Brands are getting more and more co-branded, and they’re getting weirder and weirder. Some cross-border joint names make people black when they see it. For example, the wine industry already has Liu Shen-flavored cocktails:
Sprite-flavored liquor:
And Liquor-flavored ice cream…
In addition, there are “China Post will sell coffee“, “White rabbit toffee into lip balm” , “Hey Tea and Wen Heyou make stinky tofu cake“, the outrageous joint names from all walks of life continue to impact the nerves of ordinary people.
Does putting together two irrelevant things really make a difference?
The original intent of the outrageous joint name:
Invert, break expectations
As the saying goes, “A date is not as sweet as a watermelon with salt“, no matter how sweet a date is, it’s just a date. Everyone has long since become accustomed to it. Rare.
But watermelon sprinkled with salt is not common. Although the taste is not necessarily delicious, it is reversed enough to open people’s minds. Those who have not tasted it can’t help but want to go. Take a sip.
Cross-border joint names are watermelons sprinkled with salt. The reason why merchants launch these cross-border joint names is I want to make products interesting by reversing them and make them look dull Strange merchandise becomes more interesting.
You thought it was a bottle of Liushen toilet water, but when you opened it, it was a cocktail;
You thought it was a white rabbit toffee, but when you opened the candy wrapper, a lip balm came out;
You thought you walked into the post office to send a letter, but what came out was a cup of coffee…
Breaking your expectations just right when you were just forming them surprises you and leaves a stronger impression of the brand, which is The effect of cross-border joint names.
People naturally like to invert. The most impressive ending in the Chinese class is the “O. Henry-style” ending. The popular short video platforms are works that keep reversing and “guess the beginning, but can’t guess the end”, even if it is eating melons. , people also prefer to eat melons that reverse and reverse again.
Psychological experiments also verify the charm of inversion. In the experiment of the famous social psychologist Elliot Aronson, some female students who came to participate in the experiment needed to chat with several pre-arranged boys.
These boys will give them four impressions, they are good all the way, bad all the way, bad first half but good second half, good first half but bad second half .
The results found that although female students rated boys who were excellent throughout the course as good, boys who performed poorly in the front and excellent in the back were favored by most female students< /strong>.
This is because, inversion means breaking expectations. The human brain is an organization that needs external stimulation all the time. The stronger the stimulation, the faster the brain operates [2].
The brain doesn’t like flatness, it likes twists and turns, breaking expectations is a very strong stimulus, It can mobilize cognition and awaken emotions, which is equivalent to giving The brain is pumped with extra fuel to make it spin faster.
The poor performance in the first half of the session, which left a negative stereotype on the female students, and the excellent performance in the second half of the session will immediately break their newly formed expectations, excite the brain, and then restart the process. Examine your own judgment on these boys just now, and magnify the advantages of the boys.
The “lazy” brain needs surprises
Of course, crossover co-branding is not enough just to have a reversal. After the reversal, there must be surprises, not shocks.
Because reversal mobilizes cognition and evokes emotion, it acts as a emotion amplifier, making people feel better when they feel good, and likewise , and makes people feel worse when they feel bad.
The greatest use of surprise is to attract and maintain the attention of the human “lazy” brain.
The brain is actually very tired. There are countless information waiting for the brain to process every moment. For example, when shopping, the brain is helping people think about buying At the same time, it is necessary to control breathing, blinking, heartbeat, try to maintain the balance of the body so that people will not fall, and process everything that is seen, heard, and touched.
Your brain at work
If all the information requires the brain to process piece by piece, it is conceivable how much burden on the brain and how noisy our world will become.
Therefore, the brain has formed a filtering mechanism in the evolution of thousands of years, which will filter out all the same information in the external environment, and only keep those The most important or special thing.
Surprise is a label that reminds the brain that this piece of information is special, pay attention, and don’t filter it out.
