Three misunderstandings in the process of bathroom brand communication

Three misunderstandings in the process of bathroom brand communication

The importance of brand communication to commercial society is well known. Winning a place in authoritative media is one of the goals of many sanitary ware enterprises. However, the situation that there are too many monks and few candidates is permanent. The fierce media competition leads to the rising cost and becomes a heavy burden in the development process of bathroom enterprises. How to take a variety of means to achieve their own goals, how to make their own brand communication stand out in the same industry, to maximize the effect?

Brand strategy brings consumers closer

It can be said that it takes time and huge communication cost to let consumers remember the core idea of a brand. It is extremely irresponsible to change it at will. In this era of ubiquitous information, how to effectively spread information is a problem that all bathroom enterprises must face. Under the condition of persisting in the core brand proposition for a certain period of time, micro innovation in communication strategies and methods, or the way of brand communication, should be carried out.

With the deepening of network, especially the rise of social media such as microblog and SNS, human beings begin to become highly interconnected. Information and information are unprecedentedly developed, and consumers' information becomes extremely smart. Smart consumers have a good understanding of the small tricks of bathroom enterprise marketing. However, there are still many bathroom marketing personnel whose consciousness still stays in the past and sink in brand communication Indulge in the "Bullet Theory" and regard the audience as the "target" to passively accept the information indoctrination. However, such brand communication strategy is really difficult to arouse the resonance of consumers. 

There are three common misunderstandings:

First, owner sells melons and boasts.

Such examples can be said to be countless, even such a Renren's mature Internet enterprises can not be immune. Throughout Renren's news dissemination, Chen Yizhou: "Renren can completely surpass facebook", "Renren: to be China's largest real name social network", "Renren's user stickiness is far more than facebook" and other soft articles occupy a large proportion in Renren's communication. The articles are full of praise words for Renren. It's disgusting to read a few paragraphs and believe such praise It will only bring negative emotions to readers. Spending money to do such communication is not conducive to the construction of brand reputation, but is harmful.

As we all know, Facebook's annual profit is more than one billion US dollars, and its market value is about 100 billion US dollars. Renren not only has a sharp decline in user popularity, but also has recently realized a huge loss. There are great differences between the two in the number of users, influence, market value, profitability, innovation ability and enterprise vision. With Facebook If Renren doesn't talk about the "soaring share price" and "user stickiness far beyond facebook" and other show shows, it will take a sincere attitude to discuss with the industry, the media and users in-depth. I believe that it can not only win respect and recognition, but also obtain a lot of media in-depth reports, but also gain some really useful insights. It can be said that Renren can get more fame and wealth with one stroke Double harvest. However, it is a pity that everyone did not do so, only in a show off.

Second, take quantity as criterion and ignore "quality"

Because the communication effect is difficult to measure, many bathroom enterprises have to measure the communication effect by the amount of communication, such as the number of words or articles. In fact, if it is not a good combination of communication, if it fails to cause the resonance effect of communication and the secondary transmission, then the communication effect is extremely weak, because consumers forget very quickly. If they fail to arouse their inner resonance, even if they occasionally see the scattered information spread by bathroom enterprises, they will quickly forget.

Third, brand positioning and brand innovation

In the process of brand communication, it is a good thing for bathroom enterprises to innovate continuously in strategy. However, if the basic positioning is constantly changing, it will be troublesome. The final result must be that the bathroom enterprise side is extremely hard, and consumers will not be able to remember the core positioning of this brand.

From the perspective of consumers, the human brain is a limited container, and the brands and concepts that can be remembered are just so. It is very difficult for enterprises to spend a huge amount of communication to let consumers remember the basic ideas of the brand. If they are constantly changing, the brand memory of consumers will be in confusion.