Three words of thyme cried in the corner. ......
For most consumers, there is really no difference between the three brothers who are similar in appearance and packaging. The difference is that one is wrapped with sauce (thyme), one with sauce (white wine) and one without sauce (thyme). Helpless, Bailizi's name "Pretz" is really hard to remember, and it also suffers a lot compared with the other two brothers.
Even Thai friends who love these three kinds of biscuits can't remember the name "thyme". They often call it salty biscuit sticks and crisp biscuit sticks directly, and what's more, they simply call it "Xianbaiqi".
A brand that is not remembered by consumers can be imagined. Without a clear image, even relying on the giants is doomed to lose the power of the family.
Therefore, the head of Bailizi learned from a painful experience and decided to join hands with CJ Worx Company of Thailand to burn the boat-tear off the brand name. Since you said you don't remember, you'd better not remember.
This is undoubtedly an "adventure". To outsiders, tearing off a brand name is like a fish out of water. If you don't pay attention, you may ruin your career.
For Blitz, getting rid of brand name is not only a self-struggle, but also a key step in brand differentiation marketing.
0 1
? Tear off the name, there is no way to win.
"It's a pity that we couldn't make everyone remember Belle correctly, so we decided to remove the word' Belle' from the package. In the video, the current leader of Belize has a serious expression and conveys his apologies to consumers in a Japanese humble tone. As soon as the picture changes, the boss and his employees tear off the brand label on the box. " We are sorry that we can't let consumers call products correctly, so we try to remove the product names, hoping to impress consumers and remember Belle, even once. "
I have to say that it is smart and bold for thyme to make radical moves. The practice of suddenly "disappearing" in front of the public not only satisfies the appetite of the audience, but also achieves the marketing purpose. Thai nonsense style combined with rigorous Japanese culture actually collided with a spark of great tension. The story of the boss's personal apology suddenly narrowed the distance between the brand and the consumer. Of course, the premise of all this operation is that the brand itself has enough influence and reputation. Belle's strength is beyond doubt, and its weakness is nothing more than the lack of relevance between brand names and consumers. Eliminating this disadvantage directly now will have a "negative income" effect. ?
02
Without a name, how can you remember the brand?
"Since you can't remember it, tear it up", but how can a brand without a name make consumers remember you?
In fact, this practice of weakening the brand has a precedent in Japan, which is the Muji that we are more familiar with.
As its name implies, MUJI is a high-quality product without brand and logo, and its concept comes from the brand-free strategy.
No-brand strategy refers to the strategy that manufacturers or distributors provide products with no registered trademarks, simple packaging and low prices to the market. It saves the manpower, material resources and financial resources needed to create a brand, and reduces unnecessary packaging and advertising expenses as much as possible, so its price is far lower than that of brand products. At the same time, such products usually provide standard or slightly lower quality.
Obviously, MUJI is a master of brand-free strategy. Adhering to the concept of "value for money, reasonable is cheap", it has implanted the life aesthetics of "less is more" into consumers by creating a minimalist and natural style. Its unique product design and minimalist storefront decoration have already replaced its logo and become a more recognizable brand symbol. A distinctive brand style is more deeply rooted in people's hearts than a single brand trademark, and even becomes a unique brand image, which is difficult for other brands to imitate and emulate.
There are many similar examples, such as iPhone. Even if you remove the logo, you can tell the difference between it and other mobile phones, because its distinctive texture and product experience are unique. In the final analysis, the method of brand weakening or crushing is nothing more than shifting consumers' attention from trademarks to products and returning to product quality, which is the source of brand traceability.
03
Smash brands and rebuild consumers' cognition.
The word "smash brand" comes from the book Sensory Brand written by Martin Linster Lang.
Martin pointed out in the book that if the brand focuses on designing brand trademarks, it will face risks, because then you will ignore all other opportunities to attract consumers. Because all the senses that consumers come into contact with can spread the brand, such as sight, hearing, smell, taste and touch. Therefore, he put forward the steps of 12 to crush the brand, namely, image, color, shape, name, language, icon, sound, navigation, behavior, service, tradition and convention.
Martin believes that a good brand can still be recognized by consumers even if all the conventional elements of the brand are crushed by the program of 12.
Give a few examples:
Crushed color
Bright and unique colors are easy to catch the eye and can also represent different meanings or symbols. Choose the color that matches the brand as the representative color to spread, and the difference between color blocks can distinguish the brand most intuitively. Therefore, since the birth of the brand, the color dispute has been extremely fierce. For example, Coca-Cola lost its red color to telecom operator Vodafone); In Britain; The combination of red and yellow has also made McDonald's and Kodak argue for decades. Some simply use a color to represent themselves. For example, Tiffany's pink-blue box has become the main color of their stores, and it also appears in product catalogs, advertisements and shopping bags. This color is now called "Tiffany Blue", which conveys a subtle, delicate and elegant feeling.
Hong kong coca-cola company
tiffany blue
Smash language
"Welcome to the country of dreams! Here, let your creativity and fantasy fly freely, and let smiles and magic be passed down from generation to generation. " This Disney slogan has been recognized by 80% participants in the sensory brand research. Because these keywords appear repeatedly in Disney's advertisements, lyrics, lines and channels. Disney spared no effort to label itself as "magic, fantasy and dream". The establishment of Sha Bian language needs to integrate this language into all elements of brand communication, including the communication within the company.
Defame a name
Mcdonald's "Mai" prefix name (Mc) is also impressive, such as Mai Xiang Fish, Mai Le Chicken and Mai Coffee. In addition, all apple products are prefixed with the letter "I", such as iPhone, iPod, iMac, iTV, iBook and so on. Through this naming method, the brand value is effectively extended.
In other words, brands that people subconsciously want to recognize need to bring consumers a comprehensive sensory and emotional experience.
Looking back, Blitz smashed the name this time, hoping to mobilize other senses of consumers to re-recognize the product. From the perspective of consumers or the "user perspective" in the field of Internet products, it is equivalent to giving consumers the right to directly participate in product design, and carrying this relationship between users and brands through product packaging or advertising. In terms of performance, it is interaction, and the core essence is to continuously serve and meet the consumer demand and psychology of users.
04
Break the inertia of thinking and reshape the brand value.
"You can't remember me, it's my fault. I hope everyone can think about thyme while eating cookie bars without names. " Blitz, which tore off the brand name, once again attracted the attention of consumers. The topic # Whose snack is this # appeared on Twitter, and this "nameless" biscuit stick became popular on the streets of Thailand. Blitz's destructive attempt gives it new possibilities and enables consumers to concentrate on enjoying its taste.
This is not only an advertising marketing, but also a good public relations treatment. Jumping out of the thinking inertia of additive packaging creativity, getting rid of the laziness of conformity, and making friendly exchanges with consumers with the spread of "absence" from "many names" to "unknown names" is the sincerity of the brand's willingness to put down its body and talk to consumers.
What about nameless? Name is never the only value of a brand.