Canada is known as the world's blueberry production area, and near Vancouver is the main producing area of Canadian blueberries. RJT Blueberry Park Co., Ltd. is located in the Fraser Valley area, 52 kilometers east of Vancouver. It covers an area of 500 mu. It is a professional in the research, development, planting, cultivation, picking, sorting, processing, warehousing, logistics and sales of blueberry products. the company.
As early as 2015, Barton Brand Design Company was invited to carry out a series of brand design services such as brand transformation and upgrade, VI design, IP design, product packaging design and website design. After a deeper understanding of the Canadian Blueberry Garden brand, we learned a very interesting phenomenon in the local area: the most common animal in Vancouver, Canada is the black bear, so the anti-bear cover is added to the public trash cans in the park and the woods. To prevent them from opening the trash can to find food. The fruit they like most is blueberries. Therefore, we have implanted the interesting and unique image of bear blueberry as the brand DNA for the first time into the Canadian blueberry brand.
When time came to 2018, with the expansion of business channels and the development of product categories, RJT intends to concentrate all its blueberry products to create a fast-moving brand. How does a new-born brand stand out from its competitors, and how should its brand top-level design language focus? Barton once again accepted the commission, and under the unremitting creative challenge of the brand strategy and design team, "Blue Bear" was born.
This time, we will talk about the following four question marks for re-combination, and take the blue bear case as the axis to diversify and think, I hope to give you some constructive inspiration：
1、What is the great value of brand naming?
2、Is product-driven brand thinking outdated?
3、Is the IP and brand story a necessary brand standard?
4、Where are the barriers to competition between single brands and competing products?
1、What is the great value of brand naming?
Speaking of brand naming, there are bound to be many people who complain. Today, when the trademark agency is popular, the registration of this hurdle is turned into a horrible scarlet hangman, and countless "good ideas" are rushed down the gate. If you are fortunate enough to meet the cute party A who needs “multi-category registration”, “five-line feng shui” and “alternative temperament”, the conscious conscious instinct of the hairline is dry. As a result, a large number of "borrowing parties", "four do not like", "edge ball", "high on the" brand names swarmed, the mountains and tsunami momentum swept the market.
It is a common thing to be inexhaustible, unable to think, to guess, or to be inaccurate to enter the collective stage of anxiety. We have thought about why this happened. What is the nature of the brand name? Is there a standard for good brand naming?
There is a saying that it is appropriate to use the fog to see the essence and use it in our business. Once a person is detained with an expert's hat, it will inevitably swell a little mentality. Naturally, the attempt to interpret the world from a glimpse of the world can't be avoided. This is also the result of the fine division of labor. Under the cover of the overwhelming "professional terminology", we may have long neglected the fact that "brand name is just the name of the brand, the brand is just the brand of the product." What is the essence? This is, we always seem to give the brand name too much expectation, just like most parents give their children a name, always looking forward to the success of the child, but the good wishes can not be achieved but always with their own efforts, the surrounding environment is not open. "Good name" can't carry that much.
The name is used for the purpose, and it is accurately used for others. If we look at it, we will find that, except for a small number of "self-introduction" and "swearing swear", most of the time, your name is like The droplets spread in different populations. In the same way, the brand is also the same, without the spread, the power of the brand will not be able to play out, become a dumb fire, no lethality, and become the object that the operators themselves play.
Since the brand name is for others, first of all, you have to remember. What kind of name is a good name? Chinese culture is profound and profound, and every Chinese character is endowed with one or more meanings. “Gan, Long, Yong, Yi, Kun, Tai, Hua...” These words can be regarded as The result of previous investment, but these are not necessary conditions for a good name. In the case of the Blue Cub, we used a little trick that was mentioned before: strange familiarity = familiar things + strange attributes. The bear is an animal we know well. Have you seen the blue bear? The bear eating blueberry is also RJT's previously refined brand DNA, a cute little bear who loves to eat blueberries and even the whole body is blue. The story and taste of the brand can be seen in the name. Similarly, the memory cost is also very good. low.
Determine a brand name and regard it as a repetitive investment behavior that expands brand awareness. Brand naming is a major asset of the brand, and it is a psychic treasure that calls for the mind. This is its great value.
2、Is product-driven brand thinking outdated?
Everyone is talking about brands, but not everyone has brand thinking.
When the parents of the generation of the nouveau riche no longer have big gold chain watches, they also learn to wear Chinese style linen gowns for Zen; when Taiwan’s aunts carry LV through the vegetable market, and familiar vegetable vendors When bargaining. Some friends wondered that the well-known high-end brands are not used by certain people to highlight their specific identity characteristics? As the purchasing power increases, the status of the brand is declining?
