Reverse: Brand Aesthetics

Author: Zheng Xin'an
Publisher:
Publish Date: 2006-10-01
Features: Grasps the latest brand communication trends, "inversely" elaborates on the new ideas of brand aesthetic communication that touches the heart, the most forward-thinking local company, proposing a brand-new "inversely" perspective. It is the most anticipated brand marketing communication book of 2006, understanding persuasion inversely to move the inner world of consumers with intangible value and build high brand loyalty. Chinese advertising agencies should have a sense of mission, and Jia Lijun-led Zuo Yu Xing is one of the representatives. This company often surprises me with unexpected delights. They break conventions, break through creativity, and delve into the core needs of enterprises, always bringing brand innovation. It is a new and emerging company in China's communication industry that combines academic sentiments with business ideals. — Shi Xuezhi, Secretary-General of the China Advertising Association Zuo Yu Xing has always been at the forefront of the industry and at the forefront of consumers. This book comprehensively elaborates on Zuo Yu Xing's continuous progress, diligent research into consumer aesthetics and the innovation of the national creative industry, with great inspirational significance. I believe our entrepreneurs and peers will have a very strong sense of it. — Li Zhiheng, former Greater China CEO of Realforce Communications Zuo Yu Xing's brand aesthetics will have a huge impact whether in building brand value for enterprises or in the creativity of communication companies, and it will surely bring about a new era of media transformation and brand growth. — Yang Yu, Chief Operating Officer of Touch Media In marketing theory, product differentiation is the most frequently used concept. The "inversely" creative aesthetic advocates overturning existing rules and reaching a new level where product marketing achieves an aesthetic realm, making creativity permeate all aspects of our business operations. From the consumer's perspective, it observes and understands needs inversely, creating a new marketing rule. Inverse demand positioning makes consumers feel differentiated in their emotional experience, giving them uniqueness; inverse sensory communication meets consumers' aesthetic needs and effectively realizes brand value; inverse understanding of persuasion moves consumers' inner world with intangible value, building high brand loyalty; inverse deconstruction of desire adds brand asset premium to products, increasing their profitability. The key to inversion is to break conventions. It is not just about helping to sell products and create brands but more importantly, it can completely transform a company or an industry. Only by rising as a creative economy in the wave of globalization can China achieve a leap from "Made in China" to "Created in China" through outstanding business creativity to quickly build and spread its own brands, thereby realizing this transformation in the global economic landscape!