The important news about brand building: Jobs' awesome words are to see through the essence of the brand

Everyone is in a hurry to do marketing, everyone is busy building a brand, but before working rushing to work, are you really aware of the essence of brand building?

· How many levels can branding be created?

·What exactly is brand building?

·How can brand building create a new world?

Every question is the core of facing brand building, and every question is what everyone cares about the most. This article first talks about the first question and answers this question. We can start with a very interesting and classic business story, and you must remember it:

"Do you want to continue selling sugar water for a lifetime, or change the world with me?" This is a super story that Jobs convinced Pepsi President to join Apple. Many people saw Jobs's very realistic and distorted eloquence from this short sentence. I was very impressed when I heard this sentence for the first time, but later when I understood the rules of the brand more deeply, I couldn't help but sigh: "Jobs is too bad!"

The brand rules mentioned here are different levels of brand building. Similar to the previous OBB model of Big Idea, we can also integrate the 4A tools in the brand level in the world and summarize them into this concise and clear F4 brand equation (do not underestimate such a simple thing, it can be used to analyze all advertising information, and Jobs's realistic distortion power is also achieved through this model, and you can also use it flexibly after reading it):

Let’s first look at the definition of each F, and then look at the practical application later.

1. Facts (Product Facts): "We provide..."

Here we are from the perspective of manufacturers, we need to tell the core characteristics of our products or services. These characteristics are beyond doubt, and they have differentiated competitive advantages. This is what advertising companies or brand departments often say Reasons to believe/Believe us, such as what exclusive technology do you have, what high-quality ingredients do you have, etc.

2. Function (rational value): "Can bring you..."

Here we need to change our perspective, from the manufacturer's perspective to the user's perspective: For users, what unique value can our products/service characteristics transform into? What practical problems can be solved for people and what practical needs can be met?

3. Feeling (emotional value): "It can also make you feel..."

How will some actual needs be solved? This is what people often call emotional added value. Compared with the rational value that can be measured, the emotional value of this Feel is not easy to measure accurately, and the brand's premium space also has a difference. When you are paying for a certain feeling, the price considerations are irrational. So many advertisements for big brands or luxury goods are to create a certain desire or feeling for you, rather than selling you a certain specific fabric. For example, many advertisements from LV:

4. Faith (brand belief): "We all believe from the bottom of our hearts..."

At this time, once again, from the previous user's perspective, to the beliefs and beliefs shared by users and brands are truly bound together . If the brand can do this, users will become your supporters (real fans), and users will become your brand ambassadors and spokespersons. The loyalty at this time is also extremely terrible. Their loyalty will be expressed in one word - "Only/ONLY": "Computer, I only buy MAC!", "Sneakers, I only wear Nike!", "Soil drink, I only drink Coca-Cola!"

The importance of Faith (brand belief) can be emphasized more, because in addition to its huge value to consumers, it also has a huge incentive effect on internal teams , which will allow team members to develop a sense of honor and mission when working in specific work, which is the ultimate motivation for everyone to insist on innovation and strive for every day.

Of course, brand belief will also make the wider public have a more positive impression of the company and founders . Just like many people don’t understand, Jack Ma’s high-profile person has been sought after until now, while Robin Li, a low-key and honest person, has been hacked everywhere because Jack Ma always holds the F4 amulet "Let the world have no business that is difficult to do", otherwise he would have been hacked to the sky long ago. Jack Ma always talks about faith (Faith), while Robin Li always talks about technology (Facts/Function).

In short, each F represents a progressive sense of value, because these different levels of value will also cause consumers to have different reasons for paying :

Facts can drive consumer responses:

I want to buy you because you are particularly awesome in... (represents a certain advantage).
For example, someone wants to buy an XX SLR because he likes it to have 42.4 million pixels comparable to medium format.
Pay for the advantages of high pixels.

Function can drive consumer responses:

I want to buy you because you can help me solve... (solve some kind of urgent needs)
For example: I buy Jiaduobao because it can help me reduce fire.
Pay for the urgent need to reduce fire

Feeling can drive consumer responses:

I want to buy you because you can make me feel... (show some kind of style, or realize some kind of desire/feeling)
For example: I buy CK because it can make me feel more sexy.
Pay for sexy desires.

Faith can drive consumer responses:

I want to buy you because we all believe...! (Together own a certain belief/ideal)
For example: I buy Coca-Cola because we all believe that happiness is the most important!
Pay for the faith of happiness!

