Why Does "ME&Nbsp? TOO" Brand Strategy Not Work?

Adaptation is much more difficult than assimilation.

Every emerging brand and category is a new knowledge for the minds of consumers. How do people acquire, understand and store new knowledge?

"Human beings acquire knowledge and right. New knowledge Understanding and storage must be based on the organic connection between new knowledge and old knowledge. There are usually two ways of integration: assimilation and adaptation. Assimilation refers to the effective integration of new knowledge into the existing schema by individuals. Adaptation refers to the process of modifying or reconstructing existing schema when individuals are unable to assimilate new knowledge with existing schema, so as to fit in with the process of new knowledge. Contemporary cognitive psychology, Liang Ningjian

It can be seen that Consumer When understanding new products and new brands, conform to It is much more difficult than assimilation.

In brand marketing, if there is no closely related category in the mind of consumers, the most safe way is to let the brand that you introduce can adapt to the knowledge of the consumer first. Most of the well made brands are like this, like "Red Bull" through "thirsty and tired to drink Red Bull", and "Wang Laoji" is able to comply with the consumer's mind by "drinking Wang Laoji with fear of getting angry".

Is it possible to violate consumer mental behavior? For ordinary consumers, the thing to worry about is "light bamboo leaves" something else that others drink? Can you drink it? Is fruit vinegar a drink or a condiment?

In the minds of consumers, the more closely related categories do not have these concerns, and direct assimilation is good. Like "Kangshifu green tea" - that is, drinking green tea, "Deluxe" - Gold milk.

Adaptation is more difficult than assimilation. When dealing with new knowledge, people always try to assimilate. What is "looking at the mere meaning of words"? For example, the term "golden mean" is intended to "abide by the middle way, adhere to principles, be impartial and impartial." nowadays, people are more literate, and have successfully extended to mean "mediocrity, compromise, conservatism, and no desire for progress". Reading is also the case. If you don't know a word, you will probably read half of it.

Why the brand of "ME TOO" strategy can not work? It is because the lack of effective separation is directly assimilated by the brand of the consumer's mind. After assimilation, the information of this category is further expanded, and consumers are more likely to buy the original brand, so the brand is better publicized. "Blueberry ice tea" and "green plum green tea" and other brands lack the process of adaptation. Without effective separation, consumers can only be assimilated by "iced black tea" and "green tea".

Adaptation, adaptation and assimilation

"Coca-Cola" came into China through the freshness of "American culture". Although many actions were made, the most important thing was that there was no drink at that time. Through the adaptation of "American culture" - "cola" - "soda water" - "beverage", the assimilation of "beverage" in the minds of consumers has been completed. In the business model of Al Rees and Jack Trout, no matter which beverage brand wants to succeed (not to beat the opponent), the best way is to use flank warfare against Coca-Cola.

There are also domestic sports brands that compete with Nike and so on. In the minds of consumers, "Nike" and "Adidas" undoubtedly represent specialized sportswear and sports shoes, so whether you are carrying an egg against a stone or a stone with an egg, there will be only one end - the egg is broken. In this respect, only one brand is good for flank warfare, the "KAPPA" of China's trend management. The competitive way of "KAPPA" lies in its movement and fashion appeal. Moreover, it actively excludes people who are not very good. It makes the "KAPPA" develop rapidly in the Chinese market with a 200 fold increase of 6 years, creating a myth of brand marketing.

In a category, a new brand must compete with an old brand that occupies the absolute superiority of the consumer mind. It must be a long process, and the longer the advantage brand, the more advantages it has. One of the biggest hurdle of the past is that consumers do not change their cognition easily. It is not because of the great changes in the external environment and the significant internal operation of the enterprise that the chances of beating the brand will be minimal.

Some domestic enterprises always want to be the "XX industry global / national first". If the opponent is a brand that really takes the lead in the minds of consumers, first of all, please have enough time.