Using the time of the recent subway commute, I finished the two books "Hua & Hua Super Symbol Casebook" 1 and 2 on WeChat Reading, which focus on several client cases served by Hua & Hua Consulting, with a focus on the consumer end of the company - such as Footlite Senior Shoes, Qiaqia Foods, Lao Niang's Uncle, and Honey Snow Ice City (the King of Snow!). The manipulator of the Snow King!) and Fresh Plenty Fruits, etc. The company's self-contained theoretical system + rich case studies make this book very readable. It is recommended that students doing marketing-related work can flip through it when they have time. Anyway, you can read it for free on WeChat Book, and you don't need to pay for it.

Next, I'll briefly summarize some of the most impressive content I got from this book.

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The brand contains a 'symbol system' and a 'linguistic text system'.

Here's an excerpt from the original Chinese and Huawei Footwear for the Elderly logic for formulating a linguistic/textual system.

In many cases, China and Huawei service customers main means to rely on the redesign of menus, door head, shelves, packaging and other means, it has achieved very significant results.

The essence of branding is to reduce three costs for the enterprise, including the cost of social supervision, the cost of consumer choice, the cost of enterprise marketing.

The underlying logic of many theories in marketing is derived from psychology.

One line is from Freud to Jung, speaking of the collective subconscious, which is a line of art.

The second line is Pavlov, who talked about stimulus reflexes, which led to behaviorism, which led to big data.

The drama of human life is to keep circling back and forth, the cultural matrix is the part of human life that is circling back and forth, just like the Mid-Autumn Festival to be reunited to eat mooncakes, the Dragon Boat Festival to eat rice dumplings, the Spring Festival to put up couplets, firecrackers, to pay homage to the big year ...... every year, once the time of year is automatically caught up in the irresistible, inevitable occurrence, week after week, is collectively unconscious.

So privatizing the archetypal human cultural heritage characters, modifying them, and sharing them with the masses, is a shortcut to branding. For example, we are now familiar with the white-bearded, red-hatted Santa Claus, which was actually created by Coca-Cola, and used by consumers all over the world for marketing purposes, unconsciously occupying their minds and emotions, and at the same time becoming a cultural symbol.

Parasitizing the cultural matrix, making the brand part of the matrix, and then repeating it over and over again, makes the brand a part of the matrix culture as well. Why do Japanese people have to eat kFC at Christmas, and Koreans have to have fried chicken and beer at the beginning of the snow, it's all about brand marketing. Because only repetition can make people remember, repetition can accumulate offline real brand equity, so that the brand and the festival really produce connection.

Hua & Hua has helped clients create many xx festivals, such as the Valentine's Day Collar Day for Snow King and Snow Sister, the 99th Uncle Rice Festival for Old Maiden's Uncle, and so on.

With your own brand persona, you have a brand asset that can be accumulated over time with repeated investment, going for a sense of scale and time span.

The underlying logic of advertising slogans comes from rhetoric. What is rhetoric? Rhetoric is the art of language that persuades a person to believe anything as well as motivates him to act, and can also be understood as the art of language that persuades a person to act, with the aim of action.

Aristotle proposed four principles of rhetoric:

Principle 1: Common sense.

Principle 2: Simple words.

Principle 3: Use of special syntax or rhyme.

Principle 4: Make it pleasant.

Let's take a look at the brand slogan written by Huawei and Huawei Laoniangwu - "If you want to be careful with your rice, eat Laoniangwu" is not in line with these 4 principles. 2) Adaptation of a common saying/joke as a brand slogan

Advertisements are rhetorical, instructions with action.

Advertisements are rhetorical, instructions with action.

People have a natural trust in colloquialisms (proverbs/jingles, etc.), and jingles can bypass people's psychological defenses and slip directly into their heads. What kind of things humans have mental defenses against and what kind of things they don't is a very important concept.

Hua and Hua chose blue as the brand color when they were working on the case of the Dream Lily mattress.

The popularity of blue is due to the evolutionary process of human beings. When human beings lived by hunting and gathering, the proximity to clear blue skies and water made it more likely that people would survive, and over time, this tendency to be attracted to the color blue may have evolved into an innate preference of human beings.