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Brand H

Ruby

【Brand H】的“H” 来自Human(人)的首字母。这是一档聚焦于“人”、讲品牌的播客。我们回归人的真实需求,解决品牌遇到的问题 & 我们也聊聊那些做品牌的人,他们有趣又无畏的人生。

PublishesMonthlyEpisodes18Founded2 years ago
Language
ZH-CN
Categories
BusinessMarketingPersonal JournalsSociety & Culture

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朋友们,你们好!【Brand H】的H来自:Human。这是一档在算法时代,用人文科学,洞察活生生的人,探索怎么做品牌的播客。

这期【Brand H】的“人群洞察”栏目,将洞察一个趋势性人群:“中国独活女性”。“独活”这个词来自日本。日语中有:婚活、娠活、独活…,总之,每一种“*活”都寓意着社会中正在产生的新变化。“独活”不仅仅是单身、独居,它代表着一种“独自行动”的生活状态。比如:即使你结婚了,你依然可以一个人吃火锅、一个人去温泉度假酒店。

【戳时间点,听你想听的】

01:32 什么是“... more

朋友们,你们好!【Brand H】的H来自:Human。这是一档在算法时代,用人文科学,洞察活生生的人,探索怎么做品牌的播客。

这期节目,我们打开“水果:这个农产品怎么品牌化?”的话题,重点聊聊:怎么洞察“水果带给人的情绪价值”?

【戳时间点,听你想听的】

01:16 水果等农产品为什么难以品牌化?

02:34 水果品牌化,为什么必须琢磨透:情绪价值?重点打比如“富含维C”等功能,不能占领心智吗?

10:40 人类的普世情感无非是:爱、幸福等,那么,猕猴桃、蓝莓、苹果等等水果,怎么表达... more

朋友们,你们好!【Brand H】的H来自:Human。这是一档用社会学,洞察活生生的人,探索怎么做品牌的播客。

这期节目,我想和你深入地聊聊:始祖鸟和巴塔哥尼亚——这两个户外品牌在中国,人群战略一样吗?也就是说:这两个品牌在中国,表面上看都是卖给中产,但真的是卖给同一个消费者人群吗?如果不是,我们该怎么洞察这两个不同品牌的消费人群?有哪些洞察的方法论、还有洞察人群的“aha moment”呢?

因为我自己本身就是户外徒步爱好者,前不久,刚从新疆阿勒泰喀纳斯徒步回来,走了个小环线,3天徒步了... more

朋友们,你们好!【Brand H】的H来自:Human。这是一档用社会学的视角,洞察活生生的人,探索怎么做品牌的播客。这期节目,我和我的搭档:河马,和你聊聊:山姆会员店为何能年营收800多个亿,它的人群、产品、品牌策略到底做对了什么?

【戳时间点,听你想听的】

02:11 快速了解:山姆会员店在中国的营收情况。

04:04 我们把山姆的会员分为三类:核心会员、摇摆会员、擦边会员。首先聊聊:核心会员,也就是山姆抓住的“中国新中产”。

07:22 山姆为什么能抓住中国的新中产?且看山姆为会员... more

朋友们,你们好!【Brand H】的H来自:Human。这是一档洞察活生生的人、讲品牌的播客。今天这期节目,我们来聊个品牌营销圈里长此以往存在的“怪圈”,就是:很多企业都高举着“消费者第一”,但他们却又从来不care消费者,从来不做消费者洞察、洞察消费者。所以,我们经常会看到一些企业生产出了没有解决痛点、反而增加痛点的产品;或莫名其妙的品牌定位。

今天这期节目,我换位变成了嘉宾。我邀请了我们brand h的好朋友:河马,他来替品牌营销的圈内人向我发问:

04:36 到底什么是“消费者洞察”?... more

朋友们,你们好!【Brand H】的H来自:Human。这是一档洞察活生生的人、讲品牌的播客。今天这期节目,我邀请了在烘焙行业摸爬滚打了8年、在湛江开了间烘焙工作室的嘉雯,和我一起洞察、洞察:面包越卖越贵,我们到底在吃它什么?

【戳时间点,听你想听的】

02:33 行业秘密:面包是怎么定价的?

04:34 贝果、恰巴塔、碱水、安曼卷、佛卡夏……越来越多的面包细分品类,涌入中国市场。其实,追寻这些面包的历史,它们在美国等,也经历了“从下层社会到上层社会“,从廉价到贵价的”社会流动“。

06:25... more

朋友们,你们好!【Brand H】的H来自:Human。这是一档洞察活生生的人、讲品牌的播客。

这期节目的嘉宾Rose,开过连锁英语培训学校、当过老板,现在又是知名外企的总监,有着一定的经济实力;但是,她却是一位有着10年1688购物经验的平替达人,信奉”万物皆可平替“。然而,我却不信什么”平替“,也从不试图在生活里找”平替“。

你们看:按照人口统计学来看,我和Rose都是”一线城市、收入大致一样的白领/悦己妈妈“,但在”平替与否“这点上,我们两个却是两类完全不同的人。

所以,为什么说”人... more

大家好,一口气,聊了两期lululemon,发现还漏分享了一点,就是:想复制lululemon,抓住某项运动起家,还有做到百亿的可能性吗?

【戳时间点,听你想听的】

00:48 很多人忽略了:lululemon抓住的“瑜伽”,它不是一项运动。

01:59 彩蛋:我的古典瑜伽老师用梵文唱诵“什么是瑜伽”?

05:22 想从0开始做品牌?最具性价比的方法:从“特定人群品牌”到“泛人群品牌”。

【联系方式】欢迎加入"Brand H品牌交流群“,免费领取”1小时洞察消费者精华课“。

【主理人:Ru... more

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Apple Podcasts
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China/Business/Marketing

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Brand H launched 2 years ago and published 18 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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