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    中國營銷傳播網 > 品牌經緯 > 打造直覺品牌力

    打造直覺品牌力


    中國營銷傳播網, 2019-06-24, 作者: 岳新力, 訪問人數: 3349


      “我們不生產水,我們只是大自然的搬運工。”

      好一個搬運工啊,讓人耳熟能詳。而且只搬運大自然的天然水,不生產純凈水,也不生產自來水。

      請注意:“飲用天然水”在我們的理性認知里。它讓太多的人誤以為,賣的就是天然水。這一“誤”不得了,讓太多的水企業,還有太多的營銷From EMKT.com.cn專家們都跟著一頭扎進了“天然水”的大坑里。

      至使市場上,一瓶瓶,一桶桶,這泉水,那湖水,遍地都是。結果怎樣呢?

      結果,一個個的要么死掉了,要么半死不活的茍延讒喘著。為什么?

      不光上了“天然水”這個說法的當,更是迷信上“大自然搬運工”的幻覺了。農夫山泉說“搬運工”可以,還有點為你謙遜服務的姿態。

      你要是也學著它的樣子,去搬運你家景區泉眼里的水,或者你家景區湖里的水,那可就真的錯了——就真成了“搬運工”了。為啥?

      你的鄰居自己可以去搬運;遠處的消費者更不勞你大駕,它們根本就不認你那沒名氣的天然水,有名氣的景點又不了解——直覺上需要與農夫山泉比較的。

      為什么國產的農夫山泉、進口的依云是標桿?是被比較的對象?

      因為,“微量礦物元素”在我們的直覺里。農夫山泉、依云它們在“大自然”的湖泊、高山的背后努力的強調著這一本能直覺中的品根。

      尤其是依云,那叫一個厲害,強化過:阿爾卑斯山脈泉水的神奇功效,據說治好了伯爵夫人的病。

      這是“品根戰略”之根本。

      “依云”、“農夫山泉”都是直覺品根的直接或接近直接的根記號。不像“5100”、“可口可樂”、“恒大冰泉”等等是“它借”的陌生符號,或本來就是其它事物(如汽水、房地產)的記號或符號。

      它借的符號,天然帶有它借的“記號”,為己所用時,必先覆蓋過“它記”,然后才能生成與自己聯接的“符號”記憶。管用嗎?如何覆蓋?  

      一,大量的推廣,長期的覆蓋信息,飽和式攻擊,造成新的聯結記憶。

      天哪!這是最常見的做法,卻也基本上都是不管用的。

      不知道為啥,總是有人很理性的經過嚴密的邏輯分析的拿著一捆子一捆子的錢跟消費者的直覺過不去。

      就像“恒大”一樣,要人家住進它的房子里,還得喜歡看它的足球,并且喝著的它泉水。真貪啊!憑什么呢?

      可口可樂聰明點,遞給你一瓶“冰露”。但是什么是冰露呢?可口可樂又是怎么弄出來的冰露?

      它也是無比吃力地用邏輯告訴你,你喜歡我的汽水,應該也喜歡我的純凈水,不然怎么能說你喜歡“可口可樂”這個品牌呢?

      從岳新力提出的品根觀念來看:品牌是品根(價值)的記號。

      除此之外,可口可樂什么也不代表——除非我們仰望著帶著有色的眼睛強加給它“美國文化”。  

      二,你開發的產品要有自己的品根。

      其實,這種情況下根本沒必要去它借符號的。

      至于那些什么什么“主品牌”、“副品牌”、“延伸品牌”、“單品牌”、“新品牌”的說法,更是無關緊要的話。不過隨便你,如果你喜歡,愛從哪個門縫里看它就從哪個門縫里看它吧。

      用岳新力的“品根戰略”來表達,重要的,必須的,是:你是否使用了品根記號。

      咱們這里的“云南白藥”,堂堂正正地走進到本就是舶來品的牙膏的領地里,而不必它借品牌的好名字。

      君不見,“云南白藥”在創可貼領域里,勝出世界500強旗下的領導品牌“邦迪”嗎?

      品牌根本不用考慮是不是延伸——只要你是直覺的品根記號,什么時候都能顯示出直覺品牌力。

      岳新力:品根觀念提出者,品根戰略開創者,直覺品牌第一人,將品牌的創建推進到本能直覺的新層次新領域,最直接化降低顧客的認知成本和選擇成本,最直接化解決顧客認知的困難和選擇的困難,讓品牌成為顧客的直覺選擇——創建直覺品牌。發現:品根不明晰,品牌不自立;品根式微,品牌自毀。

      岳新力戰略咨詢機構總經理

      郵箱:yuexinli@126.com  微信(QQ):370062668



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