Brand Samarkand

Author: Liu Junsong
Publisher:
Publish Date: 2006-01-01
Features: "Brand Three Treasures" – What kind of book is it? It is a book about the essence of brands, a book about brand thinking. If we can be ambitious, it should also address the following three aspects. , it should be a book that is practical and easy to use. "Use" lies not only in it being a usable tool but also a usable method and usable thought. It should solve practical problems in brand management, be operational and feasible, and tell us what a brand is, how to do it, where it comes from, and where it is going. Therefore, this book does not focus on quoting practical cases but rather elaborates on the relationship between brand management and cases, transforming brand management concepts into usable methods. The words should convey meaning vividly, making it clear and easy to understand.
Secondly, it should be a book that is easy to understand and communicate. Throughout the history of human civilization, words and books exist to spread and communicate. Any cultural connotation that lacks an appropriate communication method is difficult to understand and pass on. We observe academic education: a knowledgeable professor may not necessarily be a well-received one in lectures, and classic management theories may not necessarily be widely disseminated doctrines. Why is this? Communication exists to facilitate understanding and application, and it needs to be expressed in ways that are easily accepted and understood by people. Some academic theories may have excellent frameworks and be very comprehensive, but they can be difficult to apply after understanding them. Why is this? Let us take an example: when children learn arithmetic, abstract operations like "11" can be hard for them to grasp. But I remember as a child, when adults asked, "You have one ice cream in your hand, and your uncle is giving you another. How many do you have in total?" Children could quickly answer, "You have two." So, communication is an art. When we present something logically, we must not only consider the logic itself but also the familiarity of the audience with the communication method. We can only communicate better using elements that people already understand and are familiar with. Therefore, I hope this book is easy to communicate, using familiar things to express the ideas of brand management. For example, when discussing marketing with someone who doesn’t understand it, explaining how to meet customer needs might seem abstract. But if you say, "Marketing is like falling in love with someone because you love them, so you want to get closer. You need to understand what they like, who they like, what they enjoy, and who or what they dislike. Then, take action to prove that you are the person they will fall in love with." This kind of explanation might be easier to understand. So, this book will use familiar things to express its ideas, and I hope it is a book that is easy to understand.
Thirdly, I hope it is a profound book. Too many books are produced and abandoned, and after reading them, few can be reflected upon. Are there really books we remember? Even a single profound sentence or two. And even fewer books leave a lasting impression on us after reading. This book will be easy to understand, but it does not mean it will be superficial. While discussing brands, it is not just about talking about brands. On the surface, it presents theories, yet it seems to "desecrate classics" and appears playfully irreverent. Behind the playfulness lies a calm explanation of how to master the essence of brands. I hope reading it will reveal some profound insights, deeply and thoroughly, leaving readers with something to ponder. So, what kind of book do I hope it is? It is an experience – easy to apply, easy to understand, profound and thorough, leaving readers with a sense of reflection.