Articles by 蒋秋铭

Breaking the Involution: Better to Be Different Than Better

As society changes rapidly and market involution intensifies, brand building becomes increasingly difficult. The era of 'advertising rings, gold pours in' and 'creative brilliance, brand breakout' is fading from mainstream marketing. In this context, how can we build brands effectively? All marketing methods must be based on business logic, evolving with market, enterprise, and brand perception development; nothing is static. In the 'incremental' market era, brands relied on policy dividends, demographic dividends, and bold advertising creativity. Now in the 'stock' market era, with declining population growth, reduced consumption willingness, and oversupply, fragmented creative ads alone cannot break through competitive barriers. Only by evolving toward 'holistic, systematic, dialectical' scientific marketing methods can brands escape involution and build long-lasting brands. In terms of marketing development, brand building is advancing 'from the advertising era to the scientific era,' and I call this scientific marketing approach the 'Scientific Brand Concept.'