First of all, let me introduce this great company-Huahua Marketing Consulting Company, which started as an advertising company. They changed their direction for two reasons: on the one hand, they were dissatisfied with the advertising industry, and Party B knelt down and begged Party A; On the other hand, they feel that advertising should take precedence over products, and they have figured out how to sell products before manufacturing them. Summarize what their company has done in the author's words: Huahua = strategic consulting company+product development company+advertising company. They entered through the door of advertising, and at the same time realized a series of top-level designs such as product development, product structure design and enterprise strategy formulation.
The framework of the author's thinking in the book is based on ancient military wisdom, so as to look at the problems of enterprises in the market now, such as Crasa Weitz, Sun Wu and Fuller. In addition, some linguists and communicators are cited, such as ludwig wittgenstein, Harold kiness, Walter Weng, Wang Fuzhi and Wang Guowei. He also talked about the methods of China and China, but they are all based on the theories left by predecessors.
Let's formally share the contents of this book for everyone:
When I see the super symbol in the title, the first thing I can think of is to establish an identification system that is different from other competitors, so that the audience can recognize you at a glance in the market. The definition given by the author is:
In other words, we don't need to create new things. We only need to graft this "power" on the brand, and we can instantly awaken the internal memory of consumers, establish brand preferences and stimulate purchase decisions. We have been talking about brands, so what is a brand? At first, the word "brand" originated from people's brand on cattle, which was used to distinguish cattle from different families. What brand is this? This is just a symbol. So what we are talking about now is that enterprises should establish their own brands, which is essentially to establish their own "symbol system". Brands either start with symbols or become symbols, usually both.
Let's look at the publicity again. The book quotes the definition of Encyclopedia Britannica:
In this definition, we can see that propaganda uses a symbol system. As far as national propaganda is concerned, this symbol system includes words, gestures, flags, monuments, music, costumes, badges, hairstyles, banknote patterns, stamps and so on. Brand is also a symbol system, which is not essentially different from the national symbol system. It's just that the role of national symbol is to govern the country, and the role of brand is to sell.
Man is a symbolic animal, and symbols bear the meaning of light or dark, which deeply affects people's behavior, or symbols control people's behavior and are the driving force of our consumption. We should learn to deeply understand the relationship between consumption and symbols, and look at the consumer goods around us, and you will find symbols everywhere. In addition, they have a far-reaching impact on your buying behavior. Some symbols are natural symbols, and some symbols evolve, precipitate and evolve into symbols in the process of consumption.
It should be emphasized that the definition of symbols is very broad. The symbols mentioned here are not only trademarks, but also corporate logo and UI systems. The symbols mentioned here refer to all visual images, auditory symbols, tactile symbols, taste symbols and olfactory symbols with bearing significance.
Give two examples: Coca-Cola's glass bottle, the classic shape, evolved from the symbol of female body when it first appeared. It borrowed that symbol to make people like the shape of the bottle, but when it became the first brand in the world, the bottle evolved into a symbol. Wang Laoji's red jar evolved into a symbol of herbal tea, and then Jiaduobao was forced to switch to a golden jar.
Since the super symbol is so powerful, how to find it and bind it with the brand? People have five senses: sight, hearing, smell, taste and touch. These five senses are the five paths of brand symbolization.
① Vision first
Most of the symbols we usually say refer to visual symbols. Generally speaking, the brand symbol is still visual first, and most brands in our memory have visual impressions first. And this can be relayed, for example, you will know that it is Adidas with three bars, and you will know that it is Nike with a hook, but let you describe the logo of other sports brands in China?
Listening is not necessarily the second.
Why put forward "Listening is not necessarily second"? Because at present, enterprises pay far less attention to auditory signs, and there is still great potential. ? Hearing can activate the listener's ears and mouth at the same time, and it is passed on from mouth to mouth. Communication between consumers is also the transmission of communication. It's not eye contact, it's mouth to mouth. Not sight, but hearing. Auditory thinking is the key to advertising creation.
③ Smell symbols and taste symbols.
