For example: the Nazi hand-raising salute. One hundred thousand people raised their hands in the square. It was an even more breathtaking symbol. With one action, he unified his will, suppressed dissidents, and was able to launch an attack on the Jews.

Symbols are commands. Symbols have strong willpower, influencing people's opinions and directing people's behavior, such as stopping on a red light and going on a green light.

Find a symbol that can identify us and condense our value information; it can also influence consumers' opinions at the same time - like us; direct consumers' behavior - buy our products and recommend them to relatives and friends.

Three effects need to be achieved

The strongest and clearest reference

Condensed information is the largest, strongest and most accurate

Behavioral willpower is the strongest, has the strongest influence on people’s behavior, and affects the most people

public symbol

cultural symbols

A super symbol is a symbol that everyone can understand, and everyone acts according to its guidance. People don’t even think about why it exists. As long as they see the symbol, they will listen to it.

It has huge value in brand communication

Super symbols are the prototype of human culture and contain the original force of human culture.

Vision first

Hearing is not necessarily second

Smell symbols and taste symbols

tactile symbols

The significance of symbols is to reduce the cost of the brand - the cost of being discovered and remembered

Team uniform design is equivalent to the packaging design of brand products

When it comes to design issues, we should also be careful not to be connotatively oriented, but to be denotatively oriented.

The method of super symbols is to graft culture or life. We call it "brand parasitism", such as taking photos and shouting "Tian——Qi——"

To explain clearly is subjective, to explain action is objective

To say clearly is relative, to say action is absolute

Goals and objectives are two sides. To achieve the goal is to achieve the goal. The purpose is the key, and the goal is just a means. To achieve the goal, you do not necessarily have to pass the goal you set.

The value and creative standards of super discourse are not only to persuade consumers, but also to move and transmit on their own. The so-called long-legged creativity can run on its own.

Not just spoken language, but also "routine"

We often see a person polishing a copy, but what he polishes is not the thing he wants to solve, but his own performance.

Wang Fuzhi, a great thinker and poetry critic in the late Qing Dynasty and early Ming Dynasty, used the word "real quantity" as the criterion for good poetry - "Only chant with clear real quantity". This limit is that what the mind and eyes see is what the mind sees, what the eyes see, and what the body experiences. Whatever you saw or did, you just have to tell it. There is no trace of artificial engraving, it is real and natural. The poet's subjective feelings and the objective scenery are combined into one, and they burst out instantly without the need for logical reasoning.

Obama conquers America with words - "CHANGE"

Hayek, the great thinker of the 20th century, described the control of words over thoughts this way: When we think about problems, we must use words of gravity. Because most words have their own position and logic. When you use this word, you stand in its position and enter into its logic. You cannot think independently, but can only draw its conclusion.

He said the above paragraph when he was analyzing whether a planned economy or a market economy was better. "You cannot use the word planned economy. Because if you use this word, the discussion becomes whether to plan or not to plan. The view of not planning will never be tenable. Why is that model called "planned economy"?

So he chose two more neutral words: collectivism and individualism, and changed the discussion into whether individual entrepreneurship and personal free development are allowed or not. The conclusion is that if a social system does not allow individuals to develop freely, the social system will collapse

Obama implanted words with strong stance, logic and tendencies such as "change" and "forward" into the brains of voters, so that everyone would naturally choose to stand with him.

The first principle of naming is cost. We want low-cost names.

Summoning is the activity of words. It can summon the value of the brand. For example, the Land Cruiser can summon its value, but the Land Cruiser cannot.

When naming products, don’t stick to registered trademark thinking.

Phone Test: Say your name to someone on the phone and see how long it takes

Words don’t say things, words do things. Words come first, and products come later, because words are calling us and words are fighting. In all marketing communications of Bonfire Hotel, this word speaks

Why are names more authoritative? Because the name remains unchanged; as for the slogan, you may say this today and that tomorrow; you may say this to me and that to others.

If you can put the value in the name, don't put it in the slogan

If you can put value into the name, don’t be afraid of the name being long.

A valuable name, no matter how long it is, is more valuable than a worthless name.

A young man in New York named his company "It's better to rent a package than to steal a package." He didn't have to read the name and also read the slogan. It was just a long name, and the name, slogan, brand value, brand experience, and brand fun were all included. Using a long name reduces all brand integration communication costs

Before positioning your own company, brand, and product, you must first explain the terminology of the company, brand, and product - a definition.

Everything is established because of social needs. It is not the enterprise that establishes the brand, but the society needs the brand and the consumers need the brand. If society doesn't need it and consumers don't need it, even if the company wants to build a brand, it won't be able to.

Managerial economics explains brands from the perspective of game theory. Artificial branding is a game mechanism. Enterprises create repeated games to give consumers the opportunity to punish enterprises, thereby winning the trust of consumers.

From a cost perspective, all business operations problems can be attributed to cost reduction. Reduction in production costs, reduction in marketing costs, reduction in management costs, reduction in communication costs, reduction in R&D costs, reduction in labor costs, reduction in strategic expansion costs...

Brand is also a cost mechanism

The starting point for reducing marketing costs is to reduce consumer choice costs and proactively reduce social supervision costs

The epistemology of brand cost theory aims to master the methodology of "creative cost method" and know how to create around the concept of cost reduction in every creative link.

All brand design and creative work is based on cost reduction. Whether it is brand strategy, brand naming, brand logo, product packaging, or advertising, they all revolve around the core of cost reduction.

In addition to reducing consumers' choice costs, we must also proactively reduce social supervision costs. This is the foundation for brand longevity.

