Evolution is an inevitable way for big brand giants to maintain brand competitiveness and dominance. Only “differentiation” can bring opportunities for new categories and brands. For small and medium-sized enterprises and entrepreneurs, we must use the power of “differentiation” to create new categories and create new brands . Source Gaowei Academy “Category Strategy” Speaker | Li Liang Editor | Gao Weijun Small and medium-sized enterprises use category strategy to create a brand-new category with the attitude of an innovator. Then they are leaders at the beginning. This is also the most effective way for startups to create unicorns. Since category strategy is so important and critical, what are the methods for researching categories? Before studying categories.
Before studying categories we must first clarify
We must first clarify the two core concepts of “evolution” and “differentiation”. If you don’t know the difference between the two, and take “evolution” as “differentiation” or “differentiation” as “evolution”, it will cause some wrong moves and ineffective investment in New Zealand Phone Number List brand building. Let’s first look at the theory of evolution in Darwin’s “Origin of Species”. Darwin said in his later years that the theory of evolution was a great misleading of his theory, but what he was actually talking about was differentiation. How did life come about? Evolution is just one of the forces, but the power of evolution is far less powerful than the power of differentiation. It stands to reason that it should be called “differentiation theory” better. Mr. Rees was enlightened by the rules in Darwin’s “Origin of Species”. In 2004, he published “The Origin of Brands.
But in the process of this evolution, differentiation occurred again
What he understands is that “categories are differentiated and brands are evolving.” These two forces work together to form the prosperity of today’s business world. At the same time, he also believes that the most important and core force is differentiation, evolution is EA Leads the evolution of a single brand, and differentiation is the differentiation of the entire category. 1 Evolution is brand upgrading , differentiation is category innovation for example. During the entire development process of Ford Motor, it has been constantly evolving around the category of cars. But in this process, new models and new category demands will also be generated. For example, today’s popular SUVs, MPVs and other models are all born according to the overall life style of the society and the progress and requirements of technology. More than 100 years ago, the Ford Model T was the first family car in the full sense of mankind. Before that, sedans were a luxury item.