How about starting a brand name worth 1 billion?
2018-7-6
If you want to take a brand name worth 1 billion, the first thing to solve is the cognitive conflict! Allowing consumers to suddenly remember who you are and who you are is the basic threshold for a high-quality brand name.
I would like to ask you a question --
What is your father's name?
You'll definitely be back in seconds!
What is your grandfather's name?
You must also be seconds back!
So what's your grandfather's name?
Did you start meditating?
Isn't Grandpa important to you? If there is no grandfather, where is the grandfather, let alone your father? But why are we not so concerned about Grandpa's name?
Because Grandpa didn't have any conflict with us, he occupied a very important place on our family tree, becoming a symbol of memory, but because there was no conflict with our lives, our brains could not immediately reflect his name.
But if our grandfather's name is the name of "Yangtze River" and "Yellow River" that can solve the conflict of memory, we may be able to remember their names for a longer time; or our ancestors have the same name as Zeng Guofan, Li Hongzhang, Sun Yat-sen and other great celebrities, and the late generations must also remember it in their hearts.
In marketing, if you want to take a brand name worth 1 billion, the first thing to solve is the cognitive conflict! Allowing consumers to suddenly remember who you are and who you are is the basic threshold for a high-quality brand name.
The first task of a good brand name is to resolve the conflict of memory
This is the first problem that the brand name has to solve - memory, and it is also the first principle that must be followed. The essence of brand names is to reduce the cost of communication. Only when you are remembered can there be a possibility of being spread.
But disposable memory is limited, and there are too many things that need to be remembered, remembered at the time, but forgotten for a long time, which is an inevitable conflict for most ordinary people.
A good brand name can make consumers smell "Yixi" for the first time - and then talk about "Yiyue" - talk deeply about "not forgetting".
To put it bluntly: a listen, I think it is very good, good, even a little accident, skirmish; go deeper, know the story behind the brand name, think it is very good, can understand the appeal of the product, experience the brand's intentions; then, will not forget the name.
The brand names that can achieve "one joy", "two joys" and "not forgetting" correspond to the different needs of the left and right brains:
(1) It is convenient for left brain cognition and memory, saving selection costs and easy to store
(2) It is convenient for right brain recognition and like, brand tonality, easy to distinguish
(3) It is convenient for the resonance of the left and right brains, and there are logic and feelings
Our brains have to process too much information, have to make countless choices every day, and when faced with choices, they will naturally divide the information into two categories - what the left brain needs, or what the right brain likes.
In the split brain experiment, the "left and right brain division theory" of brain asymmetry was confirmed, and the left brain was called "rational brain", which mainly processed abstract information such as words and data, and had abstract thinking functions such as understanding, analysis, and judgment, and had the characteristics of rationality and logic; the right brain, known as the "perceptual brain", processed specific information such as sound and image, with functions such as imagination, creativity, inspiration and ultra-high-speed response (ultra-high-speed memory and calculation), and had the characteristics of sensibility and intuition. Brand names corresponding to the left and right brains also need to resolve different conflicts.
Brand names solve the conflict of the left brain - short, relying, fast
First, short - easy to remember, is the primary factor in the resolution of cognitive conflicts of brands
If your product is hoping to be able to connect with consumers at a high frequency, and hope to activate the recognition of the left brain more frequently, then you must reduce the cost of decision-making in the left brain, simply and intuitively print the brand name in the consumer brain, if the brand can directly tell the consumer - I can help you solve any conflict, it is a better choice.
The brand name of "Baidu" comes from Xin Zhiyi's "Qingyu Case, New Year's Eve" - the crowd looked for him for thousands of baidus, and suddenly looked back, but the person was there, and the lights were dimmed. Particularly literate sources, once caused a bout of follow-up, everyone has opened the Tang poetry and Song Ci, looking for famous quotes to choose names. But we may wish to sort out the path of "Baidu" in our brains: First of all, because the memory cost of the word "Baidu" is extremely low, and the number "baidu" is particularly easy to remember, we will easily put him in our left brain selection; and later, when we understand the deep meaning of the public looking for him thousands of degrees, we will accept Baidu as a search tool that understands Chinese culture better.
And "Sogou" as a latecomer, need to give the left brain simpler, even rough imprint, brand name more directly tell consumers what I do, I am to help you search the tool, so Sogou for consumers is also a very low memory cost, a shorter path of use.
Cultural connotations and simplicity clash, preferring simplicity.
Tall on the forced grid and simple conflict, the preferred simple.
The original translation of the English name conflicts with simplicity, preferably simple.
Simple names can be registered, preferred simple!
When choosing a brand name, the Ali department has abided by this rule:
1
Choose animals, easy to think, easy to remember - Tmall, Ant Financial, Flying Pig, Box Horse Fresh
2
Easy for consumers to remember - Alibaba, Alimama, Alibaba Cloud
3
Matching attributes and giving personality - Taobao's Maker Festival; "Double 11" Singles' Day; and "Huabei" all cater to the psychological feelings of young consumers, triggering resonance with them, so that young people can always remember you
The purpose of the brand name is to enable consumers to remember you, and do not artificially create a memory barrier for consumers.
After Ye Maozhong's strategic marketing and Mafengwo cooperated, the first thing was to change "Ant Honeycomb, Free Travel" to "Mafengwo, Tourism Network".
