西贝、始祖鸟事件背后的“登味”与“听劝”

Core Viewpoint - The article discusses the evolving relationship between brands and consumers, emphasizing the need for brands to adopt a more empathetic and responsive approach to consumer feedback and societal changes [5][10][26]. Group 1: Brand-Consumer Relationship - Many established brands are increasingly losing consumer favor, leading to a phenomenon known as the Tacitus Trap, where public trust is eroded, and any brand communication is met with skepticism [5][6]. - Brands are categorized into two types based on their marketing styles: "Dengwei" (arrogant) brands that attempt to educate consumers and "Tingquan" (responsive) brands that actively engage with consumer feedback [8][9]. - The disconnect between brands and consumers is exacerbated by the rise of social media, which allows for real-time, direct communication, making traditional one-way brand messaging ineffective [10][11]. Group 2: Consumer Expectations - New generations of consumers prioritize self-expression and value recognition, expecting brands to be relatable and authentic rather than authoritative [14][15]. - The perception of brands varies significantly based on the value contracts established with consumers, where high-end brands face greater scrutiny if they fail to meet elevated expectations [19][20]. - Brands must balance between leading consumer demand and responding to consumer feedback, as failing to adapt can lead to negative public perception [21][23]. Group 3: Communication Strategies - Brands often experience a disconnect in storytelling, language, and power dynamics, leading to a lack of resonance with consumers [26]. - Effective brand communication in the social media era requires a shift from traditional marketing to a more interactive and emotionally engaging approach [27][36]. - Brands should focus on building genuine relationships with consumers through transparency, community engagement, and personalized communication [28][30]. Group 4: Future Directions - Brands need to reassess their value propositions and ensure alignment between their promises and actual practices to avoid backlash [34]. - The shift from transactional marketing to long-term customer relationship management is essential for sustaining brand loyalty and trust [35]. - Authenticity and sincerity in brand messaging are crucial for long-term success, as consumers increasingly value genuine interactions over superficial marketing tactics [38].