A good example I can think of about this part is the bakery in the front shop and the back factory. They will specially pump the smell of bread made at the back to the store to distribute it to attract more customers. Some hotels and shopping malls also have special scents, just to arouse the audience's olfactory memory. Do you still remember that I mentioned in the previous "Brand Brainwashing" that marketers are marketing the smell, hearing and taste of the fetus? (Click to view)
④ tactile symbol
Some linguists believe that touch is the first language of human beings, and babies need to be touched at birth. They can read and touch. In my opinion, in the middle of basketball free throws, teammates' mutual high-five and physical contact also played the role of physical communication and positive psychological suggestion.
To sum up, the five senses of vision, hearing, smell, taste and touch can build a brand symbol system, and choose your most prominent place according to the characteristics of your product. At least, don't lag behind in vision and hearing. The choice of visual symbols, the standard is unforgettable. The choice of auditory symbols is based on familiarity. We always talk about communication, but Huahua said it should be called "broadcasting", and only broadcasting can spread. The key to communication is communication. Vision can only be broadcast, and hearing can be broadcast. The key to the success of visual design is auditory vision, that is, descriptive vision and oral vision. Visual communication is to enable the visual elements you design to start auditory communication.
The significance of symbols is to reduce the cost of brands-the cost of being discovered and the cost of being remembered. The price of being found is that you are more likely to be found when you walk with others. The cost of being remembered, generally speaking, the cost of remembering concrete things is lower. The secret of low memory cost is the combination of vision and hearing, and the symbols that can be described are easy to remember, such as Adidas and Nike mentioned above.
In short, if consumers buy it, it is the brand's super discourse. Test it with two questions: can you make your affairs clear in one sentence? Can you motivate consumers to buy our products and services in one sentence?
Interpretation is subjective and objective. Clarity is relative and persuasion is absolute. To be clear is that you think you know, but you may not know. You think you have made it clear, but your colleagues don't, so everyone is arguing in the conference room about how to make our company clear. So speaking clearly and listening clearly are subjective and uncertain. Persuasion is objective and absolute. He moves when he moves, and he doesn't move when he doesn't move. Touching is a heartbeat, which needs to be put into action eventually. When the customer came, he came. He won't come unless he comes. If he buys, he will buy. He won't buy it unless he buys it.
Let's talk about it. Let's talk about it. Talk about it. Communication studies pay attention to three levels: clarity, persuasion and persuasion, but these are not three stages. To persuade, you don't need to be clear and you don't need to be persuaded. Persuasion is a tangled pursuit. You shouldn't always try to convince consumers. The more you want people to "serve", the less they will "serve". Why should I serve you? Since our aim is to persuade him, we will study ways to make him "move" rather than "persuade" him. Therefore, the hyperbole grammar mentioned here is the persuasion method, focusing on the purpose of "persuading consumers" and exploring the solution in one sentence.
It is difficult for us to focus on persuasion, and the goal is to make it clear and convincing. Goals and objectives are two levels. To achieve a goal is to achieve a goal. The goal is the key, and the goal is just the means. To achieve your goals, you don't have to go through the goals you set.
Huahua's method uses the twelve-character policy to describe the creative requirements of brand super discourse: "Be clear at a glance, feel at home, and spread like wildfire." In communication, "at a glance, feel at home" is the effect of broadcasting. "Spread like wildfire" is the effect of communication, the effect of communication-free, fast, wide and far. As a result, super words, like super symbols, activate consumers' memory treasure house by directly using human cultural words, and get an instinctive reflection, thus obtaining the effect of "overnight, making a new brand an old friend of consumers and immediately establishing brand preference". We will continue to say "move": one move is to make consumers impulsive and act after hearing it; The second move is that this sentence itself can be moved, consumers can think of it at any time, can use it, and are willing to tell others and be communicators for us. In addition to the two movements, there is a third movement. If your employees want to move, will they talk about it at any time?
