The slogan is the love words spoken to the consumers, but the types of lovers are also diverse. Some people like “MAN” (man), and the consumer slogan is on the credibility. The slogan must be confident and authoritative; some people like it. Gentle care, you can’t let consumers leave you half a step, slogan will become a part of consumer life, normalization… slogan is a love story to people, how to say, what to say, readers want to think !
Focus on competitors
The slogan must be clearly separated from the opponent’s appeal, so that consumers can clearly “discriminate that I am a male.” The appeal of the slogan is not to be better than the opponent’s appeal, but must be “different” from the opponent.
In a consumer-oriented cognitive world, more and more copywriting is trying to cater to consumers, and they want to cater to their likes and resonate with them. The so-called user perspective is the best choice for slogans. But I want to remind everyone that everyone has the genes that are born by everyone, and every company is the same, and the products produced by companies are even more so. Without the gene of the product, will the user’s favorite for you last? We are not advocating self-proclaimed copywriting, but advocating a user perspective based on “product core competitiveness” – how can my product solve consumer conflicts and how to express this ability in slogans; we must Care about the product and extend it to the ability of the product to help consumers solve problems.
Saving money is the product force – saving money can help customers to live a better life, is the product’s actual help to consumers – to make the product a hero to save consumers’ lives, the brand can become a valuable brand .
OPPO perfectly integrates product power and consumer conflict into powerful slogans. OPPO firstly realized that young people want both mobile phones to be light and beautiful (the cell phone’s battery board can’t be thickened), and they don’t want to lose contact with the world. The conflict, so the “charge 5 minutes, call 2 hours” solution to solve consumer conflicts. It can be seen that the advertising appeal of “self-centered” must also closely follow the consumer conflict, and give a powerful solution, which is the slogan of market vitality.
At different stages of brand development, the ability of slogans to resolve consumer conflicts is naturally different. Advertising slogans are always subject to strategy and obey the goal of conflict resolution:
The product is strong and the competitor is weak – a self-centered slogan.
In 2007, Steve Jobs redefined the phone with a self-centered approach.
Tmall’s initial slogan is also based on its powerful platform effect and paternalistic slogan, telling consumers that Tmall is big enough and has enough brands to come to Tmall for shopping. Other platforms don’t have to go shopping. It is.
Competitors are getting stronger and stronger, the division between brands and brands is becoming less and less obvious, and the differences between products and products are getting smaller and smaller – competitor-centric slogans give way to consumers. The slogan of the center.
Jingdong has always been aiming at Tmall, appealing to its own authentic and genuine goods. Based on its powerful logistics, it can provide consumers with a faster delivery experience. Jingdong’s slogan has always stood on the opposite side of the enemy, providing consumers with different interests.
In 2017, Tmall held a conference on the ideal life and changed the slogan to: Ideal Life, Godcat. The consumer’s life is integrated into the advertising slogan, and the slogan shifts from “self-centered” to “consumer-centric”.
Manufacturing conflicts – the slogan should not be “flat and true”, must stimulate the emotional contact of consumers
Dr. Carmen Ximen believes that in order to ensure the adaptability of biology, the brain has learned how to pay attention to internal and external clues after the evolution, quickly judge the expected value of these clues, calculate the best practices for rewards, and Take action.
Perceive sensory conflicts and stimuli – “What happened?”
Choose the action that will give you the best reward – subjective judgment “more valuable”
Execution – Evaluation results: “Is the original prediction correct?”
The path of the brain’s response to external stimuli and conflicts must be adapted to the design path of the slogan. The slogan is the time cost of the consumer. It is necessary to defeat all outside information and compete for those seconds to let him Attention is only focused on the slogan.
The first step in the brain’s decision is to pay attention to conflicts and stimuli. Our slogan must provide consumers with this conflicting contact. It must direct his attention to what we think is important and guide them to us. The path of the transfer has tempted them to get the “reward” promised by the slogan, and finally formed the execution of the landing.
The progress of civilization is that more and more things can be done without thinking.
Our brain has evolved to this day, and it has been washed by numerous brands, commodities, and advertisements. It has formed a certain inertia thinking and habits. The slogan should break the former inertia of “nothing to think about” and develop new consumers. Without thinking about the new inertia, you must work on the equation below:
This is an “impact equation” proposed by Chris Brogan, author of the best-selling New York Times:
Reach: It refers to the amount of information arriving at the user. The larger the audience base touched by the information, the greater the probability that the content will expand its influence.
Exposure: It means how often you interact with the user (core user). The key to exposure is to grasp the time, frequency, rhythm, etc. of the exposure.
Expression (articulation): the skills, words, tonality presented in front of the user…
Trust: A key factor in determining influence. What is your trust endorsement? What data can be trusted by consumers?
Resonance level (rcho): Where is the communication with the user’s spiritual level? Is it possible to meet their actual needs or to see what conflicts they have not yet resolved?
In this equation, contrast is regarded as a separate multiplier, which shows its importance. It refers to the difference and difference of information. This is the premise that the brand of the information explosion era can stand out.
This contrast, in my opinion, is “conflict”: first, is your slogan different from the ability of competitors to provide consumers with conflicts; second, whether your slogan is manufactured differently. The conflict of consumers provides a different expression from the opponent (the slogan is personalized), and whether the personality of the slogan is enough to break the consumer’s “taken for themselves”.
Defining who is in conflict
But what must be emphasized with readers is that this conflict must be able to associate your target audience with themselves in the first place, and understand that the advertisement is relevant to them – the first word is the slogan. The most frequent occurrence of Mi Meng’s title is “I” and “we”. The slogan should also learn from Mi Meng, so that consumers can feel that we are one at the beginning, and letting go of the guard is the best policy.
We are together, God does not agree.
Once we had poetry and distance, now we just want to buy a house.
“We 仨” teaches us 9 things about love.
Falling in love with someone, we will become inferior.
Identify who is in conflict and try to express in their language
General Barton’s speech to the US Third Army before the landing in Normandy was quite successful. It was the most inspiring speech in history, but the speech was too vulgar to be published in the newspaper.
Barton’s speech is for those soldiers to listen to, and to impress them, you must solve their conflicts in their language.
After Barton swept the European continent with the Third Army, he once revealed to the reporters of the army: “When I want the people underneath to remember something important and really remember it, then I have to be vulgar.” Those words would make the elegant old lady who was drinking afternoon tea feel very uncomfortable, but it can help the soldiers to remember. In the environment at that time, it is impossible to stop swearing with the soldiers, but the swear words must be touched.”