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 controversy surrounding Pantene's "Three-Minute Miracle" product name highlights potential misleading marketing practices in the fast-moving consumer goods (FMCG) sector, prompting calls for greater transparency and regulatory scrutiny [2][3]. Group 1: Consumer Concerns - Consumers have expressed frustration over the "Three-Minute Miracle" branding, which they believe misrepresents the product's efficacy as it is merely a registered trademark rather than a performance guarantee [2][3]. - Legal experts indicate that misleading trademarks could lead to consumer complaints or lawsuits under the Trademark Law, which prohibits deceptive terms that may mislead the public about product quality [3]. Group 2: Industry Practices - Similar branding strategies have been observed in other Procter & Gamble products, such as "LUXE" and "Crest 3D White," which may create false associations regarding product effectiveness [3]. - The use of descriptive trademarks is a common tactic in the FMCG industry, allowing companies to navigate advertising regulations while enhancing marketing impact [3]. Group 3: Regulatory Environment - Stricter regulations have been introduced in regions like Beijing, prohibiting cosmetic advertisements that confuse trademarks with efficacy claims, indicating a shift towards more stringent oversight [3]. - The ongoing controversy may compel brands to reassess their naming strategies to maintain consumer trust and avoid potential legal repercussions [3]. Group 4: Market Implications - Observers suggest that continued reliance on ambiguous marketing language could expose brands to collective lawsuits or administrative penalties, emphasizing the need for clarity in product information [3]. - The incident serves as a reminder for companies that maintaining consumer trust through honest marketing practices is essential for long-term success [3].