Did you know that most of the user portraits announced by brands are not real buyers. The ones who will really pay for the brand are those who look up at the user portrait at a 45° angle. Why do you say that? The author of this article has put forward some of his views on this to share with you. There will always be various unspoken rules in the world, such as trying to vomit yourself when drinking with a leader, saying that others are good when you are bad, and most of your time in life is wasted on politeness, and so on.
Unspoken rules are often related to the weaknesses of human nature, so it is inconvenient to write them on paper, and they become unspoken rules rather than explicit rules. There are only a few unspoken rules that job title email list are particularly bad, and most of the others are just unsuitable for exposition. This interesting unspoken rule that I want to talk about today has always been very useful, and people in the marketing industry have always been tacitly aware of it. Let’s start with brand marketing.
This unspoken rule is— The user portraits that most brands publicly describe are actually not real, and they are not the main buyers; the people who will really pay for the brand are those who look up at the user portrait at a 45° angle. I call it - the 45° Elevation Law This is what I discovered when I was doing brand marketing. At that time, I couldn't say it publicly, because it would expose the fakeness of most brand marketing cases, and the brand, advertising, marketing, and public relations companies would not be able to survive, so everyone tacitly agreed. . Now that I do IP, I can say it boldly - the users that most brands publicly claim are basically not the main paying users, and this is the truth.
The real main users of the brand must be hidden under the public users, looking up at the sky at a 45° angle to complete the important task of supporting the brand, but they are hardly mentioned, silently dedicated and silently immortalized. For example, if the protagonist of a brand’s advertisement is a successful boss, who claims to be the choice of successful people, then this brand must know very well. What really impresses are ordinary people who want to become successful bosses, a group of symbols that have been learned by success.
Impressive dicks. It has always been quite effective... This is a typical 45° looking up, which is very common in brand marketing: from fast-moving consumer goods to durable goods, from beauty products to skin care products, from personality trendy brands to local brands, it’s the same. If a brand really wants to impress successful bosses, it must design characters that they can look up to at a 45° angle: a sage who thinks about the meaning of life, a sage who is broad-minded and elegant, because these are what bosses want to pursue, and they are still out of reach. of. For this kind of advertisement, fashionable people often look down on it and think it is too vulgar, but, wait a minute, the trendy people themselves cannot escape this 45°elevation law. Behind the image of fashionable beauties, there is a clear chain of fashion contempt.
In the field of fashion, there is a clear chain of cultural and fashion psychological contempt, similar to the food chain in animal circles: people in third- and fourth-tier small towns favor the brand role of first-tier cities and pay for it; people in first-tier cities favor the brand role of big foreign cities and don’t Pay for this; fashionable young people in foreign big cities prefer the role of anti-urban culture and anti-mainstream brands and pay for it. I have been curious to study, what will be impressed by the top fashionistas standing at the top of this cultural fashion psychology, Manhattan or Paris Champs-Elysees? It turned out that they favored Mother Teresa, because they could not do what they devoted their lives to the poor; and the primitive tribes, because they could not do it because of this simple and natural state, these are the things they lacked the most.
, so it also forms a 45° looking up. Therefore, 45° looking up is not unique to China, it is the same all over the world, because people all over the world have the same basic human weakness, and life is inevitable, and they all hope to make up for it through consumption. To put it bluntly, it is to make up for what is lacking. It is similar to the Chinese people's principle of health preservation. The shape makes up for the shape. Life needs YY, no matter how effective it is. Because life is short and most of the time is difficult or unsatisfactory, consumers, no matter how realistic, are eager to become the life role of their dreams, even if they buy the most just-needed daily necessities, so that people can look up and be satisfied. YY's brand is the brand that sells for a longer time.