xiyou listened to the left and right, flipped through the reading notes she had made recently under the guidance of Teacher Song, straightened out the thoughts of the speech, and raised her hand lowly, trying to express her opinion.

But their discussion was extremely intense, and she was too embarrassed to forcefully interrupt it. It was Zhao Letong who saw her eagerness to try, and called the roll call, and was able to speak out.

"Is it feasible if we incorporate the sales volume into the slogan without explicitly mentioning the specific number or ranking?" Lin Xiyou pondered and said, "I read in a book that there are psychological experiments to prove that about 74% people are affected by the herd mentality.”

"The high sales volume of a product means that it is recognized by most people. According to the herd mentality, everyone will think that the brand that most people choose is not too bad."

"When we usually shop, when we are faced with difficult choices and entanglement, do we also take high sales volume as an important consideration indicator? Compared with a store that is full of popularity, we will choose to go. Enter the store with a lot of people. Firstly, to join in the fun, and secondly, people subconsciously think that it must be good if so many people go to buy it.”

Zhao Letong nodded and listened carefully, "Well. Using the herd mentality to invisibly create a psychological hint that the product is selling well can not only stimulate consumers' desire to buy, but also win a strong sense of trust."

"I agree, but how do you plan to better integrate the two?" asked a serious colleague.

Lin Xiyou thought for a moment, then tentatively asked, "The choice of most families?"

Seeing that everyone did not respond enthusiastically, she added: "Using most aspects to reflect the high sales volume implies that many consumers will buy it. It is a trustworthy product. In addition, it incorporates family elements, which is reflected in the household electric Tool leadership."

"Well, but the concept of 'majority' seems too broad. How about using a general data instead?" Zhuo Yue put forward his own opinion, and then quickly flipped through the survey data. The data at the time of the highest sales volume is used as a reference, and an average valuation is taken, which has both a real basis and the trust endorsement of the sales data."

"For example, the choice of tens of millions of families?"

As soon as Zhuo Yue finished speaking, Lin Xiyou was also greatly inspired and came up with a new idea: "Quality optimization for tens of millions of families?"

As soon as she finished speaking, she shook her head and denied herself, "It doesn't seem to be directional enough, and it makes sense to replace it with other products."

"Then if it is replaced by a good tool for tens of millions of families, or a good assistant for tens of millions of families?"

In the heated discussion atmosphere, her inspiration was stimulated, and her ideas continued to flow. She slapped her head and said excitedly: "If we use the cumulative sales, it will look even better!"

"According to the survey results, the all-powerful brand was established earlier, and has a certain degree of historical experience and market recognition compared with some late-starting brands. Although sales have declined in recent years, the cumulative total sales should be among the best, or We can also turn cumulative sales into vague but reliable numbers.”

"For example, the first choice of hundreds of millions of families, will it make people feel that sales are higher and more trustworthy than hundreds of millions compared with tens of millions?"

When Lin Xiyou got excited, she jumped out one sentence after another, so fluently that no one could get in her mouth.

"Yes, yes, it's even better when you listen to the billion-level." Some colleagues also responded excitedly.

"Well, I also feel better." Zhuo Yue admitted frankly, and then suggested: "Helping hundreds of millions of families? Or the first choice for self-help home repair for hundreds of millions of families."

Lin Xiyou nodded, and while affirming the other party's creativity, she also put forward a pertinent suggestion: "It seems a bit long, and it's not easy to remember. How about combining your two sentences, for example: help repair hundreds of millions of families?"

"Hundreds of millions of families, nursing is the first choice!" Zhuo Yue and Lin Xiyou said in unison.

"Well, this is not bad." Zhao Letong said at the right time, and concluded: "During the discussion just now, there were several slogans that were quite good. I have recorded the ideas and reasons for whoever put forward. After the meeting, I will Report to the leader, and then connect with all the strong."

A warm and exciting brainstorming session made Lin Xiyou's creativity boil.

It's been a long time since the meeting was over, but her brain was still actively spinning, and a few wild ideas popped up from time to time.

She writes down the ideas that are temporarily unusable in the memo on her mobile phone, and takes them out from time to time to taste and modify them by herself.

For the next period of time, Lin Xiyou still spent all her time on all-powerful events, learning while doing, making rapid progress.

Following the project team, she learned how to creatively communicate brand vision under the strategic positioning of the brand. By creating a super visual system, formulating brand logos, slogans, super symbols, super colors, KV design, etc., it can effectively penetrate the minds of customers.

Just as the project was coming to an end, Lin Xiyou received a temporary notice of the third round of assessment: the examination will be held in the conference room in 15 minutes.

What caught all the interns off guard was that this assessment will be conducted in the form of written test and answer questions. There is no delineated scope of the test, and there is no time to review and prepare at all.

All of a sudden, the interns including Lin Xiyou panicked.