There is only one answer.
The ability to purchase is no longer a means of distinguishing social status, and knowledge becomes a new tool for differentiating social ranks. What does that mean? In the past, we have seen that “Five Flowers and Horses” and “Jin Luo Da Satin” are inevitably wealthy people, and it is obviously not appropriate to divide the population with purchasing power today. The designer with a monthly salary of 8K and the director with a monthly salary of 5W all use the same iPhoneX. The senior white-collar worker sitting in the skyscraper office occasionally orders 9.9. Under the double stimulation of material level and credit consumption, low-, medium-, and high-income people are “come to buy today and return tomorrow”. If you open a brand-name car, you can use the same brand of mobile phone to represent people in the same society. Is it grade? Obviously not. Consumers have evolved from seeking material richness to pursuing spiritual abundance. Many products have lost some of their ability to “speak” instead of consumers. Is product-driven brand thinking obsolete today?
Barton believes that the essence of the product is the reason for the purchase. Most people talk about the nature of the product and generally say it represents a certain consumption function or value. There is a well-known example where a consumer wants a hole and buys a drill, so the essence he wants to buy is a hole, not a drill. If there is something more convenient and cheaper to get the hole, he won't necessarily buy a drill. This is called a substitute in marketing to distinguish it from competitive products. Competitors are other brands of drills. The substitute is not a drill, but something that is more convenient and cheaper to get a hole.
Product-driven brand thinking is about how to design such a reason for buying, find such a reason to buy it and mark it on the shelf and let it speak. There are two factors to consider when designing the purchase: first, the value of the product, the shape of the product must meet the characteristics of the category; second, the value of the variety, and other similarities have any advantage over you.
For example, if you only use a pen for writing, then almost all the pens on the market can meet your needs. What is your reason for buying this time? Write a smoother pen? Cheaper pens? If you are the CEO of a listed company, you need to demonstrate the high-end temperament when signing the contract. A high-end Montblanc naturally enters your selection sequence at this time. The high-end pen that can demonstrate your identity is your purchase. reason. With the increase in purchasing power, the reasons for the purchase of different groups of people are also constantly upgrading. From the perspective of product development, in order to meet the commitment to achieve this purchase reason, the company will force the product upgrade.
What is the reason for the Blue Bear’s purchase? We have been thinking about this issue when planning our first freeze-dried blueberry products. Our own blueberry garden, safe and healthy sorting center, advanced freeze-drying production center, blue bear's product structure is based on blueberry. The core of healthy ecological processed foods. Canadian ecological blueberry is defined as the core category of Blue Bear. Natural ecology, healthy nutrition, safety and hygiene are the core brand values. The first product is freeze-dried blueberries. In the course of in-depth research, we found that most of the freeze-dried blueberry products on the market are not too big a bit. The reason is that the problem lies in the place of production. Many products that are directly supplied by Canada take into account the production problems and transportation costs. They usually finish the harvest before the fruit ripens. The freeze-dried blueberries produced will have a sour taste and a small particle size. The Blue Bear is located in Canada's RJT Ecological Blueberry Garden. It is freshly picked and freshly frozen. It retains the taste of ripe blueberries to the greatest extent. It has large granules, sweet taste and endless aftertaste. “Fresh frozen” is our reason for the design of the Blue Bear. Blue Cub Fresh Frozen Blueberry Crisp is the first freeze-dried blueberry product planned for purchase reasons.
Product-driven brand thinking will not only be outdated, but will continue to be the top priority of our brand's top-level design. The brand has not expired, but the reason for the purchase of this product has changed.
3、Is the IP and brand story a necessary brand standard?
IP and brand stories seem to have always been the standard of the brand, you see the general Chinese Internet industry has quickly become a zoo. During the proposal process, customers often mentioned “Would you like to design an IP mascot?”, “What is our brand story?”. However, what is the role of IP and brand stories in the past? Is it useful? how to use? Where is it used?
In the top design of the Blue Bear brand, IP is our blue bear who is a cute chicken thief. Let's take a look at his brand story:
Everyone loves the blue bear. He loves to eat blueberries, but he doesn't eat enough.
In order to find the best blueberries in the legend, he traveled around, and the timid blue bear brought joy and laughter to every place he traveled. Finally, under the guidance of the secret scroll of King George III, he found the secret blueberry orchard hidden in the legendary valley.
He fell in love with this, and the blue bear remembered the friends who helped him along the way. He wanted to bring this joy of sharing to more people.
"Life is like a blueberry. As long as you love, you can always find new ways to eat." - Blue Bear
Image Positioning: Blue Bear
Name: Blue Bear
Born: The blueberry tribes born in the Black Bear tribe in Vancouver, Canada, have shown their desire to be more fanatical about blueberries than the whole family. Or is it blueberry?
