Case:
Gu 'an Industrial Park, an industrial park in Langfang, Hebei. Everyone is too strange to it, so they tied it to the familiar Tiananmen Square and tied a song "I love Tiananmen Square in Beijing, 50 kilometers south".
Chubang soy sauce adopts the color matching of green plaid tablecloth, which is a common tablecloth color matching in the family. Everyone is familiar with it. I will think of Chubang soy sauce when I see the green grid in the future.
Why bind familiar things? Because familiar things are super symbols, everyone can understand and remember them, and everyone will act according to the super symbols. For example, the sign of the bathroom is a super symbol, which is almost the same all over the world and can be understood at a glance; Traffic lights, which are also super symbols, stop when the red light is red and go when the green light is green. This is a collective memory rooted in people's minds.
Vision. Brand symbols or visual first, giving priority to visual binding super symbols. Kitchen soy sauce must be the super symbol of kitchen green plaid tablecloth. Three-quality blue bottle, sunflower brand small sunflower and Burberry's Sugra grid are not brand logo, but they are all powerful visual symbols. In order to create visual symbols, the whole company needs to achieve top-level design, and at any link, we must try our best to create our own visual symbols, especially the products themselves, and have their own media attributes. Eye-catching visual symbols are printed on the products, and every transportation, display and purchase is a display of visual symbols.
Listening comprehension. In order to impress consumers, it is also necessary to plan a copy, that is, a slogan or a jingle, which will be remembered by consumers after repeated playback. "No gifts this year, but melatonin" is probably China's most familiar slogan. Tianqi toothpaste, shout "Tianqi-"when taking pictures. And just Gu 'an Industrial Park used the slogan "I love Tiananmen Square in Beijing, 50 kilometers south", which actually bound the melody of the song "I love Tiananmen Square in Beijing".
Smell and taste. Some hotels will use fixed perfume in the bathroom, so that every guest who comes to the store will remember this fragrance. Master Kong beef noodles, this is the taste! It focuses on taste memory.
Touch. A table, even if it is not made of logs, should be pasted with a veneer in order to create tactile memory. Tactile marketing guru Kenya Hara designed the guide system of Meitian Hospital, all made of white cotton cloth, creating a soft and warm tactile experience.
Good naming can reduce the cost of advertising investment.
For example, Beijing Peacock City planned four projects, and later decided to call it Peacock City. The slogan "One Beijing, Four Peacock Cities" was used by four projects, and 1 yuan was used as 4 yuan. At the same time, the four major Peacock Cities were named as Yongding River Peacock City, Grand Canal Peacock City, Chaobai River Peacock City and Badaling Peacock City respectively. The previous titles are all familiar places, and the memory cost is low. Peacock City in Badaling, in particular, is actually located in guanting lake below Badaling, and was finally named Badaling, because everyone knows Badaling and only Beijingers know guanting lake.
A good name is also a long-term investment. Don't change the slogan casually, just like "Hengyuanxiang, Yang Yangyang" and "No gifts this holiday, just send melatonin when you receive it". If you leave it for decades, consumers will remember it. The slogan "Little Sunflower Mother's Class Begins" appears in every product advertisement of Sunflower Pharmaceutical. Every broadcast is an input to this "Little Sunflower Mom Class". Over time, this concept will also occupy a place in the hearts of consumers.
Brand logo design should reduce memory cost.
Now that information is exploding, there are too many things to identify. We design the brand logo to reduce the memory cost of consumers. The wrong design will increase the memory burden. If the graphics carry many abstract and complicated so-called "connotations" that only designers know, then customers will be confused, and then they will try their best to promote this unforgettable design and waste money. Moreover, the brand logo also shoulders the heavy responsibility of highlighting the company name, and the company name cannot be squeezed out because of the design of a big graphic, which is putting the cart before the horse. In a word, graphic design should be "clear at a glance".
Product packaging is the biggest self-media for enterprises.
Enterprises cannot waste their biggest self-media, that is, product packaging. Effective packaging design can greatly reduce the cost of brand marketing communication. In the supermarket, good packaging has the advantage of display. You can recognize it at a glance from a distance, such as the blue package of melatonin. The success of melatonin packaging design lies in "striking". Packaging is product, and packaging design is product design and product redevelopment. The packaging of Zhenshiming eye drops is a vision test table. Consumers know at a glance that this kind of eye drops can treat myopia. This is the power of packaging.
Advertising slogans should convey brand value and make people act.
We should implant the brand into the advertising language and try to include the brand name in the advertising language, otherwise even if it spreads, people will not know your brand. For example, the negative case, "I don't care about eternity, I only care about possession", most people think this is a diamond advertisement, and few people know that this is a watch advertisement. On the other hand, "Good things will come naturally as soon as everyone starts" is very good, which can be said to be unparalleled in the entire advertising history of China. Thirdly, the advertising slogan should make enough people remember your name.
Every product development, every packaging design, every advertising idea, every leaflet and every enterprise merger and acquisition all contain the top-level design of the brand. Everything is the same thing.
What does everything include? Enterprise strategy, marketing strategy, brand strategy, product development, brand design, packaging design, advertising creativity and so on, all things are one thing. It is impossible to do these things well by dividing them into different departments and teams and completing them in stages, which is divorced from the essence.
Product first, or advertising creativity first?
It is generally believed that enterprises have product development departments, which engage in research and development and then sell them to marketing departments.
No! First engage in advertising creativity, then engage in packaging design, and finally implement product development. The case is the morning light pencil for praying for Confucius Temple. First put forward the idea of praying for Confucius Temple, then name it, then do advertising copy, then do packaging design, and then integrate these into a new product development task book and hand it over to the technical department for implementation. So product development, packaging design and advertising creativity are one thing.
The survey data may not be credible.
Research is for reference and inspiration, not for evidence. If the survey data is really so useful, then management has really become a science, not an art. If it is a science, wouldn't everyone get the same result by using scientific methods and formulas?
The design of most questionnaires is problematic.
For example, the 20 12 Survey Report on Public Education Equity in Major Cities of China shows that 24.3% of the public do not believe that "education can change their destiny". How is this questionnaire made? The estimate is:
What would you choose? How can you believe such a big thing as changing your destiny? So many people will choose, not necessarily.
Enterprises will make similar mistakes, such as imitating the above questionnaire:
How many people do you expect to "believe" Why do people believe you? It's no use asking such stupid questions. But consumers will still buy it after watching TV advertisements. Why? Because when people are not sure, they will still want to buy it and try it.
The above are some reading experiences, which can be exchanged with you to improve.