Brand Innovation Is Indispensable To Culture.

Innovation needs to integrate enterprise resources creatively and change the competition mode of docking market. It is necessary to break the whole process of brand value chain with strategic thinking, recombine and brand new design, meet or create new demand and new market, and form unique brand gene and cultural specificity, thereby creating "blue ocean" space, changing "competition with people" to "compete with itself".

Most successful brands in the market have unique market performance in some areas, which can be used for reference by other brands.

For example, E.LAND has unique features in the use of lattice style. Its products, display props, brand packaging, and even store design and display all use this element. JACK&JONES's design style innovation in printing, color, structure and other aspects is also a good case of product innovation; Mark Ed Faye uses a large number of unique cultural props and differential display and suspension methods to write a new terminal mode innovation.

When I was serving a domestic commercial men's wear brand, I used the Chinese cultural elements to brand packaging, and put this fashion Chinese concept into product and store design, extending it into a unique brand culture gene, and then integrating and spreading it, and finally achieved great success.

This brought a brand new perspective to the domestic menswear brand that fully advocated European and American styles.

In fact, whether it is brand strategy pformation or new brand entry, we must face the innovation of the whole value chain, that is, the overall brand positioning, product design, store image, governance structure, system process, production control, storage and logistics, market operation, terminal management, customer service and so on. We will make a brand development strategy.

Among all these factors, the first thing to establish is the business model.

This is like a race. The strategy is the brain, planning the distance, and directing the whole body; management is the body, undertaking the plan, coordinating the limbs; the brand and the product are two legs, carrying the whole body, deciding how far and how long they can run.

The essence of market competition or business philosophy is to create a business model with the ability of market competition, and the core is to give it value and difference.

This value and difference are distinguished from other competitors and their own brand genes, that is, the specificity of brand culture.

This gene is visualized by exclusive culture and whole system packaging design, forming the brand tonality of deducing the cultural gene, and intersperses and applies it to product development and commodity style integration through design techniques.

It can display stereoscopic display through the planning and design of large terminals with emotional communication with consumers, and disseminate integration through advertising, publicity, public relations, activities, Show and other ways, forming a sense of identity and emotional touch at the heart of consumers, and building a cultural link between brands and consumers through differentiated and valuable whole process services.

The exclusive culture of unique gene imprinting is the source of brand development's nuclear power and innovation.