Core Insights - The article emphasizes that brand-driven strategies are essential for sustainable growth in a competitive market where companies face challenges of stagnation and homogenization [1][2] - It highlights the need for companies to transition from a sales-driven approach to a brand-driven one, focusing on long-term brand equity rather than short-term ROI [2][4] Brand Building Strategy - The core of brand building lies in creating differentiation and establishing a sustainable trust relationship with consumers [4][5] - The strategic framework for brand building involves guiding consumers through six stages: awareness, consideration, purchase, usage experience, loyalty, and advocacy [2][4] - Data indicates that brand influence on consumer purchasing decisions is paramount, accounting for 33%, surpassing other factors like product and price [2][6] Importance of Hard Advertising - Hard advertising is regaining importance as it effectively communicates brand differentiation and ensures clarity in messaging [5][6] - It achieves high reach and coverage, particularly through mainstream media, which enhances brand recall among consumers [6][7] - Hard advertising benefits from the credibility of authoritative platforms, creating a strong social consensus around the brand [7][8] Embracing Certainty in Brand Growth - In a variable market environment, sustainable brand growth increasingly relies on controlling certainty through reliable communication channels and consistent brand messaging [8][9] - The strategic value of hard advertising is being recognized, with brands shifting their focus back to traditional media for broader brand recognition and core value communication [9] Conclusion - Sustainable growth fundamentally depends on brand-driven strategies that establish clear and meaningful differentiation in consumer minds [9]

Core Viewpoint - The article highlights the recent price increases of baby products such as milk powder and diapers, occurring just before the implementation of childcare subsidies, causing financial strain on families [1] Group 1: Price Increases - Baby formula prices have reportedly increased by over 60 yuan per can within a month [1] - Diaper prices have risen by several to tens of yuan, despite unchanged specifications [1] - Brands affected include Yili's Jinling Crown for milk powder and An'erle and Huggies for diapers [1] Group 2: Brand Responses - Yili has not responded to inquiries regarding the price increase [1] - An'erle's official customer service denied the price hike rumors, attributing price variations to different promotional activities [1] - Huggies' official customer service stated that prices vary based on different promotional periods [1]