Do you want to be a brand of young people?

Do you want to be a brand of young people?

3:02 AM

Do you want to be a brand of young people?


30 seconds at a glance


1. Brand rejuvenation is a false proposition; the brand must first, find out "who am I", and then say whether or not to be younger;

2. Not all brands need to be young, and youth is a means rather than an end;

3. Brand communication is just an easy part of brand rejuvenation. Real rejuvenation often requires injury.

4. Brand rejuvenation is not only sold to young people but also old users;

5. How to attract young users while retaining themselves is the biggest problem of brand rejuvenation;

6. There is no such thing as good or bad in the form of a national tide. What is important is what the brand hopes to gain through the national tide.




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Brand rejuvenation is a marketing topic that cannot be circumvented in the past two years. With the advancement of the Tmall National Tide Festival in 2018, there has been a wave of national tides and joint hots in the domestic marketing field. Logan, Wangzi, RIO, old brands such as the White Rabbit and the Forbidden City detonated the discussion of social topics with a kind of “net red”, and the brand rejuvenation became a key issue in the marketing of major brands.

Behind the brand, rejuvenation is naturally the rejuvenation of users. As the Z generation matures, they represent the consumer market shortly, competing for the Z-generation consumer group, and become a vital battle for brand development. But how should the brand be younger? What is wrong with brand rejuvenation? Are you doing the right brand rejuvenation? This article will sort out the major misunderstandings of brand rejuvenation and may answer your doubts.

Brand rejuvenation and brand rejuvenation have become popular vocabulary in recent years. Under the impact of mobile Internet, the communication path, communication mode and cultural context have undergone major changes, which is why many traditional brands are not satisfied with the brand. Younger seems to be a lifeline.

For many brands, rejuvenation is necessary, but people often misunderstand the essence of brand rejuvenation. Being a social co-brand is not a real core of rejuvenation. Below we will sort out the misunderstandings of four common brand rejuvenations.

Myth 1: To impress young users, brand rejuvenation is needed.


Brands are often used to impress young people and seize younger users to promote brand rejuvenation. This sounds reasonable, but the truth is that not all brands and all industries need to be younger, and younger may not solve your brand. Business problem.

In other words, brand rejuvenation is only a means, not an end. On the whole, brand rejuvenation needs to lock in the industry, the 2B the industry is not necessarily suitable for rejuvenation, because it is important for the 2B company to give customers a sense of security, trust, and the brand is not young. Big. For FMCG, brand rejuvenation is even more important, because younger can solve a lot of 2C-end brand perception, traffic acquisition, product sales, and other issues. Therefore, brand rejuvenation is a false proposition.

For the brand, the premise of brand rejuvenation is to confirm whether there is a need for rejuvenation of its brand. What kind of business problem is needed to rejuvenate, rejuvenation is only the surface of the brand strategy, and the kernel is still the brand. Business appeals in the new internal and external environment.

Externally, what users may see is just the packaging rejuvenation, some user topic communication actions on social, but the business problem to be solved behind this whole set of communication actions is: how to make the brand new products enhance the product premium.

Many brands tend to be upside down when they are younger. It is not necessary to impress young people to rejuvenate their brands but to use brand rejuvenation based on your brand's business purpose.

Myth 2: Brand rejuvenation is the spread of youth


For our average users, the perception of brand rejuvenation is usually at the communication level, but for the entire brand, the The rejuvenation of communication may be the most superficial dimension.

Brand rejuvenation has three dimensions for consumers' perception. The farthest level is the dimension of communication. The content output of "double micro-shake" that we see today, the personal image of the personification, etc. all belong to the level of communication. thing. The communication level is the most easily adjusted level of the brand, but it is weakly related to the user relationship. It is difficult for your brand communication content to have a substantial and close relationship with the user. This requires the brand to have high-quality output in the dissemination of content so that users will take the initiative to pay attention to your content.

The second level is the visual dimension, which is the appeal of the product. The product's outer packaging and various visual expressions can give users an intuitive feeling. The younger packaging can bring different brand perceptions to users. If your brand is still 50 years ago, it is difficult for users to intuitively feel. Changes to the brand. But the visual rejuvenation is not a visual subversion. On the one hand, the brand needs to update the visual experience of the product, on the other hand, it must retain the original brand characteristics.

The third level is the product dimension, which is the key to really determining whether users can buy or not. Brand rejuvenation is not to do some surface articles such as communication and packaging, but to make your products more in line with the needs of new user groups. For example, for the food industry, young people need greener, healthier food. The key to brand rejuvenation is to provide products and prices that fit the lifestyle of the current population.

Deeper, the rejuvenation also involves the entire management and process of the enterprise, because, for the rejuvenation of product development, the problem is not only simple to spread or marketing. It can even be said that brand communication is only the fine details of the brand rejuvenation and real rejuvenation often needs to be hurt.

It is precisely because of this that when the brand is younger, it is usually first tested on the communication level, because of the the communication level is the easiest to adjust, and even if it is not done well, there will not be too much risk. Another way is to set up a new sub-brand to try to rejuvenate, which is a low-cost trial and error strategy.

Myth 3: Brand rejuvenation, the goal is young people


The target group for brand rejuvenation is not just young people, but all users. The motivation for brand rejuvenation is usually the change of the external marketing environment, not just the intergenerational changes of the user group. There are young people in any era, but it is not necessary to rejuvenate the brand at any time.

We take the case of Li Ning's 90s in the early years, this is a classic negative example of brand rejuvenation. When the name "Lining 90" is called out, it means offending other user groups. If “Li Ning 90 After” is a brand designed for the post-90s crowd, how do the other 80s and 70s users think about this brand? They may think that they have been abandoned by the brand.

Therefore, brand rejuvenation is not only for young people, but for all potential users, brand rejuvenation is not the rejuvenation of the crowd, but a younger lifestyle and lifestyle concept, often independent of age.

Another point is that the brand rejuvenation needs to express the original brand core in a new way. In the still, the ternary brand perception is human, safe and quality. Retaining these brand impressions that distinguish them from competing products, rather than blindly catering to the aesthetic preferences of younger groups.

Myth 4: With the trend of the country, do you think about it?


Finally, talk about the communication manifestation of the brand rejuvenation. The national tide is the external communication method used by many brands in the past two years, but nowadays the national tide, joint name, and other communication routines have been used too much, then the country Is the tide still effective?

There are two main views on this issue: one is that the national tide is a marketing bonus in the past two years, and there are constantly brands such as Big White Rabbit and Want Want that is screened by the national tide. The brand rejuvenation needs to seize the trend of the national side. Another view is that the high-frequency national wave screen has already caused users to form aesthetic fatigue, and the homogenized content can not stimulate the user's freshness. If the current brand is to be younger, the national tide may not be a good choice.

These two views have not touched on the nature of the problem. The national tide itself is the national tide. The key is that the brand does not need this concept and how to use it.

If we regard the national side as a channel, such problems can be solved. For example, the national tide is like a communication channel like WeChat Weibo. The brand consideration is whether the communication in this channel can achieve the commercial purpose, can it be harvested? Higher ROI. From the general point of view, behind the national tide is China's cultural self-confidence, is a big trend, has many of these bonuses to be tapped, but from the brand itself, how to use the national tide, how to make a difference, the brand to do the national tide What is the purpose of these issues is a more essential issue.



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