Shanghai Zhilang Marketing Gong Yongjun: How to “fall in love” with your consumers

Talking about customers in business is like falling in love. In the final analysis, it is all about establishing and maintaining a long-term relationship. When it comes to falling in love, different people have different ways. Some people love hysterically, some people love to death, some people love blindly and self-deceivingly, and some people love in a compromising way. Facts have proved that, Love often dies before it can bear fruit. What can keep a relationship going for a long time is not only love, but also understanding. In the era of brand economy, all attention is focused on consumers. Consumers’ thoughts are just like girls’ thoughts, hard to guess! After more than ten years of experience in advertising creativity + marketing management, Zhilang Marketing General Manager Gong Yongjun concluded that there are three dimensions of brand recognition hidden in consumers’ hearts
The first dimension: the brand is the consumer Inner Symbols
In a love relationship, the first thing that can determine how long two people will be together is their appearance, and what can determine how long they will be together is their connotation. Therefore, the external visual image largely determines whether a relationship is established or not. The first way for consumers to remember you is through a symbol. For example, when you walk into McDonald's, the clothes of the waiters, the plates, food packaging, ordering counters, etc. are all printed with a big M. When you mention McDonald's, the first thing that comes to your mind is also a big M. Another example, when we When you see the two letters facing each other and crossing each other, it will immediately reflect the recognition of the hmdh Chanel brand. For another example, Gong Yongjun innovatively designed a shark-image brand symbol for his client Youxingshak. Packaging barrels, office supplies, external documents, company decorations, etc. are all printed with the shark image, which is impressive. Therefore, a brand symbol with a memorable point is the most direct way to open up consumer awareness.
The second dimension: Brand is the inner association of consumers
Chinese advertising is good at overbearing and stating demands directly. It is direct, simple and a little rough. Foreign brands are more inclined to tell stories. , giving people associations, thereby establishing the brand's perception in consumers' hearts. For example, an advertisement we often hear on TV uses the slogan "Aristocratic in Water, Centenary Mountain", which reminds people of the beautiful princess Christine and the street vagabond Descartes' affectionate gaze and lingering words. The elegance and depth will be associated with the nobility through that beautiful story. This positioning sets a high-end tone for Baisuishan, and the brand image is deeply rooted in the hearts of consumers. Another example is Coca-Cola. What consumers drink is not a carbonated drink, but the story behind it. In World War II, in order to inspire people, Coca-Cola became a military supply to help American soldiers escape the loneliness and distress of the war. It can be seen that the brand story can not only establish the positioning benchmark of the brand, but also trigger associations and be deeply rooted in people's hearts.
The third dimension: the brand must penetrate into the subconscious mind of consumers
In addition to satisfying the use value, consumers also need to satisfy the spiritual value when purchasing products, and satisfy the recognition and affirmation of the inner sense of value. This concept is made The best one is Starbucks. What Starbucks sells is a sense of fashion, turning coffee drinking into a market. Starbucks does it very well. Since Starbucks opened its first store in China World Trade Center in Beijing in 2016, Starbucks has rapidly spread among China's white-collar workers.
Be a person who understands consumers, don’t love blindly, and don’t waste your love. After all, cost is also extremely important in doing business. Gong Yongjun, general manager of Zhilang Marketing, has always emphasized that before product positioning and new products are launched, it is necessary to grasp the appetite of consumers through these three dimensions and understand the psychology of consumers, so as to achieve twice the result with half the effort.