Brand advertising operation route: brand concept-big creative concept-creative strategy list-creative works
Brand advertising behavior requirements:
"Paying attention to consumers" is the basis of communication;
Only by "shaping personality" can we "build an impression";
"Shaping is a process";
"Brand advertising" is a "personality behavior" done according to the established policy.
Without creativity, the brand doesn't know what to do, and the designer can only be a gunman; With the awareness of brand building, there will be the fulcrum of originality. Designers no longer stare at a work, but pursue the ultimate goal of advertising investment under the guidance of the concept of big creativity: shaping personality, realizing impression, establishing position and improving market share.
(1) "Paying attention to consumers" is the basis of communication. In the industrial age of the 20th century, the main task of advertising creativity is to convey, which is called "telling consumers". In the information age of 2 1 century, advertising can only be spread by paying attention to consumers' desires and needs, and communication is an advanced means to achieve results in advertising today. Therefore, the correct concept of advertising creation today is "paying attention to consumers".
There are several reasons why today's advanced advertising concept will change from "telling consumers" to "paying attention to consumers":
1, the biggest feature of the information age is the convenience and speed of communication. Through the rapid spread of information on the internet, the popularity of a new product may be overnight. Due to the homogenization of product quality and the rapid popularization of new functions, if advertising is only to tell consumers about a product, it will definitely fall into the situation of advertising similar products. This is not a good way to advertise now.
2.2 1 century product upgrading no longer stays on the basic needs of the industrial age, and the role of advertising is not to tell people that washing machines have quick washing and dehydration, refrigerators have low-temperature quick freezing and so on. The creation of today's world is based on the realization of a new way of life, which is the demand and desire of consumers. So should advertising creation: from telling consumers to creating for their needs and shaping for their desires.
In the past, product advertising was about selling a commodity. Today's brand advertising is selling a unique brand concept, making a brand impression, which is the feeling of consumers. Only by paying attention to consumers, summarizing their needs and excavating creative materials can we create excellent advertisements that impress consumers.
Successful brand advertising takes mass life as its creative source, and transforms advertising demands into the contents of consumers' lives. It expresses a lifestyle and attitude, which not only completes the communication task between brands and consumers, but also makes it a dialogue platform between consumer groups. Because of the consistency of "paying attention to consumers" and "spreading", the central task of advertising creation today is to create a sense of satisfaction for consumers, create a reason for consumption, and finally have a sense of belonging to the brand-that is, me! Therefore, the creative concept of "paying attention to consumers" has become the creative basis of today's excellent advertising works.
(B) "Shaping personality" can "build an impression"
The formation of impression depends on personality. Without personality, you can't form an impression. For example, if a person is an ordinary person, it is difficult for customers to tell who he is, but tell his characteristics: he speaks slowly and rudely, and then the difference between him and others is highlighted, so we can easily identify him. The same is true for brands. Without personality, you can't leave an impression. Distinction is the characteristic of personality, and unique brand personality is the key to form brand impression. Therefore, we should strive to shape the brand personality and make a fuss about the distinctiveness. Of course, this unique personality must be loved by the target object and meet the needs of the target object.
"Shaping is a process"
The formation of personality depends on shaping, and its realization is a process of growing up according to the established policy. Perseverance is the law of "shaping brand personality". For example, if parents want to train their children to be painters, grandparents should take their grandchildren to the Academy of Fine Arts to sketch on Sunday instead of taking them to the gym to practice somersaults. This is called unifying principles and routes; Then, in the effervescence of the Academy of Fine Arts, the children began to make progress, during which many stories of "their painters" told by the old people with great interest occurred. This is the so-called process. With the enrichment of these "own stories", the brand began to become vivid and simulated.
If the policy is only established without careful shaping, then the self-boasting policy will certainly not be appreciated by consumers, because that is what customers say, not what I think. Therefore, it is difficult for brands without unique personality to leave memories and impressions in their hearts; A brand without personality will never become a brand recognized by the target consumers.
(d) "Brand advertising" is a "personality behavior" according to established policies.
