It's been about 20 years, and at that time, a senior in the capital circle said to me, "Marketing is packaging, packaging, it's 'cheating'". On the one hand, I respect the advice of my predecessors, and on the other hand, I don't completely agree with his statement from the position of the "** person" back then.
Today, I am older than my predecessors, and my work and accumulation in the past 20 years have made me ...... capital and assetsI have a deeper cognition and understanding, and at the same time, I also have a different experience of the concept of marketing and pan-marketing. Brand science belongs to a branch of marketing, and at the same time, I am studying the possibility of brands participating in the capital operation of enterprises as an important part of intangible assets, so thinking about the two concepts of marketing and brand investment together will make the logic more rigorous.
I've asked a lot of people, from the standpoint of outsiders, they always think that advertising is somewhat "deceptive", at least, all advertising, publicity, marketing ......It's all about guiding people to buy. In fact, the relevant laws and regulations have been very strict, and those legal publicity materials and propaganda methods contain false and exaggerated ......Content is prohibited by law, and the real "brand packaging" is a kind of "cultural building" under the premise of complying with legal norms and ethical principles.
For example, wine is a "cultural product" that is deeply rooted in the hearts of the Chinese people, especially on festivals and festive days, moderate drinking is a direct manifestation of people's joyful emotions. We don't have to care too much about what kind of advertising slogan a certain brand of wine is used or in which ** advertisements, as long as we think of this wine can think of the "red" that represents its main color, then the probability of this wine appearing on the festive table will definitely increase a lot.
Or, we can compare in our hearts whether the person who serves the wine would prefer to use red as the main color brand or black as the main color brand in a festive atmosphere. As a form of multi-effect expression, color has a strong impact on the audience. The first visual impact effect that the brand is positioned for the target market gives to the audience, color, is a kind of packaging, but it is not a deception.
Brand packaging is a kind of packaging based on culture, and for cultural identity, itself is one of the external manifestations of people's psychological activities, there are indeed some companies through "selling anxiety" and other ways, by packaging negative psychological emotions to "mislead" consumers, but this does not mean that all brand packaging is deception.
The meaning of the existence of an enterprise is "profit", and the building and existence of the brand must also serve the profit of the enterprise. We consume because of a sense of identity with the brand's culture, which doesn't mean we need to "demonize" brand packaging. **It must have always existed in this world, but whether you are deceived or not should not depend on**.
From the simplest judgment model, the packaging of "positive concepts" will always be less deceptive, such as the "use red to highlight the festivity represented by the brand" mentioned above, and the packaging of "negative energy concepts", such as the kind of "......lose at the starting line", this kind of packaging, even if it can't be interpreted with "deception", I'm afraid it's not far from "misleading".