Li Guangdou: Stories Can Also Achieve Brand Premium.

Li Guangdou: famous brand strategy expert

Stories can add value to the product and make it worth soaring. The reason is that

The "Rainier effect" is based on perceptible numbers: the story is wealth.

In the process of commodity exchange, the story has price.

Stories are invisible products, and products are the tangible carriers of stories.

For example, University of Washington in Seattle is going to build a massive stadium in the beautiful campus.

The news spread immediately aroused the opposition of professors.

The school then complied with the wishes of the professors and cancelled the plan.

Why do professors object? Why do schools respect the opinions of professors?

The reason is that when University of Washington recruits a professor, he always tells a good professor a story of "beautiful scenery of Seattle": Seattle lies on the Pacific coast, and the big and small waters such as Washington lake are scattered everywhere. When the weather is clear, it can see the peak of Mount Rainier in America's highest snowy mountain, and drive out to reach the remaining volcanoes. Helen volcano......

Because of this story, professors at University of Washington are willing to accept about 20% of the average salary of professors in the United States rather than other universities to find higher paid teaching posts.

In other words, 80% of University of Washington professors' salaries are paid in monetary terms, and 20% are compensated by the pleasure of beautiful stories.

The location of the gymnasium selected by the school is located on the Washington lake near the campus. Once the gymnasium is built, it will block the beautiful lake light that can be seen from the windows of the staff dining room. This means that the salaries of professors will be reduced by 20%.

Then professors will have good reasons to go to other universities.

A product with a story can be made.

Take water as an example.

Putting water in a bottle is most convenient for people. The demand value is roughly one or two yuan in the minds of the vast majority of consumers.

What is the reason for consumers to buy a bottle of water at the price of beer or even wine?

Brand of high-end bottled water

From five yuan to ten yuan to tens of dollars, hundreds of yuan from domestic nine thousand years, 5100 to foreign Evian, VOSS, almost all high-end bottled water to tell a story about the water source.

Russian K card -7: "the water source was formed in the Cretaceous age about 65 million years ago."

Fiji: "European bottled water contains too much calcium, which is good for bones, but taste buds are uncomfortable."

Fiji's aquaculture area is less calcium.

10 thousand years ago: "the oldest water source on earth.

420Volcanic: "from the foot of an extinct volcano in Banks Peninsula, New Zealand, to ensure that no one has ever encroach on it."

Voss: "a pure land from southern Norway is one of the most pure sources of water that can be found on the earth.

The source of natural water from there is low content of minerals, no sodium and no palate.

Each water source has its own unique characteristics. Each feature is a legend of time and space.

When people drink it away, they will naturally associate the magical journey of this bottle of water with the emotional experience of time or space.

Different stories attract different types of consumers, all of which are a wonderful feeling of emotion.

As Evian said, "I drink not mineral water, but Evian."

Consumers drink not mineral water, but a story happened on this bottle of water, the brand is the name of the story.

The story of water is passed to consumers through bottled water, giving consumers a full range of brand experience from the senses and psychology.

The process of forming a successful brand is the process of internalizing the story into product.

At this point, consumers acquire not only the material form of products, but also the emotional experience brought by brand stories.

Consumers will be willing to pay even if they have to pay high prices.

This is the brand premium that the story brings.