"Vista Cocoon Diary": The Study of Strong Brand Growth

[ ) c6kQoFoPo3a0K_r65_QS8zhzXPGCI6y3mkJeWX_X/s1280/%25E5%25BC%25B7%25E5%258B%25A2%25E 5%2593%2581%25E7%2589%258C%25E6%2588%2590%25E9%2595%25B7%25E5%25AD%25B8.jpg)[Photo by](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7VUicMKFxQyTRSJcOfvLO_5M4bieTXpIkE2GEIx1MrsFYlH84A-og0TWuNkmAVkuamow1761Lj -sf2gT_SYtdosSvMBrW43HxsabFc6kQoFoPo3a0K_r65_QS8zhzXPGCI6y3mkJeWX_X/s 1280/%25E5%25BC%25B7%25E5%258B%25A2%25E5%2593%2581%25E7%2589%258C%25E 6%2588%2590%25E9%2595%25B7%25E5%25AD%25B8.jpg) [Slidebean](https://unsplash.com/@slidebean?utm_source=unsplash&utm_medium=referral&utm_con tent=creditCopyText) on Unsplash

July 30, 2021

In the blink of an eye, the hot July is coming to an end. Entering the third month of home-based epidemic prevention, I wonder if everything is okay with you?

Recently, there is a new book that has been constantly recommended by my friends in the stratosphere, and that is “Strong Brand Growth: Understanding Blind Consumer Psychology from Behavioral Economics, and the Key Six Steps to Build a Customer-Preferred Brand” (https://www.books.com.tw/exep/assp.php) published by Yuanliu Company /vista/products/0010895500?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202107)》. The author of this book, Wang Zhishang, is a senior advertiser who has served Ogilvy Group for 23 years and has rich experience in brand management in Taiwan, China and Taiwan.

Thanks to the [Book Fans Alliance] (https://www.bookfans.org) for connecting me and Yuanliu Company for donating the book, giving me the opportunity to read this great book. In this book, the author uses a large amount of scientific evidence and cases, and from a scientific perspective through new discoveries such as psychology, behavioral economics and brain science, to construct the thinking model, composition methods and operational skills of brand strategy, leading readers to use clear and simple logic to re-understand the new science of branding that is at the forefront of the world.

While reading this book, I remembered my previous experience in teaching related courses such as Brand Story and Copywriting in the public sector, enterprises, and universities. Some friends think that running a brand is just a matter of blindly following the trend, which is a waste of money! There are also some people who mistakenly believe that as long as they design some colorful trademarks, they are building a brand…

In fact, brand strategy exists to solve business problems, and “where does the brand’s business come from?” is the most critical guidance for brand strategy.

So, you may want to ask: What exactly is a brand? The author gave a good explanation here. He believes that for consumers and enterprises, brand is efficiency. For consumers, brands can easily and conveniently identify products with guaranteed quality in the most time-saving and labor-saving way, minimizing our trial and error costs.

There are countless success stories about brands! When you want a cup of coffee, is Starbucks the first thing you think of? Or when you are craving for fast food such as burgers or French fries, the logos of McDonald’s or KFC, or even the melody of their advertising songs, usually come to mind!

Of course, brand is also the efficiency of an enterprise. In addition to helping companies improve the speed at which consumers identify their own products, brands are also assets that can be accumulated. Therefore, for business operators, how to accumulate brand awareness in people’s minds has become a top priority.

How to build a brand that can be deeply rooted in people’s hearts? The author proposed six major steps for “brand star”, namely:

1. Consumer goals: The ultimate benefits that people pursue for goods and services are the original intention of everyone’s consumption.

2. Brand proposition: Solve problems or expand business opportunities by encouraging people to live a better life.

3. Brand association: Effectively define the brand through a combination of textual association and visual association.

4. Famous: Increase visibility, let people quickly think of your company’s brand, and create a sense of trust and security.

5. Emotional: Appeal to emotions, convey the brand’s emotions through advertising interaction and experience, and make the brand more attractive.

6. Tangible: Create distinct sensory memories through people’s five sense experiences, leaving a deep impression on people.

The author points out that the more prominent a brand that can manage the “three things” of being famous, sentimental and tangible, the better the business will be. Think of world-renowned companies such as Apple, McDonald’s and Starbucks. Isn’t it the best example?

The author integrates these three key brand implementation tasks (“Three Haves”) into the planning and thinking of brand strategy, forming a “Brand Star” system. I believe that this system is not only theoretical, but also has practical value and is worthy of reference by friends who want to run a brand!

Building a brand is a long road, and of course it is closely related to the fields of decision science, psychology or behavioral economics. If you are interested in these topics, you are welcome to listen to the podcast “[V LAB Marketing Institute] (https://vlab-marketing.firstory.io)” co-hosted by my friend Evelyn Chang and me when you have time!

After reading the entire book, I took a lot of notes. In addition to being deeply impressed by the “brand star”, there is another place that I also think is great! That is, the author uses his rich personal brand expertise to propose respective usage guidelines for large companies, small businesses, one-person companies or advertising agencies.

In this way, this book is not only suitable as an introductory book for understanding brands, but also a guide that marketers can keep on their desks and read at any time.

I am happy to recommend this book “[Strong Brand Growth: Understanding Blind Consumer Psychology from Behavioral Economics, Six Key Steps to Build a Customer-Preferred Brand] (https://www.books.com.tw/exep/assp.php/vista/products/0010895500?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202107)” to you!

★ Welcome to sponsor a cup of coffee and cheer for Vista! You can also express your support by sponsoring multiple times, thank you.

★ Want to learn content marketing techniques? Welcome to register for the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”.

---

Further reading

• Vesta Cocoon Diary: Nine Steps to Working for Yourself
• “Vista Cocoon Diary”: Advanced Reading and Thinking
• “Vista Cocoon Diary”: First-class people know how to make choices

---