Humanized product marketing

In the late 90s of last century, DaimlerChrysler in the company set up a new department, the main function is to study and make the voice of the switch door.

I shared his interesting insight with a top automotive engineer: People's buying psychology has changed. Consumers to enter the exhibition area, the first thing is to get into the car, holding the steering wheel, touch the seat decoration; smell the car's "taste"; check the window, get off the car door, listen to the unique "muffled" ; Finally, he began to open the front cover inspection engine, this link only takes a minute is enough. In fact, 99% of consumers simply do not feel anything about the device in the front bezel.

In reality, the only frame of reference when buying a new car is our sensory response . Now you know why Chrysler is going to work so hard on the car's door.

Now most companies still focus on designing Logo, ignoring the sensory reactions of the brand's audience, such as color, navigation, material, sound and shape. We should think about these, we have to consider what?

If these components are hard to identify, it's time to "smash" your brand.

Smashing a brand is smashing the brand into many different "pieces," and while building and maintaining a "crushable" brand, while each part is critical, they still stand alone and operate.

Smash colors - Maintain your exclusive rights

Coca-Cola lost the "red war" in the European market because it suffered a strong local rival. In Britain, 30% of respondents considered red as belonging to Vodafone, while only 22% recalled Coca-Cola when they saw red.

For this reason, Coca-Cola made a few changes to the Logo at a marketing campaign in the UK: replacing traditional red-and-white with additional colors, including blue and green-each represented by a combination of colors Sponsored football team. Green Logo also appeared in Europe and Asia Pacific. In Germany, for example, Coca-Cola's classic red spiral cap turns green; in Japan, people also consider red to belong to other brands.

However, 36% of those surveyed worldwide think Red belongs to Coca-Cola and 27% consider Vodafone.

Since Coca-Cola's "red status" was indestructible, PepsiCo went under the "blue flag" and flourished in the global market. In the survey, 33% of people think that blue belongs to Pepsi. This may not be good news for IBM, many years before that IBM was marked in blue. In fact, in some countries, such as Japan, consumers think IBM is black, not blue. Only 11% of consumers in the world will link Blue with IBM. And 14% said that IBM is equal to black.

After summarizing the color attributes of several major corporations in the world, do you think the colors are similar to real estate? They are all lots, lots and lots. In the hottest speculation, the competition is always fiercer.

In the past few decades, many brands want to "occupy" one of their own color. Heinz, the world's leading condiment maker, has launched a marketing campaign called "The Power of Reds," aimed at making women confidently wear red clothing (and of course Heinz's red ketchup).

Switzerland is also a member of the "Red Camp." Switzerland is famous for its designer watches, knives, cheese, chocolate and Swiss bank. From the mid-1800s onward, Switzerland began to systematically build its own brand and apply it on a large scale throughout the world. In 1863, the Red Cross was founded. The flag and the Swiss flag were exactly the opposite colors, though not deliberately, but this created the most powerful red-white brand in the world. Every brand that can be called a "made in Switzerland" has a strict product quality because the word "Switzerland" stands for precision and high quality. Red and white color also became synonymous with "Switzerland", which is by far the most wonderful "national marketing" behavior.

Of all colors, yellow is considered the most eye-catching color. The telephone directory that appeared in the early 20th century is now the "Yellow Pages." Red and yellow has always been the focus of brand competition, for decades, McDonald's and Kodak are also arguing over the ownership of red and yellow.

Color is very important for the brand, and shape the public's "first perception" of the product. School buses, police cars, mail and garbage trucks, the primary difference is the body color. If the main colors of the company print do not match the colors of the Logo, the brand can not establish or maintain color ownership. After all, the human brain has the most profound color impression.

Smash language - a consistent

Disney, Kellogg, and Gillette are three different business-brand brands, but they all have one thing in common: they all built a "brand language" over the past decade. Seventy-four percent of consumers were reminded of Kellogg upon "crisp crunch"; 59% said "masculinity" was synonymous with Gillette; and the following numbers were even more alarming: 84% Americans believe that "masculinity" and Gillette have a strong correlation.

However, there is another brand that scored the highest. This brand creates a kingdom full of fantasy, dreams, hopes and magic. Since the 1950s, Disney has been making continuous efforts to create a "foundation" that is more powerful than the brand itself. Look at the following passage:

Welcome to the country of dreams! Enjoy your ideas and illusions here and let the smiles and magic pass from generation to generation. "

The survey results show that more than 80% of participants think this passage is Disney's slogan.

More importantly, the language used at Disney can pass the "crush test." Just pick out a word, a sentence, or a paragraph in any Disney publication column, remove all hints, you still recognize this is Disney! If you go to London, Chanel may also find the appearance of the car and 5 Perfume is exactly the same.

Building a truly shattered brand requires durability and patience. This is very rare in today's business community, because "the only constant is to change," whether brand strategy or marketing strategy. Coupled with the current financial environment that pursues only immediate results, brand information is reduced to information in this overcrowded world.

For many years, Nokia has used "humane" to locate their mobile phone products. However, only 14% of consumers associate "humanity" with Nokia.

Nokia is not the case, many companies failed to successfully implement their emotional strategies through text. Colgate had a "Colgate smile" slogan for decades, but in the survey, for the "smile", Colgate ranks only third, the top two are Disney and McDonald's. This kind of investigation of relevance raises an interesting phenomenon: the sharper the personality of a brand, the more its focus on humanity (less attention to the product itself), and the more likely it is for consumers to remember words or phrases associated with the brand sentence.

What is the secret? It is useless to make a single ad. The key is to adopt a people-oriented approach that avoids focusing on the product itself (such as focusing on product features).

