Brand Vision: Brand Is To Let Consumers Find You.

Shi Jinsong, general manager of Beijing world and advertising media Co., Ltd.

"Vision and hearing are advertisements, touch and taste are marketing".

When it comes to vision, people will immediately think of design, plane, image, or display and display in the shop. In fact, there is no precise concept of vision. People can see, hear, touch, and even smell everything that can be included in the whole visual field.

Because the smell is a fantasy in the brain through smell, fantasy is actually an image, a vision awaken in the vision of the consumer's mind, and a desire to consume.

Shi Jinsong drew an analogy: "if you want to buy a car, you will find yourself sitting in the car galloping in the mind, and the streamline and color of the car, and even imagine the wind blowing, and instantly have a visual and three-dimensional feeling."

Consumers see an attractive logo in shopping malls. This is the visual advertising effect, and more stereoscopic experience is introduced into the store, which has been enriched and extended from a single vision to touch, taste and smell.

Including the atmosphere, furnishings, scent and details of the entire store, for example, in the fitting room of WHITECOLLAR, you will see small notebooks and exquisite bars in the store, which will turn the consumption process into a process of enjoyment. Even when you appreciate the visual feast, you will become a part of vision.

"Creativity comes from the love and research of the industry."

In the past few years devoted to visual merchandising, Jinsong has positioned its role in the construction and management of brand vision system. If we want to do a good job in visual merchandising, we must have a recognition and combing of the brand, otherwise it is very difficult to make something different.

"Our company is a relatively whole case advertising company. First, it is a traditional media, and now it develops into a comprehensive brand service company based on traditional media. It provides visual merchandising services for the brand by means of a variety of means of pmission, such as television advertising, store advertising, network virus video and so on.

Mainly in recent years, customers have great demand for visual management, and there are also needs in the market. Therefore, we focus on developing the advantages of marketing through video integration, helping enterprises find the soul that can not be copied, and do three-dimensional propaganda for the brand.

"I don't want to be an artist," Shi Jinsong said. "Now I prefer to position myself as a manager of the brand vision system.

As a visual marketer, if you do not understand the brand positioning, publicity strategy, consumer demand, it is impossible to come up with a differentiated advertising creativity.

Through years of practical experience, and how to tailor an idea to the enterprise, Jinsong has summed up three steps: first, we should have an in-depth understanding of the whole industry, and even have to look at the industry from a higher angle than our customers, and have our own unique insights.

The second step is about the basic knowledge of advertising and brand management. Through others' cases, we constantly learn and summarize, including the big cases in the world, and absorb nutrients to nurture the connotation of creatives.

The third step is to carry out in-depth communication and contacts with customers on these bases, and discover the characteristics that enterprises can not copy, and capture different qualities of consumers.

Shi Jinsong said, "our company has done a lot of advertising for Wuliangye, but the style of each advertisement is different.

There are many varieties of Wuliangye liquor, and their location is different. We need to do more in-depth case studies, create ideas for the case, and then re create ideas, find unique selling points, and provide creative, service and brand management plans for differentiated enterprises.

"Brand is to let consumers find you."

Every product has vitality, and even some products themselves have unexpected charm.

If clothes can speak, a sexy dress will never want to wear themselves to a very conservative girl.

Consumers often think this dress is suitable for shopping, and that dress is not suitable.

In fact, she forgot that clothes also have the right to choose people when they have the right to choose what styles of clothes they want.

"When designing products, enterprises can not ignore the brand's tonality in order to cater for consumers."

Shi Jinsong said.

"Of course, it does not mean that the survey of consumers is not important, on the contrary, the enterprise must do in-depth research before designing the product.

It is not a simple understanding of consumers' age, sex, occupation, income, hobbies, etc., to find details that can touch people's hearts.

Each consumer conveyed different information, but there is a common character.

For example, the similarities of WHITECOLLAR consumers, in addition to their elegance, are also pursuing stability, and the promotion of family and career in relative stability.

Therefore, the consumers selected by WHITECOLLAR have a sense of stability and happiness. The other is the elegance that is sought in the brand culture. This is the external symbol that clothes give to consumers. Elegance is not only brought by clothing, but also consistent with the soul and words and deeds. This is the connection between brand and product.

As a sports brand, Lining has a distinct personality, full of vitality and constant pursuit of self change.

On its clothing, every design, such as the zipper of the sleeve, can be removed and the color of the clothes is personalized. Naturally, it will find the consumers who are suitable for it.

Shi Jinsong said: "enterprises must be good at yourself, and let your products be selected."

Men's advertisements are many, some take the emotional route, some take the business route, and Wei Zhi Men's clothing has found the contact that consumers are interested in -- enterprising. Nowadays, many young white-collar workers are also living in a state of life. For example, we can use the coffee shop as a conference room, or we can regard the conference room as my stage, showing myself and showing my individuality.

Nowadays, young people's work is becoming more and more natural, and making progress is a kind of fun, so advertising slogans are called enterprising spirit.

Work is life, and life is work.

This is determined by the character and experience of modern young people.

This creative catch is an insight into the life of young people.

Shi Jinsong recalled: "at that time, when the idea came out, it was very weak and a little bit of light. But how do you catch it and manage it? This must be consistent with the tone of the brand."

China's wine culture has a long history, Chinese people's

Wuliangye has a large number of products, and the characteristics and positioning of products in the same enterprise are different. On the basis of re examination and discovery, it is actually the integrated management of the whole Wuliangye brand, from the initial slogan of advertising, "my country is great, brewed five brews" to later "Wuliangye's choice of your life" and then to "Wuliangye of China, Wuliangye of the world", the management of the whole brand system caters to the development of the brand.

In different types of brands to find different brands of temperament, "dry Cup" this brand is Wuliangye's old brand, has a history of more than ten years, is the mass consumption of liquor, the price is relatively cheap, the main target is the wage earners, middle and low income class, so widely advertised with vivid pictures, straightforward lyrics and representative figures to show, simple and easy to understand, never forget.

The rice flower fragrance harvest series mainly emphasizes the harvest culture. The Chinese people's happiness is nothing more than getting married, going to university, getting promoted and gathering. All of these show the harvest of life. The positioning of this advertisement is the harvest of life. Although the advertisement seems to be without originality, the stereotyped red silk, wine and food are not very creative and technically difficult. Its success is not its creativity, but also its grasp of the overall tonal of the product.

The price of this product is moderate, and the consumers decide the tonality of the product.

Shi Jinsong said: "the tonal of advertising is not decided by the director, but the part of the consumer's approval. For the common people, he is happiest and happiest when his friends get together to drink, although they will not drink expensive wine, but they are very happy.

So consumers decide the information and tonality of visual communication, rather than advertising determines the consumer.

Unlike traditional clothing advertisements, the advertisement of white-collar workers is different.

White collar is the brand of women's clothing, but the appearance of a man appears many times.

Secondly, the whole piece has no product information, and even no products appear, only in the end there is a white-collar logo.

In content, there is no story, it focuses on the expression of an emotion.

Jinsong, the advertising director, said: "when you first do this idea, you will perform even more.

The film looks at men from a woman's perspective. This man may be drinking coffee, swimming and reading, but this man can't escape all eyes from women's eyes.

Women often have more insight into men than men.