Remove the ambiguity of the brand name, it is easier for consumers to remember; from independent travel to travel network, strategic upgrading, so that Mafengwo has become a large travel platform for consumers to travel.
Second, by virtue of - there is meaning
From Sogou's body, it is not difficult for us to see that to solve the conflict of the left brain, we must not only remember and solve the conflict of consumers' "laziness", but also tell them what I can do, what conflict can I help you solve?
Therefore, there are many brand names on the Internet platform that are similar to "looking for steel mesh" and "finding coal network" to directly solve consumer conflicts.
And IKEA (from the "Book of Poetry" "son of Yu Gui, Yi Qi's room"), I believe that not many consumers really understand the origin between IKEA and the book of poetry, but the consumer's brain must have interpreted the role of IKEA - to make my home more suitable for living, suitable for life; the names of Procter & Gamble such as Safeguard and Rejoice are more intuitive to tell you what the consumer benefit points can bring after resolving conflicts, these are the best names for resolving conflicts.
Judging from the brand name alone, the hammer mobile phone undoubtedly has more meanings of craftsmanship than Xiaomi; and the meaning of Xiaomi is more inclined to the demand for cost performance. Insight into where the conflict between consumers and the solution to the conflict are implicit in the brand name is the high-quality brand name.
Third, fast - fast response, application scenarios
Intuitively tell consumers what occasions to use our products, such as white plus black, a look at the name is to use white film during the day and black film at night; China Merchants Bank describes its target audience more scenario-based than ICBC.
The description of the scene will also adopt the combination of brand name + category name, clearly instructing consumers to see on what occasion we should be enabled. This resolves the conflict of the left brain.
Piglet short-term rental - when the short-term rental time to find us right.
7-11: Originally meant 7 a.m. to 11 p.m., open 7 days a week, which was a rather novel business model.
Alipay - Pay with Alipay.
Hungry - don't call your mother when you're hungry, just call it hungry
......
Didi Taxi was renamed Didi Chuxing, as a platform, it is undoubtedly to occupy the market on a large scale, occupy the consumer's mobile phone terminal, and the scene description of "travel" undoubtedly covers more travel schemes for consumers to take a taxi, rent a car, borrow a car and even use a shared bicycle; and some brand names after a stage of dissemination, categories and application scenarios are recognized and accepted by consumers, and gradually dilute the emergence of the scene: such as ofo sharing bicycles→o small yellow cars - small yellow cars.
When the cognitive conflict of the scene is resolved, please follow the first principle - simplicity.
However, to weaken the category name of the use scene, sometimes it is necessary to use a large amount of communication costs, such as when the Taobao mall was renamed Tmall; when Ali Travel changed its name to Fliggy, it undoubtedly cost a lot of communication funds... Or please look at the official review of the situation and judge the extent of the consumer conflict.
Therefore, in addition to the excellent brand name related to the scene, we must also remind you that the definition of the category name is.
Strive to occupy the hill
The law of "positioning" tells us that it is best to occupy the position of the eldest or second in the category, and as a latecomer to the category, we should subdivide the category and find our "small hill" in the existing cognition of consumers.
So we see shampoos – anti-dandruff shampoos – softening shampoos – anti-hair loss shampoos and so on that represent the category names of the subdivisions. When we enter a primary competitive market, we should try our best to occupy the first position in the category, but you guys, how many primary competitive markets do we still have? Which category of market is not a tiger's eye, the crowd is divided? Even with a new category market and new products created by strong scientific and technological power, please firmly believe that within 3 months, there will be a large number of competitors following your pace and seizing your market.
Trying to find the category in the existing cognition of consumers, occupying the mountain as king, you must be equipped with hundreds of millions of communication costs, otherwise how to occupy the cognition of the category? For the naming law of category names, we are more admiring Jobs's way of thinking - not better choices, but different choices.
Bill Gates once firmly believed in the value of tablets - the name of the tablet category, you can understand that he is just a segment of the computer field, listed for 5 years, the tablet did not become a hot product as Bill expected, almost disappeared; then, after 8 years, Jobs took out the iPad, declaring that the iPad will create and define a new device category, which will connect users with applications and content in a more private, intuitive and interesting way.
Jobs redefined the category, the iPad is neither a computer, nor a mobile phone, nor a tablet, he for the "new consumer demand of the scene", to solve a new problem of "mobile - social - cloud era": people need a device that can be carried around, not necessarily as large and strong as a computer, but more comfortable to use than mobile phones, the experience is better.
The iPad category name redefines the use scenario of the product and has been a huge success, so when we name the brand, if it is a combination of brand name + category name; remember the innovative meaning of the category name - as the Nobel economist Dan Carneman proposed the "selective support bias" - we are more inclined to give a positive evaluation of the option that has been chosen, simply because we chose it. (It can be seen that people are irrational and rational choices, full of conflicting ways of thinking.)
Dan Carneman means that once a person pays for the time, money, or other cost of his choice, he will unconditionally support the "it" he chooses, and you may feel that it is the best, even if a better product appears later, he will not easily change his choice.
Therefore, to solve the conflict with competitors, it is best to change the track of competition, do not try to give consumers a better choice, but a more different solution, (please consult the content of "Conflict" on horizontal marketing); the category name also asks you to follow this standard, conceive - avoid segmentation, try to innovate.
Next time, we'll continue to explore how brand names can resolve consumer right-brain conflicts.