"Brand advertising" can't stay on the vague concept of * * *. In order to deepen the brand imprint, the ingenious creative technique is to let the audience easily distinguish who is talking about sweetness from the dynamics of "eating watermelon" ("impatient" or "gentle") even when expressing the function of "sweetness". Some people say that I have been advertising brands for a long time. But let him answer "What is the customer's brand concept?" "What is the difference between the customer's brand strategy and other brands?" But I can't answer. Without "the establishment of ideas", "the established policy" and "the control of strategies", how do customers want advertisements to go? Is it better than today's competitive demonstration, and tomorrow you can make a different kind of idea? Can such advertisements also play the role of brand memory?
How can an advertisement without memory impress people?
Where does the brand without impression come from?
Without the establishment of status, how can there be a market?
Advertisements that cannot expand market share
-that is, losing money to let advertisers play creativity;
-that is to lose money and let the media charge;
Brand owner: How can customers take it lightly? (1) Brand concept-formulated according to the needs of the target audience, which is the support behind the function. For example, the function of a bank is to deposit and withdraw money, but consumers are choosing a service when they choose a bank. Then, we should write the brand concept on the service and make it according to the service commitment. For example, "the feeling of home", then the brand concept of a bank may fall on "consideration".
(B) the concept of big ideas
-Distinguish yourself from other brands through creative shaping according to brand personality. For example, "consideration" is explained by "intimacy in the office" and "feeling at home" respectively, and the taste is different. Assuming that the clothes of China Bank are in suits and ties, and the taste of Industrial and Commercial Bank of China is in the style of Chinese tunic suit, then the ways of "more foreign style" and "traditional affection" are different, and such advertisements are the ones that stand out. Therefore, shaping the abstract concept of * * * and enriching oneself through personality characteristics to show obvious differences have become the behavioral characteristics of today's cutting-edge advertisements.
Therefore, besides putting "brand idea" at the core of "enterprise brand strategy", we must also formulate "big creative idea" in advertising behavior, control the advertising direction with "big creative idea" and make the idea vivid with personality characteristics. The concept of big creativity is a behavior guide for brand building and a restriction on free play. Under the guidance of the correct concept of big ideas, it is also necessary to make a list of strategies that are in line with big ideas. Only through strategic control and creative accumulation of countless advertising works can the brand concept become a concrete image and live.
The same advertising is definitely a waste of money. Experienced creative directors will understand that Nike's "concrete actions that can't be killed by falling" can't be used in Adidas advertisements, because Nike is expressing personality with perseverance and boldness, and Adidas is always related to melody. In real life, people who wear "Nike" will also wear "Adidas", and different desires will also be reflected in the needs of the same consumer. Therefore, in creation, we don't use "Nike" to play "Adidas", but through personalized publicity, so that the audience can easily identify customers.
After watching the follow-up work "Giant Baby" after the success of Sony Entertainment Station "Nipple", we can feel how internationally renowned brands consistently follow the concept of big creativity. The plots of the two works are different, but they also convey the "strangeness and madness" of the game process. When local brand advertisements can also show obvious personality characteristics, and can also make the target recognize home when he sees the works, and can also recognize the lifestyle and attitude conveyed, then our advertisements will leap to a new platform. Attitude includes serious and responsible professionalism: responsible for consumers, responsible for enterprises and brands; Attitude also includes loyalty to the country and the nation and respect for the world. In order not to let "Made in China" stay in the position of the world processing factory, China enterprises began to go global. Along this step, building a China brand recognized and loved by consumers all over the world has become the core task of China advertisers and personnel training. (1) This brand is China.
We will all agree that the country is the soil for the survival of brands. Without the strength of the nation and the prosperity of the national economy, the brand has no support and status. On the other hand, a country's economic strength and independence cannot be without prosperity, because it is the impression people leave in their minds through intuition and association, and in this economic entity that can make people associate and impress, brand is one of the important impression points and endorsements. If the brand is a grass, it is weak; However, if a tree is planted and grows into a forest, it can fight the storm.
After 25 years of reform and opening up, China, an ancient land, is full of vitality. This fertile land with 5,000 years of civilization moistens and inherits the brand as a rich source of national culture. The combination of cultural foundation and economic prosperity will add a unique color to the lush green and show more charm. Therefore, the connotation of national culture, as the inheritance of China spirit, is the source of brand survival in brand building.
