What is brand operation? Three differences between it and marketing departments

When it comes to the operation of new media, we immediately think of the operation of common platforms such as Weibo, official WeChat account, WeChat group and friends circle (obviously these are not the whole operation of new media). If you are asked about brand operation, what do you think of? Do h5, do posters, do landing activities, do Weibo event forwarding, then find kol or marketing number to speak out, get some cheap and low-quality online media soft articles, and finally write a self-esteem brand summary draft, and send it to a vertical marketing portal like Meihua.com, advertising door, to carry out brand communication effect, so as to reflect that this brand activity has caused a forwarding frenzy and the whole people participate. Such a set of marketing methods has been deeply rooted in the thinking of brand operators (I am one of them). Looking back at all kinds of brand marketing in the market, it is estimated that the following figure can summarize all the available brand operation methods! Having said that, what is brand operation? Brand operation refers to the integration of marketing planning, creativity, communication, new media, merchants/commodities and online &; Offline linkage marketing allows users to form awareness of corporate brands and products. Send products to consumers' hearts, so that users can choose our services when they are entangled in which products to spend resources on. Brand operators influence user behavior through the process of "contact-cognition-cognition-identification". This process includes four aspects: event marketing, social marketing, public relations communication and advertising. Event marketing: a small-scale marketing activity, which caused spontaneous hot discussion and imitation by netizens. For example, last year's Ice Bucket challenged social marketing: viral communication was formed on social platforms such as WeChat, Weibo and Zhihu, and netizens also completed brand interaction as scheduled. PR marketing: dig up news points related to products, attract media attention and take the initiative to play, instead of buying media PR! Advertising: traditional channel purchase, such as subway advertising, TV advertising, DSP advertising and other brand operations should be the most expensive of all operating directions. It will cost millions to put advertisements on Shanghai Metro Lines 2 and 9 in January alone. Event marketing, social marketing, public relations communication and advertising are just means of brand communication, and large companies sometimes outsource these things to professional companies. What kind of brand to deliver and how to do a good job in brand creative packaging are the key to operation. My understanding of the brand operation workflow should be like this: 1. Defining the brand image of a product is to make users feel what kind of product it is. To do this operation, we need to pay attention to the three brand principles mentioned by Professor Li: strategic focus, positioning suitable competitors, and fostering strengths and avoiding weaknesses. For example, car number one is mainly about safety. In order to compete with Uber, crowded waiting time is planned. The mobile APP turns the roulette lottery to let the driver tell you jokes on the spot, conveying the "interesting" brand image of the No.1 car to the users, which violates the two principles of fostering strengths and avoiding weaknesses and strategic focus. 2. Clarify the way to explain the brand image. Operations need to figure out what users can see to make them perceive the brand. This is a difficult and brain-burning job, which is usually done by several operators brainstorming together. If there is no good idea, you can look for points that can arouse users' curiosity but are not niche. Double Eleven e-commerce shopping, Suning.cn courier riding to send sanitary napkins to campus activities, female college students renting thighs, sending grounded performance art to protect your brand Tuniu. "There is sand in my heart, and there is a husband there." 3. Subtract all the ideas in the second step of brand image packaging from the brand image you want to convey, and select the best image scheme, and of course, consider the landing ability. 4. Prepare the materials needed for brand communication for the final adopted scheme. At this stage, it is necessary to make careful preparations by combining the four means of communication: event marketing, social marketing, public relations communication and advertising. Basically, you can see that the brand activities of large Internet companies are all planned and prepared for more than 2 months. 2065438+In August 2004, Didi teamed up with Mercedes-Benz GLASUV to order a special express train for Argentine photographer esteban. After seven days of preparation, on June 20th, a 79.37-meter-long photo was taken along the 32.8-kilometer Second Ring Road in Beijing where modernity and culture coexist, which broke the Guinness World Record and was also reported by CCTV news programs. Didi Chuxing-Didi Hua 50 yuan, refreshing Guinness 5. Good execution means using the materials prepared in advance to show the brand of the product to users in various forms within a certain period of time. There are H5 on WeChat, your videos on video websites and your information in Weibo. This is also an important criterion to measure the success of brand operation, which is the so-called circle of friends. What the operation must do is to plan the implementation of material delivery in advance. If one channel is successfully detonated, it can speed up the launch of other channels. Wake up the Force and come to Yili 6. In the process of re-offering, we should consciously explore the interactive highlights in brand communication and collect communication data from various channels to facilitate the summary and use of the later re-offering. A hard copy needs to contain the following information: scary data (UV, PV, interactive volume, online time, sales volume, customer unit price, sales volume, download volume); KOL's unity (Weibo, WeChat, friends circle); Media reports (TV, paper media, online media); Case studies (Meihua. com, Shuying.com, advertising door), and then it would be even more awesome if you could win an award in the field of communication. KOL, "Wake up the Force and Come to Yili", supports making the information in the communication data that can be released to the outside world into a beautiful long picture like a WeChat red envelope, which is being spread twice, perfect! 20 16 wechat red envelope data about brand operation, finally, I want to talk about an interesting topic based on my experience in the post bar: first-line internet companies have marketing public relations departments, whose main job is brand communication. What is the difference between brand operation and marketing public relations department? First, brand operation is the interesting point of spreading products, and marketing public relations department digs out the points of products from the perspective of communication. Sometimes colleagues in the marketing department can create a communication point on the product to meet the needs of communication. Second, the essence of brand operation is operation, and 80% of the time is dealing with products. On the other hand, the marketing public relations department is more about the management of communication channels. For example, PR not only plans its own brand activities, but also needs to maintain the paper TV media. Third, friends are welcome to practice, or to supplement directly. Generally speaking, brand operation and marketing public relations department are a cooperative relationship. When the operation finds the interesting point of the product and makes a good plan, it can seek the support of marketing public relations department in communication channels. Similarly, as an exchange of resources, the marketing public relations department can also let the operation help them build products according to the needs of market communication.