Dentsu Group Huang Fei: The power of brand people in the digital era has become greater

On December 20, at the 2020 China Brand Value Management Forum hosted by 21st Century Business Herald and co-sponsored by Genyuan Consulting Group, Huang Fei, chief solution and innovation officer of DENTSU Group's CRM business, said that now everyone talks about brand digital transformation and private domain traffic, and the logic behind it actually includes two aspects, one is that in the development process of the whole of China, there are some digital foundations that can carry enterprises to do some refined actions; on the other hand, the ROI of advertising is decreasing year by year.

This actually poses a higher challenge to the brand management of enterprises. Through some successful cases, Huang Fei found that the CMO must be very clear about the responsibility of the brand. "In the best cases, the CMOs are responsible for the customer experience, and the final management of the company's customers' final and consistent set of experiences is also very clear, and the CMO itself is very clear in coordinating various resources within the company."

When returning to the topic of branding, Huang Fei said that today, the power of brand people has become greater, the control of things has become more, compared with the past, more autonomy, the right to speak, of course, this also relies on the power of digitalization.

Although the times have changed, Huang Fei believes that in the path of brand building, the methodology of brand positioning and the methodology of brand strategy have not changed much.

No matter how the world changes, man is a creature, and there is a logic to the way the human brain works. This means that when doing brand strategy, it is still necessary to follow the first to find a core positioning, and behind this positioning is often reflected is the positioning of the enterprise business, so no matter what new products are done, or the strategic brand of the new company, in fact, we must abide by such a principle.

In recent years, there have also been some negative cases, and some companies may have become very popular, but they have quickly disappeared from people's vision. Huang Fei said that this is because sometimes the more you want to do more things, the more you will lose focus, and once out of focus, there is no way to really form a continuous brand equity, so it is very important to have a stick, which is also something that the brand will not change.

At the same time, the brand will change. What needs to change here is the brand information scattered under the positioning. For example, under a core brand positioning, to decompose and disseminate brand information to various channels and circles, it is necessary to change at any time according to the changes in channels and circles.

Just like different platforms now, the audience's preferences are also different, and brands need to adapt to these different platforms. In this process, digital means have also become very important, because now is the era of personalization, 100 people may have 100 preferences, at this time it is necessary to use digital more automated means to manage the experience of different users.

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