Case Interpretation Of &Nbsp; How To Build A Brand By "Story".

There is an experiment that requires consumption to be 1 (not to like) to 5 (very like) to assess their preference for a glass bottle.

Some of them did not tell the story of the bottle, while others were told that the bottle was found in Pompeii ruins.

Pompeii is an ancient city in Italy. It was annihilated by volcanic eruption in 79 AD.

Consumers who believe that they have a legacy of disaster are rated as 4 or 5.

Others are only rated 1-2, and they do not think they are particularly attractive or very desirable.

Stone as stone

Product name, story, love story, stone story.

"Stone record" relies on "only one thing in the world, this life ties with you" to become a token of love for young boys and girls.

From a small workshop that is on the verge of bankruptcy, it has been turned to the top of the industry; these successes are inseparable from the story of a dream of Red Mansions.

When NWA wa was making up the stone, the stone was left unused and abandoned under the green ridge peak.

This stone has been psychic. It is large and small.

The monk, the great master and the Taoist priest, are so lovely that they are brought to the "prosperous and prosperous state, the family of the salon, the flourishing of the flowers and the rich and gentle countryside."

This is the story of the secular and love story, a dream of Red Mansions, originally known as "the story of stone".

As a famous jade jewelry brand, "Shi Ji" is the name of famous works, making the brand very colorful.

And the name itself also has a strong flavor of Chinese traditional culture, so it is deeply loved by consumers.

When we mention buying jade to buy jewelry, most people will think of "stone record".

This is due to the fact that it takes love as the eternal theme of its brand and provides a lot of elements that can be used for reference.

Another is its own distinct product personality, leaving a good brand impression.

Because of the lack of manpower at home, the 27 year old Su Mu Qing retired to the jade workshop after his retirement.

Facing the narrow working space and backward production level, Su Mu Qing immediately realized that if he did not carry out reform, he would be eliminated at any time.

Thus, under his sponsorship, "Yuan Yi Jewelry Co., Ltd.", in the form of strategic alliances, was generally not optimistic. In just 3 years, it became the leader of Taiwan jade.

In the next few years, Mr. Su Mu Qing entered the mainland market for his products.

After some research and consideration, the story of "a stone" was opened with a loud and profound name, and he opened up his plan to continue the legend in mainland China.

At this time, the story of stone begins to promote its brand with stories.

It integrates the romantic idea of a dream of Red Mansions into its jewelry culture, forming a unique mode of operation that combines tradition and modernity, and reflects the story with jade.

Instead of pursuing the scarcity of raw materials and high prices, they seek for rich shape design and romantic jade content.

"Only one thing in the world, this life is bound with you", a romantic and beautiful slogan, not only illustrates the meaning of "stone record", but also reflects its own unique design and independent features.

It is not surprising that these are catering to most young people's pursuit of unique consumer psychology and gift giving between men and women.

"Stone record" has continuously launched its own series of products, bringing a fresh story into jade.

A "beautiful woman" reveals the purity and youth at the same time, can you imagine a graceful woman in the lake side of the lotus picking figure, fresh and refined appearance and full pool of lotus flowers reflect each other, so that people do not get drunk; a "rich life", revealed maturity and self-confidence at the same time, and looks like a handsome businessman, busy in the world but calm.

Although these colorful ornaments are stones, they seem to contain stories of millions of years, and they can never be finished.

A concentric product, meaning "you have me and I have you", has a turnover of more than ten million in just more than 20 days before and after Valentine's day.

Su Mu Qing also took advantage of the hot iron and launched a series of products, such as "flying with wings," "moon and moon", "mutual affection and joy" and "affinity".

The story can be said to be partial, leaving the rest to the consumers themselves to imagine.

The richer the imagination, the richer the product of "stone".

More and more consumers know the story of "stone" by concentric series, and link them with romance and love.

The rise of the "stone story" brand is all derived from the "story of a group of women and a few men in the Grand View Garden."

The hot selling of its products and its reputation for spreading like wildfire are due to the small stories in the name.

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Product source story - product liquid gold "Evian"

"Is there so much mineral water in the world?"

The natural water from the Alps is known to the world from pure to pure.

In 1878, Evian was recognized by the French Academy of pharmacy for its excellent physiotherapy efficacy.

Since then, the cloud is in the bottle of Qingtian water, the noble of Evian water, which is called natural mineral water. It has been widely praised by the medical profession and is recognized as the water of health.

Every drop of cloud water has been going on for 15 years. Natural glaciers give it unique taste and rich minerals, which is no substitute for other products.

Nature has endowed it with noble qualities and legendary experiences, and the confirmed medical effect has given it a legendary coat.

