Abandon Ornate Packaging Returning to Human Nature

Personal connection is the emotional element of brand value. In other words, a brand needs to establish contact with individual consumers and maintain personal communication. To establish personal contact with consumers, we must return to the origin of people.


There are many misunderstandings in modern marketing. They think that fashion advertisements, lively activities, and gorgeous packaging are marketing. In fact, human nature is simple. Impression is not a splendid word, but our simplest needs. Do not wrap, don't be empathetic, and move the market should abandon the current gorgeous appearance, return to the source of human nature, natural origin.

Touching is usually related to family and children. Never heard that children use gorgeous rhetoric and fashionable packaging. On the contrary, it is because children are simple, children are dependent, and their language expression skills are poor, which is more easily touched by people. Kodak film advertising has always been a child, has always been the scene of ordinary life, children crying, children's laughter, children's jealousy, children's naughty, touched generation after generation.

Touching is usually related to human nature. Human nature is advocating nature, and “Nippon Paint” is delighted and moved by the huts on the grassland and the general music of the spring, which is the power of nature. Human nature does not like hypocrisy, loves simple and simple, loves warmth and friendship, sincerity and harmony. No matter how advanced science and technology are, how society develops, everyone has a desire for human nature. Modern Chinese society lacks religious beliefs and lacks historical heritage. As a result, there is a lack of integrity, tradition is discarded, and social cohesion is poor. Only in this way, it is particularly necessary to return to human nature. People are also particularly vulnerable to being moved by people and attracted by religion because religion is all about humanity. Why art is so popular, why knowledge is valuable again, is the return of human nature.
Whether it is recognition, memory, reputation, or satisfaction, or brand, and loyalty, to some extent, it is irrational. Follow-up on a brand is often irrational because it is irrational. The so-called rationality is just a reason to find support for your own irrationality. Memories are a special reason. Satisfaction is beyond your expectations. Brands are emotional connections, loyalty is attachment, and reason is difficult to measure.

When I was young, crossing the street, he was moved by a protective move. I accepted him as my boyfriend. Although rationality already knows that this is just a custom in a civilized society, but even today, every time I cross the street, I will still be moved by this action, although it is only in my heart. The sense of protection is pursued by consumers in many fields. There was a telecommunications consumer forum. They pointed to a picture of a son riding on his father's shoulder and said, “The company is a giant, a father, I am a son and he is caring for him. This is what I like.” In many professional fields, companies are technically strong. Consumers are disadvantaged in the heart. Consumers need such irrational protection and care. Consumer psychology is often irrational.

Similarly, the consumption process is also irrational. Especially female consumers have more irrational components. It is a very common phenomenon to buy a much more valuable product because it is moved by a novel and lovely promotional product. The survey shows that 93.5% of 18-35-year-old women have had a variety of irrational consumer behaviors, that is, "non-essential" emotional consumption that is affected by discounts, friends, salespersons, emotions, and advertisements. . Irrational consumption accounted for 20.0% of female consumer spending. This perceptual consumption is not planned in advance, and the purchased goods are not necessary for life. Touching is the motivation for these irrational buying behaviors.

The connotation of the brand remains unchanged, but the brand's external embodiment must keep pace with the times. Slowly getting older with you, this is a realm that makes a lot of girls move. It is also a realm pursued by companies. Is there any brand that can accompany the growth of consumers? It can be deeply rooted in the minds of consumers. Consumers want to have a brand with their own experience of years and environmental changes, know their needs, consider their own needs, then, as a business, we must always have insight into the needs of customers and their changes, constantly in a new way, new Products serve consumers.

Rather than moving marketing, it is better to say sincere marketing. Moving is neither a starting point nor a goal, but a result of a node in the process. Everyone in this society is utilitarian. Therefore, in the heart, people do not actually make friends with utilitarian people and have feelings. It is even more difficult to be moved. If you go for marketing to move, consumers are not fools. They have very strong defensive mentality, and they will feel even more scared. Impression can be met with. Intentions and sincere hospitality, consumers are moved.

Rising anti-virus, the market leader of the year, did not keep up with the changes in the environment and changes in user needs, did not move from the stand-alone version to the online version in a timely manner, it can not have continued to move. IBM's move from a stand-alone machine to a host and then to service is a change that follows the times and changes in consumers.

Source: Liangyou Information