Why is everyone grabbing attention when | book recommendation?

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Steve Lubber once said, "Attention is the most important wealth that others can give you, and it is much higher than the value of money, goods, and possessions." "I think the same applies to the consumer sector.

Why do we always see McDonald's on a bustling high street?

Why do some stores stay ahead of the curve?

Why can a national trend brand such as Mo mo dim sum bureau be unforgettable?

Why do we know all about Pepsi's "bring the fun home" slogan?

This is probably related to the culture of brand building. You know, in the era when everyone is grabbing attention, the attention battle of the retail industry has long sounded the clarion call.

In the era of information explosion, consumers' attention is extremely distracted, and how to create brand symbols so that they can be better recognized, remembered and achieve zero-loss communication is a problem that many brands have been exploring.

In recent years, in addition to the flattening of visual design and the rise of national tides, brands are also exploring cultural creation outside of vision, and they try to create their own image through a more three-dimensional vision.

In the book "Detonating Attention" written by visual merchandising expert Zhong Xiaoying, the five dimensions of brands from consumers, products, stores, visual merchandising, and brand building are systematically revealed how the retail industry has built attention into business from the past to the present, and the application rules of vision in business monetization.

Zhong Xiaoying, a famous visual merchandising expert in China, is the founder of Show Republic. Engaged in exhibition work for 23 years, Douyin fans exceeded 24 million. She has founded the fashion retail self-media "Show Republic", and is also a special guest judge of EDxNingbo Conference, China Retail Industry Expo, C-star Shanghai International Retail Design and Equipment Exhibition, International Art and Design Week and other special guest judges.

Drawing on her industry knowledge over the past few decades, she has compiled her experience into a book that has created a guide to the brand. She pointed out that anyone, any business, as long as they grasp the underlying logic of visual merchandising, can detonate this attention monetization game.

The book "Detonating Attention" makes brands understand that detonating attention can help companies create performance, win word of mouth, implant their minds, and also allow consumers to quickly think of their own brands when mentioning a type of product.

So, how do you get attention? It may need to be implemented from the following 5 dimensions:

01, consumers

Consumers are changeable, and there are many factors that affect consumer purchases, such as changes in the social environment. In the past, people only pursued food and clothing, with the improvement of economic strength, the pursuit of beauty, status, brand and experience has become a new demand, and the demand for goods for consumers in each era is not the same, so in the face of consumers of different generations, goods are not the same.

Secondly, social status is also one of the factors affecting consumer purchases, different classes of consumer groups will choose different products, such as some people will buy canvas bags with practicality, some people will buy tens of thousands of LV, different classes will affect the purchase behavior.

In addition, differences in consumer thinking can also affect specific purchasing behaviors. What should merchants do with so many changing consumers? From the perspective of visual direction, merchants can grab consumers' attention from the store's façade, product appearance, brand LOGO, brand story and other aspects.

02. Products

With the continuous segmentation of the consumer market, many brands and commodities show a phenomenon of oversupply and serious homogenization, how to make their products stand out?

Brands can start from product appearance, performance, giving feelings, subverting previous cognition, creating demand, catering to hot spots, amplifying product advantages, increasing product added value, product packaging, display and so on.

03. Shop

For consumers, under the combination of online and offline marketing model, offline stores are the only places to attract them, how to create a store that attracts attention?

This book proposes that brands can start from the following aspects, such as designing doors that are attractive at a glance, shop windows that attract customers, and reasonable store route layout.

04. Visual merchandising

The core of the above advice for stores is visual merchandising, so how to use visual merchandising to win the attention of consumers? You can start with the following three factors: curiosity, feelings, and scenes.

For example, the Chinese baking brand Mo Mo Dim Sum Bureau uses the visual design of the current "national tide" style that most impresses young people in the store decoration, the store logo adopts the Chinese beast lion, the decoration color is mainly classic red and blue, and the signboard is also an antique font, which is both eye-catching enough and provides interesting "social currency" for young people.

05. Brand

Brand is the biggest achievement of an enterprise, mention LV, Coca-Cola these brands we can not help but trust and kindness, this is the power of the brand, it can assist customers to quickly form a memory point.

How can you build a successful brand? You can still start from the following 5 points: logo design, IP image establishment, VI design, space design, advertising promotion, etc.

As for the specific operation method, you may need to find the answer in this book.

In fact, "Detonating Attention" presents a series of methodologies for building brand attention to everyone, not just staying at the visual level, but extending to the dimension of building product reputation and brand influence. Only brands that can attract attention and be remembered by consumers have the opportunity to become the king in the hearts of consumers.

At the same time, this book is not a business school textbook-like dogma, but more like a conversation between friends. The author adopts a concise and direct language style, with the help of the most familiar retail cases at present, so that everyone can feel, summarize and think rationally together.

Through this book, I sincerely hope that more brands will continue to challenge the peak, and through absorbing insights, develop products that are valuable to society and have a sense of happiness for individuals, so that brands can gain higher attention and then achieve ultimate success.

Recommended Book "Detonating Attention"

Author: Zhong Xiaoying

Publisher: CITIC Publishing Group

Publication date: November 2021

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