If you want to write this F4 model to be convincing, you need insight everywhere . To write a very good F4, you need four categories of very good insights:

Category A: Facts, requires industry insight and self-insight,
Category B: Functions, requires user pain points and experience insights,
C: Feeling, requires human insights,
Category D: Faith, requires cultural and social insights

Insight is enough to write a book to analyze it. Sir Zhang can talk about it again if he has the chance in the future. Insight mining, in addition to your life experience and industry experience, more often, you need to have the right way to enter users, consumers and markets. Just sitting in a clean office cannot create beautiful insights. In the words of my former American boss (also a teacher and good friend), even excellent brand people should have the spirit of Dirty Feet (work barefoot, not just sitting alone in a dream).

In addition to the Dirty Feet spirit, another spirit is to enter customers humbly and make full use of their professional knowledge to solve problems together. No matter how powerful an advertiser is, it is impossible to complete the brand project without the professional support and high-value input of the customers. The challenge is how you inspire conversations with customers: you need to have a method to guide the customer correctly in order to express it more vividly. Shili Advertising, where Sir Zhang is located, has created a set of effective practical methods. In many Co-creation Workshops held with customers this year, they have achieved mutual excitement and in-depth communication, providing strong support for the subsequent brand strategy and creative direction.

OK, after understanding the structure, definition and creative program of F4, we can finally see the classic dialogue between Steve Jobs playing the role of the President of Pepsi. In fact, Apple and Pepsi are both very amazing companies, doing equally meaningful things.

Apple’s F4 brand level:

Pepsi's F4 brand level:

But in that conversation, Jobs deliberately used unequal dialogue levels and compared them with Pepsi's F1:

Moreover, Jobs just used a "sugar water" to replace Pepsi's F1 in an understatement:

This is the secret of Jobs' dialogue.

Now, can you also use it flexibly? If you are the president of Pepsi (John Scully), you can say this:

In order to deepen everyone's understanding of F4 and practical application capabilities , we use several advertisements that you can see everywhere on the streets/subways recently as an example (the quality of the photo is limited, and I took it casually with my mobile phone):

Vivo's X7/X7 Plus ads

F1 = 16 million soft light selfie smart camera
F2 = The face will be bright when taking pictures
F3 = Make you feel beautiful
F4 = No

The final slogan is that it organically combines F2 and F3:

F2+F3 = Light up your beauty

This sentence not only brings out functions, but also emotions.

Xiaomi's Note2 ad

F1 = Hyperbolic, one side of technology, one side of art
F2 = No
F3 = No
F4 = No

This is where this Xiaomi advertising is unsuccessful. "One side of technology, the other side of art" is so what for consumers? Why not explain it further? I spent a lot of money to hire such a good spokesperson and bought such expensive media, but I didn’t spend any effort to develop better advertising content.

Manshoretown Advertising

F1 = Antarctic ice algae, Tibetan barley, desert sage
F2 = triple polar moisturizing power (barely F2, it can be said to be clearer and more powerful)
F3 = No
F4 = No

It is obviously not a good advertisement either. I wonder which advertising company did it, and whether it is worthy of the customer's budget?

QQ Reading Advertising

F1 = massive original work
F2 = If you want to read it, read
F3 = The more you read it, the more you understand yourself
F4 = No

And if you have read the first few articles on "Zhang Sir Talks about Brands", we can also write about the F4 of Zhang Sir Talks about Brands

F1 (Facts) = In an impetuous environment where parallel goods are unrestrained, we provide the most test-worthy brand methods, such as OBB, F4 and other core methodological tools.
F2 (Function) = We can bring you more efficient work and be promoted faster (achievements, positions, salaries, etc.)
F3 (Feeling) = It can make you feel like bidding farewell to the embarrassment of advertising dogs and marketing dogs, and be more confident and proud to be a high-value advertising Mr. (Advertising Lady)!
F4 (Faith)= We all believe in the value of brands from the bottom of our hearts. China needs more excellent brands to influence the world!

Here are a few more important suggestions:

1. You must be patient and infatuated to investigate the bottom F1. If you deal with this step casually, then the things behind will be very empty. Although the F3/F4 behind is a key boost to create premiums, if the F1/F2 in the previous period is not solid, selling goods will become a problem. So from F1 to F4, each is very important. I remember that in 2010, we spent several months of various research and demonstrations to optimize the "1 word" for Coca-Cola's F2. Although you don't need to be so strict, don't be too casual.

2. Don’t want to pile F1-F4 in one advertising screen at the same time . It would be great if one advertising screen could highlight two of them. The most confident customer only sends one message, such as Nike I served before

3. When implementing integrated marketing plans, you must conduct a combination of attacks based on the specific situation, especially for new brands, which basically require "both both soft and hard" to be effective. Even like Jobs and Apple, although they emphasize changing the world the most, at the same time, they also emphasize "Innovation Experience" the most!

F4 is a feeling and a beacon that inspires all innovations. What makes your brand shine is the brand experience and product experience when you come into contact with hundreds of millions of consumers! Ultimately, you have to speak by action!

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