The bottom line of creating a brand of Wenchuang
Brand awareness is weak, and heavy products and light brands in the operation process are almost common problems for Wenchuang practitioners. On the one hand, the market environment is immature. On the one hand, Wenchuang enterprises are struggling on the survival line every day, and cannot be considered; as a corporate strategy At the core, brand building can't be treated sloppy at any time. Brand investment can't bring benefits immediately, but brand awareness is more like “Tao”. It invisibly leads the whole army, unifies the mind internally, and defends the enemy from the outside world. Brand building perspective discusses the core and elements of brand composition.
Products and brands are like wood and boats, bricks and walls. Without the accumulation of products, there will be no branding; but only one product, no brand to do series, will not form a truly influential brand.
مشاوره تبلیغات
So how to create a brand?
Before you talk about the actual steps, you need to understand some of the new changes that have taken place in recent years to build brands:
The positioning model of the population divided by the traditional category is transformed into the model of the population divided into values;
Traditional brands are based on positioning theory, to differentiate, to classify people by category; in the industrial age, media and channels have absolute right to speak, this form is a very effective brand underlying construction method; but in the Internet era, media decentralization The ever-limited and limited consumption scenes have emerged, and the consumer groups have been separated into independent islands. The islands are composed of people whose interests and values converge. For example, in the big aspect, there are two-dimensional crowds, movie lovers, and board game enthusiasts. . . In every big crowd classification, there are countless small branches, and the links between the branches are not tight. This causes the traditional brand construction to be invalid to some extent. The traditional brand construction is similar to holding a horn in a square. Shout, "I am xxx, I sell xxx", and now the square has become a single-family villa, you have a loud voice, no one will hear it; new media, new channels, new consumption scenes have led to new The brand builds the underlying ideas. First, we need to make a differentiated value orientation. We need to express “who am I” and “what do I like the most”, so that we can knock on the door of each villa and then tell They, people who are interested in certain values will naturally be attracted. (In fact, this involves two pieces of content, one is brand building, the other is brand communication, this article focuses on the brand building part, and the content of the communication is written later)
For example, muji MUJI, what do you think of MUJI? Humble and simple design, soft and comfortable materials, gentle color matching, etc., you will find that all of Muji's products reveal a natural simplicity. This kind of simplicity is the simple return and complex removal advocated by Muji. The useless life philosophy, under this value, all products, packaging, image unified planning and communication, attracting a group of people who agree with this value, once consumers agree with certain values, they will consume any category under the brand. .
This is the new brand building idea. The brand value must be the most fundamental and most important position. This kind of value is like a line. The products, packaging, image, etc. are all connected in series. The whole formed is the complete and unified. s brand.
Understand the underlying ideas of brand structure, grasp this core, you can understand the essence of brand building, and then look at the major elements that constitute the brand, it is easy to understand the "skills"
Five elements of the brand:
1. A core value;
2. A symbol (vi brand image is evolved here);
3. A slogan;
4. A story that can be spread;
5. A complete set of services;
Step by step disassembly:
1, a core value;
The core values need to be clear "Who am I, what I like, what do I want to do...", here, attention must be taken to be very focused and grounded, with strong differences that can be clearly perceived by the audience. It is best for Wenchuang brand to think in terms of lifestyle. Most of the brands in the future will evolve into lifestyle brands. The Wenchuang brand, which wins with creativity and culture, naturally needs to focus on it.
2. A symbol;
The core of the brand symbol is logo and color. On this basis, the brand vi tone is deepened and the brand communication standard is made. Here is a reverse test method to think about the brand image from the perspective of consumer contact, such as official website, official WeChat, micro Bo, the product packaging that you are exposed to, or even a discount card, all places that come into contact with consumers must reach a unified vision, imagine, add me, I am the audience, when you touch these images, you will be the brand. How do you feel?
3. A slogan;
A good slogan can definitely make the brand spread with less effort. For example, Xiaomi’s “born for a fever”, a few simple words, fully expresses “who am I, what I want to do”, and more importantly, there is still a strong Communication.