So, what should super discourse look like? First of all, it must be spoken English, because communication is a phenomenon of spoken English. In communication, we can say that written language is useless because people can't convey it. It's no use just broadcasting, not transmitting. Many copywriters we usually see will make this mistake, which is obscure and pretentious. Such a copy is hard to cause * * *, let alone spread. When I was traveling in Taiwan Province Province, I found that they can not only design the plane posters beautifully, but also make the copy cute and colloquial, which will really be touched.
In oral culture, the acquired knowledge must be repeated frequently, otherwise it will be forgotten because there is no written record. This fixed and formulaic thinking is people-oriented creation. Walter Weng, a communication scientist, gave an accurate evaluation and enthusiastic praise to the formulaic language of spoken language: formulaic language helps to enhance the sense of rhythm and memory. Rhetoric is a fixed phrase, which is easily passed on from mouth to mouth. Stereotypes are not accidental phenomena in oral culture. They come one after another and emerge constantly, which constitutes the essence of thought.
Hua Hehua said that marketing communication is "the linguistics of speaking". The essence of communication is not "communication", but "broadcasting". We should mobilize consumers to spread for us. Brand super-discourse is not that I say a word to consumers, but that I design a word for consumers to pass on to their relatives and friends. Advertising language is not a sentence I said, but a sentence designed for consumers. So "jingle" is used precisely because it is the primitive instinct of human beings for tens of thousands of years!
As mentioned above, super words should be spoken words, idioms, proverbs, jingles and unwritten words. Next, I will talk about declarative sentences and action sentences in superdiscourse. State the facts directly, ask for action, don't be empty and don't deliberately. Brand super discourse, either state a fact with a declarative sentence; Or use action sentences to ask people to act. You should have specific content, say what the facts are, say one thing, and don't say nothing. Say what you want people to buy, don't ask for it for nothing.
In China and China, superwords are higher than superwords, moving from one sentence to one word; From conquering the world in one sentence to conquering the world in one sentence. This book uses the example of Obama's campaign, when he defeated his opponent Hillary Clinton with the word CHANGE.
Product naming, enterprise naming and children naming are all manifestations of a super discourse.
What is the first principle of naming? This is the cost. We want low-cost names. How can the cost be low? Low communication cost, low communication cost, low use cost and low marketing cost.
The essence of naming is low cost, summoning and directive. Calling is the initiative of speech. It can summon the value of the brand, for example, Land Cruiser (an SUV of Toyota) can summon its value, but Land Cruiser can't; It can call customers, for example, land cruisers can call customers, land cruisers can't. The cost is that its memory cost, communication cost and understanding cost are very low. For example, the name Land Cruiser has low cost, while Land Cruiser has high cost.
Naming must be auditory words. When we talk about hearing again, it is precisely because of this fact that communication is a spoken language phenomenon and an auditory behavior. Whether it is calling or low cost, enterprises are required to use "auditory words", which should be clear at a glance, not only at a glance.
When we think about market strategy, we should make a positioning for our own enterprises, brands and products. However, before positioning, there is a more basic thing-definition. Give a noun explanation to your enterprise, brand and product. Definition thinking is a way of thinking and an expression format, that is, suppose your company name, brand name and product name are compiled into Modern Chinese Dictionary. According to the dictionary format, how do you write that one? Now do a test, list the company's nouns, recite your own company's noun explanation, and then ask your colleagues to make their own enterprise noun explanation. Do you give the same definition? If everyone gives a different definition, it means that when we discuss in a meeting, each of us has a different definition of the words we use. This is why although we use the same language, we still speak like chickens and ducks, with the same language and different words! Our communication cost is very high, so we can't expect the meeting to be fruitful. Even if there is a "result", there is no guarantee that everyone's understanding of the "result" is consistent, which is why 90% of the meetings are invalid. This reminds me of a new marketing director in the company. When he went to the branch, he told us all the basic things of the company, always emphasizing the definition of the company's main business and what our core is. And it will be emphasized from time to time that everything sent out should be unified. Only when everyone has a unified definition can they speak on the same channel.
