This is the first time I heard about sensory brands. After reading this book, I had some ideas. Martin Lindstr?m really makes me feel that he is at the forefront of the brand, and the big brother is really different.

Foreign brand concepts are incomparable to ours, and there are even very few domestic companies with brand awareness. I have to say that we should introduce more books like this, study more, and practice more, so that our own enterprises can develop better.

When it comes to brands, we have to introduce the smash effect. The smash effect refers to the phenomenon that an item is still clearly identifiable after being smashed to pieces. There is an old saying in China: "I will recognize you even if you are burned to ashes", which is the crushing effect.

When a brand can achieve a crushing effect, the company's brand has become deeply rooted in people's hearts. Of course, the most important question about the Shatter Effect is: Take away the trademark, and what do you have left? In addition to a trademark, what other methods can you use to make others remember you?

So what things can be smashed?

1. The crushing of images

Can a certain scene or photo remind you of a product?

2. Color

Color is something that many people care about, especially festive red, eye-catching yellow, cool blue, etc.

3. Shape fragments

Many times the shape of a product leaves an indelible impression on our minds, such as the double arches, which we can easily associate with McDonald's.

4. Name fragments

When you think of a name, you naturally think of a product. This is the charm of name fragments.

5. Language fragments

Many advertising slogans can achieve this effect, such as the motorcycle that drives the world and the Universiade, pulse and come back immediately...

6. Icon fragments

Many company icons are very special and leave a deep impression on people. As soon as you see the picture, you can immediately think of the company in your mind.

7. Fragments of routines

Many people will pay attention to a process or ritual when doing something. When they see such a process or ritual, they can think of this company. .

8. Tradition

Products that can be linked to tradition must have a market. For example, at Christmas there will be a Christmas tree and Santa Claus.

9. Service fragments

When it comes to services, many people will think of many good companies, such as Haidilao.

10. Fragments of sound

Apple has done a good job in this regard. Anyone who hears the ringtone of an Apple phone can know that it is an Apple phone ringing.

11. Fragments of navigation methods

In the past, many mobile phones had to swipe left or right to answer or reject calls, but now they can be operated by swiping online.

12. Behavior fragments

If a certain action can remind you of a company, then this company really has no worries about food and clothing. For example, Uncle Psy's Gangnam Style, which was very popular before, has two small arms crossed and two legs crossed and raised. Everyone will think of this song.

Although the above mentioned 12 ways of crushing effect, in fact, it can be summed up in 5 aspects - color, sound, smell, touch. This is what we call the five senses.

The most important role of sound, what we call hearing, is to arouse customers' emotions and emotions. Likewise, using sound can retain customers because it can change and create people's moods.

Color is also vision, and vision is the first impression of a brand. 83% of the information we receive is transmitted through vision, that is, our eyes. So visuals can create a profound first impression.

Fragrance refers to the sense of smell, and people are very loyal to the sense of smell. Why do so many people habitually smell things when they buy them? It is because people like the mysterious atmosphere that can establish the uniqueness of the brand.

Taste is connected with smell. Only when the sense of smell is acceptable can taste bring us a better sensory experience. In other words, only if you can accept the smell of stinky tofu can you eat stinky tofu. Therefore, taste is a happiness value-added machine for experiencing pleasure.

Touch is also very important. Why do you think more and more people like silk quilts now? Because it feels good. Therefore, hand feel will become more and more important. At the same time, touch is also a natural tool for distinguishing texture.

When doing business, there are three realms. The first realm is to make products, which is the simplest. The second is to create solutions. Every business will encounter many problems, so a variety of solutions are needed. The third one is building a brand, which proves that building a brand is difficult, but it is also very important.

Brand is consciousness, and consciousness exists in our five senses. All our religions involve all five senses. This is very well done and worth learning from.

Take Buddhism as an example. Visually, its various buildings and sculptures allow us to see the whole thing at a glance. In terms of hearing, the sounds of them knocking wooden fish, ringing bells, and chanting sutras are all highly recognizable.

In terms of smell, the various kinds of incense they burn, and even the rosary beads they use are fragrant, which can remind us of Buddhism. In terms of taste, their various vegetarian dishes are very good representatives. The tactile aspect is the various malas that remind us of them.

Therefore, when a product reaches all five senses, it may become a religion. We should all slowly consider how to develop more domestic products and enterprises to the state of all five senses, so that our domestic enterprises can become bigger and better.