品牌崇拜与价值观联盟（Brand worship and value Alliance）Thinking triggered by facts
Fact: Hongkong finance monthly "April 1991" newspaper reported: some shoe shop owner in New York city of the United States have applied to the authorities for approval of the use of firearms for self-defense, request to protect the personal and property safety. The paper said, in recent years, due to admire Nike saddle, many teenagers, not to steal or kill by rush into danger, vicious incidents have occurred, in desperation, the owner had to seek such "self protection".
Fact two: countless Harley riders mark Harley's eagle logo on themselves and willingly treat themselves as their spiritual totems.
Fact three: Starbucks consumers are not only willing to wait in line, and even visit the local Starbucks coffee shop as a daily essential procedure.
Four facts: "queer" drinks in Japan in 1999 successfully developed in 2000 jumped to third main coke market in Japan; 2001 listed in Singapore and Hongkong, soon became the first local juice beverage brands listed; only two years has become Asia's leading juice beverage. At the same time, a large number of "queer" private "was born in Hongkong, also set up a" queer "online club.
Fact five: in the United States, with adults want to have a famous coupe matching, about 70% of the teenagers dream is to have a pair of Nike shoes, "Nike" has become a consumer pursuitworship
of "dream"".
It sounds like the myth of the Arabian Nights. Why do consumers favor "a brand" so much that they can go crazy and dare to dedicate themselves? However, in today's market, there are so many brands have such a "consumer myth", so that consumers with them and honor, so that consumers and to lose them with deep hatred and resentment.
This is the brand worship - like the worship of great people, heroes, stars, a kind of reverence and admiration from the heart, admiration and longing from the heart. A fanatical pursuit of brand religion, a value system and a rule shared with the brand.
Judgment of brand worship
Worship is a sense of belonging. People need to belong to a collective beyond our own. Brand sense of belonging can transcend the pure possession of products. The driving force of sense of belonging is very powerful. People are not satisfied with their work, the most common is not salary, position, but the
feeling can not be part of a process, can not be recognized by a group of people. For a brand to be worshipped, people not only buy the product, but in the purchase and consumption of this product, he became a member of a collective, the collective is beyond social and economic class character and special common value system together.
Worship is a kind of thirst and fanaticism. Worship is desire and respect from the heart, is their spiritual sustenance and refuge, bring far more loyal consumers buy enthusiasm. Brands
that can be admired by consumers have a fascination that makes consumers want to be part of their brand, creating a no return demand. Once the worship of the brand, consumer comments on brand will listen to the brand will be concentrated together, the brand description is the passion and dedication of all. Such brands in the minds of consumers, so that the size of the enterprise, the length of history, product quality, geographical advantages, advertising and design, etc., have become irrelevant.
Worship is a feeling. Consumers choose and consume brands because of their desires, instincts, habits, or other reasons. However, consumers are not willing to choose and consume them because of rational thinking. The key to the impact of these brands on consumers is feeling, emotion and passion, not thinking. Rationality plays a second role in sorting out and adjusting the emotions of these consum
ers. Therefore, what a cult brand does is to interact with consumers' feelings and emotions, and consumers can't organize these feelings in a rational and predictable way.
Shaping brand values
Consumers may choose a brand, buy a set of attributes, buy a value, buy an emotion, but to form a brand worship, buy a set of values Alliance (such as chart). This kind of value is a way of life, a kind of attitude towards life, and a pursuit of life. When this value by carrier and consumers for the depth of communication with consumers and cause psychological resonance, sought after by the consumers, the brand has crossed the product entity and brand meaning itself, and have a life. This value
will play an active role in the customer's life, and provide space for the development and self-expression of the target group, or provide consumers with some meaning and rules in life.
Three principles of value molding:
1, emotional (emotional rather than rational). Great filmmakers can always find relevant ways to open the emotional power that has already existed in people's hearts, and deliberately touch the strings of sensitive emotions when telling stories. Great movies make people think, make people feel, and can let you uproarious, let you smile not.
With the film, obtained values worship branding should attract consumers heart rather than the brain, seize the human nature and feelings, the emotional value placed in the center position, and get rid of the shackles of reason. Therefore, this value may be already recognized that greatly appreciated values (joy, freedom, equality, justice, kindness, etc.) can also be confessed on those uncomfortable values (rebellious, cool, lazy, wild and extreme etc.).
2, historical (into the history process). Values are the human nature and emotion of digging, and human nature and emotion are closely related to the process of society. In the social environment and different historical background, different life level and cultural level, the value of demand from the nature is different, such as China in traditional culture, filial piety as life; and the capitalist revolution since the freedom of worship, democracy and equality. Even human beings are born with eternal desires, and they often need to be quickly
and fully stimulated in the context of historical characteristics. The pursuit of freedom is eternal, but is cultivating the "Harley" freedom of thought of success in the post World War II economic depression and the prosperity of the United States in 80s high-tech special background; is the eternal pursuit of efficiency, fairness and prosperity, but only in Shenzhen in 80s Chinese special development under the background of advocating, in order to attract millions of people Coca-Cola is more like a fever south; d
ue to the transfer of the spirit of peace during World War II the brand began sweeping the world. Therefore, only a clear understanding of the historical process of the brand and the market, brand values and brand spirit will have vitality and charisma.
3, commander in chief (commander in and out of business). Values are not slogans, but cornerstones. He not only guides the spread and promotion of brand, but also guides the company to determine the direction and scope of business, business operations, and even help to determine what kind of management mechanism, what kind of employees should be hired. If the brand represents the nature of the consumer, then the scope of the product or service of the enterprise is anything that can unite the value of the customer and the nature.
Two. Shape mystery and wonder
Worship comes from admiration, an admiration for those who transcend in the realm of their dreams; worship is a longing, a desire to transcend the truth and integrate into oneself. Therefore, to inject the magic and mysterious elements of the brand beyond the conventional, stimulate imagination, can

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