McDonald's, the removal of CMO does not mean that they are no longer brands. On the contrary, these brands with strong brand advantages have not stopped building and improving their brand power for a moment, and they will always rank in the forefront of the world brand value rankings. Saying that "brand managers should withdraw from the stage of history" is essentially not understanding what a brand is, not realizing the strategic value of a brand, and not clarifying the difference between a brand and emerging marketing methods. strategic and tactical issues In essence, whether it is martech, growth hacking, or private domain traffic, they are all tactical issues of a brand’s marketing , at best emerging marketing technologies,
like emerging tactics in war. And what kind of brand to build, how to build a brand, how to make the brand form an asset, and let the brand play its value in the enterprise, this is a strategic issue . Brand guru Kevin Keller's book "Strategic Brand Management" focuses on the word "strategy" for the same reason. Strategic brand management includes brand positioning, executing brand campaigns, assessing brand equity and promoting the brand. The problems mentioned above in the viewpoint of "Brand managers withdraw from the stage of history" belong at most to the part of executing brand activities, and basically do not involve the other three parts. For a business, branding issues are strategic issues, while emerging marketing issues are tactical issues.
Tactics are complex and changeable, and can be changed at any time. If the tactics are wrong, they can be repeated, but if there is a problem with the strategy, it is by no means what the tactics can make up for. During World War II, Germany's lightning tactics were invincible, and the army advanced to the city of Moscow, but the strategy of attacking the Soviet Union itself was wrong. Domestic brands such as Metersbonwe, Hongxing Erke and other domestic brands have destroyed cities and villages in the cities below the third tier, and their incomes have been rising, but these have not brought value to the promotion of brand power. Upgrading era) to position and enhance their brand, had to go into decline. I have discussed this before. I know some people who go to some companies to interview for brand-related positions. Sometimes the interviewer asks strategic questions such as how to build a brand or how to enhance the brand value, and the interviewer often answers how to make a poster and how to organize an event , the tactical problem of how to operate WeChat group private domain traffic. When someone asks you about strategy and you talk about tactics, the outcome is doomed. The problem of long-termism and short-termism Emerging marketing technologies especially promote tactics like online celebrity live streaming and short video marketing, because online celebrity live streaming can bring real sales. Recently, I saw a point of view, saying that Internet celebrities are brands, and I have a negative attitude towards this.