The Slogan Of Shoes And Clothing Should Be "Publicize Individuality And Buy People'S Hearts".

Speaking of advertising slogans of Jinjiang brand, I might as well drop my schoolbag here.

The author thinks that the purpose of advertising language is simply two points: 1., create personalized differences between advertisers and enhance the memory of the audience; 2., advocate the value or value orientation of the advertisers, and win the audience's goodwill and resonance.

To put it plainly is to publicize individuality and buy people's hearts.

Therefore, advertising language has been widely used in history, and there are many classic works.

Some people even regard some political slogans in history as "waiting for the rich, the poor, the rich", "playing the local tyrants, and dividing the fields".

In the commercial field, advertising slogans include advertising slogans, brand advertising slogans and product advertising slogans.

Brand advertising language is the refinement and expression of the connotation of brand culture, and it is an important medium for communicating with the brand audience spirit.

The connotation of brand culture is usually a kind of value proposition or lifestyle, attitude towards life and so on. It is the value proposition of brand personalization, and the industry is usually called "brand proposition".

To occupy the minds of the audience and win the hearts of consumers, the brand should seek to be "like-minded" with the target audience in certain aspects, and the brand proposition should arouse consumers' resonance in some spiritual and ideological levels.

Therefore, the slogan "brand is designed to attack".

For example, the seven wolves of business men's clothing "believe in yourself and trust partners" are the values universally recognized by successful business people and are easy to get the resonance of the audience.

The product advertising slogan emphasizes more on the product's specificity and interest.

For example, "farmer mountain spring is a little sweet".

Therefore, the characteristics of brand advertising language are value orientation and position, which are often spiritual and ideological demands; product advertising slogans emphasize specificity and interest, often the value appeal of product experience.

Brand differentiation is the key to "brand differentiation".

Therefore, advertising slogans are most reluctant to follow suit.

Otherwise, losing one's own personality, being drowned by others, being ignored by the audience, "it is difficult to have a day".

And "stick to it".

Advertising slogans can continue to refine different sentences, but we must stick to the same brand.

The brand insists on its own idea, just as people insist on their principles, they can have distinct personality and win goodwill.

Brand proposition change will not only obscure brand memory, but also damage brand image and disdain audience.

The most important thing is that the process of brand building is just like the process of magnetic stimulation. Brand assets must rely on long-term accumulation to enlarge continuously, and the brand's magnetic influence will continue to escalate.

If we constantly change the brand proposition, we will lose the brand equity.

At the same time, the brand proposition has the extended meaning, which can extend to values, philosophy of life and success inspiring, so as to win the public sympathy at different spiritual levels.

For example, Anta's "never stop" is not only a positive attitude towards sports, but also a positive attitude that people need in learning, working and living.

The rich connotation makes people respect the brand.

In addition, the refining of brand language should be planned and strive to be progressively or progressively.

Such as Metersbonwe's "no ordinary way" and "everyone has their own stage", the latter not only expresses the "unusual way" of brand style but also has its own unique personality, and caters to the personality characteristics of "new new human", "emphasizing self and individuality".

Moreover, the two interaction uses - do not take the unusual road, lead to a stage that only belongs to oneself; continue not to take the unusual road, but also arrive at another stage.

Cross progression is wonderful.

Expert introduction Hu Baoming, senior marketing consultant of real war marketing company, senior consultant of Shanghai to Hui Marketing Consulting Co., Ltd., has worked as an important position in planning and marketing management of several well-known enterprises in China. At present, he mainly focuses on the research of shoes and clothing market and modern enterprise operation in China, and has unique insights into China's footwear industry and enterprise operation.

It is a special contributor to many professional shoe and clothing media in China, and also serves as a marketing management consultant in several shoe and clothing enterprises.