Smash Your Brand &Nbsp; Enhance Product Premium.

Most companies still focus on the design of Logo, ignoring the sensory responses of brand audiences, such as color, navigation, material, voice and shape.

To smash the brand is to crush the brand into many different "fragments", and to establish and maintain a "shattered" brand.

In the late 90s of last century, Daimler Chrysler set up a new department within the company.

The function of this department is not design, manufacture or marketing, but the research and production of switch doors.

To this end, a top automotive engineer shared with me his interesting view that nowadays people's psychology of buying cars is quite different from that of 20 years ago.

Today, when consumers enter the automobile display area, the first thing is to sit in.

He held the steering wheel and felt the seat.

Now, you know why Chrysler wants to hear so much noise from the door of a car.

In reality, our sensory response is the only reference standard when buying a new car.

So you have to ask yourself one question: what is left after removing Logo?

Most companies still focus on the design of Logo, ignoring the sensory responses of brand audiences, such as color, navigation, material, voice and shape.

Are these components easy to identify?

If your answer is no, it's time to "crush" your brand.

To smash the brand is to smash the brand into many different pieces. In the process of building and maintaining a "shattered" brand, though each part is critical, they can still exist and operate independently.

Crush colors -- maintain your

Coca-Cola lost the "red war" in the European market because it encountered strong local rivals.

In the UK, 30% of participants thought that red was the color of Vodafone, while only 22% saw Coca-Cola when they saw red.

To this end, in a marketing campaign in the United Kingdom, Coca-Cola made some changes on Logo: changing the traditional red and white collocation to another color, including blue and green - each color combination represents the football team it sponsors.

The green Logo has also appeared in Europe and the Asia Pacific region.

In Germany, for example, Coca-Cola's classic red spiral cap has become green; in Japan, people also think that red belongs to other brands.

However, of all the people surveyed in the world, 36% thought red belonged to Coca-Cola and 27% thought it was Vodafone.

Since Coca-Cola's "red status" is impregnable, Pepsi Cola has turned to the "blue flag" and has been developing in the global market.

In the survey, 33% thought blue belonged to Pepsi Cola.

This may not be good news for IBM. Many years ago, IBM was marked by blue.

In fact, in some countries, such as Japan, consumers think that IBM is black rather than blue.

Only 11% of consumers in the world will associate blue with IBM.

14% of people say that IBM is black.

After summarizing the color attributes of several major companies in the world, do you think that the color and real estate are almost the same? They are "lots, lots and lots". Competition is always more intense in the hottest areas.

In the past decades, many brands want to "occupy" a certain color of their own.

Heinz, the world's leading seasoning maker, has launched a marketing campaign called "red power" to help women confidently wear red clothing (including Heinz's red ketchup, of course).

Switzerland is also a member of the red camp.

Switzerland is famous for its watches, knives, cheese, chocolate and Swiss bank.

Since the mid nineteenth Century, Switzerland has been planning to build its own brand, and has applied it extensively in the world.

In 1863, the Red Cross was established. The flag and the Swiss flag were exactly the opposite color, though not deliberately, but it created the most powerful red and white brand in the world.

Every brand that can be called "Swiss made" is strict in product quality, because the word "Switzerland" represents the precision and high quality of two brands.

Red and white matching has also become synonymous with "Switzerland", which is by far the most excellent "national marketing" behavior.

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In all colors, yellow is considered to be the most eye-catching color.

The list of phones that appeared in early twentieth Century is the "Yellow Pages". Red and yellow collocation has always been the focus of brand competition. For decades, McDonald's and Kodak have been debating the ownership of red and yellow collocations.

Color is very important to the brand, and it shapes the public's "first cognition" to the products. The first difference between school bus, police car, mail car and garbage truck is the color of the body.

If the print color of the company is not consistent with the color of the Logo, the brand will not be able to establish or maintain the ownership of the color.

After all, the human brain is most impressed by color.

