Next, I will briefly summarize some of the things that impressed me the most from this book.
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Brands include "symbol system" and "language text system".
The following is an excerpt from Chinese and the logic of the language/text system of Huawei Zulijian shoes for the elderly.
In many cases, China and China have achieved remarkable results by redesigning menus, doorways, shelves and packaging.
The essence of brand is to reduce three costs for enterprises, including social supervision cost, consumer choice cost and enterprise marketing cost.
The basic logic of many marketing theories comes from psychology.
A line is from Freud to Jung, and the collective subconscious is a line of art.
The second line is Pavlov. Pavlov talks about stimulus reflex, which forms behaviorism and behaviorism forms big data.
The drama of human life is a continuous cycle, and the cultural matrix is a cyclic part of human life, just like Mid-Autumn Festival, Dragon Boat Festival and Spring Festival. People will eat moon cakes, paste couplets, set off firecrackers and pay New Year greetings ... At this time of year, they will automatically get involved, which is irresistible, inevitable, repetitive and collective unconscious.
Therefore, it is a shortcut to build a brand by privatizing the prototype role of human cultural heritage, transforming it and sharing it with the public. For example, Santa Claus with white beard and red hat, which we are familiar with now, was actually created by Coca-Cola and used by consumers all over the world for marketing purposes, unconsciously occupying consumers' thoughts and emotions and becoming a cultural symbol.
Parasitic culture matrix, so that the brand becomes a part of the matrix, and then repeat, so that the brand also becomes a part of the matrix culture. Why do Japanese eat KFC at Christmas and Koreans eat fried chicken and drink beer at first snow? It's all brand marketing Because only repetition can make people remember, and repetition can accumulate offline real brand assets, so that brands and festivals can really connect.
Huahua has helped customers create many xx festivals, such as the Valentine's Day of Snow King and Sister Xue, the 99 Uncle's Meal Festival of my uncle and so on.
With your own brand role, you have a brand asset that can be accumulated repeatedly for a long time. You should pursue a sense of scale and time span.
The underlying logic of advertising slogans comes from rhetoric. What is rhetoric? Rhetoric is a kind of language art that convinces people to believe anything and urges them to act. It can also be understood as the language art of persuading people to act, with action as the purpose.
Aristotle put forward four principles of rhetoric:
Principle 1: common sense.
Principle 2: Simple words.
Principle 3: Use special sentence patterns or rhymes.
Principle 4: Make people happy.
Let's have a taste. Does the brand slogan written by Hua and Huawei's old uncles-"If you want to pay attention to food, eat old uncles" conform to these four principles? 2) Adapting proverbs/jingles into brand slogans
Advertising belongs to rhetoric, and it is an instruction for action.
People have a natural trust in oral idioms (proverbs/jingles, etc.). ), and jingles can bypass people's psychological defense and sneak into people's minds directly. It is a very important concept that human beings have psychological defense and have no psychological defense.
Hua Hehua chose blue as the brand color when dreaming of the case of lily mattress.
The popularity of blue is due to human evolution. When people still live by hunting and gathering, people are more likely to live near clear blue sky and water. Over time, this tendency to be attracted to blue may evolve into a natural preference of human beings.