4. A story that can be spread;
There are so many good brand stories, so I won’t go into details here, but I shouldn’t talk to myself when writing brand stories.
5. A complete set of services;
Your contact information, after-sales service operation, in the current environment, we must take into account the elements of community operations, and "service" the potential consumer groups in advance.
Like Wenchuang, I want to know Wenchuang, welcome to pay attention to gzh: great instrument
Writing a new culture, reading for survival
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Writing a new culture, reading for survival
A few days ago, the biggest focus of the industry was the launch of Tencent UP2018. The UP conference is held once a year and is the most important conference for Tencent's mutual entertainment. Many heavy news will be released on the same day.
This year's UP conference is still very informative, and many important products (lines) have been announced, and UP itself has made a lot of bigger changes, from one day to two days. On the first day, I invited all kinds of Wenchuang big coffee people to come to the lecture. The next day was the Tencent mutual entertainment business conference.
The bigger change is that Tencent has abandoned the slogan of “pan-entertainment” that has been used for many years and changed it to “new creation”, so UP2018 is also called “Tencent New Culture Creation Ecological Conference”.
It seems that it has just changed its slogan, but it actually reflects the undercurrent of the undercurrent.
1
In 2012, Tencent held the first UP conference in Beijing. At that conference, Mutual Entertainment proposed a word called "pan-entertainment."
Tencent later packaged a lot of strategic terms, but "pan-entertainment" is the most successful one. Before Tencent proposed, you went to search for "pan-entertainment". In fact, there is no such single word. Only "pan-entertainment" is a derogatory term. It refers to a kind of "entertainment to death, to consumerism and hedonism." At the core, all fields are moving towards the trend of entertainment, and from time to time they have been criticized.
In 2011, the website of Renmin.com and the State Council Information Office reprinted a manuscript. The title was called “Critical Pan-Entertainment Tendency Criticism”. The first paragraph was asked:
“When pure entertainment has gradually evolved into a pan-entertainment with a strong commercial atmosphere, can we still sit on the sofa with peace of mind and enjoy the so-called spiritual feast?”
After a year, Tencent proposed a pan-entertainment strategy.
At that time, Tencent redefined the word. Mutual entertainment accordance with the interpretation given by the so-called pan-entertainment, is to IP licensing as the axis, to game operators as the basis for cross-cutting, cross-platform new business model. After this, “pan-entertainment” became the core strategy of Tencent's mutual entertainment. Tencent mutual entertainment has gradually changed from online game business platform to an interactive entertainment entity containing games, animation, literature, film and other related businesses.
Later, the word was beyond the scope of Tencent and became a hot word in the industry. The country also recognized this concept. In 2014, “Pan Entertainment” was also included in the industry reports of the Central Ministries such as the Ministry of Culture, the Press, Publication, Radio, Film and Television Administration and highlighted.
Until now, the word is still a high-frequency vocabulary in the PR drafts of various companies. It is said that the layout must be popular, and that IP is all in the whole industry chain.
Today, six years later, this rhetoric is already tired. But in 2012, the IP statement is still very fresh. Turning to the end of 2013, the mobile game industry leap forward, because of the powerful capacity, the power of IP has gradually been recognized by the industry, the mobile IP era is also officially kicked off.
Tencent saw the industry's development trend earlier than most people.
2
Six years after the "pan-entertainment" was proposed, in the 2018 UP conference, Tencent invented another word, "New Culture."
"New Culture" is a complete new word, the official said to be upgraded from "pan-entertainment." According to the explanation at the time of the speech, the so-called new culture is a more systematic development thinking, namely -
Promote more efficient digital cultural production and IP construction through a wider range of subject connections that promote mutual empowerment of cultural and industrial values.
The main body connects and empowers each other... These words, "Every word knows that they are connected, they don't know what to say," are put into this passage, and it becomes very difficult to understand immediately. It can be said that it is not like human words.
The official speech also added a more "popular" explanation, saying that new culture is business to make culture more prosperous and culture to make business better.
