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].

本文来自微信公众号： 秦朔朋友圈 （ID：qspyq2015） ，作者：霍中彦，题图来自：视觉中国 多年以后，或许仍会有品牌人记得今年9月的社交媒体声浪。前后不到半个月，西贝、始祖鸟两大行 业翘楚，横遭大变。这不仅是两个品牌的个例，倘若拉长时间线和视野宽度，这可能是一个大变局的 开端，就是在品牌运营领域，"登味营销"迎来全面垮塌，而对品牌老板的核心要求也在发生代际更 迭。 两个案例的场景并不相同。西贝是被动防御产生危机，始祖鸟则是主动出击造成危机，但背后企业家 的行为机制，显示两者有一个核心共同点，那就是决策者都失去了对社会情绪的体感，以至于在外人 看来，他们是眼睁睁跳入火坑，而且这种进入姿势匪夷所思，无需太多专业，仅凭常识即可辨别。 哪里出错了？有人从老板信息茧房角度解释，这固然是所有成功老板们穷其一生要修炼的功课，但在 内功之外，还有另外一个外部视角，那就是中国的媒体结构和传播环境已经剧变，原本基于工业媒体 的传播模式，以及基于这一模式畅行无阻的"登味营销"，已经进入消亡倒计时。 一、登味营销曾为主流 "老登"这个词这两年很流行，年轻人用它嘲讽掌握一定权势但傲慢顽固的大叔们。一旦老登开始向年 轻人训话，或 ...