品牌崇拜与价值观联盟(BrandworshipandvalueAlliance)

2024年2月3日发(作者：)

品牌崇拜与价值观联盟（Brand worship and value Alliance）

Thinking triggered by facts

Fact: Hongkong finance monthly "April 1991" newspaper reported:

some shoe shop owner in New York city of the United States have

applied to the authorities for approval of the use of firearms

for self-defense, request to protect the personal and property

safety. The paper said, in recent years, due to admire Nike

saddle, many teenagers, not to steal or kill by rush into danger,

vicious incidents have occurred, in desperation, the owner had

to seek such "self protection".

Fact two: countless Harley riders mark Harley's eagle logo on

themselves and willingly treat themselves as their spiritual

totems.

Fact three: Starbucks consumers are not only willing to wait

in line, and even visit the local Starbucks coffee shop as a

daily essential procedure.

Four facts: "queer" drinks in Japan in 1999 successfully

developed in 2000 jumped to third main coke market in Japan;

2001 listed in Singapore and Hongkong, soon became the first

local juice beverage brands listed; only two years has become

Asia's leading juice beverage. At the same time, a large number

of "queer" private "was born in Hongkong, also set up a" queer

"online club.

Fact five: in the United States, with adults want to have a

famous coupe matching, about 70% of the teenagers dream is to

have a pair of Nike shoes, "Nike" has become a consumer pursuit

of "dream"".

It sounds like the myth of the Arabian Nights. Why do consumers

favor "a brand" so much that they can go crazy and dare to

dedicate themselves? However, in today's market, there are so

many brands have such a "consumer myth", so that consumers with

them and honor, so that consumers and to lose them with deep

hatred and resentment.

This is the brand worship - like the worship of great people,

heroes, stars, a kind of reverence and admiration from the heart,

admiration and longing from the heart. A fanatical pursuit of

brand religion, a value system and a rule shared with the brand.

Judgment of brand worship

Worship is a sense of belonging. People need to belong to a

collective beyond our own. Brand sense of belonging can

transcend the pure possession of products. The driving force

of sense of belonging is very powerful. People are not satisfied

with their work, the most common is not salary, position, but

the feeling can not be part of a process, can not be recognized

by a group of people. For a brand to be worshipped, people not

only buy the product, but in the purchase and consumption of

this product, he became a member of a collective, the collective

is beyond social and economic class character and special

common value system together.

Worship is a kind of thirst and fanaticism. Worship is desire

and respect from the heart, is their spiritual sustenance and

refuge, bring far more loyal consumers buy enthusiasm. Brands

that can be admired by consumers have a fascination that makes

consumers want to be part of their brand, creating a no return

demand. Once the worship of the brand, consumer comments on

brand will listen to the brand will be concentrated together,

the brand description is the passion and dedication of all. Such

brands in the minds of consumers, so that the size of the

enterprise, the length of history, product quality,

geographical advantages, advertising and design, etc., have

become irrelevant.

Worship is a feeling. Consumers choose and consume brands

because of their desires, instincts, habits, or other reasons.

However, consumers are not willing to choose and consume them

because of rational thinking. The key to the impact of these

brands on consumers is feeling, emotion and passion, not

thinking. Rationality plays a second role in sorting out and

adjusting the emotions of these consumers. Therefore, what a

cult brand does is to interact with consumers' feelings and

emotions, and consumers can't organize these feelings in a

rational and predictable way.

Shaping brand values

Consumers may choose a brand, buy a set of attributes, buy a

value, buy an emotion, but to form a brand worship, buy a set

of values Alliance (such as chart). This kind of value is a way

of life, a kind of attitude towards life, and a pursuit of life.

When this value by carrier and consumers for the depth of

communication with consumers and cause psychological resonance,

sought after by the consumers, the brand has crossed the product

entity and brand meaning itself, and have a life. This value

will play an active role in the customer's life, and provide

space for the development and self-expression of the target

group, or provide consumers with some meaning and rules in life.