Smashing language -- consistent

Disney, Jialu and Gillette are three brands of different business categories, but they have one thing in common: in the past ten years, they have built up a brand language. 74% of consumers can think of "jelly" when they hear "crisp crunch"; another 59% think that "masculinity" is synonymous with Gillette; and the following figures are even more striking: 84% of Americans believe that "masculinity" has a strong correlation with Gillette.

However, there is another brand with the highest score.

This brand has created a kingdom full of fantasy, dream, hope and magic.

Since 1950s, Disney has been working hard to create a "foundation" which is more powerful than the brand itself.

"Welcome to the land of dreams!

Here, let's fly your creativity and fantasies so that smiles and magic can be passed down from generation to generation.

The survey shows that more than 80% of the participants believe that this passage is Disney's slogan.

More importantly, Disney's language can be passed through the "crushing test". Pick out a word, a sentence, or any column in a Disney magazine. Remove all the hints, and you can still recognize this is Disney!

If you go to London, you may also find that the appearance of Chanel is exactly the same as that of No. 5.

To build a truly shattered brand requires persistence and patience.

This is very rare in today's commercial society, because "the only constant is changing", whether it is brand strategy or marketing strategy.

Coupled with the current financial environment that only seeks immediate results, brand information has become an information in this overcrowded world.

For many years, NOKIA has used "humanization" to locate its mobile phone products.

However, only 14% of consumers will associate the word "human nature" with NOKIA.

NOKIA is not an example. Many companies fail to implement their emotional strategies through text.

Colgate has been playing the slogan "Colgate smile" for decades, but in the survey, the word "smile" is only third of Colgate, and the top two are Disney and McDonald's.

This survey of relevance leads to an interesting phenomenon: the clearer the personality of a brand, the more concerned about human nature (the less concerned about the product itself), the easier it is for consumers to remember words, phrases or sentences associated with the brand.

What is the secret?

It is useless to make up an advertisement. The most important thing is to adopt a people-oriented way to avoid taking the product itself as the core (for example, describing the function of the product).

Smash the shape -- after unloading the block

Shape is one of the most easily neglected brand elements.

Think of Coca-Cola's curvilinear bottle, Gary's bottle, and Chanel's 5 perfume bottle. These shapes have become brand spokesmen. When it comes to the golden M shape, you will immediately think of McDonald's, and every McDonald's shop in the world is using this shape; TabEnergy is a low calorie beverage launched by Coca Cola Co for women's design, and the tank body is taller and thinner than the traditional pop cans. The British Claus?

Blackwell food company launched the waist circumference products using hourglass appearance, meaning if women consumers insist on taking, the body can be like Marilyn?

Monroe is so nice.

Male products are also not to be outdone.

The Kentucky bourbon, a strong liquor brand, is a bottle made of large and strong glass. The designer of the brand describes the bottle as "shoulders with masculinity". Russia's new vodka brand is plated into "sexy Tina" in English, including Irish cream, and the bottle body is also designed as the shape of a female chest.

Bobbi doll is also easy to identify, even if she "dismount", you can recognize (do not disrespect the meaning of Bobbi).

In other words, Bobbi is most likely to be "shattered" in his peers' products.

Most computers look mediocre, but Apple's iMac is exceptional.

Whether it is the next generation of computer products, you can arbitrarily "crush" its components, and will not affect its "high recognition". Whether it is bright white fragments or iPod headphones white plastic shell, are Apple's unique logo.

The waist curve of Bobbi, the streamlined appearance of the apple, the contour of the coke curve bottle, each element is integrated into the overall design of the product, creating a unique appearance.

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Smashing behavior -- how to impress people deeply

At the check-in counter of the airport, there is usually a clear indication of the maximum weight of the carrying baggage.

Airlines also publicize laws and regulations in many ways.

But virgin aviation invented a unique way. It used a friendly font to write a sentence: "you can be very conceited, but you can only take one size of this luggage (7 kilograms)!"

