What is the higher level of brand marketing?

In today's rapidly evolving business landscape, it's essential to rethink traditional marketing strategies. Just as Marx envisioned a higher stage of societal development through communism, we can ask: What is the next level of brand marketing? This article explores how shared brand marketing can offer a new perspective and valuable insights for modern businesses. A brand isn't just a logo or a trademark—it's the result of a dynamic relationship between the brand owner (the subject) and the consumer (the audience). It’s a psychological product that emerges from their interaction. A brand cannot be created solely by the operator or the trademark holder; it requires active participation from consumers. Only through meaningful engagement, emotional connection, and mutual recognition can a brand truly grow. From a broader social perspective, marketing is not an isolated activity but a complex system involving multiple stakeholders. It needs collaboration among distributors, buyers, users, and even the general public. Therefore, to build a strong and lasting brand, companies must embrace a shared brand marketing model. This approach allows all participants—whether they are employees, suppliers, customers, or partners—to benefit from the brand’s success. When everyone feels they have a stake in the brand, they become more committed, actively supporting its growth and long-term value. Shared brand marketing brings several key advantages. First, it unites different players into stakeholders, aligning their interests with the brand's direction. This creates a stronger, more cohesive force than before. Second, it boosts efficiency, as stakeholders are more motivated to contribute when they see direct benefits. Third, it reduces risk, since the burden is shared across the board, and internal conflicts are minimized. Finally, it lowers costs, as expenses are distributed rather than concentrated on a single entity. In short, shared brand marketing leads to greater strength, higher efficiency, lower risks, and reduced costs—ultimately driving brand growth and profitability. The secret lies in the principle of sharing. To implement this effectively, four core principles must be followed: interest alignment, idea resonance, active participation, and mutual benefit. In today’s competitive market, outdated thinking—such as viewing customers as mere targets to exploit—will eventually lead to failure. Even the old concept of “customer is God” has become insufficient. Smart operators now adopt a more modern mindset: “The customer is a lover.” This shift fosters deeper emotional connections and long-term loyalty. Brand leaders must act like visionaries, implementing the “customer is a lover” philosophy and creating a shared marketing ecosystem. Everyone involved—from the company itself to suppliers, distributors, and end-users—should have the opportunity to benefit from the brand’s success. By doing so, brands can foster a cycle of mutual growth and sustained development. To achieve this, companies should focus on four pillars: creating value, offering convenience, building platforms, and giving back to users. When these principles are fully implemented, brands can grow faster and more sustainably. Many successful internet brands—like Facebook, Twitter, YouTube, and others—have demonstrated the power of shared marketing. Their rapid growth is proof that when people feel connected and rewarded, they will support and promote the brand willingly.

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