Exploring The Secrets Of Brand Worship

Thinking triggered by facts

Fact one: Hongkong daily news monthly reported in April 1991 that some shoe store owners in New York, USA, have applied to the authorities for permission to use guns to defend themselves and protect their personal and property safety.

The article commented that in recent years, because of the admiration of Nike saddle, many teenage teenagers did not take the risk to steal or even kill people. The vicious incidents occurred frequently.

Fact two: countless Harley riders tattooed the Harley eagle logo on themselves and willingly regarded it as their spiritual totem.

Fact three: Starbucks consumers are not only willing to wait in line, but even regard the local Starbucks cafe as a daily necessary procedure.

Fact four: "queer" beverage was successfully developed in Japan in 1999, and jumped to the third main force of coke in the Japanese market in 2000. In 2001, it was listed in Singapore and Hongkong, and soon became the first local fruit juice brand.

At the same time, a large number of "queer" personal web pages were born, and in Hongkong, the "queer" online club was set up.

Fact five: in the United States, when adults want to have a brand-name sports car, about 70% of teenagers dream of having a pair of Nike shoes. Nike has become a "dream" pursued by consumers.

It sounds like a myth. Why do consumers like to "favor" a brand so that they can be crazy enough to sacrifice themselves?

However, in today's market, there are indeed such brands have such a "consumer myth" - let consumers feel honored because of owning them, and let consumers lose their hearts for losing them.

This is brand worship, like the worship of great men, heroes and stars, a kind of respect and admiration from the heart, from the heart's admiration and longing.

A fanatical pursuit of brand religious believers, a value system and rules jointly owned by brands.

The judgement of brand worship

Worship is a sense of belonging.

Everyone needs to belong to a group that pcends our own.

The sense of belonging of a brand can surpass the pure possession of the product.

The driving force of belonging is very strong.

The most common dissatisfaction with people's work is not salary or position. Rather, they feel that they can not be part of a process and can not be recognized by a group of people.

For a worshipped brand, people not only buy products, but buy and consume the product, and become a member of the collective. This group is linked by the special value system that pcends the character of the social and economic class.

Worship is a kind of longing and fanaticism.

Worship comes from the desire and respect in the heart. It is the sustenance and refuge of one's own soul, which is far more than the consumer crazying of buying loyalty.

Brands that can get consumers' worship have a charm that makes consumers want to become part of their brand, thus creating unrequited demand.

Once the brand is worshipped, consumers will listen to the brand's words and listen to the brand's behavior. The description of the brand is passionate and even dedicated.

Such brands in the minds of consumers make the size of enterprises, the length of history, the quality of products, geographical advantages, advertising and design and so on become irrelevant.

Worship is a feeling.

Consumers choose and consume brands because of desires, instincts, habits or other reasons, but consumers do not choose and consume because of their rational thinking.

The key to the impact of these brands on consumers is feeling, emotion and passion rather than thinking. Rationality plays a second role in sorting out and adjusting these consumers' emotions.

Therefore, what a cult brand does is to interact with consumers' feelings and emotions, and consumers can't sort out these feelings in a rational and predictable way.

First, create brand values.

Consumers may choose to buy a set of attributes, buy a value, buy a feeling, but to form a brand worship, then buy a set of value Alliance (as shown).

This kind of values is a way of life, an attitude towards life and a pursuit of life.

When this kind of value realizes the deep communication with the consumer through the suitable carrier and resonates with the consumer, and gets the consumer's pursuit, the brand has surpassed the product entity and the brand meaning itself, and has the live life.

Such values will play an active role in the life of customers, and provide space for the development and self-expression of the target group, or provide consumers with some meaning and rules in life.

The three principles of value creation:

1, emotional (emotional rather than rational).

Great filmmakers can always find ways to open the emotional power that has already existed in people's hearts, and deliberately move people's strings of sensitive emotions in telling stories.

Great movies make people think, make people feel, make you laugh and laugh.

Like film production, the value concept of the brand that is worshipped should attract the hearts of consumers instead of the brain, seize the human nature and feelings, place the emotional value in the center, and get rid of the bondage of reason.

Therefore, such values can be recognized values, such as joy, justice, freedom, equality, kindness, etc., or values which are uncomfortable with confession, such as rebellion, cool, lazy, wild, extreme, etc.

2, historical (integrated into the historical process).

Values are the natural and emotional nature of human beings, and human nature and emotions are closely related to the process of society.

Under different social environment and historical background, different living standards and cultural levels have different values of natural value. For example, in traditional Chinese culture, loyalty and filial piety are regarded as life; but since the capitalist revolution, freedom, democracy and equality have been worshipped.

