How to create a cultural brand ? - marketing2050’s blog

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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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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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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