The above-mentioned methods of brand super-symbol, brand super-discourse and brand super-discourse all revolve around one idea: reducing the cost of marketing communication. It can be said that the China-China method is a way to reduce costs with creativity. All the thinking of Huashu revolves around two angles: cost and investment. This is the thinking angle of enterprise management.
This sentence is great. It tells us why we should be creative. The essence of brand is to reduce the marketing, selection and supervision costs of enterprises, consumers and society. We should learn to look at all business problems from the perspective of cost, and all problems can be summed up in reducing costs. Lower production cost, lower marketing cost, lower management cost, lower communication cost, lower research and development cost, lower labor cost and lower strategic expansion cost. ...
Brand is also a cost mechanism. First, reduce the marketing cost of enterprises. Second, reduce the choice cost of consumers. Third, reduce the cost of social supervision. The epistemology of brand cost theory aims to master the methodology of "creation cost method" and know how to create around the idea of reducing costs in each creation link. All brand design and creative work are based on cost reduction, and the core of brand strategy, brand naming, brand logo, product packaging and advertising is cost reduction.
Therefore, to sell anything, we must first consider how to enter the consumer's choice sequence. Whoever can reduce consumers' choice cost can reduce their own marketing cost.
The essence of logo-reducing cost-reducing the cost of brand identification, memory and communication. Signs, like naming, are born to reduce costs. Logo is to reduce the cost of names. Consumers have a task, a memory task: remember that our logo corresponds to this name. Logo design should help him complete this task, instead of turning one memory task into three: remember the name, remember the logo, and remember that the logo is the name. That will increase the memory cost of consumers. If you put forward a slogan, you need another sentence to explain its "connotation". Throw away the slogan and use the last sentence directly. If you design a logo, you need to write a logo definition to explain it. Throw away the sign because it can't even explain itself. What else does it mean?
What cost can packaging design reduce? The first is the display cost: the cost of being found on the shelf. Going to shops and shelves is the first step in the packaging design process. Because the essence of packaging design is not to design this package, but to design the whole shelf. The rest of this shelf has been designed, and only this small piece of design right occupied by our packaging belongs to us. We hope to make our products stand out through this small design. You don't have to read any reference materials, but you must read the book rack. Because you don't know what 99% of 100% is, how do you start designing this 1%? This reminds me of going to an entrepreneurial base some time ago and chatting with an entrepreneur who does packaging design. I'm curious how the packaging he designed looks so ordinary, not as novel as what you see in ordinary magazines. He told me in a word that my packaging is very practical and can directly increase sales. If it can't bring practical results, what's the use of a good design? So the great design in foreign design books is not the standard, but the design on supermarket shelves is the standard. Because of those "great designs", they often can't survive on the bookshelf and can only sleep in books. And everything on the shelf is the winner of big waves and sand washing.
The first level is to highlight the products on the shelves just mentioned, and the second level is how to organize the symbols and information on the packaging to improve the efficiency of packaging sales communication. This is also an important way to reduce marketing costs through packaging design, which China and China call: Let the products speak for themselves!
In packaging design, we should have a belief, a firm belief: I have no advertisement, and no one has heard of me, but as long as my packaging is on the shelves, it can speak for itself, communicate with consumers quickly and sell itself. If my packaging picture is put on the web page, it will be exciting without clicking on a big picture! This gives play to the power of packaging. This can reduce the marketing cost through packaging design. So packaging design is the biggest marketing plan.
Nowadays, people shoot advertisements with a length of 30 seconds, and then edit the versions of 15 seconds and 5 seconds, so 30 seconds is a complete story. Hua and Hua said it was wrong. They think now is the era of 15 second TV advertising. Why 15 second? Because the broadcast cost of 15 seconds is half that of 30 seconds, and the delivery cost of1000000 becomes 50 million. If you insist on using it for 30 seconds, it means you have to spend 50 million more-it's too expensive! Everything should be considered as15s, and all problems should be solved within15s. Television advertisements are not "telling stories", but "playing tricks" and "product performances". What's the trick? The trick is to make you stare, listen to every word, accept all the opinions you convey, and tend to accept the conclusions you provide!
