品牌投B站，是不是疯了？

Core Viewpoint - In the current era, brand marketing is not optional but essential for survival, as it differentiates companies in a market saturated with similar products and services [3][5][9]. Group 1: Importance of Brand Marketing - The rise of performance advertising has made brand marketing more crucial than ever, as it defines a company's uniqueness in a competitive landscape [3][5]. - Companies that rely solely on performance advertising without establishing a strong brand presence risk becoming indistinguishable from competitors, leading to a "data game" where only the most aggressive survive [3][5][7]. Group 2: Consumer Behavior and Brand Recall - Consumers tend to choose the cheapest option when brands are indistinguishable, highlighting the necessity of brand recognition to avoid being seen as just another commodity [7][9]. - To remain memorable, brands must create a distinct identity that resonates with consumers, transcending mere price competition [9][11]. Group 3: Successful Brand Strategies - Successful brands like Coca-Cola and Nike focus on cultural relevance and storytelling rather than just price or performance metrics, which helps them maintain consumer loyalty [9][11]. - Companies like影石 have effectively utilized platforms like Bilibili to engage with their target audience, creating a strong brand presence that leads to significant sales growth [11][12]. Group 4: The Role of Brand Marketing in Career Development - Brand marketing is not only about company success but also about the personal growth and legacy of brand managers, who strive to create lasting impressions [16][19]. - The competitive nature of the industry necessitates continuous innovation and effort to stand out, as new talent enters the field [16][19]. Group 5: The Long-Term Impact of Branding - A well-executed brand strategy can leave a lasting legacy, potentially influencing future generations and ensuring that a brand is remembered long after its inception [19][20].