缘起:喜之郎一枝独秀、金娃寻求核武器突破重围果冻业,喜之郎一直是霸主,第二品牌金娃产销量与之相差十几倍。面对这么大的差距,金娃明白仅凭好的广告片、一支能打硬仗的营销队伍、一流的终端展示与生动化等战术的努力都是无济于事的。金娃的老总谢立平认为,唯有在品牌战略上寻找到差异点,才有可能改变竞争格局,品牌战略是核武器,一旦建立起个性鲜明的核心价值与品牌的威望,相对而言,一支好广告 Origins: Kitajima thriving, Kim begging for nuclear weapons to break through siege jelly industry, Kiiro Lang has been the overlord, the second brand Jinwa production and sales of more than ten times difference. In the face of such a big gap, Jinwa understand that just by good commercials, a hardcore marketing team, first-class terminal display and vivid and tactical efforts are of no avail. Xie Jinping, chief executive of Jinwa, believes that only by finding differences in the brand strategy will it be possible to change the competitive landscape. Brand strategy is a nuclear weapon. Once a distinctive core value and prestige of a brand are established, a relatively good one advertising