New Category: Subversion Chapter 9 Section 4: Visual Hammer and Language Nail

Visual hammer is an important part of the brand: graphics, colors, shapes and so on. Visual hammer directly affects whether the corresponding brand can be remembered by others. Through the study of many cases, I found that most brands should have a strong visual impact and have a strong connection with the brand. When others see this shape or color, they will think of this brand at the first time. Such as Louis Vuitton's chessboard graphics, Nike's hooks, Bottega? The staggered weaving of Veneta, the fence of BWM, etc. are all visual hammers that can be accepted and reacted quickly by our brains. A good visual hammer can usually achieve our mind to a great extent, and form a huge difference in our mind.

Nail actually refers to the advertising language we will use in the publicity process. Good slogans can be quickly remembered and widely publicized, such as:

1, small is good-Volkswagen.

2, Dabao, see you every day-Dabao.

3, the use of tide, no stains-tide.

4. Diamonds last forever, and one will last forever-De Beers Diamond Company.

5, this year's Chinese New Year does not accept gifts, gifts only accept melatonin-melatonin.

6. In the end, there will be a road and a Toyota.

A good slogan can be firmly remembered by generations. Even though the brand may no longer exist, the brand slogan can't be erased from our minds to a great extent.

I once regarded "systematically creating new categories" as a complete new life. The body structure of this new life corresponds to the function and function of the new category of eight-piece set. Each functional department also performs its duties and assumes different responsibilities. They do not interfere with each other, complement each other and are indispensable.

The corresponding functions and functions of eight-piece set:

(1) The new class name and positioning represent "body". As a coordinated development, life is the whole of life, and death is the disappearance of everything.

The new brand name stands for "Bone". Fast-growing bones can support a stronger body, and strong bones make the body strong. ?

The positioning of brand name represents "blood". Blood circulates in all parts of the body, and where there is vitality, there is vitality.

④ The unique differentiation of orientation represents "nerve", which regulates the activities of various organs and forms a unified whole.

⑤ The prominent features of positioning represent "lung", which coordinates people's survival and inhales clear gas (needed) and turbid gas (unnecessary).

⑥ The letter supporting the characteristics represents "liver", detoxifies and detoxifies, and refers to customers' doubts. ?

⑦ Visual hammer with high recognition represents "spleen", which is used for immunity, blood type adjustment and brand differentiation. ?

Today's widely circulated language nail stands for "heart", which is the core system to control the whole body function, and the heart-living body exists.

The strategic positioning of "kidney" is accurately defined as the functional digestive system of the body, which enables the body to carry out normal metabolism and make choices, and is a function of promoting the stability of electrolytes such as sodium, potassium and calcium and acid-base balance.

From the perspective of the five elements, new categories can also be seamlessly connected with the five elements. When it appears in five elements:

(1) The new class name and orientation represent "wind", which is intangible and unpredictable. When the form escalates into a hurricane, it will form great power and shock the whole world. ?

② The new brand name stands for "Lei", which has great destructive power and the power to destroy everything. ?

The positioning of brand name stands for "electricity", which can paralyze the enemy with lightning speed, attack decisively and defend with attack.

④ Unique positioning and differentiation represent "rain", which nourishes everything. Streams merge into rivers, and where there is rain, there is vitality.

⑤ The uniqueness of positioning represents "gold", as hard as diamond, and represents the greatest value point. Sincerely open the stone.

⑥ The letter supporting characteristics represents "wood" and is the spirit of the Lord. The growth of all things will bring vitality and make the world peaceful and prosperous.

⑦ Does the widely circulated language nail represent "water"? Water drops merge into an ocean, and water can carry a boat or overturn it, which is pervasive.

⑧ The visual hammer with high recognition represents "fire", and bright colors can attract the attention of others and stimulate the customers' desire to buy at the first time.

? Pet-name ruby strategically positioned as "soil", fertile soil nourishes everything, stores and contains everything, and provides sufficient nutrients for the growth of new categories, which is the beginning of everything.

The above is a comprehensive analysis and summary of the eight-piece set of new categories that I spent some time on. This explanation is convenient for managers to effectively distinguish each link of new categories in a five-element way and make correct decisions when managing enterprises.

In the marketing battlefield, we must know what the eight-piece set of new categories represents, what role it plays, what impact it will have, and what benefits it will bring in the end ... Only by fully understanding these points can we use it freely when opening new categories.

Although the business of the enterprise is varied, it will be recognized by customers in the end. If you don't know the customer's way of thinking, you can't grasp the business field of the customer, and the customer can only flow to others. Enterprise managers will also say that there are many similarities between enterprises, whether it is scale, structure, products, technology or market, culture and management ability, but ultimately they have to face the reality of enterprises, which is the battlefield of customers' minds. If we want to seize customers, we must take the lead in occupying customers' minds and establish our own unique positioning in customers' hearts, which will also determine the business scope of your enterprise in the market.

When every subversive new category replaces the market of existing categories, there will be media public relations to publicize and report. These public relations media, like storms and lightning, come suddenly and quickly. What media public relations like to report most is how subversive new categories are "novel" and "unique", constantly tracking and reporting the development process of new categories and how they replace existing categories and existing markets.

Most managers who succeed in innovative categories know that achievements and resources cannot be generated internally, and naturally do not exist inside the enterprise, but exist outside the enterprise. Therefore, we can't think about the competitive environment in the external market with the internal thinking mode. The competitive environment in the external market must be based on the actual situation and need to go deep into the market to understand. If an enterprise regards brand as the basic unit of strategy, then the competition in the market is manifested as the competition between brands. Usually customers talk about categories and buy brands. You buy your product because your brand is representative and there is nothing in other representative directions. The implication is that fish can't live on land because they live in water.

The profit factor only exists in the competition with the outside of the market. There is no profit factor inside the enterprise, only cost factor. All training, assembly line operation, accounting and engineering accounting are just costs. Profit is the result of the success of an enterprise by creating a brand and using it to compete with competitors in the market. The premise is that if you want to win in the competition, you must innovate, so the purpose of enterprise existence is innovation and customers!

So now, the only thing we can be sure of is that any business activities within the enterprise, whether it is training, assembly line operation, accounting or engineering, must invest enough human resources, and these business activities will generate huge expenditures. As for whether they can contribute new categories, managers need to make objective analysis constantly, and at the same time, they need to constantly collect information and timely feedback and evaluate the competition in the external market, so that enterprises can remain invincible for a long time.

The results of the new category do not depend entirely on anyone within the enterprise, but directly on the managers of the authorities. Therefore, the top management must bear the greatest responsibility for this, and enterprise leaders should not rely too much on other internal employees, otherwise they may formulate the wrong strategic development direction. The achievements of new categories come from the external market competition of enterprises. As for whether or not to stand out among many competitors, managers must learn to assess the situation. Usually, top managers decide the resource allocation of brands created by enterprises. If there is no resource allocation, all previous operation activities will be in vain.