Core Insights - The essence of brand marketing is not about finding traffic hacks but establishing value connections [1] - In 2025, brands are undergoing a profound process of demystification and reconstruction, shifting from a traffic-driven economy to a value-driven economy [2] - The transition from capturing traffic to fostering value co-creation is crucial for brands to thrive in the current market landscape [3] Brand Marketing Trends - The marketing landscape is increasingly defined by two distinct paths: traffic economy and brand economy [3] - The traffic economy relies on short-term spikes in user attention, exemplified by the case of Dongfang Zhenxuan, which saw a single-day GMV of over 300 million but failed to retain users [3] - In contrast, the brand economy focuses on sustainable user connections and deeper consumer experiences, as demonstrated by the successful marketing strategies of brands like Ryukakusan [3] Risks and Opportunities - The shift from traffic to value is challenging, with many brands falling into misconceptions about value marketing [5] - Some brands misuse cultural elements as mere marketing gimmicks, leading to disconnects between product quality and brand messaging [5] - However, there are significant opportunities for growth through cultural integration and user co-creation, as seen in collaborations like Heytea's partnership with Yayoi Kusama [5] Value Methodology - The upcoming case collection for the 2024-2025 Outstanding Brand Marketing Conference will focus on three core areas: effectiveness and innovation, content and sustainability, and cross-industry collaboration [7] - The goal is to uncover replicable value growth models that resonate with the evolving marketing landscape [7] Call to Action - The conference invites brands that prioritize value and innovation to share their successful case studies, emphasizing the importance of meaningful brand narratives in shaping the industry's future [8]