Popularity is commonplace, but this sentence is no different from saying nothing.
What is the new Wenchuang? I have seen no less than ten media interpretations and PR drafts in the past few days. Under the question of knowing the corresponding questions, there are dozens of answers. Many large and small Vs have sprinkled a large part, but I don’t know what to say.
The festival is selected from Tencent’s official answer to Xin Wenchuang. The word “resonance” is the same as the “energy” mentioned above, which is in line with Tencent’s recent TOB sense.
Pan entertainment is good, why do you suddenly want to hold such a difficult concept?
The story behind this should be combined with reality.
3
Throughout 2017, the entertainment industry is still hot, and the huge cash flow is enviable. However, the entertainment industry has become an industry that is “rich and in danger”.
From February to April 2017, the Hunan Provincial Party Committee's First Inspection Team conducted a patrol on Hunan Radio and Television Station to “look back.” On May 4, the provincial party inspection team reported the inspection opinions to the Taiwan Party Committee.
In the inspection opinion, it has been written that for a long time, some comrades have become deeply ingrained in the idea of "entertaining the stage" and "taking the hero on the ratings", and some channels are swinging around in dealing with social and economic benefits...
In response to this opinion, Hunan Satellite TV quickly launched a rectification.
In 2017, the self-made online comprehensive program "Golden Bachelor" was completely offline, and "Where is Dad?" The fifth season TV station was stopped, and it was broadcast only on the Internet. "Hunan News Network" launched the theme of "Five Years of Enthusiastic Progress", "Precision Poverty Alleviation in Sanxiang", "Opening up New Hunan", "Cultivating the Belt and the Road", and independently planning and launching "Famous Masters", "New Spring Walks the Grassroots Live Su Mudu, "The most beautiful is the hometown", "The Rise of the Storm" and other key reports, carefully planned and launched the news blockbuster "for the people", "Poverty Alleviation", "Eight Day Eternity", organized a large-scale live broadcast report "Precision for Poverty Alleviation".
A lot of things happened in 2017, and Hunan Satellite TV is just a footnote in the new era.
In June, the "General Rules for the Review of Contents of Internet Audio-visual Programs" was released, which included professional online audio-visual programs including online dramas, micro-movies, online movies, film and television cartoons, documentaries, and arts, entertainment, technology, finance, sports, and education. Detailed rules.
The General Principles put forward the principle of pre-trial and post-audit and review, demanding the promotion of Chinese traditional culture, insisting on correct orientation, and not spoofing heroes. The General Principles also lists homosexuality and sexual perversion, incest, etc. as "abnormal sexual relations" and places them under the paragraph "rendering obscene pornography and vulgar low-level fun" and prohibiting them from appearing in audiovisual programs.
At the end of the year, the hip-hop singer GAI suddenly retired from the "Singer". On the second day, Gao Changli, Director of the Propaganda Department of the State Administration of Radio, Film and Television, made clear at the publicity meeting that the guests invited by the radio and television should adhere to the "four absolutely no use" standards and clearly requested The program does not require tattoo artists, hip hop culture, subculture (non-mainstream culture), funeral culture (declined culture). The hip-hop culture was banned, and the dyed artists on the TV show were marked with mosaics.
Any friend who has a little concern about social news should be able to directly feel that the control of mass entertainment is getting tighter in the past year, and the rate of policy tightening has not been seen in previous years.
4
Not just entertainment. Not long ago, the connotation section APP was ordered to be permanently banned because of the vulgar content and misdirection. On the same day, the second season of the "Kiqi Conference" video was removed from the Internet.
At the same time, the main person in charge of the fast hand and today's headline was interviewed by the regulatory authorities and were required to rectify. After the rectification, the entire homepage recommended a new style of painting, a new era of full screen.
On the afternoon of April 9, today's headlines, Phoenix News, Netease News and Daily Express were temporarily removed. On April 11th, WeChat and QQ began to suspend the direct play function of the short video APP, and all the video information from the external short video APP link could not be directly opened on WeChat and QQ.
