中国传媒大学卜希霆：时间是品牌的慢变量，长期主义构建信任护城河

Core Insights - The importance of long-term thinking for brand development in the current economic downturn and fragmented information era is emphasized [2] - Trust is identified as the core element of brand value, surpassing traditional metrics like awareness, reputation, and loyalty [2] - Successful brands, whether century-old or new, require time to cultivate their narrative and integrate cultural heritage with physical space [2] Brand Development Models - Two distinct yet successful business models are highlighted: - "Fat Donglai" represents a heavy investment, high employment, and inclusive physical model, benefiting employees and the city through a "three-three-three" distribution mechanism [3] - "With Glory" exemplifies a light asset, high efficiency, and strong IP model, driven by storytelling and personal charisma [3] - Both models share a common logic based on monetizing trust [3] Evolving Consumer Logic - The shift in consumer focus from functional satisfaction to emotional value and meaning is discussed [4] - Brands must engage consumers through three dimensions: - Building relationships through cultural connections, elevating from functional aesthetics to spiritual motivation [4] - Utilizing new productive forces to adapt to generational needs [4] - Practicing social responsibility to establish brand communities and consensus [4] Importance of Scenarios - The significance of scenario application is stressed, urging brands to be not just participants in strategy but also definers of standards [5] - The "Peak-End Rule" is referenced, highlighting the need for brands to focus on creating emotional peaks and end experiences for consumers [5] - Brands should maintain frequent connections while also providing imaginative experiences [5] Final Thoughts - The ultimate mission of brands is to expand the dimensions of life and provide spiritual support for a better quality of life [7]