In today's information-overloaded society, people instinctively avoid getting themselves into chaotic information, and take the initiative to put up defenses to greatly simplify the mind. People just want to remember simple, pure information.
For start-up brands, being able to find and make good use of their strengths can make brand communication more effective, but finding strengths is not an easy Number List job. Product branding is a process of maximizing strengths and circumventing weaknesses. We need to keep thinking about how to make our advantages more important and our disadvantages less conspicuous.
The process is like a young David challenging a tall Goliath.
1. David's Stone & Goliath's Forehead
The story comes from the 17th chapter of the Book of Samuel.
Around 1030 BC, Goliath, a warrior 9 feet tall. For forty days, he fought against the Israelites twice a day, one-on-one duels, to decide the outcome of the entire battle. King Saul and all the Israelites were extremely afraid.
The young David went to deliver meals to the three brothers who followed Saul on the expedition. After hearing Goliath's scolding and the huge reward promised by Saul, he was not afraid and went to Goliath's army alone. . Because it was too heavy, David rejected the silver armor offered by Saul, dressed as a shepherd boy, and chose five smooth pebbles from the stream to confront Goliath.
Goliath wore a bronze helmet, but the armor did not cover his forehead. David observed while moving, and suddenly a cold gun hit Goliath's forehead with a machine string, and Goliath fell to the ground. David then pulled Goliath's knife from its sheath, cut his head with the knife, and killed him.
* David cuts off Goliath's head
David shocked the world. At first, no one would believe that the young and thin David could kill the seemingly innocent Goliath. It wasn't until the stone hit Goliath's forehead that we suddenly realized that being young, fast, and proficient in using strings was also an advantage of David.