I recently read a book called Super Symbol is Super Creativity. This is a book about marketing, written by marketing guru Huashan, which mainly tells the marketing methodology of Huahua, a marketing planning company. After reading this book, I was deeply inspired. I made some reading notes according to my own understanding.

Case:

Gu 'an Industrial Park, an industrial park in Langfang, Hebei. Everyone is too strange to it, so they tied it to the familiar Tiananmen Square, and tied it with a tune "I love Tiananmen Square in Beijing, 51 kilometers south".

Chubang soy sauce adopts the color scheme of green plaid tablecloth, which is a common tablecloth color scheme in families. Everyone is very familiar with it. When you see green plaid in the future, you will think of Chubang soy sauce.

why do you want to bind to something familiar? Because familiar things are super symbols, everyone can understand and remember them, and everyone will act according to the super symbols. For example, the sign of the bathroom is a super symbol, which is almost the same all over the world and can be understood at a glance; Traffic lights, which are also super symbols, stop when the red light is red and go when the green light is green. This is a collective memory rooted in people's minds.

vision. Brand symbols are still the first in vision, giving priority to visually binding super symbols. Chubang soy sauce is bound to the super symbol of kitchen green plaid tablecloth. Three-quality blue bottle, sunflower brand small sunflower, and Burberry's Sugra-style lattice are not brand logo, but they are all powerful visual symbols. In order to create visual symbols, the whole company needs to achieve top-level design, and at any link, we must try our best to create our own visual symbols, especially the products themselves, with their own media attributes. Printing eye-catching visual symbols on products, every transportation, display and purchase is a display of visual symbols.

hearing. In order to impress consumers, it is also necessary to plan a copy, that is, a slogan or a jingle, which will be remembered by consumers after repeated broadcast. "No gifts this year, but melatonin" is perhaps the most familiar slogan in China. Tianqi toothpaste, shouting "Tian-Qi-"when taking pictures. There is also just Gu 'an Industrial Park, which used the slogan "I love Tiananmen Square in Beijing, 51 kilometers south", which actually bound the melody of the song "I love Tiananmen Square in Beijing".

smell and taste. Some hotels will use fixed perfume in the bathroom, so that every guest who comes to the store will remember this fragrance. Master Kong beef noodles, that's the smell! It focuses on taste memory.

touch. A table, even if it is not made of logs, should be pasted with a piece of wood skin in order to create tactile memory. Tactile Kenya Hara, marketing guru, designed the guide system of Mei Tian Hospital, all made of white cotton cloth, creating a soft and warm tactile experience.

Good naming can reduce the cost of advertising investment.

For example, Beijing Peacock City planned four projects, and later decided to call them "Peacock City", and put out the slogan "One Beijing City, Four Peacock Cities", which is equivalent to a slogan, and was used by four projects, with 1 yuan as 4 yuan. At the same time, the four peacock cities were named as Yongding River Peacock City, Grand Canal Peacock City, Chaobai River Peacock City and Badaling Peacock City. The previous titles are all familiar places, and the memory cost is low. Especially the Peacock City in Badaling, which is actually located in guanting lake below Badaling, was finally named Badaling, because everyone knows Badaling and only Beijingers know guanting lake.

a good name is also a long-term investment. Don't change the advertising language casually, just like "Heng Yuan Xiang, Yang Yang Yang" and "No gifts for the holidays this year, and melatonin will be received when it is received". If it is put for decades, consumers will remember it. The slogan "Little Sunflower Mother Class Begins" appears in every product advertisement of Sunflower Pharmaceutical. Every broadcast is an investment in this "Little Sunflower Mother Class". Over time, this concept will also occupy a place in the hearts of consumers.

The design of brand logo should reduce the memory cost

Nowadays, with the information explosion, there are too many things to identify. We design the brand logo to reduce the cost of consumers' memory. The wrong design will increase the memory burden. If the graphics carry a lot of abstract and complicated so-called "connotations" that only designers know, then customers will be confused, and then they will try their best to advertise this unforgettable design, wasting money in vain. Moreover, the brand logo also shoulders the important task of highlighting the company name, and it is not possible to squeeze out the company name because of the design of a big graphic, which is putting the cart before the horse. A word, graphic design, should be "clear at a glance".

product packaging is the biggest self-media for enterprises

enterprises can't waste their biggest self-media, that is, product packaging. Effective packaging design can greatly reduce the cost of brand marketing communication. In the supermarket, good packaging has the advantage of display. From a distance, you can recognize it at a glance, such as the large blue packaging of melatonin. The success of melatonin packaging design lies in "striking". Packaging is the product, and packaging design is the product design and product redevelopment. The packaging of Zhenshiming Eye Drops is a vision test table. Consumers will know at a glance that this eye drop can treat myopia. This is the power of packaging.

advertising slogans should convey brand value and make people act.

we should implant the brand into the slogan, and try to include the brand name in the slogan, otherwise even if it spreads, people will not know your brand. For example, the negative case, "I don't care about eternity, I only care about having it", most people think that this is a diamond advertisement, and few people know that it is a watch advertisement. On the other hand, "good things will come naturally as soon as everyone starts" is very good, which can be said to be unparalleled in the whole history of Chinese advertising. Once again, the advertising slogan should make enough people remember your name.

every product development, every packaging design, every advertising idea, every leaflet and every enterprise merger and acquisition includes the top-level design of the brand. Everything is one thing.

what does everything include? Enterprise strategy, marketing strategy, brand strategy, product development, brand design, packaging design, advertising creativity and so on, all things are one thing. Dividing these things into different departments and teams and completing them at different stages is divorced from the essence, and it is impossible to do them well.

which comes first, the product or the advertising idea?

it is generally believed that enterprises have product development departments, which conduct research and development, and then sell them to marketing departments.

wrong! We should first engage in advertising creativity, then engage in packaging design, and finally implement product development. The case is the morning light test pen for praying for Confucius Temple. First, the idea of praying for Confucius Temple was put forward, then the name was given, then the advertising copy was created, then the packaging was designed, and then these were integrated into a new product development task book, which was handed over to the technical department for implementation. So product development, packaging design and advertising creativity are one thing.

survey data may not be reliable

survey is for reference, inspiration, not evidence. If the survey data is so useful, then management really becomes science, not art. If it is science, wouldn't everyone get the same result by using scientific methods and formulas?

The design of most survey questionnaires is problematic.

For example, the 2112 Survey Report on Public Education Equity in Major Cities of China shows that 24.3% of the public do not believe that "education can change their destiny". How is this questionnaire made? The estimate is:

What would you choose? How can you believe such a big thing as changing your destiny? Then many people will choose, not necessarily.

Enterprises will make similar mistakes, such as imitating the questionnaire above:

How many people do you expect to "believe"? Why should people believe you? It's no use asking such silly questions. But consumers will still buy it after watching TV advertisements. Why? Because when people are not sure, they will still want to buy it and try it.

The above are some reading experiences, which can be exchanged with you to improve.