Brand communication is rapidly softening! We how should what-.docVIP

 PAGE \* MERGEFORMAT 4 Brand communication is rapidly ‘softening’! ‘We’ how should what? Goods Object Description: luxury goods and other consumer goods except for a small minority. Catalyzed the development of competition in the market, the market gradually matured mapping out the consumers ‘purchasing decisions’ increasingly rational. So we find at work: Consumers ‘decision-making’ process is being used by the linear ‘funnel’ decision-making model to the non-linear ‘random’ over decision-making model. Both: just around the ‘demand’ in itself to find the most cost-effective solution to meet the needs of most goods, while judging for the brand is also rapidly ‘brand value’ itself is moved, while more and more difficult to be branded ‘appearance’ of the confused. Consumers throughout the ‘decision-making’ process ‘options list’ from time to time according to their access and do not intend to learn new information and constantly updated, the number of its brands will be around a number of about fluctuations, until the implementation of the purchasing behavior of the final moment. That is, ‘you’ out at any time, but always have the opportunity to enter. Therefore, the ability to remain at the right time, the right occasion, with the appropriate way, the appropriate message to the appropriate target markets, the transaction has become the most critical job content. Such a ‘change’ to force brand communication by ‘hard’ to ‘soft’ conversion. ‘Hard’ role in the spread is declining, ‘soft’ dissemination of a corresponding rise in the role. Ultimately, the ‘hard’ communication will develop into a state of small but efficient and innovative spirit will become the core of power, ‘takes away people’s eyes’, ‘the audience’s soul’, ‘aftertaste’ is the future ‘hard’ success or failure of transmission the core criterion. ‘Soft’ dissemination will be replaced by ‘hard’ spread into the mainstream form of brand communication. ‘Soft’ dissemination of the emphasis on content