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Articles by 杨不坏
Browse 15 New Distribution articles by 杨不坏.
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Brand 2020: Anti-Fragmentation Communication!
In February, I wrote 'Stop Updating Weibo, WeChat, and Douyin,' suggesting brands focus on iconic communication and concentrate resources on major initiatives rather than fragmented daily posts. This article explores how to conduct anti-fragmentation brand communication in today's fragmented era, using centralized resources like Focus Media to build brand consensus.
杨不坏Ambition of 20 Billion: Anmuxi Doesn't Believe in Brand-Effect Integration
In many marketing departments, brand-effect integration should be the most important KPI this year: how much money spent must bring how much revenue. Brand-effect integration has become the most headache-inducing problem for marketers in 2019. This is due to two reasons: first, the poor macroeconomic environment has led brands to tighten budgets; second, the stimulation from new scenarios such as live-streaming sales, private domain traffic, and influencer seeding has excited every marketer. At the end of last year, I wrote that 2019 is the first year of brand-effect integration, but my point was that 'effect' is not just immediate sales, but the consumer's action after seeing marketing content, a broader and long-term brand-effect integration. Now at the end of 2019, let's revisit brand-effect integration.
杨不坏FMCG Brands: Consumption Is Marketing
Most traditional brands still rely on continuous advertising for maximum exposure, then use a funnel model to filter target audiences and drive sales. However, mature brands often lack neither awareness nor product novelty, making such exposure wasteful. The article argues that marketing should be integrated with product strength, using examples like Coca-Cola's nickname bottles and Guliduo's One Piece collaboration to show how creating new product variations can drive consumption and brand building.
杨不坏Revamping County Town Shopping Malls with Private Domain Traffic
During the Mid-Autumn Festival, I visited a county town mall owner to discuss opportunities in lower-tier markets. Instead, he complained about the tough business environment, but we eventually explored how to use private domain traffic to revitalize his mall. By building a private traffic pool of 30,000-50,000 WeChat contacts and creating viral products, the mall can become a local consumption landmark.
杨不坏FMCG Brands: Consumption Is Marketing
Most traditional brands still rely on continuous advertising for maximum exposure, then use a funnel model to filter target audiences for sales. However, mature brands often lack neither awareness nor product novelty, making mere exposure a waste of budget. The 2013 Coca-Cola nickname bottle campaign, which drove significant sales growth and social sharing, illustrates that marketing should be attached to product power, integrating marketing with the product itself.
杨不坏Turning Marketing into a Business
Marketing is becoming increasingly difficult, with theories and viral cases leaving little lasting impact. This article argues that the future of marketing lies in moving beyond traditional frameworks, adopting product-oriented thinking, and treating marketing as an entrepreneurial venture, using examples like WeChat Red Packet and Alibaba's 88VIP to illustrate how marketing can be transformed into sustainable, productized, and commercialized business models.
杨不坏Reshaping the Marketing Department
When we think about many marketing and strategy problems, we find that finding a theoretical solution is not difficult; as long as we identify the right problem, we can always find an answer. But putting the theoretical solution into action and actually executing it is another matter. Strategy problems become execution problems, and marketing problems become organizational problems.
杨不坏Traditional Advertising Shouldn't Die
Despite the decline of traditional advertising, it shouldn't be dismissed entirely. In the new marketing system, traditional TVCs still play a role in defining brands, though their importance has diminished.
杨不坏Can a 100 Million Budget Build a Brand?
Almost all practitioners and experts teach how to achieve big results with small investments and create low-cost hits, but they don't tell you that low-cost hits are mostly luck. In the marketing industry, few study how to spend big money or manage large-scale campaigns with budgets over 100 million. I firmly believe in the power of money; if you want to quickly assess professional competence, look at how much marketing budget they've personally spent and how.
杨不坏Marketing in the Past Was Mass Sales; in the Future, It Must Drive Brand Growth!
The advertising and marketing industry, which began in the industrial era, has traversed 150 years and is about to enter its second half, with the present being a transitional period. Everyone is anxious, exploring, and pondering what to do next and where the future lies. Recently, CEIBS held a CMO forum on 'Brand Growth Drivers,' inviting CEOs and CMOs from Alibaba, Nike, Coca-Cola, Accenture, and others to discuss brand growth. The forum, though not grandly publicized, featured speakers from academia, top international brand CMOs, and marketing executives from Accenture and GroupM, with over 200 brand marketing leaders in attendance.
杨不坏Without Strategy, Don't Aim for a Viral Hit
The article argues that the industry's obsession with viral hits (刷屏) as the ultimate measure of brand communication is misguided. It urges brands to develop a clear strategy, using spatial positioning and historical logic to define what to do, and to only pursue meaningful, planned virality that supports long-term brand growth.
杨不坏Methodology: Building a Brand from 0 to 1
2018 marked the end of the golden era of entrepreneurship, and from now on, it may be the beginning of building brands solidly. Brand awareness and consensus will become the strongest moat for products. This article discusses how to build a brand from scratch, based on three insights: circle stratification, shortened consumption paths, and public opinion gray rhinos.
杨不坏Deep Dive: The Communication Logic for Brands Has Fundamentally Changed!
Years ago, when I first heard the term 'brand-effect integration,' I was repulsed by it. I believed that if you wanted a brand, you shouldn't consider short-term results, and if you wanted results, you could just offer red envelopes, lucky draws, or discounts. I always thought brand and effect were opposites, like the poles of a magnet, unable to be integrated. However, given the current economic environment, internet communication landscape, and consumer cognition, which have undergone disruptive improvements, we need to adopt a new mindset toward 'brand-effect integration.' I believe it is now achievable. Note: the brand-effect integration I'm referring to is not about adding promotional information or QR codes to creative ads, but rather a more abstract approach that may yield higher conversion rates.
杨不坏The Second Half for Marketers
Despite the prevailing gloom, the author firmly believes that the golden age of China's marketing industry is approaching. As the Chinese economy transitions from filling market gaps to building brands, marketing will become crucial, and Chinese marketers are poised to lead the next global marketing system.
杨不坏People Don't Need Brands
The author argues that most Chinese companies are not building brands but focusing on market share and sales due to immature consumer environment. They should prioritize awareness and influence before brand building, as brand is about values and requires consumer maturity.
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