1. What is a super symbol?
1. Super symbols are symbols that people already remember, are familiar with, and like, and will also listen to its commands; super symbols are the "force" hidden in human culture and hidden in the human brain. Deep within the collective subconscious.
Case: I love 50 kilometers south of Tiananmen Square in Beijing (Gu’an Industrial Park)
2. Building a brand is to build a symbol
A brand either starts with a symbol, Either becomes a symbol, often both. Gu'an Industrial Park began with the Tiananmen symbol
Both advertising and brand communication theories can be classified into the category of "propaganda". Propaganda is an activity that uses a system of symbols to achieve a specific purpose. For example, the state uses symbols to influence people's beliefs, attitudes and behaviors. Brands use symbols to influence consumers' concepts, opinions and consumption behaviors.
3. Commodities are also symbols
Commodities are symbols. In consumer society, people complete the definition of their own roles through consumption of symbols. LV stands for success. Symbols define products, and product symbols define people. Symbols control human behavior and are what drive us to consume.
Symbols are not just trademarks, symbols refer to all visual, auditory, tactile, olfactory and taste symbols that carry meaning
The relationship between commodities and symbols - commodities contain consumption value , consistent with revealing and strengthening this value. Symbols guide consumption, and symbols give life to commodities.
4. In line with the value in brand strategy
Communication is the process of encoding symbols and then decoding them for the receiver.
The purpose of marketing communications is to influence consumers' concepts and behaviors to prompt them to purchase goods.
The three major functions of symbols
Referential recognition function
Information compression function
Action command function
This These three functions are the value of symbols in brand strategy. ”
5. Use symbols to create the smallest memory unit of a brand
? When we study symbols, we seek to turn the smallest piece of memory fragments into a brand symbol, and achieve three effects :
Everyone remembers the same tablet (Sanjing Oral Liquid, everyone thinks of it as the blue bottle)
Once you remember it, it is not easy to forget
Can carry the identity and value of the brand and achieve zero-loss communication
The super secret of brand promotion - promotion is repetition, which must be repeated for ten years and a hundred years.
6. , where is the super of the super symbol?
The super symbol of the super symbol
refers to the strongest and clearest
condenses the largest amount of information, the strongest, and the most accurate< /p>
Have the strongest willpower to act, have the strongest influence on people’s behavior, and influence the most people
Using super symbols can maximize the communication efficiency of the brand.
What kind of symbols are super symbols - public symbols and cultural symbols. Traffic signs, warning signs, gold ingots, tablecloth plaids, etc.
The role of super symbols - Easily change consumer brand preferences; initiate large-scale purchasing behavior in a short period of time; make a new brand become an old friend of consumers overnight
Super symbols are the prototype of human culture and contain the origin of human culture. Power. Case: Chubang Soy Sauce
Packaging is the largest media, and packaging is the most important strategic tool for the brand
It greatly improves product visibility and establishes display advantages.
Instantly establish brand preference
Arouse sensory desire.
?The super symbol method is the most efficient reflex method to stimulate consumer instincts. Symbols are people's brains. Deep consciousness is a cultural conditioned reflex, a direct and instinctive shortcut. Case: Xibei Youmian Village I love You
7. Five ways to build brand symbols
? (1) Vision comes first. Most of the symbols we usually talk about are visual symbols.
? (2) Auditory symbols are not necessarily second. It is better to use it than to use it. Hearing has advantages that cannot be compared with vision. Consumer communication is based on word of mouth, rather than using winks and familiarity.
Case, Tianqi, wait for the light, wait for the light. . .
? (3) Smell symbols and taste symbols, for example, Lao Ganma.
? (4) Tactile symbols, the case of Kenzai Hara.
8. Visual conformity is not only the brand logo, but more importantly, the symbolism of product design.
The significance of symbols is to reduce the cost of brand communication - the cost of being discovered and the cost of being remembered. BMW's front face, Adidas three stripes.
Principles of brand product packaging design
Effect: Let consumers recognize your brand at a glance.
In terms of method: using symbols is definitely not to make the brand logo big, but to form a unique symbol effect and style. Even if you tear it into pieces and pick up a piece, you can still recognize the brand.
?Case: Six Star Long-lasting Fertilizer
9. Parasitize the brand in consumers’ life behavior
The super symbol method is to graft culture , or it can be grafted into life, which we call "brand parasitism". The brand is implanted into consumers' lives and parasitized in consumers' life behaviors. For example, taking pictures and shouting "Tian - Qi -" is to put Tian... Seven brands are parasitic on the act of taking pictures.