Marketing Is A Psychological War, Not A Product War!

- Feb 22, 2019-

Marketing is a psychological war, not a product war!


Is “Coca-Cola” delicious or “Pepsi-Cola” delicious?

This may be a matter of opinion, or it may be a question of everyone's taste or brand preference. For most people, this question is difficult to answer. So, what if it is "carved cola" or "old damn coke"? Compared with "Coca-Cola" and "Pepsi-Cola", which one is better? You may frown and ask: Can this cola drink? Washing powder taste of cola? Chocola flavored cola? How is this drink?

Isn't that very interesting? You haven’t even drunk yet. How do you know that “Clarald Coke” or “Laogan Coke” is not good? How do you think that if you have a cola, is it the smell of washing powder? If the old godmother is out of cola, it should be the taste of chili sauce? Even if it is possible that you have made this bottle of cola really good, most consumers are intuitive and don't think it might be good.

Marketing is a psychological war, not a product war. Many times, your product does not mean selling, you must let consumers "feel" your product well, and then it is possible to pay for you. All the marketing people struggle is the word "feel" that their brand has implanted in the hearts of consumers.

You may think that as long as my product has "hard power", I can definitely get a place by word of mouth. The product is of course the basic skill, and then the powerful marketing staff can not endorse a really bad product. The bad product uses a powerful marketing plan to get the initial attention. After that, the strong attention becomes the result of the reverse marketing. The more attention you pay, the worse. But in many cases, there is no hard-powered showdown in the market. In today's market, product homogeneity is serious. Although there are cases where word-of-mouth can survive, unfortunately, such brands are really few. less. Many times, your product doesn't have the chance to be tried, and you can't wait until enough people form a word-of-mouth effect. The brand has disappeared from the public's sight.

Others believe that as long as there are enough people who know my brand, everything is enough. However, it is still not enough: visibility does not mean everything.

Don't let the brand disappear in the eyes of consumers. When an old brand only says: We want to eat (or use) xxx when we were (or when we were young), which means that the brand is going to see you again. If the brand has not disappeared from the public's sight, there will be no such "play of the year".

To know that this is an era of information explosion, consumers have to accept different information from all sides, and relying on the old high-profile, does not mean that you can always survive in the hearts of consumers. Jiangshan has talented people, and any brand that loses the attention of young people means that it has lost its future. Consumers may really know your brand, but the reality is that you have lost the priority position. No one takes the initiative to mention you. It is very difficult to see your existence everywhere. Forgotten is a matter of time.

The old brand is forgotten, more because it has not kept pace with consumers. For example, consumers only stare at the mobile phone every day, but you still remember the Jiangshan that was laid down by TV commercials in the past; they are already shopping online, but you only Knowing that you are striving for a good storefront along the street or negotiating a supermarket, e-commerce seems to have nothing to do with you in this life; everyone is using mobile payment, and your store still insists on using cash or credit card. If you are a general consumer, you can do whatever you want. If you are responsible for the life and death of a brand, your waywardness is meaningless.

People who know their profession well but are indifferent to the transformation of consumers who only know how to study their own field of expertise do not mean that they can survive. You should spend the most time staring at the consumer's footsteps. The transition from Life Style to the mode of communication is also a step-by-step process.

Do not want to disappear into the eyes of consumers, in addition to popularity, more need to have a distinct brand personality. When consumers think of you, they can immediately reveal a clear description of the brand, and you can gain the level of the consumer's mind. If you mention your brand, consumers can't think of it, or the impression is vague, and you are not far from being forgotten.

The personality of the brand is formed over the years. Everything you do affects the brand's experience in the minds of consumers, from naming, typography, packaging (or storefront) design, advertising, spokespersons, copywriting, graphic content, and even the clerk's looks... ... are all forming consumer judgments about the personality of the brand and how much he likes the brand. More often, the formation of brand personality is a consumer's emotional judgment, rather than purely rational functional thinking. After all, this is still a psychological war.

In the past, we have done Blind Test for a skin care product customer. We have looked for 4 skin care products at different price points, ranging from a market price of 600 yuan to a market price of 80 yuan. One is a European and American brand, and one is a European and American brand. It is a Japanese brand, and two are supermarket brands (including customer products), which are placed in four containers labeled S/Q/P/N, and do not tell which brand is in which container, let 100 consumers Take it home, and compare the results after 1 month. The result: the most expensive European and American brands to stay with the last seat! At the time all our girls were boiling! I am screaming: I will never buy this brand again! Nothing is bought for any of this brand! From cosmetics to skin care products to perfumes are not bought! Don't say that this brand doesn't buy it, and any advertising brand that looks like a big promotion in the future will not buy it! It is simply deceiving the public.

Do you think that this is the end of the matter? You must be a boy, a very rational boy. Regrettably, not every girl has an indelible rational thinking. This refusal to buy, no more than three months before and after, we still have to change back to all kinds of European and American high-end brands, including the big ones that were tested at that time! All the male compatriots who had assisted in the investigation could not believe their eyes: Are you crazy? Didn't you say that you didn't buy it? The result of the investigation is not to prove that the brand is in the last place?

Every girl is arrogant, and each has its own reasons for explanation, such as: "The brand has recently produced new products, the ingredients are different, the effect should be different." "That passed the counter yesterday, just at the discount" "The supermarket brand The packaging is really ugly, I really can’t stand it”...

The subtext of this group of female compatriots is actually very simple: their identity must correspond to these tall brands, regardless of any product function, rational reasons.

Do you think they are superficial? wrong! Their behavioral patterns are precisely the representation of the average person's potential realization of real action: everyone is looking for a branded product that matches their identity. Strong product functions often fail to pass the "feeling threshold" of consumers, and they cannot obtain the market share. When consumers “feel good” about your brand, it means that the brand has a place in the hearts of consumers.

In order to gain the vitality of the brand in the minds of consumers, simply speaking, each brand naturally has a measure of its own in the minds of consumers. The higher the position, the higher the degree of attention. The higher the probability of getting a purchase. At the same time, the possibility of being extended to other goods is higher.

Consumers also have their own unfamiliar and uncertain brands and categories, such as: seven-hole pillow, latex pillow, memory pillow, down pillow, lavender pillow... Which is the best? At this time, Internet search is of course the best solution, but most consumers will not do this, but rely on their own intuition. I don't know what the latex pillow has, but if he “feels” that the latex pillow seems to be a high-tech product and the price is reasonable, he will still pay the bill. If you think that only low-priced goods, consumers will buy by feeling, then you are wrong! Even if you buy a famous car, many people will first care about the brand of the famous car. If you buy a house, you will still care if the real estate developer feels reliable. High-priced goods, he will spend time collecting more information, yes, but The "feeling threshold" in my heart will never disappear.

I have been responsible for the promotion of facial cleansing for an international brand for many years. The same product has different market share in different regions of the world. There are many factors that affect the success of the brand, such as pricing, display, channels, propaganda mode, competitive environment... The key to the final decision is actually the brand experience created by all the above brand behaviors, and the brand impression formed in the hearts of consumers. Degree, if they feel that you are a trustworthy brand, do everything with half the effort. On the contrary, if you can't occupy a favorable position in the hearts of consumers, it is useless to spend a lot of effort.

Keeping pace with the transformation of consumers and crossing the threshold of feelings in the hearts of consumers is the key to brand success.