When a brand has its own personality, preferences, traits and ways of doing things, it should have its own attitude and cognition towards the world and life, even if these are subjective, it will affect the formation of ideas, stories and even values in the long run. Today we will talk about how to apply the brand concept and story to reality and let users feel it after the brand concept and story are formed. First ask a question. Is there a moment when you feel that ideas are vain? Very metaphysical? Don’t know how to use it? In fact, not only you, I also often see that some brands describe their own ideas, which feel very “illusory”. For example: a low-alcohol wine brand wants to convey the concept of women’s drinking culture. I think most people are confused when they hear “women’s drinking culture”.
Find what the user likes
I don’t know what she wants to express? What is “female drinking culture”? For another example, I often see many fragrance brands in creative markets expressing the following: they aim to use scent as a clue to explore the “Atypia moment” in life; . We believe that smell is the best carrier of memory, and hope to record these precious and subtle smells. I can understand the Brunei Email List attributes of the fragrance category itself, which needs to be elevated in style, but designer friends who often go to the market together may not be able to get what the brand wants to express, and it has become “illusory” and homogenized . 1. Why do the concepts created by the brand with great difficulty make people feel “virtual”? I have concluded that there may be two reasons: 1. Ideas are too abstract, there are as many Hamlets as there are readers.
Make your own interpretation
There is often a tried and tested game in variety shows called “You act and I guess”. A looks at the words or phrases on the card, can’t speak, and tells B through acting, and B passes it to C. After this round, the last person’s understanding usually makes everyone laugh. Although A is unable to speak when it is passed to B, the words selected in general variety shows, considering the BWB Directory audience’s acceptance, use highly recognizable and very concrete content. Even so, the final understanding varies widely, not to mention the abstract brand concept. The founder said it again, thinking that the core team understood it, and the core team told the small partners that they thought they understood, but later found out that the small partners understood it differently from the founder.