Earlier, because of the hype of pornography and misorientation, the person in charge of Sina Weibo was interviewed by the Internet, and the hot search list, hot topic list, and microblog question and answer function were temporarily downlined for a week. When I went online again, I added a new era section.
When the People’s Daily commented that the connotation was closed, it said that it is not just worth, not values. Like Hunan Taiwan’s “Entertainment Stand, Heroes on the Ratings”, excessive entertainment and vulgarity are all to be resolutely defeated.
At this time, what do you think about the "Critique of Popular Pan-Entertainment Tendency" 7 years ago? Help you review:
“When pure entertainment has gradually evolved into a pan-entertainment with a strong commercial atmosphere, can we still sit on the sofa with peace of mind and enjoy the so-called spiritual feast?”
5
The game naturally cannot be alone. On the surface, what the outside world sees is that Tencent’s "Glory of the King" dominates the world, and Tencent sees that most of the chickens are in the battlefield. In the 2017 MOBA tide, in 2018, Tencent won the most successful products, with unlimited scenery and beautiful prospects.
But for Tencent, the past year is also a very dangerous year. It is not an exaggeration to use "rich and dangerous".
The first was "Glory of the King", and a round of "Nine Commentaries" came down and was almost sieved. Tencent has accumulated a lot of wealth with this product, and there are still a lot of risks.
At the end of the year, the Game Working Committee issued a document saying that the State Administration of Radio, Film and Television has noticed the situation of the game of "Jesus Survival: Great Escape" and kept close attention. Because of the bloody and violent content of such games, and seriously deviating from the core values of socialism in China, it is not conducive to the physical and mental health of young consumers. For this type of game, the General Administration will have a clear negative attitude and it will be difficult to obtain a publishing operation permit.
So there was a situation of two days of ice and fire. On the other hand, Tencent vigorously laid out the chicken category, and the mobile version was born. On the one hand, the agent's "Jesus Survival" national service is difficult to produce.
"H1Z1" is even worse. Tencent has already won the agent of this game. As a result, the official website has no face after revealing a face.
WeGame, the main stand-alone game, is actually awkward. There are always people worried that WeGame is bad for Steam behind it. I want to replace it. I don’t know if the mud bodhisattva is too difficult to protect itself. The lack of predictions for the game review has become a game introduced by WeGame. The biggest stumbling block in front of the business. "This is my war" was put on the shelves and was taken off the shelves. Because the domestic stand-alone game market is ridiculous for many years, there has not been a pure digital version of the stand-alone game for a long time, and the related review process is not clear, and the results are not submitted for trial.
Looking back, in the past year, Tencent came under the fire of all kinds of XX network XX daily newspaper. From the beginning of the 17th to the present, although Tencent holds a variety of phenomena-level games, it is also dangerous. Compared with Tencent’s past big and small crises, the game business has never encountered such a big “top-down” danger.
By 2018, the game industry's environment has not improved with the advancement of the times. Since last year, the game drug theory that has ebbed for more than a decade has re-enacted.
In January, Beijing's multi-ministerial committees jointly enforced the law and launched a special campaign for online games. The "Blue Line" and "Destiny: Crown Positionation" were all on the list because the female characters were exposed and violated social morality.
In March, dozens of representatives of the two associations and members expressed their position to strictly control online games.
In April, the Ministry of Culture and Tourism announced that in order to further strengthen the supervision of the online game market and protect the legitimate rights and interests of minors, the organization will conduct investigations on 50 popular games, including Tencent Games, Netease Games, and Sanqi Mutual Entertainment. "Explosive models" products.
The biggest impact is the punishment for TapTap. In March of this year, TapTap announced that it would provide unaudited approval for overseas game downloads in China due to violation of relevant department regulations, accept punishment from now on, carry out comprehensive rectification, stop online game operation activities for three months, and stop all during the period. Game download service.
The download service of the unreviewed game has been provided in almost all channels in the past. This is the first time that such a large penalty has been imposed. The meaning of killing chickens and monkeys is beyond words.
