Brand building

The increasing richness of the material world can not change the weakness of the human spiritual world. Today, China has unprecedented material civilization, and at the same time, we are far away from nature. The ecological imbalance, environmental degradation and extreme pleasure are the unspeakable pain in the human spiritual world: mental tension, emptiness, loneliness, luxury and dissipation, personality distortion, moral deterioration, and faith.

The development of the market is fundamentally the use of the power of differentiation to excavate people's inner desires, more and more desires, and more and more markets. When desire is counteracted by the development of the market, when desire becomes the most powerful development motivation of all Chinese entrepreneurs and managers, we know that this is destined to be a brand that can not grow up.

One of the lessons that should be learned in the twenty or thirty years of market economy development is that the suggestion of spiritual civilization should not lag behind material civilization.

And this is precisely the lesson that enterprises should learn most.

We can see that the Chinese enterprises are more involved in the methodological alley, and are unable to extricate themselves, such as diversification, blue ocean strategy, light assets, positioning theory, brand theory, terminal and so on.

Now there is a very fashionable word called "god horse is a floating cloud", indeed very image, god horse!

The victory of this soldier must not be passed first.

The shape of a horse is not shaped but not shaped.

If white clouds, such as dogs, change all ends, how can they be expected?

Chinese enterprises have to define the shape of gods and horses, so they can not escape from the clouds.

Rampant raging, the market on the brand, competition, management, operation, sales, development, products, and so on, "business" books can be described as numerous, laden with traffic, each has its own basis, self talk, in all parties, all the wise and wise, and each ambitious market, there are often one or two enterprises breaking out of the cone, but they are all short-lived, but most of them are ephemeral, and have been leading the market for 35 years. The age of impetuous, the dream of getting rich overnight.

Too much attention to the skills of the martial arts in the so-called evil way, a fundamental picture, of course, I do not deny these skills, Sun Tzu Yun: to coincides with Clipsal!

The problem now is: Clipsal is in flood, and it is weak.

Pay too much attention to the "relationship" elements in competition.

The relationship between culture and culture has been extended to the present age. This kind of culture has been magnified too much. In today's market economy, the core value of the market economy is weakened by the exchange value, which is replaced by the value of the relationship. This relationship value is greatly strengthened under the help of money. Therefore, the relationship between people at any time is intentionally or unintentionally overshadowed by money and interests, and the trust crisis between people arises. Meanwhile, in order to strengthen the economic benefits brought about by the value of the relationship, people are tired of dealing with all kinds of human relationships around the world, and the relationship between friends and brothers is constantly weakened in the commercial culture of friends and brothers, which further aggravates the emergence of the trust crisis. The benevolence and righteousness in Chinese traditional culture are all aimed at the relationship between people, fellow townsman, classmates, teachers and students.

However, the essential position of exchange value will not be changed because of the relationship value. Therefore, the first thing to change is to understand the relationship.

That is to say, in the market economy, we need to weaken the value of the relationship, instead of paying attention to the essence of "exchange value". At the same time, we should uphold the correct attitude towards the value of the relationship itself. The value of acquaintances, friends and even brothers is not the highest value in interpersonal relationships, or even the real relationship value. The real relationship value is appreciated and recognized by each other, based on the identification and appreciation of personality, ideal, ability and knowledge.

　　對于成功的過度追捧及對成功標(biāo)準(zhǔn)的狹隘理解，中國的歷史、哲學(xué)均為王侯將相的歷史、哲學(xué)，王侯將相的思想已經(jīng)內(nèi)化每個中國人的思想，反映到當(dāng)今社會，即人人都追求成功，只求結(jié)果，不問過程，——這也是傳統(tǒng)文化影響的結(jié)果，所謂竊鉤者誅，竊國者諸侯，被大書特書的歷史人物中，如果撇開價值評判的階級性的話，這些人無一不是燒殺搶掠、出賣朋友、踐踏律法的十足大盜及劊子手，但因其成功，傳統(tǒng)的仁義價值觀在其評價中完全被忽略，這也導(dǎo)致了今日中國只問結(jié)果、不問過程的文化，當(dāng)然，這些都是開天辟地不世出的偉人，不能以常理而論，問題是這種文化內(nèi)化到每個人的骨子里的時候，每個人都覺得自己是偉人，都希望不擇手段的去追求偉大，于是，各種手段無所不用其極。

The results of their pursuit, without exception, all take money as the sole criterion.

Money is never an end, but a result of exchange value.

The so-called success, which is based on money, is destined to be temporary.

Regarding the survival and development of enterprises, the most fashionable concept in the past decade, I think, should be the brand theory and positioning theory. Brand and positioning are the basis for an enterprise to become stronger and bigger. I have always believed that this is absolutely a lie that advertisers flicker out of their psychological expansion.

The two arguments have a common foundation: they think the product is homogeneous, so they need to be separated through the communication level.

The two arguments also share a common drawback: let enterprises pay more attention to the cognitive value of the communication level and ignore the real value of products.

In a time when nobody was a fool and the network of information was spreading fast, it was a bit of a fool's dream to attempt to dominate the market by opportunism.

Drucker believed that a leader's upright character can fully establish his organizational spirit. If an organization is full of spirit, it is because its supreme leader's spirit is lofty. If an organization is corrupt, its root lies in its top leader, which is called "the beam is not straight." if an employee's character can not be an example of his subordinate, the supreme leader should never be promoted to an important position.

The core of the right path lies in advocating and encouraging to pay attention to the real exchange value in the commercial society, advocating and encouraging the intrinsic value as a person -- personality, ideal, ability, knowledge and so on.