Brand marketing planning: do marketing like religious belief

品牌营销策划：像宗教信仰一样去做营销 

Good products and good marketing should be done like religious beliefs.

----Zhuge Changqing

What is the highest level of enterprise production?

What is the highest level of enterprise marketing?

Zhuge Changqing believed that the highest level of product production should be done with the compassion and perfection of Buddha and Bodhisattva. In this way, you will produce the best products.

The highest level of enterprise marketing is to sell good products to people in need with the heart of promoting the law and benefiting all living beings. At the same time, do more charity. For example, Bill Gates, Li Ka-shing, Double Star Shoes, etc.

Only with kindness can we get good results.

amitabha. Whoever is willing to do so will surely make a big leap in his business.

Steve Jobs believes in Buddhism. Although he still doesn't understand the connotation of Buddhism, he does a good job in business with the spirit of Buddhism and compassion. He continued to do well in business and sell products with religious piety. Why does Apple sell well? Zhuge Changqing believes that Apple contains Jobs' Buddhist Bodhisattva heart. The design of Apple mobile phone can be said to have exhausted wisdom and painstaking efforts, and tends to be perfect.

Although the Apple phone also has shortcomings, it contains Jobs' religious belief - the spirit of diligence and contentment. It's not easy. Zhuge Changqing believes that if entrepreneurs can achieve the religious sincerity of Jobs, they will revitalize the enterprise.

Jobs, born in San Francisco, California, on February 24, 1955, is an American inventor, entrepreneur and co-founder of Apple.

Recently, marketing expert Ye Maozhong studied the sales of Apple mobile phones, and put forward the view that religious belief should do a good job in enterprise marketing. It is worth learning from. Zhuge Changqing shared Mr. Ye Maozhong's ideas with those who were destined.

Ye Maozhong has focused on local marketing and insight into local consumers for 24 years. Over the past 24 years, he has carried out integrated marketing communication planning and brand design for more than 200 enterprises, and creatively shot more than 1000 advertising films, rapidly improving the enterprise brand and sales; In 2008, he won the 30-year outstanding contribution award of China's advertising issued by the State Administration for Industry and Commerce, in 2005, he was selected as one of China's top ten marketing experts, in 2004, he was selected as one of China's top ten advertising managers, CCTV advertising strategy consultant, and Tsinghua University distinguished professor.

When analyzing Apple mobile marketing, Ye Maozhong said: When it comes to religion, people can't help thinking of Buddhism, Taoism, Catholicism and Christianity! What is the relationship between religion and brand? First, talk about religious guidance. Religious guidance: It is beyond the scope of rationality and sensibility, which is a kind of belief. When consumers treat the brand as if they treat the religion they respect, even if the brand is no longer guided, it is also the biggest inducement.

So, we need to understand the essence of religion?

What is religion? It is the irreversible conversion in the deepest part of the soul, the desperate faith worship and fanaticism in the soul, and the sustenance that will not stop until the end of life. The highest level of guidance is the same, that is, let consumers worship the brand without guidance.

But besides religion, is there really something so powerful that can affect people's hearts?

Case: The apple that can never be separated

Every new product of Apple will shock the world, and there are countless fans who are complacent about buying water products all over the world, and call themselves "fruit powder". In order to buy the latest Apple products, Apple fans prefer to queue up all night in front of the store.

In their eyes, apple is as sacred as religion.

For apples, "fruit powder" is like a religious believer, crossing the boundaries of national boundaries, age and race. Even if the iPhone design has obvious defects, even if the Mac is notoriously incompatible, it is also a global sale.

"Fruit powder" intends to distinguish itself from other brand advocates, and even sneers at other consumer groups; This group of believers are also missionaries who spare no effort to recommend the brand to other consumers for a series of satisfaction, including material and spiritual.

Jobs likes to say "see different", and Apple really makes you feel different if you want to be different. To be extreme, consumers finally find great social identity and self-satisfaction. Interestingly, IOS is actually a very closed system, which is not compatible with the outside world.

This is the so-called "brand worship". Apple Mobile is such a "religious brand" worshipped by countless consumers.

Some people describe Apple as follows: if it is no longer a store, it must be a church. If people are not crazy, it must be a religion. If it is no longer a trademark, it must be a religious symbol. Although there is no god in the store, Jobs is very holy in the hearts of consumers.

This is because you use religious compassion to market.

amitabha. Zhuge Changqing suggested: If you are an entrepreneur, do it with compassion. Produce products with compassion, study products with diligence, and spread products with the heart of promoting the Dharma for the benefit of the common people!