Even the eternal thirst of human beings often needs to be quickly and fully stimulated under the historical background.

The pursuit of freedom is eternal. However, the cultivation of the idea of "Halley" is successful in the special background of the great depression after the Second World War and the American high-tech boom in the 80s. The pursuit of efficiency, fairness and prosperity is eternal. However, Shenzhen can only attract hundreds of millions of people to go south fanaticism in the context of the special development of China in 80s. Coca-Cola is also benefiting from the pmission of the spirit of peace in World War II to make its brand popular in the world.

Therefore, only when we have a clear understanding of the historical process of brand and market, the brand values and brand spirit will have vitality and charisma.

3, commander-in-chief (commander in and out).

The concept of value is not a slogan, but a cornerstone.

He not only guides the brand's dissemination and promotion activities, but also guides the company to determine the direction and scope of its operation, conduct business operations, and even help determine which management mechanism to implement and what kind of employees to hire.

If the brand represents the "nature" of consumers, then the scope of an enterprise's product or service is anything that can make the customer combine with the value of the nature.

Two, create mystery and magic.

Worship comes from admiration, a kind of admiration for those who surpass themselves in their realm of dreams; worship is a longing, a desire to pcend the truth and to integrate into oneself.

Therefore, injecting the mysterious and mysterious elements beyond the conventional and inspiring imagination can enhance the inner desire of consumers and the respect for the struggle of the pcendent.

The Sony Corp can always satisfy people's unexpressed wishes, forge the reputation of pioneers and the influence of pioneers, make any other company difficult to match, and sigh with regret. Coca-Cola always keeps its mysterious formula on the market and makes its charisma undiminished for centuries. The image of Disneyland, which has been repeatedly attacked by unwanted calamity, but every time it can kill a lucky little mouse, is very mysterious though it rebel against reality. Nike has directly used superhuman strength to show the heroic magic and Sport myths.

Three, shaping the carrier of values.

The concept of value is a kind of consciousness and an idea, which must be pformed into substance, pformed into material and pformed into something consumers can really perceive, so as to achieve deep communication with consumers and achieve the integration of value.

A brand has the value concept of survival, and it is very important to find a suitable carrier.

This concept carrier must be fundamentally related to what the brand represents, with the unique body and emotional needs conveyed, and the eternal value of the brand.

Criteria for selection of value carriers:

1, deep relevance

Before we become a "thinking" brand, we need to build a complex picture of the world's operational mode through the sensory system and the reference frame formed by these input signals of various elements, so as to build our awareness brand concept.

The core communication carrier we choose must be able to convey this idea to the consumer's mind, so that it can be directly perceived without being affected by changes in the signal of relevant elements.

2. High ductility.

The connotation of the carrier must be firmly embodied in the concept of value, but its denotation is more extensive. This carrier must be tolerant of all the elements of the core values, such as products, singers, services, football teams, spokespersons, etc.

No matter what time, what circumstances, cultural background, and what kind of consumer groups it faces, the carrier can find suitable elements to communicate and communicate with consumers.

If Nike is positioned in the footwear industry rather than in sports, it will never be able to achieve today's impact; if McDonald's merely sells food instead of positioning entertainment, it will not make the world's children fascinated.

Such factors as sports, entertainment and music can be decomposed into various elements in practical application.

Coca-Cola's dissemination of "hot girls", "sponsorship A", "hiring Beckham and Erwin" and "sponsoring the Olympic Games" are all scattered and scattered, because these elements are the refinement of the concept carrier of sports and music. Disney can expand in different industries such as movie, paradise, toys and so on, because these are not separated from the "entertainment" basis, they can embody the core values of "happiness and innocence" represented by entertainment.

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 few brands with conceptual carriers, and the carrier of ideas is a necessary condition for brand worship.

The image carrier must reflect the idea of the concept carrier, but the concept carrier can be embodied through different image carriers.

McDonald's concept carrier is entertainment, the image carrier includes "McDonald's uncle", "all kinds of image spokesmen" and "standardized products and smiling service staff" and so on; Nike's concept carrier is "Sports", image carrier successively has "Jordan", "Barkley", "Agassi", "professional baseball team" and so on.

Four, cultivate brand story

Story is the basis for establishing a close relationship between the brand and the consumer. Telling stories that consumers most expect to hear will create an immersive feeling for the listeners, increase the mystical utility, and be moved by the words and deeds of the story, and be moved by the process, so as to maintain the enthusiasm of consumers.

During World War II, Coca-Cola was accompanied by the inseparable American youth on the most difficult battlefields, making a beverage an emissary to raise morale and peace, to keep people from feeling emotionally, and Nike to lose the sport because of injury.