品牌设计认知原形方法论

广告界流传一句经典名言——我知道我花出去的广告费有一半是浪费掉的,但不知道浪费掉的是哪一半。这句话在理论派眼里看似真理,在实战派心中却是谬论。因为我们可以从传播中找到一条降低传播成本的方法,让消费者看一眼就能记住我们的品牌。在我们的方法论中,寻找消费者“认知原形”,以“认知原形”撬动消费者记忆的大门,将品牌装进消费者的大脑,让消费者看一眼就能记住我们的品牌。

There is a famous saying in the advertising industry—I know half of what I spend in advertisement is wasted, but I don’t know which half it is. This may seem true to theorists, but for practical people, it is far from the truth. (When we are building a brand, the biggest cost lies in advertising. After a lot of research, I found that the key problem is the cost of making the product more recognizable, and we found a way to solve this problem- finding “perception prototype”.)

 

 

所谓认知原形,就是消费者对这个行业拥有共同认知载体,它存在人人脑海中的潜意识之中,一经唤起,马上自动跳脱出来,与消费者产生共鸣。如人类潜意识中已经认同了的盾牌之于安全的联想,黄色之于警告的联想

Because we can find a way to reduce the cost of advertising, enabling customers to remember our brands at first glance. According to our method, we need to find customers’ “perception prototype”, which we use as a tool to reach people’s memory, to place the brand inside customers’ mind and thus remember our brand.  

 

 

认知原形本身已经具备价值,已经承载了人类记忆和认知。它是传播成本最低的记忆单位。将它的认知能量转嫁给品牌,从而降低品牌的传播成本,让它成为品牌传播的助推器,轻松实现高效的品牌资产积累。

“Perception prototype” is what pops up people’s mind the most when they hear of something. It exits in everyone’s subconsciousness. Once stimulated, it resonates with people’s memories and perception. For example, everyone has agreed unconsciously nowadays that shields are somehow connected with security and yellow with warnings. 

 

 

优家品牌设计理念:

 

在这个设计案例上,充分运用我们的设计方法论,寻找行业认知原形

The design philosophy of Its U+:

In this case, we apply our method to look for consumers’ “perception prototype” in maternal and infant industry.

 

以母婴行业作为轴线,如何寻找消费者对这个行业的认知原形?在前期的大量调研访谈中,我们发现安抚奶嘴是消费者对母婴、孩童最具价值联想的载体。而事实恰是如此,在日常生活中,我们能随处可见妈妈怀里的宝宝嘴里叼着一只安抚奶嘴,懵懂而可爱。安抚奶嘴,就是我们需要寻找的那个代表母婴和孩童的认知原形。加上爱心、亲和力的情感属性。最终运用以安抚奶嘴为雏形,设计吉祥物。

“Perception prototype” is a memory unit that costs the least. It is already valuable itself as it is related to people’s memories and perception. We implant its value to brands to reduce the cost of promoting, making it a booster for brand advertising, bringing values to brands easily and effectively.

 

During the investigation, we found that pacifiers are the most valuable reminder of peoples association to motherhood and childhood. We often find mothers cuddling cute babies who have a pacifier in their mouths. So, pacifier can be the perception prototype that we are looking for. To deliver it better, elements like heart shapes can be added to create affinity. At last we made a mascot based on pacifiers. 

 

 

吉祥物个性、生动活泼、沟通力和感染力强,能高效建立与消费者的驯养关系,可以寄生到大众生活中,塑造一个不一样的人格、生活态度、价值标签,然后通过故事、经历、情景去演绎。深入宝宝们的生活,让它成为品牌永远免费的代言人。

 

The mascot is characteristic: lively, good at communicating and influential. It can establish relationship with customers very effectively by being a part of their lives. It can build a different personality, living attitude and a representation of values, and then evolve through stories, experiences and scenes. It can be an inseparable part of babies’ lives and stand for the brand forever for free.



在线咨询
400-870-5958
客户眼中的世强
飞利浦 世强服务飞利浦显示屏过程中,深挖飞利浦科技前沿的品牌文化内涵,准确的找到与母品牌一脉相承的品牌调性,同时也为商用显示屏这一产品品类找到了与品牌定位十分匹配的产品概念为杰出者而生的核心价值,并且用简约而不简单的理念落位到设计上,使得产品本身的前沿与卓越被演绎得淋漓尽致。飞利浦商显营销部总监-张总
飞利浦中国
世强的项目经理小王,在合作过程中他们和销售一线的人员“摸爬滚打”在一起,从我们新品的上市到销量的大获成功,无不洒下了他们的智慧与汗水。别的不说,在服务期间仅针对商业公司、终端店主、销售人员的各种培训就多达20多场,效果显著。稻花香—陈总
武汉稻花香酒业
当下在互联网商业形态的冲击下,打破了传统的商业生态,造成大规模的商业变革,在经历一轮的风云变幻的电商浪潮洗礼后,在新的时期下,世强携手仙视,顺应趋势,拥抱变化,与第三方电商平台合作,从产品开发到产品定位及品牌形象落位,后期的电商营运管理 ,全程助力,使其在很短的时间内实现了销量的腾飞。仙视营销部总监-李总
上海仙视电子科技
从营销战略到品牌传播再到渠道升级,帮助我们系统的解决营销问题,实现品牌和销量的双重提升!合作过程中,项目组体现出极强的执行能力,确实是一家具有思想力和实战力的品牌营销顾问机构! 老郎在线电子商务CEO—郎总
老郎在线

品牌全面媒体化 低成本引爆市场
世强服务
我们的客户
西门子营销策划、绿地集团年度全案策划、三棵树营销策划、康臣倍健品牌设计、百视通品牌策划、贝亲终端空间、万科地产广告设计、舒雅全案服务、五粮液包装设计、茅台包装设计、优家宝贝加盟策划、德孚能源vi设计、亚太酿酒品牌策划升级、西湖啤酒营销策划、 鸿惠集团电商策划设计、宅急便物流品牌营销、宝钢建设画册设计、上海机场vi设计、 英国奢兰全案策划、澳大利亚IDP教育品牌全案设计等。
联系我们
上海 · 南京 · 西安 · 温州
策划中心:上海市普陀区金沙江路1977号
                 金环商务花园8号楼503层    邮编:100078
设计中心:上海普陀区长寿路1076号飞雕商务大厦15楼
邮       箱:ciking@cikingbrand.com
世强品牌 © 2003-2015 Copyright by 上海世强品牌策划有限公司 工商登记 沪ICP备 10209688号