The first mode: expand the pain and impose it on others.
Core principles
People have two basic personality patterns, one is the escape type and the other is the pursuit type. Avoidant people mostly refuse difficulties and are afraid of pain, while pursuers are just the opposite. More often, it is a combination of two qualities. The reason why people want to act is because if they don't act, the pain will be greater than happiness; For pursuers, it is because after taking action, happiness is greater than pain. A consumer buys a product because he believes it can alleviate some of his pain. If we exaggerate this pain dramatically and apply it to the creative advertising strategy of products, we will definitely leave a deep impression on the advertising audience and urge them to take purchase action.
successful case
(1) composite brand toothpaste
Compound brand toothpaste is the most successful toothpaste brand in Germany, with a market share of 25% for many years. The brand's commitment to consumers is to solve the problem of gum bleeding. The advertisement depicts the horror scene of gum bleeding leading to tooth loss.
(2) Head & Shoulders Shampoo
Head & Shoulders is a special shampoo that can remove dandruff. However, dandruff is not a big problem for consumers. How can consumers eliminate dandruff as resolutely as lice or fleas? The slogan of Head & Shoulders in Taiwan Province Province and Japan is: "You won't get a second chance to make a first impression." This sounds sweet, but there is actually a hidden danger: whoever doesn't destroy his bread crumbs may ruin his life's career. In a TV advertisement broadcast in Japan, a young drama major girl was attacked by dandruff on the eve of the final entrance examination. "My future is over," the girl said helplessly. At this time, Head & Shoulders fell from the sky and saved her career. Many brands die not because they can't get the money, but because they get the money but don't know how to spend it! If enterprises want to continue to operate, they must do a good job in brand communication. Unfortunately, many companies spend a lot of money on brand promotion, and most of them are spent on Shui Piao. How to spread the brand? Jincheng Planning hereby puts forward 10 creative mode of brand communication, hoping that enterprises can use it to spread brands more systematically and effectively, thus significantly improving sales performance. Let's give you an analysis of the top ten brand creative models.
Success factor
(1) Dramatic: The more intense the pain, the greater the potential of the strategy.
(2) Credibility: Do consumers agree that "great pain" is caused by "minor problems"?
(3) Resolving power: Only when consumers believe that the product can resolve the pain will it work.
Jincheng brand planning, I hope to help you. . .