Core Insights - The article discusses the shift in marketing paradigms, emphasizing the importance of intuitive decision-making over rational thought in consumer behavior [6][39] - It highlights the transition from traditional marketing strategies focused on creating new demands to modern approaches that awaken existing positive memories and associations in consumers [6][10] Group 1: Marketing Evolution - The essence of marketing is to attract and manage profitable customer relationships [5] - Traditional marketing methods based on conscious persuasion are becoming less effective, while new marketing focuses on emotional connections and existing consumer memories [6][10] - The goal is to create loyal customers who feel an emotional attachment to a brand, akin to friendship [8] Group 2: Customer Loyalty - Customer loyalty arises from both rational and emotional factors, with the ultimate aim being to transition from rational loyalty to emotional loyalty [16][20] - Rational loyalty is driven by product quality, consistent experiences, perceived value, and convenience [17] - Emotional loyalty is fostered through brand resonance, trust, and a sense of belonging within a community [20] Group 3: Building Brand Connections - Brands should focus on expanding their "brand connection group," which consists of all associations and memories related to the brand in consumers' minds [25] - Effective marketing should utilize "growth triggers" that resonate with consumers' existing beliefs and experiences [26] - Brands must avoid negative associations that can hinder growth and instead cultivate positive associations to strengthen their market position [31] Group 4: Strategies for Growth - Brands should prioritize acquiring new customers rather than solely relying on existing ones, as growth often comes from untapped markets [38] - The traditional marketing funnel is being replaced by a non-linear model that emphasizes rapid activation of unconscious associations [39] - Successful brands create a cohesive narrative that connects various themes and associations, enhancing their overall brand image [34][35]

Core Viewpoint - The response from Xibei to accusations of being a "pre-made dish" by Luo Yonghao indicates a strategic misstep, as engaging in a public dispute can amplify negative associations rather than mitigate them [1][5][25]. Group 1: Public Relations Strategy - Conventional wisdom suggests that brands should respond to accusations to clear their name, but this approach can often exacerbate the situation [3][16][18]. - The case of McDonald's facing similar accusations illustrates that negative associations can be more damaging than the accusations themselves, as consumers may not need logical explanations to form negative perceptions [12][22][24]. - Xibei's public response to Luo Yonghao's claims inadvertently brought more attention to the negative association, reinforcing the connection between Xibei and "pre-made dishes" in consumers' minds [26][28][40]. Group 2: Alternative Approaches - Instead of engaging in a back-and-forth dispute, brands should focus on building positive associations and narratives around their products [29][32][40]. - McDonald's successfully countered negative perceptions by showcasing its commitment to health and quality through positive imagery and messaging, which could serve as a model for Xibei [33][34][46]. - Xibei should avoid mentioning "pre-made dishes" or "Luo Yonghao" in its communications to prevent further entrenching negative associations [37][39]. Group 3: Brand Building and Emotional Value - Effective brand management involves creating emotional connections with consumers, which can be achieved by consistently presenting positive narratives and imagery [47][76]. - By focusing on the quality and sourcing of ingredients, Xibei can shift consumer perceptions and reinforce positive associations with its brand [41][46][80]. - The concept of a "brand connection group" can be utilized to evoke positive emotions and associations, enhancing consumer trust and loyalty [50][76].

Group 1 - The core idea of consumer decision-making is that up to 95% of purchasing decisions are driven by subconscious automatic responses, indicating that brand loyalty is based on "cognitive autopilot" [2][16] - The book "Why Customers Buy Again" by Leslie Zane reveals the neural mechanisms behind the formation of consumer habits, showing that repeated choices of the same brand lead to decreased brain activity in decision-making areas [2][4] - Understanding consumer behavior is crucial for brands to maintain growth amidst economic cycles and uncertainties, emphasizing the need for a deep understanding of consumers [4][23] Group 2 - Effective marketing can change consumer behavior by leveraging existing associations and memories rather than relying solely on persuasion or promotions [5][10] - Metaphors are powerful tools in marketing that can quickly and effectively alter entrenched beliefs and behaviors by creating positive associations [6][8] - Humor, when relevant to the brand, can also break down psychological barriers and establish strong brand connections, enhancing consumer engagement [10][12] Group 3 - The concept of brand connection groups suggests that consumer choices do not follow a linear marketing funnel but can develop organically through various associations in the brain [13][14] - Brands that establish deep connections with consumers can create intuitive brand preferences, leading to automatic purchasing behaviors without conscious thought [16][17] - The ability of the human brain to change and adapt, known as neuroplasticity, allows for the formation of new neural networks based on experiences and interactions with brands [19][22] Group 4 - The competition for consumer attention occurs not just in the marketplace but within the memory and neural pathways of individuals, highlighting the importance of brand presence in consumers' minds [22][23] - Growth is essential for the survival of brands and businesses, and it can occur regardless of external circumstances, emphasizing the need for strategies that foster growth [23]