Global Brand Promotion Plan

by wgyuvs8a on 2012-02-28 17:11:16

The reason why Uniqlo incorporates such a small app as part of its global brand promotion plan is that it carries the vision of embedding the brand into people's lives. More and more brands are taking actions with this purpose. For example, recently I saw that the lifestyle-related goods brand MUJI also developed a calendar for iPad. Its functions are even richer than UNIQLO Calendar, making it very suitable for business people to schedule their work. However, its actual purpose is the same as Uniqlo's: to provide services to users, integrate into life, become an essential practical tool for a group of people, and carry the brand's style while conveying the brand philosophy and corporate style to users. The charm of such widgets lies in providing consumers with a tool that has communicative value. The key issue is how we can design a less commercialized tool that both consumers like and benefits brand communication. We mentioned before that for QR code applications, brands can use them as an entrance for users to access the brand's social media empire. In my opinion, widgets can also be a kind of "QR code". This "QR code" accompanies you every day, provides practical services, and always keeps an "entrance" open for you to access and understand the brand... These brands are actually following a simple rule: satisfy consumers first, then let consumers consume themselves. After observing many cases, we find that more and more social media marketing is crossing many boundaries or even blurring many boundaries. We cannot distinguish what is a channel, what is a product, what is a promotion, and what is a medium. We also cannot tell if we are looking at a banner, playing a game, or getting discounts. The only feeling is that the brand or product is getting closer to us, and we have more impulse to try it. Brands increasingly know what we need and where we are... Unconsciously, all we experience is deeper involvement with the brand. It can be seen that the above-mentioned campaigns do not all rely on blogs as a single platform but target this platform with very clever integration. Facts have proven that the blog platform can still be well utilized, and the key lies in the creative form of integration. The UNIQLO and MUJI cases once again confirm that providing value to users is an effective and successful marketing method.