First, let people remember what the brand name is; Second, let people remember the appearance of goods; Third, give people the reason and impulse to buy; Fourth, establish brand symbols and corporate strategic advantages. In TV advertisements, products are the leading role. All advertisements should focus on the product because everyone is here to serve it. Without it, nothing else exists. What is the standard of leading role? It is the most scene. So creativity can't take away the scenes of products. We invest in advertising to sell products, not to entertain the public. A celebrity spokesperson can't rob a product play. We invited the star to set off our products, not to worship him.
China's and China's corporate strategy thoughts are deeply influenced by military strategists such as Sun Tzu, clausewitz and Giomini.
The reason why an enterprise can survive, no matter what business model, lies in its value to society and becomes an efficient part of the social operation mechanism, so society allows it to survive. Otherwise society will be eliminated.
Three levels of corporate social value: fist products, authoritative experts and dream incarnations. The theory of enterprise social value is to formulate strategies based on enterprise social value, and it is divided into three levels.
Huahua pointed out that all industries are consulting industries, and all companies are consulting companies and consultants to customers. If you are a toothpaste manufacturer, you are an oral health consulting company; If you are a company that produces chemical fertilizers, you are a high-yield crop consulting company. B2B enterprises are consulting industries, and even undertake the responsibility of product research and development for customers. For example, toothpaste with new flavors is mostly developed by flavor companies and proposed to toothpaste companies, not toothpaste companies. Flavor companies do market research, develop new toothpaste, and sell this toothpaste scheme to toothpaste companies, so as to achieve the purpose of toothpaste companies purchasing flavors from flavor companies. Therefore, it is the secret of B2B business for companies that do customer consultation, provide market consultation and do new product research and development for customers. Here, consultation is free, but it is the key to product trading.
Think in the way of consulting company, and you will know your "product" again. You provide products and information to customers. So, what is the relationship between the products you provide and the information? People often say that customer stickiness, product experience is a kind of stickiness, and knowledge dependence is a broader and deeper stickiness. In terms of knowledge dependence, there is also an important thinking angle, that is, "to be a reliable speaker." That is, whether to plan and implement "making enterprises become reliable professional speakers" as a long-term strategy.
I also took a research class in college, but after I finished it, I forgot everything except doing a research questionnaire for my semester assignment. Hua and Hua's research is something I have never thought of before.
First of all, it is clear what the purpose of the study is, one is decision-making reference, the other is creative inspiration. Looking for reference and inspiration is the purpose of our research, but looking for "basis" is not the purpose of our research. Among the research results, the least valuable is the research report. You can get nothing from reading the report, but what you get is the summary of the person who wrote the report. If you don't go to the scene yourself and don't get into the habit of always being on the scene when something happens, you are not a qualified businessman. The key to research is to understand the story of consumption. There are time, places, people, processes and emotions in this story, which can be vividly remembered. Because the planning of products and marketing is the script of writing consumption stories. If you don't have stories in your head, only data, you can't do anything.
You have to do your own research, not send out questionnaires. If you want to go to the grass roots, go to the store and talk to the clerk. No research method will bring more things than conversation, so you must have a deep conversation with the shop assistant. Don't ask "scientific" questions when talking to the clerk, ask home-cooked questions. In fact, when you ask anyone, don't ask "scientific" questions, but ask home-cooked questions.
In addition to our daily market research, Huahua also mentioned an industry competition history research.
All disciplines are history, and today's understanding only represents the history of this discipline. Mathematics has a history of mathematics and physics has a history of physics. An industry has also gone from the past to today. The wisdom, experience and lessons of generations in this industry are all in history. So when we face any industry, we must first look at its history. We should not only be familiar with its China history, but also understand its world history. The more historical materials, the more creative. Next, narrow the historical scope to the domestic market, the history of competition in the past decade. The history of industry competition is what all brands have done and changed in these years. Study the actions of various brands and changes in the market competition situation. What happened in the market in 20 12 years, what happened in 2009, what happened in 2006, and how to integrate the growth and decline of these brands in recent years, we should study this problem very carefully.