Neuroscientists have also discovered that the brain responds to surprises in unusual ways. Renowned neuroeconomist Gregory Berns and colleagues have used brain imaging to measure happy neurons in people’s brains [3].
He found that happy neurons prefer scrambled feedings to people who are regularly fed juice and clean water, especially when people are unaware What is the next bite and the juice is tasted, the surprise at this time will directly light up the happy neurons. The authors even suggest that the brain processes surprises in a very similar way to cocaine.
In addition to being addictive, surprise is also associated with a group of neurohormones in the brain that are related to memory [4]. The product information processed by surprise will stay in people’s memory longer.
For example, the linkage between Durex and Dove
Surprise products, and consumers are more impressed. Cross-border co-branding is to use the surprise effect in consumption, so that ordinary people can deepen their awareness of the brand in the creative ideas, thereby attracting attention, maintaining interest, and finally triggering communication.
Cross-border, but also let people re-understand the old brand
In addition to the new feeling of surprise, cross-border can also make good use of the “old feeling” of the old brand.
A long-standing dilemma for many time-honored brands is how to get rid of their “old-fashioned” stereotype in the minds of young people without losing their own connotation. And young brands have the problem that it is difficult for ordinary people to quickly understand and familiarize themselves with themselves.
“New and old” cross-border co-branding can well neutralize these problems. For example, the 600-year-old “old Internet celebrity” Forbidden City can be said to be an expert in cross-border co-branding. Launched palace makeup with Mao Geping, launched the Forbidden City watch with OPPO, launched the “Forbidden City bucket” with McDonald’s…The Forbidden City is much more mixed with young brands, and ordinary people will feel that the Forbidden City is like a young man who loves fashion. .
New brands can also use the Nostalgia brought by old brands to gain more recognition and bring a better consumer experience. Researchers at Washington State University found that people have no resistance to nostalgic advertisements, prefer nostalgic advertisements for products, and are more willing to buy things that focus on nostalgia [5].
Old-fashioned popcorn isn’t as tasty, but nostalgia adds a filter to it
An example of playing a nostalgic card is White Rabbit Toffee and a trendy brand jointly launched a series of daily chemical products such as fragrance and body wash, hoping to use The white rabbit evokes the good feelings of our childhood, and then this nostalgic feeling can be passed on to us when we use the product, bringing a better consumer experience.
Then again, outrageous co-branding can be useful to quickly grab the attention of ordinary people, but gimmicks alone won’t keep consumers long. Just like the ice cream industry half a year ago, the new ground for coriander is booming, butThe product didn’t taste good enough, and in the end it was left untouched.
Everyone’s comments on Coriander Xindi that year
raw coconut latte was also a member of the outrageous combination when it was first born. It is strange to think of coconut milk and coffee, but in the end, its taste can conquer most people. , a new summer favorite.
Not only can it successfully create surprises through the reversal, but also let people pay for it in a comfortable consumption experience. This is the best joint name that everyone wins!
References
[1] Aronson, E., & Linder, D. (1965). Gain and loss of esteem as determinants of interpersonal attractiveness. Journal Of Experimental Social Psychology, 1(2), 156 -171.
[2] Gazzaniga, M., Ivry, R., & Mangun, G. (2013). Cognitive Neuroscience: The Biology of the Mind. W. W. Norton.
[3] Berns, G., McClure, S., Pagnoni, G., & Montague, P. (2001). Predictability Modulates Human Brain Response to Reward. The Journal of Neuroscience, 21(8), 2793-2798.
[4] Cools, R., & D’Esposito, M. (2011). Inverted-U–Shaped Dopamine Actions on Human Working Memory and Cognitive Control. Biological Psychiatry, 69(12 ), e113-e125.
[5] Muehling, D., & Sprott, D. (2004). THE POWER OF REFLECTION: An Empirical Examination of Nostalgia Advertising Effects. Journal of Advertising, 33(3), 25 -35.
Author: Li Ou
Editors: Emeria, You Shiyou, odette
The source of the title map: Wenxin·One grid
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