Establishing a brand requires huge investment, and unified branding can greatly reduce costs.

Naming system reduces advertising investment costs and improves investment efficiency

The essence of logo - reduce costs - reduce the cost of brand recognition, memory and communication

What is the cost difference between a logo and a name? Signs cost less. The logo is to reduce the cost of the name.

Hua & Hua refuses to write "logo interpretation" to clients. Logos are meant to be interpreted. Isn’t it ridiculous to design a logo for a two-word brand, but it turns out that the logo still needs 300 words to explain?

How to achieve low-cost, high-efficiency marking? It's clear at a glance, like old friends at first sight, and spread like wildfire

Don’t change the logo if you have to

Packaging design is to gain display advantages

Packaging is the product, packaging design is product design, and packaging should be designed with product development thinking. Packaging design is product redevelopment.

One is to stand out, and the other is to use the packaging as an advertising space and product poster.

Use packaging design to create a brand experience that interacts with consumers. For example, the box of Zhenshiming eye drops is designed with an eye chart.

Try to include your brand name in the advertising slogan

To reduce discovery costs and memory costs

To reduce the cost of purchasing decisions, especially to form impulses

To reduce usage costs and create usage experience. For example, "as soon as Remy Martin opens, good things will come naturally" creates a user experience.

This is the age of 15-second TV commercials

Hua and Hua method’s creative standards for 15-second TV commercials

In TV commercials, the product is the main protagonist

For example, Nezha, the twelve zodiac signs

For example, Moutai is a cultural heritage brand

Cultural heritage brands have roots. If they are not done well, they will be "dead" and buried in the ground. As long as someone waters them and gives them some sunshine, they can still shine.

The more comprehensive information you provide, the better, and the more reasons you have to buy, the better

Some people think that the cost of social supervision over us is as high as possible. Why should we reduce it?

When companies discuss the same brand, they often worry: If something goes wrong, everything will be over. You can't put all your eggs in one basket, right?

Brand is a cost mechanism, a risk mechanism and a social mechanism. The essence of a brand is a social mechanism that reduces consumer supervision costs and facilitates consumers to punish companies that make mistakes. The bigger the brand, the lower the cost for people to monitor and punish it.

So the number one brand is always at the forefront. When the plasticizer incident occurred in liquor, it was not Moutai's fault at first, but it soon became its fault. KFC is constantly being defended by various terrible food safety "shady stories". Did they collapse? In fact, KFC is one of the restaurants you can feel most at ease with, because it is always under the spotlight, under a magnifying glass, under a microscope, and is monitored by society.

Leading product

Experts

dream incarnation

increase

develop

Survive

The decisive battle goal becomes a strategy, and the series of battles to achieve this goal are called a road map. This makes the entire strategic plan

Hua and Hua Go model

All businesses are social enterprises

A good strategy allows operating costs to continue to decrease and competitors’ entry costs to continue to rise.

Competition is an illusion, peers are an assumption, Hua and Hua call it - the theory of non-competition

Never say who you want to defeat, because when you say who you want to defeat, you are announcing to the world who you admire.

So the competition we are talking about is not that I want to compete with you, but that I want to make it impossible for you to compete with me. Market share is a false proposition, and market share thinking is looking at the sky from the bottom of a well.

Why do people have narrow competitive thinking? There are two ideological roots.

Each company can essentially define an industry by itself. Competition is competition, not competition. There are only yourself and your customers, no rivals, no enemies.

Summary of the theory of competition between China and China

Write down the reasons for purchasing and leave it to the technicians to implement

The act of purchasing is an act of choice. Product design is to design a multiple-choice question and a logic of choice, a logic that allows buyers to enter as quickly as possible, thereby winning consumers' choice.

Top-level design is not about designing the top layer, but starting from the top layer and designing all the layers one by one. Without top-level design, no layer will be established.

Every product contains the top-level design of the brand, and every promotional page contains the top-level design of the corporate strategy.

Corporate strategy, product strategy, brand strategy, brand design, packaging design, advertising creativity are one thing

All surveys are blind and unreliable, especially survey data. Wrong questions often determine wrong answers.

The boss of Ryanair in the UK has never researched the company or read research reports, but he takes his own company’s flights four times a week to directly contact consumers.

The ZARA boss calls 8 store managers every week and directly asks them about the situation in the store.

Toyota's senior executives personally visit 4S stores for a few days every year to observe customers and purchase behavior.

You need to know what kind of ideas are useful and appropriate to steal from the past history of the industry

Your strength must be comparable to the object you steal. If you copy Liu Xiang's hurdling skills, you must run as fast as him, otherwise you will be imitating him.

Someone must have walked the right path. It is much harder to stick to the right path than to find the right path.

Ask the clerk: How many customers came today? How many were sold? What did she ask you? How did you answer? What is the buying process like?

Observe the consumer: After his purchase behavior is over, ask him what was thinking in his mind during each of these actions.

Questions about information channels

Communication behavior among consumers

Don’t ask questions that require consumers to think and summarize

Research how consumers use our products

Survey question format

Quantitative surveys mask the process of idea formation

Many surveys ignore ordinary people's understanding of questionnaire topics, and most questionnaire designs are wrong.

It reverses corporate responsibilities and consumer responsibilities. This is the fundamental root cause.

who is it?

What does he want you to do?

Do you do it or not?

Why?

Research is part of planning, not an independent task. There is no objective survey in the world, all surveys are subjective. It is to first make assumptions and predictions, and then conduct research. The purpose of research is to confirm or dispel the hypothesis.

Before buying

Buying

Using

After use

Product

Price

Place

Promotion