You will not find any international brand, does not contain a great human emotions.
- Former president of Coca-Cola
Whether you acknowledge, and consumers love, who has been branding the most important work. If consumers do not like, all no good, no matter how good your product, how advanced your technology, or how low your prices. Marketing 4P is not a required course branding, in the experience economy era, the era of individual consumption, the only concern is the feelings of consumers agree that the only concern preferences.
Why the birth of the brand? In order to share with consumers. Brand as a symbol of corporate product or service, take the communication and exchange of mission, its purpose is to obtain recognition, preference, consumption, and loyalty. Branding approach the ever-changing, but there is only one, the emotional build consumer recognition.
Resort to emotion - the origin of the brand identity
Coca-Cola is selling sugar water does not it? Capable of producing and selling the world's businesses are at least 10 million of this sugar, but why only a small number of successful, because they do not put the consumer as a rational man, but as a communication and exchange of friends, which by all sorts of activities and advertising and consumption to share and exchange life, happiness and self-personality, which won the worldwide favorite. If Coca-Cola to set aside the emotions of consumers, promote their products just how good it can succeed? Definitely not, only once-powerful products and technologies, and the emotions in ancient times the same, timeless.
In order to obtain the hearts of consumers, Coca-Cola continued to change their slogan to meet the psychological needs of the younger generation. After the 2004 Olympic Games, Coca-Cola launched a new ad - to be cool by themselves, but also sent for the latest voice - Olympic champion Liu Xiang. Coca-Cola's ads, Feiyanzoubi Liu Xiang is a hero, he and other actors had a dazzling street-cola battle, fully demonstrated his extraordinary skill and success of youth sports style, and with the Coca-Cola "to Shuang has its own "brand philosophy fit perfectly to the consumer has left a deep impression.
Olympic champion Liu Xiang is also requested for advertising, Baisha Group and Coca-Cola has a big gap. In the white sands of the ad, Olympic champion Liu Xiang, although as for the glorious appearance, did not arouse the audience's emotional identification. This is because the white sand advertising language "crane dance white sand, my heart fly" empty and weak, there is no express right of human emotion, and Liu Xiang in the ad and the consumers did not express the emotional content of communication. Huge capital investment, the perfect image of the Olympic champion, simply because the brand itself does not need to communicate the emotional appeal with consumers, they failed to be implemented, although the White Sands reputation greatly enhanced, but no consumer emotion recognition, brand value has not been accumulated, can not but say something regrettable failures.
Emotional appeal - the brotherhood of the road brand
Throughout the world-renowned brands, most are extremely emotional communication expert.
Look at McDonald's, a burger, taste and nutrition do not like the streets of Hangzhou dumplings or Shaxian snacks, but this does not preclude it from establishing the number one most popular food brands worldwide. From the "moment full of laughter" to "I like the" McDonald's emotional appeal to consumers to upgrade to the point of dating is really becoming more sophisticated. A Chinese proverb, eye of the beholder. If McDonald's became the lover of consumers, where there will be any disadvantages? Phrase exclusive advertising slogan advertising slogan called the most ever in the world, because it became very personal brand, and totally non-rational person.
Similarly, a very, very clever is the NBA, it is to promote basketball, we have, however little viewers. Over the years, NBA's advertising slogan is "I love this sport," the slogan of this same somewhat exclusive vividly express their love of basketball all the hearts of the audience's sense of identity, as well as with the audience not to see the difference between NBA signs. With the slogan, needless to say, NBA fans to watch the show more loyalty, NBA memorabilia collection, because "I love this sport!"
With the clear words like and love is indeed the best way to talk feelings, but it is not only one way, personalized, maverick slogan can also be an excellent brand of emotional appeal.
King of the world's sports shoes Nike's advertising slogan is "just do it (Just do)" No wonder it can become the world's young people's favorite, this freedom is the slogan of casual cool off, with many Star wonderful interpretation, it easily captured the spirit of freedom the world over one billion. Veteran sports brand Adidas is cleverly discovered the young people to pursue fresh, eager to create the future and the psychological characteristics, playing "Impossible," the inspiring slogan, with the many challenges of the future superstar to perform the infinite possible, not only to create unlimited creativity, but also to set a number of positive brilliant young people a positive image, so popular.
Sports advertising has always been fascinating, the field of sports brand in the world, Chinese brands have a good performance. By the former Olympic champion Li Ning of China, founded by Li Ning sporting goods company, operating in the learn from the successful experience of leading brands, innovation, played "Anything is possible" slogan excellent communication, with consumers feeling the same classic case of demand.
Emotional appeal is to seek recognition, build brand's highest level, Pepsi, Nestle Coffee, KFC, Hennessy, Marlboro and many other world famous brands are han can do this, unfortunately, our country has been difficult for many brand entry, the total product and technical aspects of playing low-level walk around, do not know how to express their love for the consumer.
Emotional loss - the biggest mistakes weak brands
Branding is an ongoing courtship movement, can not express their feelings clear brand will remain difficult to arouse consumer interest and recognition to continue in the competition were ignored and marginalized. Even if we spend a lot of advertising, come only a reputation but useless, there is no sustainable competitive edge, and it is not worth the candle, as if in front of the white sand.
Brands do not belong to enterprises, consumers are, it only exists in the minds of consumers have value. Therefore, the final analysis, all of our brands is to win the hearts of consumers. Not show emotion, no personality, only that spend millions on this recognition, this is the brand of misunderstanding and sorrow. Even as the foreign brands did spend money to hire an international star, and ultimately only lied, can not show the brand's personality and style, as in shaping the brand, its core is empty, please who did not use well-known re- high to no avail.