First, the answer 1, made an IP, made a brand role image, and must make this image live. Vivid, created at every contact point of the customer's consumption journey, and shaped the role image in different scenes and different interactive environment experiences. Moreover, it is not only flat, but also dynamic and emotional. It can be made into a three-dimensional doll and can also be used for audio and video.
? 2. This process is called "cultivating symbols". Super symbols should be born and raised. Brand role is the hardest to raise! But the most important thing is to improve it, than symbols and lace.
3. At this time, the brand department is the agent of Snow King. Let the brand role land, let the brand role live, fly, walk out of the store and talk to consumers.
? 4. According to the customer experience journey before, during and after coming, look at the square, the door, the materials in the store, the packaging and all kinds of surroundings, and wake up the customers with the Snow King Store before coming. When I came, Snow King was a salesman and gave you a little surprise. After leaving, the customer will become a missionary of Snow King and tell its story.
5, everywhere, no one does not love, so on, the role of Snow King as a super brand, Ran Ran has risen!
The second and third chapters "Brand function" is "alive" before "fire".
Among all the super symbol types, brand function is the most powerful one. It can go out of the picture and really come into your life, allowing you to contact, see and communicate with you face to face. But not every enterprise is lucky enough to enhance its brand role.
As the saying goes, "children can only be born, not raised." On the contrary, it is easy to be born, difficult to raise, and even more difficult to raise! A super symbol with perfect score is just the beginning. Then action is the key to adding value. The brand department of Mi Xuebing Cheng Can is called "Snow King Broker". They know that brand roles can only be "fire" if they are "alive". They let Snow King walk out of the store and interact with customers. Many children can't help but lift the cloak of Snow King and pinch its nose. They let the Snow King form a formation, formed a dance troupe, danced and showed their skills, and fans rushed to take pictures. Honey Snow Ice City saw the value of Snow King, thoroughly implemented it, and played a wonderful role, giving full play to the value of Snow King. As the brand spokesperson of Mi Xue Bing Cheng, Snow King is a master of drama, and some fans even asked him if he was a postdoctoral fellow at the Central Academy of Drama. In order to enable Snow Scene to interact with customers at any time, we also designed countless contacts for Snow Scene according to customers' shopping trips, so that it can be everywhere and customers' joys and sorrows can be expressed through it.
? 1. Before I came, before I woke up the customers with the Snow Shop, the customers were the audience and passively received the advertising information bombs from the merchants. So, how to wake up the vacant audience? Snow king, go to the store and recruit! Store 65,438+00,000 is the largest advertising space in Mi Xue Bing Cheng Store. When the brand name is bold and expanded, the shops in Mixue Ice City will become the brightest shops in the whole street, attracting customers' attention. This is Pavlov's conditioned reflex theory: all human behavior is stimulus reflex, and the stronger the energy of stimulus signal, the greater the action reflex. Therefore, the signboard of the store must be big and bright to ensure that the signal sent is more easily received than other signals. In addition to amplification and enlargement, we have a more important trick called repetition. Snow King appears repeatedly in all contact points with consumers, which makes more consumers form the knowledge of "Snow King = Honey Snow Ice City".
2. Snow Scene used to be a salesperson, which gave you a little surprise. Snow Wang Yongyuan is happy and sweet. It acts as a salesman in the store's product posters to promote delicious drinks; Snow scene dances and sings on the TV screen to attract your attention and help you choose products quickly according to TOP list. Water products, iron snow king, all packaging materials have snow king. Even the sealing film of the milk tea cup in the brand department of Mi Xue Bing Cheng has moved a little bit. They cleverly let the snow king catch a heart. As soon as the customer sticks a straw, it will automatically aim at the heart. At this time, he seemed to hear the Snow King say, "It's a heart." It is such an interactive moment that the Snow King survived. Every day, 4 million cups, spoons for eating ice cream, lids for cheese milk tea, and even crispy cones and packaging on Magic Day are all snow kings ... so that customers on Tik Tok complain, "Why is there no lovely snow king on my cup?" This is enough to imagine the power of Snow Wang Mengmeng.
3. After leaving, the customer becomes the preacher of Snow King and will tell its story. Consumption is drama, consumers are roles, products are props, and Snow King is the symbol on props. It appears on drink cups, canvas bags, mugs and pillows. It follows customers in products, so that customers can always see the snow scene, remember the snow scene and introduce it to others. Externally, customers love the Snow King. The symbol of the Snow King can stimulate customers' taste buds, and remember the sweetness of the honey snow city. Internally, employees in Mi Xue Ice City love Snow King more. Every actor dreams of getting an Oscar statuette, and every honey snowman hopes to get a golden Snow King trophy, which bears the fruits of the honey snowman's one-year struggle and is a symbol of the sweet honor of the honey snow ice city. The Snow King trophy tells the story of the struggle of the honey snowman. As long as you see the Snow King trophy, how many days and nights of struggle swept through the main population, and the Snow King entered people's lives.