营销的本质：帮助对的产品找到对的人

Group 1 - The core concept of the article revolves around the "incremental growth model" and its detailed breakdown, including definitions and methodologies related to scenario marketing [1] - Brands must refine their understanding of consumer tasks within specific scenarios to create unique user experiences, which in turn shapes brand perception [2][3] - Labels define user cognition and shape brand identity, influencing consumer choices based on their experiences and emotional connections with the brand [3][4] Group 2 - Labels can be categorized into three levels: consumption benefits, consumption image, and consumption framework, each serving to differentiate brands in the market [4][8] - Consumption benefits focus on how products fulfill consumer needs in specific scenarios, emphasizing user-centric perspectives rather than just product features [4][8] - Consumption image reflects the typical consumer profile associated with a brand, influencing consumer identification and emotional connection [5][6][15] Group 3 - The consumption framework establishes standards for how consumers perceive brand value, integrating social relationships and cultural elements into decision-making [7][30] - The framing effect, as proposed by Kahneman and Tversky, illustrates how different descriptions of the same product can lead to varied consumer decisions [30][32] - Brands must create a cognitive framework that highlights their product's value, guiding consumer perceptions and preferences [32][34] Group 4 - The case of Dyson illustrates how effective labeling and scenario-based marketing can differentiate a brand from traditional competitors, enhancing its appeal to target demographics [8][10][12] - The resurgence of pearls in fashion demonstrates how changing consumer perceptions and labels can revitalize a product category, attracting younger consumers [17][20] - Ralph Lauren's brand revival through the "old money" aesthetic highlights the importance of evolving brand labels to resonate with new consumer segments [22][27] Group 5 - The success of Oriental Leaf, a no-sugar tea brand, showcases how shifting consumer perceptions and labels can significantly impact sales and brand identity [54][59] - Marketing is fundamentally about changing consumer perceptions and establishing emotional connections between products and consumers [60][62] - The interplay of demand, value, exchange, and relationships forms the foundation of effective marketing strategies, emphasizing the importance of scenario and labeling [62][63]