重塑市场研究品牌

One can expect car design, computer operating systems, and clothing styles to change. Shouldn’t it be the same with the look of a brand? When is it time to give a brand an update? The first sign is a subtle change in what a brand is “about.” Market research is a critical element in expressing the new brand. Well-executed market research enables companies to redesign their brand. The end product should define what they do, who they are, and why people can count on them.

在全球经济中重新定义品牌

Strong brands outperform competitor brands. They also outstrip the financial markets index. Many businesses now reserve sizable portions of their marketing budgets for digital media. This digital budget is necessary to remain relevant in the marketplace. It also helps them to forge deeper connections with their customers.

此外，新一代全球品牌正在不断发展。老品牌应该注意他们正在使用的策略。近年来，打造强大而可靠的品牌文化已成为当务之急。无论品牌文化在世界何处，客户都应该能够识别它。数字渠道的兴起将品牌重点从结构转移到文化。

The upswing of digital has also transformed the way marketers communicate. Marketers now connect with their agency partners and customers using digital technology. The primary duties and the central features of marketing stay the same. The functions have had to increase in scope, though. The new tasks are to accommodate the shifting nature of the world in which brands operate.

An example of a brand redefining itself in the global economy is an American hotel group. The company recently overhauled its 16 brands. It also invested in new technology and modernized its hotel properties. Furthermore, the group announced brand-new partnerships and benefits to serve economy minded tourists.

老品牌需要跟上新品牌的步伐

有些公司今天销售的产品与 1920 年的产品相同。他们是如何做到的？他们的产品与一百年前一样有价值和普及。尽管如此，这些公司知道他们的营销需求符合不断变化的受众。例如，乐高公司于 1939 年在丹麦成立，当时是一家生产木制玩具的小公司。乐高公司最近为 PlayStation、Xbox 和任天堂开发了一款视频游戏。

Another example is Kraft Macaroni & Cheese. Kraft wanted to tap into the market of health food enthusiasts but didn’t want to spook customers. The company rolled out the new product without fanfare. They then ran a Twitter campaign several months afterward. This tactic gave people enough time to conclude that they #didntnotice the difference.

固守旧习的品牌将失去其相关性。他们需要紧跟不断变化的趋势。卡夫利用了人们对更健康食品选择和清洁生活方式日益增长的趋势。体验在现代生活方式中也发挥着重要作用。精明的品牌正在关注这一新发展。乐高乐园背后的理念就是这个。该公司于 1968 年推出了乐高乐园，至今仍很受欢迎。

如何重塑老品牌

随着企业的发展和变化，品牌必须反映现有市场。简而言之，竞争对手将改善其品牌。它将采用更新的标识，并开发与受众建立联系的新方式。如果公司决定保持不变，他们最终将失去竞争优势。品牌更新告诉受众该公司是相关的和现代的。它还显示了公司与其行业之间的联系。

The trick to reinventing older brands is to maintain an eagle eye on the customer. Companies must listen to the customer’s wants and needs. They must use this information to create and maintain relevancy for the brand in today’s world. They must also be able to tell the brand’s story to inspire affinity and the intent to buy. These are the secrets behind why some brands stay relevant, and some do not. Marketers would do well to pay heed and always strive for relevance, regardless of the market.