在这场移动互联网大潮来临前,所有做品牌的方式,都是从品类入手,解决好“我是什么品类”后,才能开始建设品牌。而如今变天了,无数APP或公众号都是先聚集一帮人,然后围绕着这群有共同特点的人,卖给他们任何东西,关键是可以乱跨品类。严谨一点,本文的题目应该是《品类型品牌的消失》,衍生一些说,“定位”理论也正在失效。扩展一些看,“未来一切品牌都将是生活方式品牌”。比如海飞丝洗发水吧,就是标准的“定位”理论产物,品牌 Before the advent of this mobile Internet, all the way to make a brand starts with the category and resolves the issue of “What is my category?” Before we can start building the brand. But now it has changed, and countless APP or public number are the first to gather a group of people, and then around the group of people who have the same characteristics, sell them anything, the key is to cross the category. Rigorously, the title of this article should be “the disappearance of category-based brands,” and some say that the theory of “positioning” is also invalidating. Expansion of some look, “All the brands in the future will be the lifestyle brand ”. For example, Head & Shoulders shampoo bar, is the standard “positioning ” theoretical product, brand