Brand marketing has three business objectives: Cognition, recognition and subscription 。
In the past, users first recognized the brand through advertising, then slowly recognized the brand after a long time of contact, and then bought the products of the brand after the demand came.
The path to convert a user is: Cognition, recognition and subscription first.
and Now we usually use public domain traffic to solve cognitive problems. Use private domain traffic to promote subscription. As for identity, it has been widely accepted brand Abandoned. Because of the algorithm application, advertisements can directly find users in need and immediately trigger subscriptions.
At present, brands that only focus on public and private domains have missed one link: Heart Domain. This seems to accelerate the transformation, but in fact, it is the root of the curse. Because whether it is impulsive consumption or rational consumption, it is difficult to form a long-term and stable purchase. The flow from the public domain to the private domain, without the nourishment of the heart domain, is difficult to generate spontaneous repurchase.
Mental identity: the problem with advertising is not that no one sees it, but that no one believes it
How to make users have a sense of identity? Just do "True" advertising, not beautified advertising. This reality has two levels:
One is the voice of authenticity, the other is the context of credibility.
1. Realistic voice: rough truth is better than refined falsehood
Advertisement is not to beautify oneself, but to reveal oneself. Advertisements want users to believe as soon as they see them, instead of telling lies, big talk, empty talk, official talk and beautiful words, they should only speak from the bottom of their hearts. Voice is not to pursue beauty, but reality.
2. Infrastructure of credibility: integrate into the real language environment and build a sense of trust
Many brands prefer to cooperate with credible content platforms in order to gain user recognition.
But the so-called credibility is not just a column title on the content platform. Because of the brand It is useless to be "close to" the credibility platform, and we should "grow on" the credibility platform.
For media platforms, it is better for advertisements to melt into the environment than to destroy the environment. For users, advertisements are more valuable than interruptions. If you want to build brand credibility, you can't just buy big exposure on a credible platform, but find ways to take root in the credibility platform.
Cardiac resonance : In a one-sided era, a comprehensive consensus has been formed
In the era of fragmented media, the facts that users understand are one-sided. The brand must actively provide advertisements from different perspectives to enable users to understand the overall truth. Otherwise, it is difficult to form a unified and comprehensive brand consensus in the era of one-sided truth.
Brands can reach a consensus with users by virtue of the contents and unique perspectives of different circles. When serving customers, media platforms can also provide content carriers of multiple categories to help brands overlap and convey the same connotation.
Cardiac septum : Build brand association and walk out of homogenization
Daryl, former global creative director of Coca Cola ·Weber said: "Consumers' unconscious association with the brand is an important factor in building a strong brand. The brand is like an empty bucket waiting to be filled with Lenovo. Every time consumers interact with your products and services, they will throw a bit of Lenovo into the bucket. They will always carry the bucket, but they are not aware of it."
This psychological separation is called "Brand association". Brand related association can be divided into three parts: attribute association, interest association and attitude association.
Attribute association: association that can be triggered by product price, packaging, quality and other attributes.
Benefit association: What benefits can this product bring to me.
Attitude association: the brand perception that consumers will have when they think of the brand.
Function and attribute association generally need rational control, while attitude association belongs to subconscious association. The subconscious can skip the manipulation of the brain and directly affect human behavior.
In today's homogenized competition, everyone is similar in physical functions. We can create more attitude associations to achieve mental domain differentiation in users' minds.