For consumers, no matter how much they know, it is not too much. Huahua divides consumers into four roles, namely, four consumption stages, four situational contexts, four different time, place, information, reaction, purpose, way, content and so on. These four situational contexts are: 1. Before purchase; 2. Under purchase; 3. In use; 4. after use. Corresponding audience, buyer, experiencer and disseminator.
If you haven't paid yet, you can't call consumers, you can only call viewers. Awakening the audience from confusion is the first essence of communication. How to wake him up? The first is excitement. Stimulate and make him reflect. What kind of reflection is the most effective? Make an instinctive reflex. Therefore, the most efficient communication is to stimulate the instinctive response of the audience. It is the most important and efficient thing to let him find out that what you have to say is related to him in the first second. You should find the points and words that he can best embody, and choose the points and words that you want him to embody. It is very important for the audience to make a reflection, that is, to let him immediately feel that this matter is related to him and highly related.
In purchasing, you need to win the terminal. Where is it? Product packaging is the biggest medium. Use symbols to stimulate the instinctive reaction of shoppers. Use shelves as advertising space. Make a copy of the package into a shopping guide. Let products speak for themselves, and let packaging become a shopping guide. Packaging design creates display advantages. Use the product structure to occupy a larger counter and create more sales opportunities. Shoppers' reading of product packaging is serious and rational. All the copywriting on the package should point to the value of your product, and you should make sure that the copywriting on the package is worth spending money. Colors are like fighting, symbols inspire instinctive reflex. This is only the first step. Next, start a quick and serious communication with him immediately.
The process of use is also the process of experience. The experience economy methodology of service industry divides consumption into three parts: before coming, make expectations. Customers come for expectations. Here, I have a surprise for you. Satisfaction is defined as exceeding expectations, so expectations and surprises should be designed accurately. The surprise here is to design the emotional climax of the whole time process node. Just like watching a movie, three minutes should have a wonderful point. When you finally arrive at an amusement park and your mood reaches its climax, the next link must be a souvenir shop, because this is the easiest time for you to save money.
After the final use, that is, after the tourists leave, they want a memory and are willing to say it. At the same time, you must design a "souvenir" that you will buy back. When writing a product copy, we should not only think about how to introduce the product to buyers, but also how to let used consumers spread my product and how to let consumers describe your product to others in the same language as you. what do you want to do? You should make sure that the language you describe is beyond doubt and there is no misunderstanding. Moreover, these languages and copywriting are the easiest to remember.
The role of consumers as communicators is a key point of China-China method. It can be said that all the design and advertising creation of Huahua are based on how consumers spread themselves. The more consumers can spread things to others, the more we can spread things to consumers.
Summarizing the methods of China and China, I want to sum up our thoughts and academic system in two sentences, one is "human culture prototype, brand super symbol" and the other is "brand discourse system, the highest power of the market". Our knowledge is "brand semiotics" and "enterprise discourse".
Hua Hehua said that top brand design: everything is the same thing. The essence of the product is the reason for buying, and the reason for buying is one sentence or even one sentence. Product development is that you put forward a reason to buy and then use a product to realize it. Or you can come up with a word and then use a product to realize it. China-China method is a creative method of strategic marketing and a method of reducing marketing cost. All the ideas of Huahua are closely tied to the basic point of "reducing costs". Whether it is super symbol, super text or super text, it reduces the marketing communication cost of enterprises to the maximum extent. "Huahua" method is a method to reduce costs in all aspects of enterprise strategy, brand strategy, product development, packaging design and advertising creativity.
The notes in this book are difficult to write well, because the theories put forward in it are very systematic and comprehensive, each chapter is interlocking, and everything is incomplete without anything. Even if there is the original text in the book, I have sorted it out for a long time, for fear that my understanding is not thorough enough and my writing is not comprehensive enough. It took eight or nine hours to organize this reading note intermittently, and at the same time, I reviewed it again. In short, it is worth picking it up and watching it several times.
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