In the summer of 1789, France was in the middle of the great revolution.

One day, he walked to a nearby town and took some spring from Cachat gentleman garden. After drinking for some time, he was surprised to find that his illness miraculously healed.

This amazing story spread quickly, and experts analyzed and proved the efficacy of Evian water.

Since then, people have poured into the town of Evian to experience the magic of Evian water.

Napoleon III and his Empress also have a special liking for mineral water in Evian town. In 1864, it was officially named as Evian Town, and its physiotherapy effect was recognized by the French Medical Research Association in 1878.

It was named after the town and then put into production.

Every drop of Evian water comes from the snow on the alpine mountains, which takes 15 years to penetrate slowly into the deep natural aquifer at 1.5 centimeters per hour, through natural filtration and mineralization of glacial sand.

In order to ensure the natural quality of Evian water, its filling area is its water source. The filling process is not processed and processed in any way. It is a complete automation process. 300 times a day, the sampling and testing are conducted to ensure that every bottle of water is pure. Even the law of the state of the Republic of France stipulates that the filling and packaging of Evian must be carried out in the water source area to prevent the human factor from damaging the quality of the product.

Its success is not only based on the quality of word of mouth, but also the legendary brand story, which provides excellent materials for its future brand communication.

The excellent water quality plus harsh filling process has appeared in 44 key cities around the world at the price of 2L/2.3 euro (25 yuan), showing the status of Yun Shui as the world's noble water supplier.

Evian has always stressed that he is not just a bottle of water, but also an attitude towards life and a way of life.

It also targets the middle and high income groups.

Have a certain purchasing power, and pay attention to their taste in life.

These consumers want to express themselves in a certain degree, to satisfy their self-esteem, the noble positioning of Yin Yun and the high quality appeal of healthy and pure good to cater to the consumption psychology of these people.

From perfume to famous wine, all of them reflect the wisdom of the French.

But the most praiseworthy is the water that sells more than milk.

It contains not only the dignity and quality, but also the humanistic attitude it carries.

It takes advantage of a story that others can not copy, and expounds the incomparable noble quality of the product, and it has been implemented as the essence of the product.

So we say that the story is good, and the era of "wine is not afraid of alley" is over.

With a good story, we should not only talk about it, but also make it vivid.

Finally, some people would like to spend 25 yuan to buy a bottle of water.

Product experience story telling: ZIPPO moves from battlefield to shopping mall

In 1932, American George brisday was inspired by the invention of a lighter designed and not affected by temperature, named ZIPPO.

From the president of the United States to the American soldiers, they praised the ZIPPO and regarded ZIPPO as an indispensable part of their lives.

ZIPPO lighters from the United States, like jeans and Coca-Cola, become one of the symbols of the United States.

Men regard ZIPPO lighters as their mark of maturity. In their eyes, ZIPPO stands for lighter.

So how did ZIPPO capture the hearts of men and eventually become the overlord of the industry?

The splendor of ZIPPO is inseparable from the war in the United States during World War II.

It was this war that finally made ZIPPO recognized by the world.

At that time, ZIPPO had not been formally adopted by the army.

But American soldiers love this lighter.

Its material is ordinary steel, and black paint will not reflect light.

Soldiers love it because it is very practical.

During World War II, soldiers who were shuttling in the smoke of war spent time in the quiet night playing with ZIPPO lighters.

Or use it to light a cigarette, use it to illuminate and write a home letter and so on.

This gadget has always been around the soldiers, and is always available when they need it.

And the biggest use of ZIPPO lighters can save people's lives.

During the Vietnam War, Sergeant Anthony of the United States was shot in the left chest, but it did not die.

Because the bullet is in the middle pocket of the ZIPPO lighter, the fuselage was slapped in, but saved the owner's life.

After that, ZIPPO also asked Anthony to replace the fuselage and he refused.

He wanted to commemorate the sunken lighter.

In 1974, pilot Daniel in San Francisco was using ZIPPO lighters to send out the flames to guide the rescue team to find themselves.

It can be said that the story of ZIPPO lighters is too numerous to mention, and the memories that people leave behind are also profound and colorful.

The clouds of war have dispersed, and ZIPPO lighters have entered the shopping mall from the battlefield.

Nowadays, there are soldiers and men and women in the world who love it.

There are no second kinds of lighters in the world, like ZIPPO, which have many stories and aftertastes.

ZIPPO lighters rarely advertise, and every story they have is the best advertisement.

The story gives ZIPPO lighter hero the same legendary color, so that it can surpass the ordinary lighter and become a spiritual collection of man's world.