Three principles of value molding:

1, emotional (emotional rather than rational). Great

filmmakers can always find relevant ways to open the emotional

power that has already existed in people's hearts, and

deliberately touch the strings of sensitive emotions when

telling stories. Great movies make people think, make people

feel, and can let you uproarious, let you smile not.

With the film, obtained values worship branding should attract

consumers heart rather than the brain, seize the human nature

and feelings, the emotional value placed in the center position,

and get rid of the shackles of reason. Therefore, this value

may be already recognized that greatly appreciated values (joy,

freedom, equality, justice, kindness, etc.) can also be

confessed on those uncomfortable values (rebellious, cool,

lazy, wild and extreme etc.).

2, historical (into the history process). Values are the human

nature and emotion of digging, and human nature and emotion are

closely related to the process of society. In the social

environment and different historical background, different

life level and cultural level, the value of demand from the

nature is different, such as China in traditional culture,

filial piety as life; and the capitalist revolution since the

freedom of worship, democracy and equality. Even human beings

are born with eternal desires, and they often need to be quickly

and fully stimulated in the context of historical

characteristics. The pursuit of freedom is eternal, but is

cultivating the "Harley" freedom of thought of success in the

post World War II economic depression and the prosperity of the

United States in 80s high-tech special background; is the

eternal pursuit of efficiency, fairness and prosperity, but

only in Shenzhen in 80s Chinese special development under the

background of advocating, in order to attract millions of

people Coca-Cola is more like a fever south; due to the transfer

of the spirit of peace during World War II the brand began

sweeping the world. Therefore, only a clear understanding of

the historical process of the brand and the market, brand values

and brand spirit will have vitality and charisma.

3, commander in chief (commander in and out of business). Values

are not slogans, but cornerstones. He not only guides the spread

and promotion of brand, but also guides the company to determine

the direction and scope of business, business operations, and

even help to determine what kind of management mechanism, what

kind of employees should be hired. If the brand represents the

nature of the consumer, then the scope of the product or service

of the enterprise is anything that can unite the value of the

customer and the nature.

Two. Shape mystery and wonder

Worship comes from admiration, an admiration for those who

transcend in the realm of their dreams; worship is a longing,

a desire to transcend the truth and integrate into oneself.

Therefore, to inject the magic and mysterious elements of the

brand beyond the conventional, stimulate imagination, can

enhance the hearts of consumers to explore the desire and

respect for the struggle process of the transcendent.

Sony Corp can always meet people not expressed wishes,

reputation and influence of forging pioneer pioneer, so that

any other company is hard to match, match and empty sigh; always

keep the mysterious Coca-Cola formula on the market, the charm

of a hundred years is not reduced; the shape of the "Disney was

an accident,

But every time the little mouse turn calamities into blessings

"image, although the weak rebel reality, but the magical magic

color and motion; Nike is the direct use of the myth of

superhuman strength show heroes.

Three. Spread the carrier of values

The concept of value is a kind of consciousness, a kind of

thought, this concept must be transformed into physical

entities, and transformed into a consumer can really perceive

things, to complete the depth of communication with consumers,

realizing the value of fusion. A brand has the value of survival,

to find a suitable carrier of communication is essential. This

concept communication carrier must be fundamentally related to

what the brand represents, with the unique physical and

emotional needs conveyed, and also related to the eternal value

of the brand.

Criteria for selecting the carrier of value communication:

1, depth correlation

We have contacted the brand to become "thinking" before,

through the senses, to construct a complex picture of the way

the world works reference system formed by the elements of the

input signal, in order to build our brand consciousness, the

concept of. The core communication carriers we choose must be

able to transfer this concept to the consumers and allow them

to perceive directly without changing the signals of related

factors.

2, high ductility

The connotation of vectors to firmly reflect the values, but

its extension to more widely, the carrier must reflect the

various elements of the signal (the core value of the products,

services, and star football team, spokesperson and inclusive).

No matter what time, what occasion, what cultural background,

what kind of consumer groups, the carrier can find the

appropriate elements of the signal to communicate and

communicate with consumers.