Sharpen the shape - big dump after eight

Shape is one of the most easily overlooked brand elements. Think about Coca-Cola's curve bottles, Gary Annuly's bottle, and Chanel No. 5 perfume bottle, these shapes have long been the brand's spokesmen; when it comes to the golden M shape, you will immediately think of McDonald's, and each of the world each This shape is used at McDonald's outlets; TabEnergy, a low-calorie beverage designed by Coca-Cola for women, is taller and thinner than traditional cans; and British Klaus Blackwell Foods Hourglass appearance of the product appearance, the meaning is that if women insist on taking the consumer, the body can be as good as Marilyn Monroe.

Men's products are outdone. The Kentucky Buona, the spirits brand Nobuh Creek, uses a large, sturdy glass to create a bottle that the bottle's designer describes as a "masculine shoulder." Russia launched a new vodka brand, translated in English as "sexy Tina." Including Irish cream, the bottle is also designed to be the shape of a woman's chest.

Barbie dolls are also very easy to identify, even if she "dislike", you can recognize it (no disrespect to Barbie means Oh). In other words, Barbie is most likely to be "crushed" in its peer product.

Most computers look mediocre, except Apple's iMac. No matter the first generation of computer products, you can arbitrarily "crush" its components, it will not affect its "high recognition." Whether it is translucent white debris, or iPod white plastic headset shell, Apple's unique logo.

Barbie waist curve, Apple's streamlined appearance, Cola curve bottle outline, each element has been integrated into the overall design of the product, creating a unique appearance shape.

Grind behavior - how impressive

The check-in counters at the airport usually have a clear indication of the maximum weight of carry-on luggage. Various airlines also use a lot of ways to promote the relevant laws and regulations and safety provisions. But Virgin Aviation invented a unique way of saying in a very friendly font: "You can be very proud, but with only one piece of luggage (7kg)!" Virgin's The boarding process is equally comfortable. Every staff member is smiling, with "ladies and gentlemen" at the beginning of each broadcast, and "boys and girls" at the beginning of the broadcast, where those who are usually overlooked are respected. Even Virgin's flights are unique, and the experience continues until the plane arrives - the signboard for oversized baggage says "it's really inconvenient."

If you feel uncomfortable buying something at Harolds Stores in London, you can change or return whatever the reason. This "promise unconditional return" policy is Harold one of the most popular reasons.

Here, "service" is an invisible concept, but it can also be crushed like any other visible element. Cathay Pacific passengers will receive a staff handwritten "I wish you a happy journey," the note. See here, you may wonder whether these entries are printed in handwritten format by an advertising agency in advance. But when I was on this flight for a while, I was surprised to find out that the contents of the note taken by the passenger next to me were different from mine. And again, when I was about to start a long flight, the staff handed me a large package that read: "Dear Mr. Lindström, we find you have been away from home for a long time, so we have prepared for you These reading materials. "When I opened the package, I found a large pile of newspapers from my hometown.

At the Peninsula Hotel in Chicago, I also experienced such a caring service. When I asked to listen to music in the room, the reception staff in the lobby told me politely that the peninsula did not have a record room. Ok, it does not matter. However, a few minutes later, a girl called to ask who my favorite music. Eminem, Abba and the Beatles, I casually said, I was thinking why he asked me these. After 20 minutes, I heard someone knocking on the door. I opened the door and a doorman handed me a plastic bag containing three CDs: Eminem, Abba, The Beatles. Doorman said: "This is my private gift to you, welcome to the Peninsula Hotel."

Expectations vary from audience to consumer depending on the brand's message. Most companies promise too much, neglecting practical action. But there are exceptions. Louis Vuitton does not provide a permanent quality guarantee for its products. In fact, the company's documents also make it clear that consumers will have to pay a fee if they want to repair their leather goods. And every time you go to repair, sales staff will once again emphasize this requirement.

However, you do not actually have to pay a penny for the service because the final sales person will tell you: "You're the only customer who is exempt from paying."

Smash name - extended value

When the Porsche 911 was introduced to Frankfurt in 1963, its original name was 901. A large number of manuals have been printed, marketing materials are ready, but overnight, these have to be abandoned. Porsche employees are frustrated - as they find out that French Peugeot has registered for registration with all three digits "0" in the middle as part numbers for the company's models. There is no room for negotiation, can only be renamed "911".

Peugeot already had the naming privilege of the number since 1963, with a "0" in the middle to make Peugeot models clear to their peers, even if you simply could not tell what the 204 and 504 were.

McDonald's also cherish every opportunity to use the word "wheat", wheat music chicken, wheat chicken, and even wheat coffee. If you have received the emails from them, you must have read this sentence: "I wish you great today!" McDonald's product naming rules are undoubtedly part of branding, but it also led to a lot of legal disputes . In Denmark in 1995, McDonald's once brought a man named Alan Patderson to court, just because the man opened a hot dog shop named "MacAran." But this time, McDonald's did not win.

Disney Group successfully incorporated Disney cartoon characters into the Burbank, CA headquarters building. The 20-foot-tall building holds up the entire roof from seven dwarfs named after Disney characters: Mickey Avenue, Dwarf Street, and many more. Using this naming strategy, Disney extends the brand's value in every detail.

We must also remember that there is a brand name in front of each product should add an "i", such as iPhone, iPod, iMac, iTV and so on. Apple also had an off-court deal with the Cisco Systems Group, claiming the name "i" at the beginning of the phone. Is there any more clever strategy than an exclusive one-letter apple? Add an i in front of any nouns, such as iFridge, iMicrowave, iBook (laptop) Do not understand the use, you know Apple's product.

This integrated naming strategy can effectively enhance public awareness of the brand image.

Article Source: Business