(Reference materials for this article: Ye Maozhong's marketing case online materials)

好产品，好营销，要像宗教信仰一样去做。

---- 诸葛长青

   企业生产的最高境界是什么？

        企业营销的最高境界是什么？

    诸葛长青认为，产品生产的最高境界，当是用佛菩萨的慈悲心、完美之心去做。这样你就会生产出最好的产品。

    企业营销的最高境界，是用弘法之心、利益众生之心去把好产品销售给需要的人。同时多做慈善事业。譬如比尔盖茨、李嘉诚、双星鞋业等等。

   有善心才有善报。

   阿弥陀佛。谁愿意这样做，他的企业必然大飞跃。

   史蒂夫·乔布斯，信仰佛教。虽然他还不是很理解佛教内涵，但是他却是用佛教的精进之心、慈悲心做好企业。他持续用宗教的虔诚之心做好企业、卖好产品。苹果手机为何卖得好？诸葛长青认为，因为苹果手机包含乔布斯的佛教菩萨心。苹果手机的设计，可以说用尽了智慧和心血，趋于完美。

   苹果手机虽然也有缺点，但是包含了乔布斯的宗教信仰--精进心、满足心。很不容易。诸葛长青认为，若企业家们能做到乔布斯这样有宗教真诚心，必会振兴企业。

   乔布斯，1955年2月24日生于美国加利福尼亚州旧金山，美国发明家、企业家、美国苹果公司联合创办人。

   最近，营销专家叶茂中，对苹果手机的销售，进行了研究，提出了宗教信仰做好企业营销的观点。值得学习借鉴。诸葛长青把叶茂中先生的思路分享有缘者。

   叶茂中，24年专注本土市场营销，洞察本土消费者，24年来为200多家企业进行整合营销传播策划和品牌设计，创意拍摄1000多支广告片，迅速提升企业品牌与销量；2008年荣获国家工商局颁布的中国广告30年突出贡献大奖、2005年入选中国十大营销专家、2004年入选影响中国营销进程的25位风云人物、2003年入选中国十大广告经理人、中央电视台广告策略顾问、清华大学特聘教授。
   叶茂中分析苹果手机营销时候说：说到宗教，人们不由就想到了佛教，道教，天主教，基督教！那宗教和品牌有何关系？先说说宗教引导。宗教引导：是超越了理性和感性的范畴，这是一种信仰。当消费者对待品牌就像对待自己尊崇的宗教一般，品牌即使不再引导，那也是最大的劝诱。
   所以，我们要来认识一下宗教的实质是什么？

   宗教是什么，是心灵最深处不可扭转的皈依，是灵魂里不顾一切的信任崇拜和狂热，是到生命结束也不会停息的寄托。而引导的最高境界也一样，便是不必引导，让消费者膜拜品牌。
   不过除了宗教之外，世间是否还真的有如此强大可影响人内心的事物？
   案例：永远绕不开的那只苹果
  苹果每一款新产品问世都会震惊世界，在全世界都有无数买到水货都沾沾自喜的狂热粉丝，并自称为“果粉”。为了买到最新上市的苹果产品，苹果的粉丝宁愿在专卖店前通宵排队。
   在他们眼中,苹果如宗教般神圣。
   对于苹果，“水果粉”就像信徒般的虔诚，跨越了国界、年龄、种族的界限。哪怕iPhone设计存在明显缺陷，哪怕Mac出了名的不兼容，一样全球大卖特卖。
  “水果粉”有意和其他品牌的拥护者区别开来，甚至对其他消费群嗤之以鼻；这群信徒同时也是传教士，将该品牌提供的一系列满足，包括物质和精神的，不遗余力地向其他消费者推荐。
   乔布斯喜欢说“seen different”,苹果也的确让想与众不同的你感到了与众不同，说的极端一点，消费者最终找到了极大的社会认同和自我满足。而有意思的是，IOS其实是一个十分封闭的系统，对外根本不兼容。
   这就是所谓的“品牌崇拜”。苹果手机就是这样一个让无数消费者为之膜拜的“宗教化品牌”。
   有人这样形容苹果：如果那不再是店，那一定是教堂，如果人们不是癫狂，那一定是一种信仰，如果那个苹果不再是商标，一定是个宗教符号，虽说店里没有神像，但在消费者心中乔布斯非常神圣。
   这就是因为你用宗教慈悲心去营销。

   阿弥陀佛。诸葛长青建议：如果你是企业家，就用慈悲心去做企业吧。用慈悲心生产产品、用精进心研究产品、用弘法之心造福苍生之心传播产品！

   （本文参考资料：叶茂中营销案例网络资料）

 (This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

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