If Nike is located in the footwear industry rather than sports,

may never reach today's impact; if McDonald's is only selling

food rather than positioning entertainment, can not let the

world children's. And sports, entertainment, music and other

factors in practical applications can be decomposed into a

variety of different elements and spread. Coca-Cola in the

dissemination of "enable the Spice Girls", "sponsor a A",

"hired Beckham and Erwin", "Olympic sponsorship", God shaped

scattered and dispersed, because these elements are refined the

concept of sports and music "carrier; to expand in the film,

Disney park, toys and other different industries that is

because these are not from the" entertainment ", are able to

reflect the entertainment on behalf of the" happiness and

innocence "core value.

3, the concept carrier is not the image carrier

Brand basically has its own image carrier, through the image

carrier to enhance brand awareness and reputation. But there

are not many brands with the concept carrier, and the concept

carrier is the necessary condition for brand worship. The image

carrier must embody the idea of the idea carrier, and the

concept carrier can be embodied through different image

carriers. The concept of vector McDonald's is entertainment,

including the image carrier "McDonald's uncle", "spokesperson"

and "standardized products and service with a smile, employees";

the concept of vector Nike is "movement", the image carrier has

been "Jordan", "Barkley", "Agassi", "occupation baseball team"

etc..

Four, cultivate brand story

The story is based on the brand and the consumer to establish

a close relationship, most consumers expect to hear about the

story, the audience will have a feeling of mystery personally

on the scene, increase utility, and the story of the behavior

and emotion, and moved to the process, so as to maintain the

enthusiasm of consumers.

Coca-Cola during World War II with the young people in the

United States together in the most difficult battle, make a

drink to improve morale, angel of peace, can not let people

excited; and Nike because of the injury and the loss of the

advertising value of sports have to say goodbye to Jordan

continue to cooperate, the story spread so that consumers

believe that Nike will not abandon the past hero, to win the

goodwill and respect.

Disney will shape the brand story to the extreme, the "steamboat

Wiley", "Alice in Wonderland", "Snow White and the Seven

Dwarfs" and so on popular global story created a cunning agile

Mickey Mouse, Tang Laoya, thick road chatter without stop

clumsy dog, Pluto still water runs deep three pig and other

products.

As well as American teenagers for Nike at the Harley logo is

a saddle tattoo, rush into danger; as if the spirit of totem;

magical effect of Coca-Cola beverage "queer" and so on have

reached the mysterious life story of communication and

understanding with the consumer depth.

The story makes the brand close to life, close to the consumer,

create a sense of reality; the story can make what the

impression can not become possible, create a sense of magic.

To make the brand be adored by consumers, it is essential to

accumulate and spread the stories behind the brand.

Five, the integration of the concept of communication

The worship of consumer brand, because the brand is carrying

the consistent thought view, consumption view and outlook on

life, the brand has the same eternal human emotions or with

specific cultural power is connected, then the transmission is

not simple for advertising on the surface of selected

appropriate music, is not simply the same celebrities signed

more than to conquer the audience, let them laugh, but to expand

the integration of psychological offensive through various

products, image, personality, culture and so on, any single

breakthrough strategies are difficult to achieve the ideal

communication effect. This requires the carrier in value under

the guide of the choice of various elements to carry out signal

suitable for transmission, and create a brand cultural

atmosphere, highlighting the brand's social role, enhance the

brand's social image, highlight the personality

characteristics of the brand, brand personality, brand

promotion of sensibility.

epilogue

We are in a culture, values integration era, beliefs and values

of the multiple vacuum brand values shaping has provided a broad

space, "I think I do, as long as your brand can really impress

consumers heart, rising consumer sentiment, consumers will

naturally to your brand love with word of mouth; natural to have

your brand and pay the cost of behoove.

Once the brand values are accepted by consumers, brand

promotion will lead the society to morality, which can more

accurately reflect the consumer's true beliefs and aspirations.

Through the purchase of the brand, other people with a group

of consumers will consciously or unconsciously together, the

values on the formation of the right will, your brand will have

the rights to the whole market into a colony foundation.

Original: "new marketing"

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