Creating Brand Stories Requires Seeds And Soil.

< p > brand story gives the brand the soul. < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand can help consumers and brands to have emotional connection with stories, such as brand recognition and belonging. How can we make good use of brand story to communicate with consumers? Clothing store invites Mr. Tang Ningtian Tim Dennison from Avery Dennison global creative director to share with you the skills to create brand with stories.

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< p > the brand with story will be successful < /p >

< p > brand story does not refer to the story itself alone, it includes the concept of brand, product design, brand image and so on.

The brand story can give the brand the soul, and the brand can make the consumer and the brand to have the emotional connection by the story, let the customer have the good impression to the brand.

"Telling brand stories is a good marketing tool. Good stories are the key to success.

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< p > even if it is a good brand, such as luxury brand Burberry and Gucci, if it does not have a good brand story and establish emotional connection with customers, it will be very difficult to achieve great success.

Burberry has a history of more than 100 years, but at first, Burberry did not have its own brand story. Until Tim's team joined in creating a brand story for it and kept talking about it, Burberry could achieve today's success.

Gucci is an international luxury brand. After the arrival of Tim's team, we first defined the brand positioning of Gucci sexy and comfortable, locked the brand target consumer group, and created a brand story that belonged to Gucci on the basis of respecting the history of Gucci brand. Then we told the story in a convincing way in the process of brand development. After two years, Gucci grew from a less famous brand to an international luxury brand.

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< p > creating brand story requires "seed and soil" < /p >

< p > not all brands can easily find their own brand stories. To create a brand story, we first need to find a true story prototype. The prototype is just like a "seed". This "seed" must contain real things as the basis for building a brand story.

The growth of brand also depends on his roots and market, how to tell the story to the market and how to establish emotional connections with customers. These are the soil and environment that can make this "seed" thrive.

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< p > brands like Gucci and Burberry have relatively rich historical accumulation. They are rearranged and enriched on the basis of their original stories. Then, some effective means of presenting these stories to customers are the branding schemes formulated by the Tim team for such brands.

For the development of stagnant brands, Avery Dennison will not only use them to make a new tag or label to save these brands, but to find and nurture an attractive brand story for them and continue to spread and spread in the process of brand growth. This is the secret of Avery Dennison's reactivation of these brands.

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< p > using consumers' past experience to stimulate their desire to purchase < /p >

< p > any decision we make is based on our previous experience. What kind of products does the consumer buy is based on some of his previous experience. For example, the sunglasses of Gucci and Prada are actually very different. Why do some consumers recognize Gucci instead of Prada? After putting them on Gucci glasses, he has the desire to build up an emotional relationship with the people around him, and with this product, and stimulate his desire to buy this product.

Avery Dennison brand marketing is also to seize people's decisions based on their past experience.

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< p > Burberry and Gucci can inspire the emotional connection between consumers and brands. These brands are very symbolic. When consumers wear them, friends' evaluation, others' recognition and affirmation and their psychological satisfaction can stimulate the emotional connection between consumers and brands.

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< p > establishing a true brand story is the focus of domestic brands < /p >

Compared with Western clothing market, the Chinese market is not mature enough. Most Chinese brands have no chance to compete directly with international brands, so the relationship between Chinese brands and customers is relatively weak. P

Chinese clothing brands sell more products themselves, rather than marketing them with emotions and stories.

"In China, we will find that many brands are telling Western stories, and many of these stories are fabricated.

For example, a brand advertised its own product from Italy a target= "_blank" href= "http://www.91se91.com/" > designer "/a", or brand said its product was made by a certain top craftsman in the UK.

But when foreign brands enter the Chinese market with real stories, their emotional connection with consumers is much faster than that of "/p".

< p > internal brand.

For many Chinese brands, competition with these international brands with great stories will be a great challenge, so building a true brand story is the key to the success of Chinese brands in the future.

Tim gives these points to the future competition between Chinese brands and international brands.

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