(B) the role of art in design can create a close experience for "enriching brand personality" and "improving the aesthetic taste of design"
1. By inheriting the essence of human art, applying traditional beauty to modern life can enhance the sense of design;
3. By absorbing the essence of modern art, the functionality of design can be more artistic, and the connotation shaping of brand can meet the desire of consumers (target audience) to surpass function;
3. Brand advertising is the product of modern economy, and its performance should not only realize the establishment of national style through the interpretation of tradition, but also realize irreplaceable personality style; It is also necessary to inject a sense of trend and modernity into brand building by grasping the taste of modern art, because these are additives and lubricants that can promote the quality of human life.
(3) Open mind and tolerance To be an international brand, we must have the open mind and tolerance that has existed since China's reform and opening up, dare to seek laws and commanding heights in the market economy model, and learn from experience. The consistent pursuit of advertising is to impress the audience, and the premise of impressing is to be noticed and leave a good memory. In Cannes, "Feeling" (Sony Entertainment Station 1999), "Personality" (Fox Sports Network 200 1), "Communication" (Nike Skateboard Series 1998) and "Simplicity" (Volvo Safety Pin 1996). Take it as a coordinate, not because it comes from the west or the east, it doesn't matter whether it is a white cat or a black cat, but because it pays attention to and absorbs the shocking communication patterns and laws hidden behind the works, which are innovated and cultivated with the development of the times.
(d) "China brand"-where is the strategic list of customers? What is the customer's brand concept?
brand building
Looking back, there are not many brands in China, let alone what the concept is. How to personalize without brand concept, how to make people remember without personality, how to gain brand impression from advertisements by constantly changing strategies, and how to have status without brand; After China's entry into WTO, all competitions will start at the same starting line. Isn't it the first step for China to formulate its own brand concept and throw it out?
Kevin Roberts, CEO of Shi Sheng Global, has strong interest and confidence in the China brand. He wrote in the article "This brand is of course China":
"I want to introduce a brand to you now, and the era of this brand is coming soon. This brand has a series of attractive values, and I am very willing to seize it and shape it into a very attractive global idol. The value of this brand is eternity, wisdom, mystery, harmony, creativity, vitality, high IQ, high technology, diligence and pragmatism.
"This brand is cool. I want to be a part of this brand. For a consumer, it has the quality I am looking for. Its value means richness, profundity, philosophy and charm.
"As a consumer, I have high expectations for this brand. These values are not available to western businessmen, and the uniqueness of the west lies in its 5000-year cultural heritage. Centuries ago, it invented paper, printing, gunpowder, mechanical clock, acupuncture and compass. ......
"Western consumers are looking for such brand value. At the same time, this brand has also given customers the hope of a new China, the excitement of recreating their own country and the charm of returning to the center of the world order it originally occupied. "
(E) the pillar role of culture in "brand personality shaping"
In South China's Guangdong Province, in order to form brand competitiveness and build regional international brands, local resources (regional fist products) are being integrated. In this process of integration, Chinese flavor has joined the regional culture, because "she" is an important feature to avoid homogenization and an effective element to communicate with the world. This shows the pillar role of culture in "brand personality shaping". China has 56 ethnic groups and a rich and colorful traditional culture. Five thousand years of Chinese civilization has contributed great wisdom to human progress. Today, the peaceful rise of China has become a story in the process of world modernization. China brand with modern flavor and China flavor will surely bring more and more beautiful feelings to consumers all over the world.
(vi) Research focus
1. Seek experience and rules from the advanced model of international advertising "brand building";
2. From the perspective of personality, pursue and think about the value and influence of the deduction of national style on brand memory and word-of-mouth accumulation;
3. From the point of view of human nature, explore the touch of creativity on the mind and the resulting power;
4. Pursuing the aesthetic taste and visual shock of the works from the expression technique.
Only through unremitting efforts, will there be great brands recognized and loved by the world, and such a China brand will surely transform the impression of "Made in China" as a "world processing factory" into a powerful force of "China brand" and become a national symbol and pride like Sony.
