Simply put, it requires both brand voice and product sales.
Today, let's analyze the underlying logic of the unity of quality and effect.
First give our grayscale view:
From the perspective of the unity of quality and effect, brand = memory + guidance + connection.
1. Memory technology: seize the user's mind
Traditional brands take mnemonics as the core, saturated publicity + authoritative endorsement as the cornerstone.
1. Principles of mnemonics
What is the core of mnemonics? Seize the minds of users through mind pre-sale.
What is Mind Presale? Before customers step into the store, they have already made their first choice in their hearts.
What is the customer decision path for mnemonics?
Five-step approach: Ad-Brand-Preference-Category-Brand.
Traditional brands rely more on advertising, and through repeated bombing and saturation attacks within a certain time and space range, leave a mark on the minds of customers and form certain preferences in the subconscious. In the future, when telemarketing list customers think of a certain category, they will directly think of this brand, so as to achieve mental pre-sale.
2. How advertising affects memory
In mnemonics, advertising clearly occupies a central position.
What is an advertisement? Advertising is a tool for turning instant attention into long-term memory.
What are the types of long-term memory? It is divided into five types: deep level, shallow level, surface level, explicit level, and heavy level.
The first three are subconscious. The latter two are consciousness.
Emotions are deep memories;
Emotions are shallow memory;
Vision is surface level memory;
Logic is explicit hierarchical memory;
Content is a multi-layered memory.
For merchants, without memory, there is no customer decision.
For content with different comprehension and memory difficulty, different professional treatment should be done.
3. 7 applications of mnemonics
The core of mnemonics is to establish a foundation of trust, to give reasons for consumption, and to seize the mind.
Based on trust, we introduce several common applications:
Brand = authoritative trust. For example, Moutai has been promoting itself as the "national wine Moutai" for a long time. National wine is the authority for business banquets.
Brand = conformity trust. For example: Wujiang mustard advertises itself as "15 billion packs of global sales". 15 billion packets means that friends around you are eating.
The above two methods are the most commonly used methods by brand consulting companies. Besides that:
Brand = common sense trust. For example: Qinghualang advertises himself as one of the two Maotai-flavor liquors by the Chishui River.
Here, it is common sense to use Maotai's industry status and to connect the relationship between Maotai and Chishui River. Then, on the basis of common sense, Bifu was added.
Brand = identity trust , such as: Hongxing Erke, it has been recognized by the patriotic masses.
Brand = familiarity and trust , for example: OPPO often sponsors variety shows.
Brand = innocuous trust , eg: Minimalist recipe for Jane Eyre yogurt, "the rest is gone".
Brand = easy availability and trust , for example: Nongfu Spring’s name is easy to remember, and Lenovo’s cost is low.
The value of mnemonics is that the actions of customers come from the memory of customers.
2. Guidance: Inducing user behavior
Internet brands take guidance as the core, traffic operation + landing page conversion as the cornerstone.
1. Principles of Guidance
Guidance is a commonly used method for Internet brands. The principle is: traffic introduction + relationship precipitation + value realization.
Internet companies do not sell directly. They first establish relationship touchpoints with customers, form preferences in the relationship, and finally find a monetized product or service.
Why not just sell directly?
The main reason is that the contact points on the telemarketing list Internet are particularly fragile. It is possible that the customer will exit the page in less than 1 second, and will never be found again. Unlike the real passenger flow offline, there is also a scene, a shopping guide, with strong attention capture and interaction capabilities.
2. Principles of Guidance and New Retail
Due to the support of Internet technology, we theoretically have a certain possibility to reach consumers across the country without leaving home. Therefore, the business model of the retail industry has also undergone tremendous changes.
New retail = people looking for goods + goods looking for people + people looking for people.