In Daniel Kahneman’s best-selling book “Thinking, Fast and Slow”, we have received two important revelations about the creation of marketing and brand myths. First, customers’ personal confidence in brand beliefs is mostly based on their The meaning that can be seen in the brand story-although these meanings are sometimes better than nothing; second, the memory-style brand story retains a strong reference value for the future.
Our memories and brand stories are connected to each other, and what we want to remember is also inseparable from the decisions we make. In order to tell the story better and make it sound more real, we will continue to modify, fill and reshape it. For example, we often add drama and suspense to the brand story to make the climax and ending of the story more attractive. Our work is essentially the same as that of Hollywood film writers.
For the brand, such a story is undoubtedly perfect. However, if there are a lot of suspicious plots in the brand story that are difficult to distinguish between true and false, even if consumers will be impressed at the beginning, when they make a rational consumption, the situation is worrying.
Molekin Notebook Company is a company in Milan, it has a lot of successful experience in brand marketing about consumer impressions. Every moleskin notebook is sold with a single page, which records the detailed history of brand building in the form of a long poem. These long poems tell the story of Van Gogh, Hemingway, and other artists and writers using moleskin notebooks to record their manuscripts, notes, interviews, and inspiration. Of course, the introduction also mentioned the American writer Bruce Chatwin, who wrote an entire chapter in the book “The Land of Songs” written on the moleskin notebook. The introduction also described how the moleskin company brought Qu Gao’s mythical brand into real life and provided the public with practical and accessible products.
If the moleskin company did not work so hard to create a brand myth, it would not be a top brand. As an example, in 2010, the moleskin company launched a new notebook on the day of Genoa, which recorded the correspondence between Chatwin and his wife. In order to grasp the psychology of the younger generation of consumers, Mole Skin also launched a lot of mobile phone applications and templates to encourage young people to actively innovate and promote their own brands.
Another purpose of building a brand story is to enrich the brand background. In today’s market with an overwhelming number of brands, it is increasingly important to have a brand background. In this regard, Professor Reisman of the Department of Philosophy at the University of Vienna explained: “Many brands have abandoned their dignity and their pragmatic spirit.”
New products continue to appear on the shelves, but their production has become more and more connected Come less and less. Maybe many people still remember the scene at that time-machine production in that era has not occupied our lives. We know the materials needed to make a pair of leather shoes, and we know that the craftsmanship that we learn to make leather shoes, leather bags and leather cushions are different. .
Today, we do not know where the goods we buy are produced. For us, many things in life are not as dynamic as they used to be because they have lost their meaning and soul, and no longer have pragmatic characteristics. This is why many people like handmade products and local products-they allow us to trace our roots. Starting from the ingredients, we gradually have the same requirements in various fields. Only products with sources can have a connection with our lives, and at the same time it will look more complete. Such a product can be called a commodity.
For a reputable brand, it is extremely difficult to establish the connection between the brand and the individual, because the field involved in the reputable brand is quite extensive. So, how should we respond? The answer is to stimulate consumption by telling the story of the brand.
Many reputable brands have been exploring in this direction relatively late, and those reputable brands that are related to poor luxury lifestyles are more aware. In this direction, the most prominent achievements are those of small brands, such as France ’s Lazio. In its brochure, there are twenty pages of text related to bottle openers and table knives, which fully demonstrates the brand’s long history and cultural accumulation. In addition, the manual also contains anecdotes about the brand and a detailed introduction to the craftsman’s spirit. Originally, reading this kind of brochure containing countless minutiae would be disturbing. But in fact, those words are unpretentious and heartfelt, just like the sincere words when parents praise their children, which constantly attract the attention of consumers.
People are willing to be attracted by excellent stories, which will temporarily buy up our hearts and paralyze our minds. The story allows us to temporarily stop the endless thoughts, let us follow its guidance to start associations-of course, such a process generally does not involve deep thinking.
Give a typical example. Chanel shot an advertising short film about the history of the brand. Through the splicing of short stories, the expression of black and white images was performed by Keira Knightley, which quickly captured the people’s psychology-successfully put the audience on the The position of the witness of the story, and further transform the audience into the participants of the story.