Age: Legend has it that eating blueberries will be frozen, and it’s actually 8 years old.
Gender: Male Bear
Features: Because I like blueberries so much that the whole body turns blueberry color, my eyesight is particularly good, and laughter will make a snoring laugh.
Special: Is it good to eat blueberries?
Personality: The appearance is cute, the inner chicken thief, but the timid he often happens to make a lot of funny things, if he shares with you his favorite blueberry, he has recognized you from the heart.
Mantra: "Snoring, life is like a blueberry, as long as you love, you can always find new ways to eat."
In the planning of IP settings and brand stories, we only do one thing - to strengthen the story relevance of blueberries and blue bears. Designed to deliver two core values: a. The Blue Cub is fun, b. It finds the best blueberries. The mascot is meant to be used for doing things, and it does not produce value by itself. We write it into the brand story, print it on the product packaging, interact with the consumer's multiple scenes, and you can see it almost in real time with the brand-related effective exposure. It is the spokesperson of the brand. It is the VIP that opens the whole line of products. The crisp and sweet taste of freeze-dried blueberries is not perceptible through the packaging. It is not like the common fast-dissipating snacks, and the enlarged close-up can be coveted. We need an IP to cross the consumer's psychological minefield and build emotional value with consumers. In our worldview of the construction of the Blue Bear, you can notice that we have also joined the role of "Bee King George". This is a foreshadowing. RJT's entire product line is not only pure blueberry products, but also blueberry honey, blueberry maple. Pulp and so on. This is the purpose of setting the brand IP and brand story, let IP speak for us, and continue to accumulate the emotional value of the brand through Blue Bear, complete the serialization of the entire product line, how many people are prepared for this cute cute thing, why rationally Go see it?
4、Where are the barriers to competition between single brands and competing products?
The relationship between a single brand and other competing products is like a protracted war that never stops. It keeps happening on the shelves, newspapers, newspapers, mobile phones, computers and even our mouth, no one is spared. The dominant brand seems to have an invisible barrier that resists countless charges, which we call competitive barriers.
Competition barriers are not a simple one-choice question. It is not only the extension of visual creativity, but also the concentrated expression of strategy. Fortunately, we can analyze it by marketing the 4P framework. Products, prices, channels, promotions (or can be said to spread), each ring can form an indestructible barrier to competition. Take Laoganma as an example. As we all know, Laoganma is still not listed yet, and the strong cash flow is enough to sneer at the capital game. What deserves our attention is precisely because of its huge cash flow, which has laid a solid foundation for its intricate channels. This is one of the barriers to competition. Laoganma's product specifications and pricing strategy are more worthwhile. Its 200ml specification of chili sauce is only 8.8 yuan in Tmall supermarkets. Looking back on a few years, the increase has not been large, and the typical "small profits but quick turnover". The quality of competing products that is higher than its price is not as good as it is, and the cost of competing products that is lower than its price cannot be controlled. A stable and stable competition barrier lies between Laoganma and other competing products. This is the barrier of competition. Of course, that's not all.
Where are the blue bears' competitive barriers? Its reason for buying. Blue bear's slogan: "Crisp is sweet and fresh", this is not only a slogan for selling goods, it is a promise. “Crisp sweet” and “fresh frozen” are commitments made to consumers based on channels, origins, products, and technologies. Just because we can do it, we dare to say it, it has the effectiveness of the brand, and constantly invest in it, its brand value is greater, until it becomes an indestructible barrier to competition. Marketing geniuses such as Shi Yuzhu level, in the price of melatonin will open the wrist of the open-air, why not price 99 yuan, but the price of 109 yuan? A small 10 yuan is Tianhedi. Because melatonin is designed as a gift, its reason for purchase is a holiday gift, the most basic gift is that you have to get it. The 99 yuan gift will not be said to be more than one hundred, and 109 can be, since the gift will be how many people will entangle the 10 dollars? A natural barrier to competition has formed, which is a precise insight into human nature. Marketing is never science, you can analyze the data analysis, but you can only estimate, can not be sure, such as the long and complicated product names of the major cosmetics in the early years, it seems that only through this can be a icing on the cake. What now? A large number of "small brown bottles", "small black bottles", "red waists" swarmed, who made the trend? Data? not human. There is a saying that genius does not need theory, but theory requires genius. Genius is more focused on the essence than on ordinary people. It is also better at summing up common sense. The answer may not be in technical terms, maybe in life.
Where are the barriers to competition between single brands and competing products? From the perspective of today's market environment, the best answer for enterprises is the pattern.