As the helm of a company, they all want to make the company bigger and stronger; they want the company to develop rapidly; they want to get a higher premium.
It is good to have such an idea. Even if the company is to be raised as a son, it will be sold as a pig. It is understandable to do it quickly. The key question is how do our entrepreneurs act?
Going on the right path, or is it a "squatting evil"?
A company that is closer to cooperation has been in the midst of a choice between the two for a long period of ideological struggle. This company is a second-rate enterprise in the industry because it started late. Because the boss is a technology-born company, the company has certain advantages in technology and the company is developing rapidly. However, since last year, it has felt that there are some bottlenecks in the development of the company. I am not willing to work hard to stay in the ranks of first-line brands, so I decided to find a brain cooperation to help them develop rapidly this year.
After a round of selection, I was hesitant between the author's Bo Rui Zhida and another company. The author's brand commanding heights and brand landing views have been unanimously recognized by the company's top management, and our bundled sales and personal service model has made them more sympathetic to Bo Rui Zhida.
Another planning company is talking about the opposite of the industry, using the entire industry as a competitor, redefining the rules of the game in the whole industry, and letting the company develop rapidly. In fact, many people are talking about breaking marketing, which also attracts this. An entrepreneur who is eager to develop his own business.
It is these two viewpoints that make this entrepreneur who is usually decisive in decision-making have not made up his mind to choose.
When it comes to brands, many people think that brands need to be accumulated little by little. It's hard to do it all at once. There is nothing wrong with this view. A strong brand really needs the maintenance of the company bit by bit. It really takes time to accumulate brand equity. However, many of our companies are not really talking about brands, just a name. The author believes that companies that can be called brands should have at least a clear brand connotation, and sales and premiums are directly proportional to the brand's improvement. Imagine a name that can't be called a brand in the minds of consumers. So, from this point of view, it is entirely possible to quickly make a company's brand. This is exactly what I proposed in the new book "Sales Not Related to Sales". A brand can be established within 3 or 5 years. The reason for getting up.
The entrepreneur really wants to quickly push the brand into the front echelon, so he is very interested in the way of breaking the game, and is also very cautious in examining this operational thinking with the entire industry, constantly calculating How big is the odds, not suitable for your own business and other issues.
The Grain Dojo is a case that fell in such a beautiful plan. The trader said that this is his eternal pain. The fall of the grain dojo is attributed to capital and culture. In fact, this kind of breaking operation itself is not wrong. The key is to choose a wrong product in a wrong industry stage and carry out a beautiful break plan, which led to the failure of the Grain Dojo.
That is to say, non-fried instant noodles are not suitable for a product that stirs the industry. The industry has not yet need to be upgraded in terms of technology. The demand of consumers has not changed much. This timing is not suitable for such broken marketing. At the same time, an industry is not suitable for such operations in a relatively mature stage. Therefore, the author believes that this kind of thinking of breaking the market needs to grasp the timing of the industry, and it is not time to subvert the industry.
This point is that after the entrepreneur saw the book "Sales Not Related to Sales" that I gave him two times, the telephone communication explained that after re-consolidating the situation of the company and the industry, the wise entrepreneur Give me a call and tell me that he decided to "take the right path and stop thinking about the trick."
Of course, this entrepreneur is just a joke about the way to break the marketing. It is a “small trickâ€. Here, I want to make a name for this broken marketing. This kind of marketing is not a bad idea. He is also a successful marketing, successful breakthrough, and success. The key to a means is to grasp the opportunity, not just to successfully achieve transcendence in this way.
In fact, I mentioned the way of subverting the industry pattern in the “Nine Development Models of Brands†in “Sales Not Related to Salesâ€, but there are many other ways to achieve rapid development, based on enterprises and industries. Different timings choose different ways of transcending.
However, no matter which kind of transcendence or subversion is used, the brand strategy should be the core of the operation of the enterprise. The effective implementation of the brand strategy into the daily operation of the enterprise and implementation into the marketing work can achieve real transcendence and achieve sales volume. The brand is improving.
Therefore, it is recommended that our entrepreneurs think more rationally in the desire to surpass!
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