This episode explores brand positioning through demand analysis, discussing methods like focus groups and interviews to concretize brand perception, revealing how to capture consumer needs and motivations using techniques like brand snapshots, with KEVIN sharing insights on inside-out and outside-in research perspectives.
30 May 2025
谁说同事不能做朋友，来北京的第一个新朋友就是同事
Host 闲能捕卓 and former colleague 糖葫芦 discuss whether coworkers can become friends, exploring the nuances of workplace relationships and the impact of shared experiences in this interview.
17 May 2025
品牌定位：不要你觉得，要消费者觉得！《周末的书房》Vol.5
本期播客时间轴：
00:02:20:定位的原初概念：从战争到战略的演变
00:08:00:定位理论的拥趸派 VS. 怀疑派
00:14:30:战略定位与业务层面营销思考：定位的本源意义解析
00:17:00:“战略”就是让你的品牌和产品在用户的心智当中与众不同，占据一席之地
00:17:30:客观事实 vs. 认知事实。认知事实是“怕上火，喝凉茶”
00:18:00:内外部结合的品牌四步法，不只看用户怎么想，首先考虑外部竞争环境
00:19:00:二元法则：如果做不到数一数二，继续细分市场
00:20:00:理论过于简化，本土市场有大量的分散式行业和中小企业
00:23:00:时代背景下，市场结构变化，影响认知结构的变化，从功能属性到情绪价值
00:25:00:品牌定位的战略从自上而下转变为自下而上，即战术到战略
00:26:30:战略是企业一致性的经营方针，与一致性的营销方向配称
00:27:30:战术是瞄准客户心智的钉子，战略是挥动钉子的锤子，聚焦，把钉子砸下去
00:29:30:心智是“mind”，定位是Positioning The Battle for Your Mind
00:32:00:定位是品牌引发的联想。品类：空调-得力；特性：安全-沃尔沃；slogan：nike：just do it
00:35:00:心智是心理活动的总和，关联五感，涉及心理学、符号学、脑科学
00:36:00:超级符号的代表——蜜雪冰城的雪王，雪人+冰淇淋权杖，老符号新花样
00:38:30:占据心智：把脑子看成一个放东西的柜子，摆在最显眼的位置
00:40:30:定位=差异化？
00:43:00:定位=差异化*消费者认知
00:48:00:一切从外部客户的需求出发，而非“自以为”的需求
00:56:00:定位案例：可口可乐与百事可乐的红蓝之争，如何把经典诠释成过时
01:01:00:定位案例：健康时代消费者对“0糖”的认知变化，带动可乐的产品结构变化
01:06:00:推新品的经典问题：避免内部互相蚕食市场份额
01:09:00:变美的需求亘古不变，变化的是审美的潮流、变美的技术，定位要抓住不变的核心需求
01:11:00:从马斯洛需求层次理论转变到job to be done，达成可衡量的需求任务
01:18:30:定位案例：重新定义问题，把比利时航空的问题，变成如何增加比利时旅游人数
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