By Yujie Zai
Every time, when we want to buy a stuff, for example—a camera, we will compare several different camera brands. We will compare some basic factors of those brands, such as functions, appearances, and prices. And we may ask some other people’s advice. There is not doubt that sometimes other people’s suggestions and impressions of a product or a brand will influence your decision.
Another example, everyone may have the experiences of online shopping. Except you buy a familiar product or regular use product, you may check the Customer Reviews before you make a decision. If the user evaluations are not very well, you may give up buying this product.
Thus, the image of a brand and the brand’s products is very important.
I read a New Yorker article entitled “Twilight of the Brands” written by James Surowiecki. Surowiecki points that with the development of online shopping and social media, customers can get the information of a product more easily. It is undeniable that this is an obvious truth. As far as I kwon, there have a lot of bloggers or twitters specialized write and post the product reviews and product comparisons, they recommend some good products. As a result, most people are not a certain brand’s loyal fans. According to this article, a research
For this reason, all kind of brands need to build their own brand story, brand personality, brand value, and a wonderful brand service in order to increase the competitive force and win customers in contemporary society. Nowadays, with the rapid development of social media, this is an unstoppable trend. Brands need rely on many new ideas to attract customers.shows that only twenty-five per cent of respondents said that brand loyalty affected how they shopped.
Related to our class, if want to consolidate relationship with consumers, a brand team must know that what makes a brand worth sharing. I selected these worth sharing factors from the article, hope its can be helpful:
- Brevity – no surprises, given that 140 characters amounts to communications’ fast food. Made to snack quickly and often.
- Attention grabbing – the communication itself talks to something the reader is already interested in
- Inviting opinion – the best messages encourage interactivity. That makes them ‘socially useful’
- Humanity – messages that feel personal and that share experiences and reflections are shared by people who feel the same way or have experienced the same or similar feelings.
- Positivity – everyone loves good news
- Useful – people want to pass on information that helps others for all sorts of reasons – not the least of which is that it raises the estimation of them with their peer group
- Saving money – people want to see others benefit.
- Relevance – references to what’s happening “today” have an immediacy and a currency that suits this tweet today, gone tomorrow medium
- Narrative – we all love stories for their truths, their drama and their ending.