拒绝复杂理论！华与华“接地气”策划玩转品牌传播

Core Insights - The acceleration of consumer market iteration and increasing homogenization among brands necessitate a clear cognitive identity for market positioning [1] - Professional planning is essential for overcoming communication challenges and accumulating core assets for brands [1] Group 1: Brand Communication - The essence of brand communication is to enable consumers to quickly perceive value and establish memory associations [3] - The core strategy of the company, "recognizable at a glance, easy to say, irresistible to play," simplifies communication and addresses consumer needs, contributing to the success of major national brands like Haidilao and Mixue Bingcheng [3] - The "Brand Triangle" theory proposed during the eight-year collaboration with Haidilao includes product structure, discourse system, and symbol system, providing a core framework for global brand positioning [3] Group 2: Symbol and Role Creation - The company created a brand character "Xiao Laolao" based on the panda, integrating elements of Sichuan culture to enhance emotional connections with consumers [4] - The character serves as a cultural ambassador, promoting traditional skills like noodle performances and Sichuan opera globally through various engagement scenarios [4] - The discourse system emphasizes cultural confidence, promoting "hot pot" as "Huoguo" internationally and creating memorable phrases and songs to enhance brand recognition [4] Group 3: Practical Planning Approach - The company's planning practices focus on simplification rather than complex theories or packaging, basing strategies on consumer cognitive patterns [6] - Effective combinations of symbols, roles, and discourse facilitate efficient brand value transmission [6] - The approach indicates that accumulating brand assets does not require elaborate crafting but rather accurately meeting needs and simplifying communication processes [6]