Core Viewpoint - The article discusses the phenomenon of "brand hollowing," where companies superficially engage in branding without genuine substance or innovation, leading to a lack of authenticity and competitive edge [6][9][12]. Group 1: Brand Perception and Strategy - Many companies that claim branding is ineffective are often benefiting from the branding efforts of others or are small startups lacking resources [2][3]. - Established companies recognize the necessity of branding as they reach a certain scale, where market competition demands comprehensive capabilities across various functions [4][5]. - The superficial aspects of branding, such as logos and endorsements, often mask a lack of genuine innovation and product development [6][7][8]. Group 2: Authenticity and Consumer Connection - The article emphasizes that true brand strength comes from authenticity and real experiences, rather than just marketing hype [15][20]. - Successful brands, like Apple and Nike, focus on solving significant industry challenges and creating impactful products, which naturally establishes their leadership [15][16]. - Consumers value real stories and experiences over mere labels, as authenticity fosters deeper emotional connections [20][23]. Group 3: Challenges and Opportunities - The current marketing landscape is saturated with brands claiming superiority without substantial backing, making it easy for competitors to imitate [12][13]. - Companies often struggle to produce genuine marketing materials because they lack real innovation and product development [14][24]. - Investing in genuine research, development, and user engagement can significantly reduce brand anxiety and enhance consumer loyalty [25][26].
为什么我们不再相信“第一”?
Hu Xiu·2025-09-22 07:39