Everything is reminded: the game is making money in China, and it is still an industry on the edge of the cliff.
6
In the face of the crisis of the past year, Tencent has shown a strong desire for survival.
After the "Glory of the King" was besieged by public opinion, Tencent quickly took out a series of means. Firstly, it set up an anti-addiction system called "the strictest in history" for the minor, and then launched a series of actions to popularize the history and culture, and engaged in the history of the king. Lesson, adding a historical introduction to the characters in the game.
Later, the "Jesus Survival" mobile game was even more cautious. A friend told me that at the end of last year, Tencent pushed "Glorious Mission" and "CF Desert Island Special Training". In the propaganda draft, even the chickens could not be mentioned. It is absolutely forbidden to contact with "Jesus Survival: Great Escape". . The "big escape" game can not be said, the relevant rhetoric has also changed to no standard, from "airborne competition" to "survival shooting" has changed several waves, and finally unified as "tactical competition", for fear of stepping on the policy red line.
After the success of "Stimulus Battlefield", Tencent did not hesitate to invite Wu Jinglai, who was the patriotic sentiment of the last year's violent movie "War Wolf 2".
As for the end of the "Jesus Survival", look at the following picture to know how easy this road to survive is:
Another phenomenon is that new key projects have begun to strive to move closer to the public welfare and traditional culture. Although Tencent's cooperation with traditional Chinese cultural projects has already begun, it has never been as concentrated as it is now.
When the "QQ Speed" mobile game was launched, the Great Wall Protection Plan was announced at the press conference: "QQ Speed" mobile game will promote the inheritance and development of the Great Wall culture among young people by means of various presentations of the game.
At the end of last year, Tencent and Dunhuang Research Institute reached a strategic cooperation, and under the background of the Belt and Road, the “Digital Silk Road” program was launched, and the “Seeking Immortals” mobile game was used to promote Chinese traditional culture. In February of this year, "Xian Xian" also took a documentary about "Seeking Fairy and Too White" as a case documentary for the game industry to protect Chinese traditional culture and broadcast it on CCTV and other channels.
Of course, not only Tencent, the manufacturers' sense of smell is very sensitive. After all, the current highest order is "compacting the main responsibility of Internet companies."
At the end of last year, the attitude of the radio and television to the big escape game was just coming out. Netease quickly rectified the "Wild Action" and announced that it would "adhere to the socialist core values and promote the traditional cultural habits of the Chinese nation in the game." "Ethics" will stop maintenance and "worldview iteration" of the game.
After the iteration, the background of the game becomes a drill, the poison circle setting becomes the signal receiving range, and the game style becomes like this:
The latest news is that "Wildness Action" has to carry forward the positive energy of the navy.
At the end of last year, "Chu Liuxiang", the Spring Festival also specially carried out a special event to promote non-legacy culture, and joined hands with Zhejiang non-genetic people to showcase six intangible cultural heritages.
This year's UP conference, Liu Ming, vice president of Tencent Games, spent half an hour on the stage to introduce functional games. Some time ago, NetEase also started a "functional game". Tencent announced the "榫卯", "Folding Fan", "Picture of the Border" and "Euclidean Geometry". NetEase has also prepared for this, and then announced the agent programming educational game "Geek Wars".
Since last year, Tencent and Netease have frequently combined the promotion of their own games with positive energy, positive values, and traditional culture, striving to weaken the entertainment attributes of the game, and strive to communicate a signal:
"Our game is also positive."
But is this useful? It is hard to say that Hunan Taiwan has worked so hard. The first phase of "Daddy Goes 3" went to the Red Revolution Holy Land. Dajun’s father Lin Yongjian is the actor of the General Political Song and Dance Troupe, who has shaped the image of countless revolutionary great men, and is also the awards and Spring Festival Gala. The frequent visitors, it can not stop saying that the broadcast will stop broadcasting.
7
When we look at the real background of the Tencent game in the past year, and then look at the "new creation", the perspective is much clearer.
Observing Tencent's specific examples of explaining new creations, there is a clear commonality.
