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License plate number: No. 49 last bus
Ticket number: H20211215
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Reference: "Scientific Entrepreneurship" Lin Chuanke, Liu Jun, Ding Qinwei
Passing by Stations: excerpt station, review station
Excerpt station:
1) Feng Weidong summarized the eight-character formula for category naming and the four essentials for brand naming, which are both scientific methodologies. It is also a checklist tool that can be used directly
2) Eight-character formula: rooted, favorable, straightforward, brief
3) Rooted: The category name should indicate the source of the new category and conform to the law of category differentiation.
4) Favorability: When there are several candidate names for a new category, you should choose a name that can create greater favorability among customers, that is, a more valuable feeling.
5) Straightforward: The category name should directly point to the core characteristics or visualization of the category, and should not be roundabout or confusing
< p> 6) Shortness: the fewer words, the better, listening, speaking, reading and writing and whether it is easy to understand
Review station:
In this summary, The author believes that when entrepreneurs create a new category, it is very important to give the category a good name. Regarding how to give a good name to the new category, the author quotes Mr. Feng Weidong’s "Eight-Character Category Name Jue", which are root, Friendly, straightforward, and brief.
1) Have roots. The so-called root refers to the original source of the new category. For example, the root of yogurt and soy milk is "milk", and the root of cars and trucks is "car". When a new category has multiple roots to choose from, the choice can The one that users know best, e.g. "apple juice" is more popular than "vinegar drink".
The author believed in a previous article that one of the ways to innovate categories is through category differentiation, that is, gradually classifying items from one major category downwards and continuously classifying them. For each small project, the root is to return to the original starting point and find the original major category.
2) Favorability. Here I summarize the author’s point of view as “let users gain a sense of value from the product.” The name of “hybrid car” is not as good as “double-engine car”, and the names of plants are “money tree”, “money tree” and “lucky bamboo”. "Podocarpus" and "Clivia" are more likely to gain favor.
The "sense of value" here comes from a variety of different aspects, it can be a "more advanced name" such as "twin-engine car", or it can be a certain A kind of wish "wealth tree" or "money tree", hoping that one can gain wealth, can be a "gentleman" of a certain quality, etc. More often, the sense of value comes from the projection of one's own values. When consumers are purchasing a certain product More often than not, I find part of my own values ????in the product. A suit embodies professionalism and specialization, and behind it is self-discipline and requirements for oneself.
3) Be straightforward. Just express the core functions and features of the product directly. For example, the author introduced that a student at Gaowei Academy named the product "Nano Silver Antibacterial Socks." This professional term is difficult for ordinary people to understand. Not understanding means not buying. After asking about the core function of the product, the author found that it is anti-odor. Compared with the previous name, the anti-odor socks are straightforward and simple, pointing directly to the core function. The advertising slogan "XXX anti-odor socks, only one pair for seven days of business trip" triggered Strong market response and good performance growth.
In the previous article, the author believed that consumers will think of buying a product only when they have some kind of consumer demand in their hearts, and the more straightforward the name, the more direct it is. Refers to the user's heart. In contrast, professional names tend to increase the user's choice burden, increase brain consumption, and are not conducive to users' decision-making. The phrase "don't make me think" can be used not only in the Internet field but also in naming.
4) Short.
Here the author divides "short" into two parts. The first is that the fewer words in "short", the better. For example, "tomato" and "tomato" are the same thing, but in daily life people are accustomed to using short words with fewer words. "Tomato", "Tomato Scrambled Eggs", "Tomato Egg Drop Soup", "Ketchup" and so on. The second is to make it easy to understand in listening, speaking, reading and writing, and try to use commonly used and universal words.