Brand Evaluation

Why do your products always fail?

I’ll provide you with a set of tools to assess your product strength:

1. Your product should have social attributes.
2. Your product should have knowledge attributes.
3. Your product should have entertainment attributes.

Many business owners believe their product is the best in the world and are impervious to any criticism. Despite repeated failures in their ventures, they continue to be unable to identify the reasons for these failures.

Does your product have a social aspect? Without sociability, it cannot achieve ‘viral spread’. If people cannot gather nine pictures to share in their social circles using your product. Then your business might as well shut down.

Your product must possess informative value; it needs to have something to talk about. Tesla talks about its autopilot technology, NIO Auto discusses its battery swap technology, Xiaomi mentions its high-performance configurations, Coca-Cola speaks of its secret formula… With something compelling to discuss, you can secure a very dedicated fan base.

Does your product have an entertainment value? Creating entertainment is a rare ability among business owners. Many underestimate the power of marketing, but in reality, marketing strength is the most crucial product strength. The essence of marketing is entertainment; the public wants to ‘eat melons’ (a Chinese expression meaning to enjoy juicy gossip or stories), so you must have the ability to ‘grow melons’ (create engaging content).

Comments：

Universal Studios Beijing and Shanghai Disneyland are typical examples of products with social appeal. Another example is the 2022 Winter Olympics mascot ‘Bing Dwen Dwen,’ which became a global sensation through media exposure. The demand was so high that the authorized manufacturers could not keep up with production, making it extremely difficult to obtain one.

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