Under the answer to the new Wenchuang, Tencent's official account took the example of "Journey to the West" to explain the new Wenchuang, saying that this traditional cultural classic can last for a long time because of various interpretations including games, movies, and animation.
In the speech of the UP conference, Tencent cited examples of the H5 works and the National Treasures of the Emperor Zhu Xi of the Ming Dynasty, and mentioned that the Eastern Emperor Taiyi in the "Glory of the King" made the traditional culture more recognized. Say the profound Chinese traditional cultural heritage behind "Foxboy Little Matchmaker" and "Under the One Man" and talk about the theme of the Forbidden City created in "Every Day Love Elimination".
In addition to the words, they are full of positive energy, and the game, animation and film and traditional classic culture are deeply bound and combined. Tencent also mentioned the digital culture of China, which is also the key word of the 19th.
"Pan entertainment" is not mentioned, because the orientation of this concept is not so correct. "New Wenchuang" has explained hard work, because you have to upgrade from pan-entertainment, but also to build high-rise buildings, but also to deepen the core of the classic culture. Even if Tencent is a master of concept, it is hard to say that it is round. A little bit.
So what is the new culture? Tencent is trying to add a few pieces of traditional culture and positive energy to the game anime. It is tightly wrapped. If there is winter in the future, let them not freeze in the winter.
Writing a new literary creation, read as a desire for survival.
How to create a cultural brand ?
cultural brand
In this era of fast-food consumption, people began to look for a link with temperature, pure touch with history, culture, land, and people, and emotional resonance with memories of the past. That is not the psychological satisfaction that high-priced boutiques can provide, but the touch of familiar temperature, the texture of the experience, the real brand charm through design and cultural creativity.
Two levels of brand marketing:
Competition for substantial interests: taste, service, environment, price;
Competition for emotional interests: culture, vision, stories, experiences, fans.
After this, the competition has been upgraded in all directions...
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<The value of Wenchuang >
In the era of fast-moving, Wenchuang has brought the brand closer to consumers and shortened the market cultivation period of the brand.
The bottleneck of the product itself - convergence, Wenchuang opened a new channel for the brand to stand out
Providing a new consumption possibility for impetuous modern people, interactive and emotional functions in the user experience
Personalized needs that are not waiting for me - 90, 95 are fully introductory. They have become "old" since childhood, and they have become more aware of the rules and values of the adult world. The language is more innovative and relies heavily on the Internet. Different, get psychological satisfaction...
SO...
The brand is "1", Wenchuang is "0", and "0" is constantly added.
The product is delicious, and the creation is fun.
The brand is the root, the creation is a flower, the leaves are flourishing, and the flowers look good.
The brand is congenital, the creation is the day after tomorrow, the innate decision is made, and the day after tomorrow is back.
The brand is “positive” and Wenchuang is “odd”, with a positive combination and a strange victory.
......
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< The original heart of Wenchuang >
Life is culture, whether it is nature, society, history, literature, philosophy, aesthetics, or drama, music, movies... These can be the creative nutrients that nourish the brand, you can see a lot of people, you can feel surrounded by beauty However, there is no deliberate and exaggerated. This is the best state of experiencing the aesthetics of life, and it is also the ultimate realm of Wenchuang.
"Book of Changes" said that watching the astronomy to change time, observe the humanities to become the world.
The cultivation of humanity in a society and an era is the result of people's deep cultivation and intergenerational transmission from generation to generation. Each era has a unique humanistic ecology. The cultural renaissance in the field of cultural creation is not the same as turning back the old road. Instead, it uses contemporary context and social environment to create works with humanistic meaning.
I don't know when, Wenchuang products and brands have sprung up in various industries, attracting everyone's attention and triggering the support and pursuit of consumers around the world. Seeing creation, palm grain, Awara soap... When I heard these names, the hearts of the young artists could not help but rush.
When designing products and packaging, they will work hard to make the products look like they are intrinsic; in marketing, they focus on communicating emotional values with consumers and presenting a rich look that is different from other brands.