(7) Communication and values
1. The book Why Culture Is Important is co-edited by two senior scholars from the School of International and Regional Studies of Harvard University and Professor Huntington, the chairman of the school (translated by Li Zhenchang, a senior translator from Taiwan Province Province, and Lin Cishu, an associate professor from the Department of History of Soochow University, and published by Taiwan Province Province in 2003), 24 professors in anthropology, politics, economics, international trade, history and philosophy of China, and economists. Well-known newspaper reporters and columnists from more than ten universities in the United States discussed the topic of "why culture is important" from seven parts, and regarded "this seminar as a major understanding that a theoretical and applied research plan should be implemented with the goal of integrating values and changing. The results of this study will serve as a guide to the transformation of values and attitudes, including practical methods to promote progressive values and attitudes. "
2. American scholars' expression of "beliefs, attitudes and values for promoting prosperity" is manifested in three aspects: first, the concept of "economic culture" is put forward; The second is about "the way of thinking of productive forces"; The third is to grasp and judge the "two types of values".
(1) American scholars believe that "attitudes, values and beliefs are sometimes called' culture', which plays an unquestionable role in human behavior and progress." "In economic progress, it is called the role of' economic culture'. The definition of economic culture is the beliefs, attitudes and values of individuals, organizations and other institutions in economic activities. " And "many economic cultures are directly or indirectly learned from the economy. These beliefs, attitudes and values are not entirely out of self-interest or economic interests, and some are purely social or moral choices. "
⑵ American scholars put forward "productive thinking mode", including: "the general belief of the masses in the foundation of prosperity", "the cognition of individuals and organizations on the road to success", "prosperity and prosperity come from productivity", "productive thinking mode is beneficial to society" and "productive thinking mode promotes a whole set of attitudes and values: innovation, competition, reliability and high standards are all good; To invest production capacity and technology; Employees are assets; Establishing industrial groups is a competitive advantage; Cooperation with suppliers and customers can be mutually beneficial; It is necessary to establish a cooperative network; Education and technology can improve productivity; Increased productivity will increase wages. "
⑶ American scholars divide values into two categories: inherent values and auxiliary values. He believes: "No matter what gains or losses, we will defend our inherent values. Patriotism, a value that must be sacrificed, is sometimes harmful to personal happiness. Despite this, how many people in history would rather sacrifice their lives to defend the country. "
Think: "All economic values are auxiliary." "The values that drive investment should not be for the essence of the economy, otherwise the values will disappear after the economic success. After a country becomes rich, there must be something else in the value system besides the pursuit of wealth, so that the power to create wealth will not disappear. These non-economic things may be foreign aid, disaster relief, security, Excellence, prestige, and even the establishment of an empire, as long as the desired values can be maintained. "
It is believed that "economic development can be said to be a cultural process." "Values in the cultural field are called' moral standards'. Behavior that conforms to inherent values and is accepted by the public is called' morality'. A moral person, his behavior conforms to the inherent values. If a country achieves economic development and conforms to non-economic values, we believe that this kind of economic development is ethical. "
3. Discussion on "Our Values": In today's China society centered on economic development, our values are bound to be related to the 5,000-year civilization and the modernization process after the reform and opening up. Without tradition, we have no roots; Without reform and opening up, we can only be bound in poverty. Our national interests are based on national prosperity and people's happiness; Our brand building communication language also needs to be related to these two things-rich cultural heritage, once the world center, the awakening of dragons, the well-off life of 65.438+0.3 billion people, and the most remarkable thing is that the mental outlook of China people has taken on a new look. In recent years, in the communication with foreign scholars and advertisers from Hong Kong, Macao and Taiwan, the most frequently heard comment is that Chinese mainland people are full of confidence and hope, knowing from their mental outlook that they have aspirations and are full of expectations for the future. Since we have a vision, we should focus on the future and have the concept of sustainable development to protect resources and the environment. We should not eat our children and grandchildren and destroy our land and traditional treasures for immediate interests. Because resources are limited and people's desires are infinite, we should do a good job in coordinated education of sustainable development (text: Wu)
Today, when China opens its doors to the world, values have become a platform for us to communicate with the world, and we must not ignore them when advertising communication. Therefore, by defining ourselves, we should establish a thinking system that conforms to national interests and world rules (that is, a value system that conforms to our economic interests, advanced culture and legal standards), actively participate in the process of world development with our own values and attitudes, and firmly express our attitude: there is connotation, taste and culture here, how to influence others, and how to win the hearts of world consumers.
We have an enviable Chinese fine tradition and rich background, and the joy and enthusiasm of the people of the whole country to run towards a well-off society. If you add the manners of obeying the rules and the communication language based on this platform, the spirit and connotation of China brand will be recognized and loved by the whole world.