Virgin boarding is equally comfortable.

Every worker smiles, and every broadcast begins with "ladies and gentlemen" and "boys and girls", so that those who are usually neglected are respected.

Even virgin flights are very unique. This experience will continue until the arrival of the plane. The sign that receives the super luggage is tactfully written, "big luggage is really inconvenient."

If you feel dissatisfied with buying things in London's Harrods department, you can change or return it for whatever reason.

This policy of "promise to return unconditionally" is one of the reasons why harrow is most popular.

Here, though "service" is an invisible concept, it can also crush it like smashing other visible elements.

Passengers from Cathay Pacific will receive a handwritten note "happy journey to you" written by the staff.

If you see here, you may doubt that these notes are printed in print only by an advertisement company in advance.

But when I was on this flight once, I was surprised to find that the message I received from the passengers next to me was different from mine.

Another time, when I was about to start a long flight, the staff handed me a large package, which read, "Dear Mr. linslow, we found that you have been away from home for a long time, so we have prepared these readings for you."

When I opened the package, I found a lot of newspapers from my hometown.

At The Peninsula Hotel in Chicago, I also experienced such a caring service.

When I wanted to listen to music in the room, the receptionist in the lobby told me politely that there was no record room in the The Peninsula Hotel.

Okay, that's all right.

But a few minutes later, a doorman called to ask who my favorite music was.

Emnem, Abba and Beatles, I said freely, wondering why he asked me.

20 minutes later, I heard someone knocking at the door.

I opened the door, and a doorman handed me a plastic bag containing three CD: Emnem, Abba and Beatles.

The doorman said, "this is my personal gift to you. Welcome to The Peninsula Hotel."

Because of the different cognition of consumers and consumers about brand communication information, their expectations are also different.

Most companies commit themselves too much and ignore actual actions.

But there are exceptions.

Louis Weedon will not provide permanent quality assurance for his products.

In fact, the company's documents clearly state that if consumers want to repair leather goods, consumers will have to pay a certain fee.

And every time you go to the repair shop, the salesperson will again emphasize this rule.

But you really don't need to spend a cent on the service, because the last salesperson will tell you: "you are the only customer who is exempted from charges."

Smashing names -- the value of extension

When Porsche 911 was introduced to Frankfurt in 1963, its original name, 901. large numbers of manuals had been printed, and marketing materials were ready, but overnight they would be abandoned.

Porsche employees were frustrated because they found that the French Peugeot car company had already registered the 0 digit three digit number as the product number of the company.

No room for discussion can be renamed "911".

Peugeot Co has enjoyed the naming privileges of this number since 1963. The middle "0" makes Peugeot models clear in their peers, even if you can't distinguish between 204 and 504.

McDonald's also cherishes every opportunity to use the name "Mai", Mai Le chicken, Mai Xiang chicken, and even wheat coffee.

If you have received the email they sent, you must have seen this sentence: "I wish you a wonderful day!"

The naming rules for McDonald's products are undoubtedly part of the brand promotion, but this has also led to many legal disputes.

In Denmark in 1995, McDonald's once called Alan.

Paterson went to court because the man opened a hot dog shop named "Alan," but this time McDonald's did not win.

Disney group successfully integrated Disney's cartoon characters into the headquarters of California Burbank.

The 20 foot tall building is supported by seven dwarfs. The corridor is also named after Disney's character: Mickey Road, dwarf street, and so on.

With this naming strategy, Disney extends the value of the brand in every detail.

We must also remember that there is a brand with the name "I" in front of each product, such as iPhone, iPod, iMac, iTV and so on.

Apple Corp also had a court agreement with CISCO systems group and got the right to start with the name "I".

Is there a smarter strategy than apple?

Add a "I" in front of any noun, such as iFridge (fridge), iMicrowave (microwave oven) and iBook (laptop). As long as you see "I", you don't need to know the purpose, you know Apple products.

This integrated naming strategy can effectively enhance public awareness of brand image.