The following pure dry goods
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<Text open up a brand Renduermai >
Wenchuang is not a sticker, it says the words 'wen' and 'create', and then put it on the goods.
While satisfying the basic functions, we will establish a connection with the spiritual world of consumers by digging deep into the culture, spirit and connotation behind the products; or giving consumers a new and pleasant consumer experience with subversive products and services, let The brand has soul and temperature, style and personality.
How to mine culture? How to subvert innovation?
Wenchuang brand business model
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1, three get through
This is the top strategy of the Wenchuang brand. Category, brand, and customer groups are all open. The category is to find the organization classification, the brand is to be differentiated, and the customer group is to whom to look.
Today's consumers are selected according to their needs. For example, business guests are invited to eat Chinese food. Friends and family may be hot pots, so the category is based on the needs of subdivided brands. The customer group is the cultural direction and content style determined by contemporary perspectives and values.
2, five-dimensional cultural mining
This part is the core part of the Wenchuang brand. Combine the cultural sources of Wenchuang brand from five dimensions:
Local culture: folklore, history, ceremonies, geography, phenology, stories, proverbs...
Celebrity endorsements: historical figures, legendary characters, brand founders, core figures, core teams...
Product culture: core products with unique resources, explosive products, and the completion of the core explosives to the high-margin transition;
Fan culture: It is the customer group culture, researching their immediate needs, and determining the need of the Wenchuang brand is not the function of the product, it may be “self-realization”, “participation”, “loading” or “self-portrait”.
Operating characteristics: starting from the characteristics of the model, the characteristics of the service, and the characteristics of the experience, and making it the core content of the brand culture, represented by Haidilao.
3, visual interpretation
Visual interpretation belongs to the landing part of the Wenchuang brand. It is to express the refined cultural genes in a visual form, and it is reflected in packaging, stores, publicity and even products.
Super symbol: Super symbol is the picture in the mind of the brand consumer. The word spit out in the mouth, the symbol is born in the field and space, and the transmission energy is far greater than the LOGO.
The design of the Wenchuang brand is reflected in two “Creating XIN”
Create a heart, tap deep elements, and make traditions very traditional
Innovate, integrate into the trend of the times, and make the tradition subversive
4, six sense experience
Three open, open the category, brand, customer group, this is the top design of the Wenchuang brand; five-dimensional culture and visual integration, is the design of the middle layer of Wenchuang brand, up the "three open", down The ground is a "six senses experience." At this time, the brand began to be full, we will cure the brand, let the brand take off, let the culture fall!
Landing to the storefront experience, starting from the consumer's tentacles, around the visual, auditory, smell, behavior, thought, sublimation to emotion, let the brand fully sublimate in the hearts of consumers!
< Wenchuang brand uses culture as a means to achieve commercial purposes >
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It should be noted that although we focus on the feelings and culture, our ultimate goal is to make profits. Therefore, if the Wenchuang brand is implemented in business, we need to examine the following issues:
First: The culture of the brand is not accepted by consumers. Is this culture connected with the emotions of consumers?
Second: Only culture and feelings are not enough. What kind of cloak should he wear, what kind of appearance should be presented to the consumer, and consumers should like him. Wenchuang is to find a balance between the entire culture and consumer needs, in order to have the ability to do business.
Heart sound
Chinese people say "three years old to see the old", this article is specifically written to the brand owners, because in the service experience of brand customers in these years, we found that the brand development, in fact, the dependence on the initial conditions is great! For example, the format, location, selection, equity... These conditions have been brought to the brand from the very beginning, and most of the future operations are irreversible. Therefore, the mission of this paper is to explore the brand through the path of “Wen Chuang”. Other possibilities; I hope that the practitioners of each brand will be able to be born at the birth of a brand!
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(To be continued, Xiao Bian is working hard on the book...)
If you are interested in this article, you can add attention, let's continue to explore
In a highly competitive market,
Marketing design has become the biggest competitiveness of the brand.
This translates into direct productivity.
Based on the analysis of business logic, we cut from the market perspective.
Let the products sell well and make the brand shine.
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