And "blue blood spirit" surprised me a little. For me, such words make me uncomfortable and have a strange feeling. The advertisement of the project explains that "blue blood spirit" is "aristocratic temperament", which was popular in European courts in19th century. According to the Yahoo Knowledge Center, there has been a long-standing saying among Costa Ricans that if a person's blood is blue, it proves that he is a descendant of "European dignitaries" and will become a "great musical instrument" in the future.

. It is estimated that the planner launched the so-called "blue blood spirit" based on this. But in fact, according to the latest issue of University Weekly of the University of Costa Rica, after years of research, researchers at the university found that this "blue-blooded person" who was given a mysterious color by the locals was actually a hemophilia patient who passed down in the family.

For any real estate, we all hope that the name or spirit given can reflect the temperament of the real estate, so as to establish our own brand recognition in this highly competitive market, but not all names or spirits can play such a role, and some even have the opposite effect.

The name of the case or the idea of the project is refined by the project planner according to the characteristics of the project, so there are preconceived ideas from the beginning. After thinking about a case name or project idea for a long time, I believe everyone will understand and interpret it according to their own ideas, or even if they don't understand it at first, they can instill their spirit or ideas into consumers through the education of later advertisements.

But this idea is actually wishful thinking. There are two main reasons. One is that the information is too developed now. In the face of massive information, the recipient may not understand it carefully. On the other hand, the most important aspect is that after any kind of spirit or concept is introduced, the receiver will understand, interpret and define the meaning of this spirit or concept according to his own life experience. When a spirit or idea conflicts with his experience from the beginning, it is difficult for him to accept it. Just like the "blue blood spirit", it is estimated that there are not a few people who are excluded.

Based on this, Ogilvy's strategic blueprint tells advertisers that when defining a brand, we must use a series of adjectives to describe the brand in detail, intuitively and vividly. Then on the basis of this series of descriptions, the theme concept of the brand is refined. One advantage of this is to describe the association that the brand concept can produce first, so as to avoid wishful thinking mistakes.

Therefore, a good real estate symbol must have two advantages. First, it can make people associate, that is to say, there must be room for imagination to arouse customers' interest; Second, Lenovo must be positive, in line with the characteristics of your project and the life experience of your target customers. For example, "Apple Apartment" in Beijing is a rare case name, because it can show the feeling of petty bourgeoisie, excitement, youth and drooling.

Of course, for real estate projects, when a company's brand is perfect, the symbol of real estate is not so important. For example, Greentown, whether called "Gui Huayuan", "Rose Garden" or "Lily Apartment", can become a classic. This is the invisible, loud and sparse sound of an elephant.