"To be a brand, the blockbuster is one of the important factors, because the blockbuster can bring brand positioning, help the brand spread and operate the brand." Any great brand is made from a product, and the fulcrum of a brand is actually a blockbuster. At the 2021 Zhenghe Island (Guizhou) Changemakers Annual Meeting and Industry Xingqian Conference "Explosive Products Collection" Evolution Forum held on the afternoon of October 14, Yang Yun, the gold medal island division of Zhenghe Island and the chief island teacher of Yunling Academy, said in a speech on "Explosive Genes" that with the development of society, products are becoming more and more homogeneous, channels are becoming more and more fragmented, it is no longer enough to do products and channels, to do brands, to occupy customer cognition.
Yang Yun said that as a blockbuster, it should have the characteristics of core genes, surprise genes, scene genes, desire genes, recognition genes, etc., of which the core genes correspond to perfect value, the surprise genes correspond to different, the scene genes correspond to user thinking, the desire genes correspond to satisfy imagination, and the recognition genes are tools for showing off.
Yang Yun, the golden medal island division of Zhenghe Island and the chief island master of Yun Ling Juku
Yang Yun said that any company that wants to create a blockbuster, first of all, we must see whether your product has perfect value. All perfect values must be different, the so-called difference is that there must be innovation, the so-called innovation is to break the rules. "The first rule is called the explicit rule, the second is the economic rule, the third is the technical rule, and the fourth is the cognitive rule." Yang Yun said that we must break all the rules in terms of cognitive rules. So when we build a product, you can only build on one point.
In addition, the products created must also have scene genes, also known as "user thinking", when you are promoting the brand to the public and customers, you must use user thinking and scene genes to reflect your products, so that customers understand where the value of the product is. In addition, brand positioning must be positioned at a point, because doing branding and making explosive models is actually doing desire, not doing ordinary products.
"The brand has both positioning value and desire value, so that customers can find it and generate a premium for it." Desire value also gives it tools to use, using the identification genes of the product to make it a tool for customers to show off. Yang Yun said that the value of a brand, if you can't let customers show off, it is just a good brand, just a good product, when you can let customers show off is a good brand. Therefore, we must give customers a reason to show off, a tool to show off, a way to show off, the company's explosive model, the company's brand can let customers spread.
Source: Guizhou Daily