Crazy guess map reflected in the strong brand branding

From the standpoint of brand marketing point of view, this is undoubtedly a "test" to the brand, and even decided to put all the efforts put in the past, "college entrance examination." Because only well-known brands can be quickly guessed.

When various media, commentators and experts voted for the future of "WeChat public platform" and "circle of friends", "Crazy Guess" quickly became popular in WeChat friends circle. Suddenly subvert a lot of predictability of the definition.

I wrote this article is not to explore the "crazy guess map" the game itself, nor is it the marketing value of "WeChat", these two issues are not lack of insightful interpretation. This article is to say is a relatively old topic - a strong brand mark.

"Crazy guess map" is through the brand, character and other categories, to provide partial patterns, the player to guess the answer.

Take the brand category, there is a local brand logo (logo) to provide local products, there are points, as well as brand posters advertising posters. Hidden text up to.

Out of professional habits, standing on the brand marketing point of view, this is undoubtedly a brand "test", and even decided to put all the efforts put in the past, "college entrance examination." Because only well-known brands can be quickly guessed.

The "college entrance examination" only two papers and an additional question, respectively: is your trademark is different, discernment, memory? Is your product recognizable when it is hidden? There is also an additional question: whether your ads really let people remember.

To complete these two and a half of the "title", in fact the test is one thing: a brand image, product design, advertising and marketing all the inputs, whether in the minds of consumers to form an immutable brand? (According to research: the word brand originated from the ancient Norwegian, imprinted) or that all inputs are real-time? The same is true for the city, the stars, whether there is a brand in the minds of your appearance?

Brand mark level

Which brand of the brand will be the first guess? According to different people's brand contact and preferences, the results will be different. For example, we casually pick out a few examples: Pepsi, Baidu, Omega, Firefox, Swarovski and other trademarks of these simple brand, its recognition is high, but at different levels.

I am not the United States to mark the level of the standard design is not the United States, but your brand name can be language-based, text.

For example, the moment the level is Logitech, help search invalid search case, how to ask questions?

Another example is the Pepsi level can not guess, to search can ask questions: red blue and white curve, the result will come out Tommy Hilfiger (Tommy Hilfiger) and other brands. Color will not be a unique brand, Moreover, in China, the registered trademark is black and white;

Another example, to search for Baidu's trademark, we can think of: bear's footprints. Of course, in China, when you open Baidu search to know the answer of this trademark;

Next, Omega is an existing symbol, recognize this symbol, you will recognize the brand;

Firefox and Swarovski are even easier, with the search for the Orange Fox trademark and the White Swan trademark. Of course, this requires that the brand already has enough weight and optimization.

Here, there is already an answer: If your brand mark can not be written and spoken language, it can only be judged by whether it is good or not and not by good or bad standards. Obviously good or bad is unreliable.

Why should the mark be read?

First of all, when we implement marketing and advertising for the brand, we actually sow a seed. Because your product design, product categories, advertising ideas, etc. are changing, and even your trademark can not be guaranteed, otherwise it can not adapt to more applications and aesthetic orientation, so your brand must have a constant change The symbol of Tao is very much called the imprint (a symbol of the brand that is rooted in the mindset of marketing through marketing), and this imprint is best to be read out.

Again, citing an irrelevant message: Ancient Chinese education was reading books (read aloud) so the book back before the age of 10, 70-80 years old can remember. Modern is reading, is purely visual absorption, will soon forget. So linguistic than visual help to remember. (It is reported that there is one such study at Johns Hopkins University in the United States.)

Consumer memory, it is all the brand marketing investment under the accumulation of brand assets.

Complex times, word of mouth marketing, is the ultimate brand marketing. Coupled with the so-called social media, occupy most of the mainstream consumer groups of social spending, word of mouth communication is the key. The most basic brand word of mouth marketing, that is, can be language.

For example, I learned from a friend that a good Italian wine brand, after a long list of names, told me that the label is a winery, which is of no value to me. Suppose I go to the terminal to buy, I can not find this wine from the array of red wine, can not describe the staff to the language. If you go online to buy even worse, but also completely unable to text.

Marketing in product design

Products and trademarks, the same design language, text as a standard, there are also different levels. The difference is: product design language, text design is the key to sales terminals.

For example, Reeves, Yan from the back pocket "brand alignment" can be seen. Back pocket of the line has become almost the second brand of jeans. But still difficult to spread language.

Another example, met a stranger wearing a plaid shirt, is the main camel, you can think of BURBERRY. This shows that every wearing BURBERRY have advertised for it, as to whether the wearer can attract people to spend, it is another level of problems.

Therefore, the brand's assets is a symbol of people's hearts, this symbol is your brand of strong brand. Trademark language, text, is one of the elements.

The reason why the trademark is the product of vision is that language, culture and pursuit are related to the entire human culture. For China, from the jotting down to the formation of characters, the classic Chinese traditional culture has spread mainly in language (Pass word of mouth), followed by the text, and finally is the graphical. Therefore, brand marketing is no small matter.