Small notes from two brand marketing books - "Hua and Hua Super Symbol Case Collection"

I took advantage of my recent subway commute to finish reading the two books "Hua Yu Hua Super Symbol Case Collection" 1 and 2 on WeChat Reading. These two books mainly introduce the services of Hua Yu Hua Consulting Company. Several customer cases are mainly consumer-side companies - such as Zulijian Elderly Shoes, Qiaqia Food, Lao Niangjiu, Mixue Bingcheng (the operator of Snow King!), Xianfeng Fruit, etc. The company's unique theoretical system + rich case collection make this book very readable. It is recommended that students who are related to the market can read it when they have time. Anyway, you can read it for free on WeChat Reading, and it doesn’t cost any money.

Next, I will briefly summarize some of the most impressive things I got from this book.

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Brand includes a "symbol system" and a "language text system".

Here is an excerpt from the original article on the logic of the language/text system developed by Zhonghua and Huawei Foot Lijian Shoes for the Elderly.

In many cases, Hua & Hua's main method of serving customers is to redesign menus, doors, shelves, packaging and other means, and it has achieved very significant results.

The essence of branding is to reduce three costs for enterprises, including social supervision costs, consumer choice costs, and corporate marketing costs.

The underlying logic of many marketing theories comes from psychology.

One line is from Freud to Jung, talking about the collective subconscious. This is a line of art.

The second line is Pavlov. Pavlov talks about stimulus reflex, stimulus reflex forms behaviorism, and behaviorism forms big data.

The drama of human life is a cyclical cycle, and the cultural matrix is ??a cyclical part of human life. Just like the Mid-Autumn Festival requires reunion and eating moon cakes, the Dragon Boat Festival requires eating rice dumplings, and the Spring Festival requires posting couplets and releasing Firecrackers, New Year greetings...every year when this time comes, we are automatically involved. It is irresistible, inevitable, and repeated, and it is collective unconsciousness.

Therefore, privatizing the prototype role of human cultural heritage, modifying it, and sharing it with the public is a shortcut to building a brand. For example, the Santa Claus with white beard and red hat that we are familiar with now was actually created by Coca-Cola. For marketing purposes, it is used by consumers all over the world. It has unknowingly occupied consumers' thoughts and emotions, and at the same time, it has become became a cultural symbol.

Parasitizing the cultural matrix, making the brand become a part of the matrix, and then repeating it continuously, making the brand also become a part of the matrix culture. Why do Japanese eat KFC at Christmas and Koreans eat fried chicken and beer during the first snowfall? It’s all brand marketing. Because only repetition can make people remember, and repetition can accumulate real brand assets offline and make a real connection between the brand and the festival.

Hua & Hua has helped customers create many xx festivals, such as Snow King and Snow Sister’s Valentine’s Day, the old uncle’s 99 Uncle Rice Festival, etc.

With your own brand role, you have a brand asset that can be accumulated through repeated investment over a long period of time. You must pursue a sense of scale and time span.

The underlying logic of advertising slogans comes from rhetoric. What is rhetoric? Rhetoric is the art of language that persuades people to believe anything and prompts them to act. It can also be understood as the art of language that persuades people to act, with the purpose of action.

Aristotle proposed four principles of rhetoric:

Principle 1: Common truth.

Principle 2: Simple words.

Principle 3: Use special sentence patterns or rhymes.

Principle 4: Delight people.

Let’s take a look and see if the brand slogan written by Huawei’s old uncle - "If you want to pay attention to rice, eat it by old uncle" is in line with these four principles. 2) Adapt a common saying/jingle as a brand slogan

Advertising is rhetoric, with instructions for action.

People have a natural trust in spoken language formulas (referring to proverbs/rhymes, etc.). Rhymes can bypass people's psychological defenses and slip directly into people's minds. It is a very important concept to know what kind of things humans have psychological defense lines against and what kinds of things do not have psychological defense lines.

When Hua and Hua were working on the case of Dream Lily Mattress, they chose blue as their brand color.

The popularity of blue is due to the evolutionary process of human beings. When humans still lived in a hunting and gathering way, people who were close to clear blue skies and water sources were more likely to survive. After a long time, this A tendency to be attracted to the color blue may have evolved into an innate human preference.