The foundational discipline of branding is communication, the foundational discipline of communication is semiotics, and the foundational discipline of semiotics is psychology.

To study the stimulus reflex principle of communication is to re-understand branding, marketing, communication and creative work from the perspective of communication.

Stimulus reflex, that is to say, all communication is I release a stimulus signal, this stimulus signal to do? To seek a behavioral reflex of the customer.

The goal is that we want customers to take action.

I often say, want to study a thing, first of all, you have to make the concept of this thing clear.

Similarly, when we study "communication", we first get to the bottom of the problem and figure out the concept of "clarity", and then we get to the bottom of the thing. In this way, we can be considered to have done what Yangming Xinxue said "know".

The great thing about Chinese writing is that every time you split a word, you get a discovery of the heart. For example: dissemination, that is transmission and broadcasting.

So you'll see, with regard to dissemination, whether it's important to transmit or to broadcast. Some people even say, "Stop arguing, we don't call it propagation anymore, we call it "broadcasting propagation". So the point was made that broadcasting is the key.

Behind these arguments, in fact, is standing in the communication of the audience's point of view to think. I often say that communication has three roles: audience, participant, and communicator.

And the Western red consumption theory divides consumers into four receivers: audience, buyers, users, and communicators.

So, when we study communication, we should not only consider whether it can be transmitted, but also consider whether it can be broadcast. There is no broadcasting, how to spread the word, ten to a hundred. At this point, we have to think, what kind of content, comes with the ability to "broadcast".

So, based on the social era of new media content, in the study of this content, produced a variety of views and methods.

But in fact, the essence of communication has never changed - that is, the purpose of communication.

Why do I ask this question, because many people always forget the "original purpose" on the way to find the answer, and in the end, it's the end of the story, just grabbing it as the answer, which is scary.

So what is the purpose of communication?

Some people say, the purpose of communication, is to let more people know "we", some people say that no communication can not build the brand, some people say that the communication is in order to establish the brand image, you will find, how to say that the logic is through, so I found that a lot of Chinese enterprises to engage in the dissemination of this matter, is the eyebrow and beard together! Grab, the boss to the following product publicity department, arranged a bunch of "unrealistic" tasks, and finally what can not be achieved.

The reason is that these are not our ultimate goal.

I often say that the purpose of communication is to sell goods, and then a customer said to me, Mr. Lee, you say this is not quite right ah, we can not do the work of communication, we used to look at the "dissemination of data", the sales of things is the sales department to do.

In fact, the purpose of communication is to sell, in turn, is to let customers buy our products and services.

Media circles, or advertising circles, often say that the call is not good, or the call is not good, meaning that between the data and the conversion effect, like the fish and the bear's paw can not be both.

Then, in the western red communication theory, we pursue the good and the good.

We can not spread the data to look good, and forget the original intention and purpose of our "to sell goods".

What do you mean by the principle of "good and popular" in Western Red?

In fact, it is the customers come up to buy your products, which is called "seat", so that customers buy home, the use of found particularly satisfied, and then can not help but recommend with their girlfriends, brothers, family, friends, to help you go around to the product ads, which is called "good". "The first thing you need to do is to get your hands dirty.

That is to say, the so-called good and good, is the dissemination of the two benefits:

1, the customer to buy my products and services

2, the customer also went around to me to disseminate my beautiful name

Stimulation of the reflexive principle and what is it?

In fact, the principle of stimulus reflex, is to be able to directly stimulate consumers to act immediately, it is the basic principles of communication, the bottom is the Soviet physicist Pavlov put forward, all human behavior is stimulus reflex behavior, that is to say, all of your behavior, are first stimulated by the external signals, and then make the behavior of the reflex. For example, you drive is, see in front of the fast collision, you will come to a sharp braking.

At one time, Pavlov said that there is no psychology, only physiology, and he did not even look at psychology, but he did not expect to die, he was categorized as a school of psychology, but also specifically named his academic field "physiological psychology".

On the basis of Pavlov, in 1984, the American mathematician Wiener founded the "cybernetics", the application of stimulus reflexes to promote a step forward, Wiener said: stimulus signals and behavioral reflexes seem to be only inside the organism, the machine does not have. Can we take the stimulus reflex out of the organism and put it into the machine? That is, give the machine a signal stimulus, so that it can also make behavioral reflexes. In this way, he proposed the concept of machine learning and machine reproduction, which is the concept of artificial intelligence.

The same period with Wiener also thought psychologist, he is the founder of behaviorist psychology Watson. He directly contributed to the application of behaviorism in the field of marketing and communication. Behaviorism, that is, you do not guess what he is thinking, you just record and count his behavior.

Later, he took this set of things and used it for children's education, what we often call learning software. You are given an answer, and after you answer, you are given a reward, and that reward is to give you a stimulus signal, which is the equivalent of Pavlov's bell.

Watson, who later became vice president of JWT Advertising, introduced this method to the advertising world.

Then, combining the ideas of Wiener and Watson, we find that today's big data is the stimulus reflex.

A machine doesn't think, so how does it predict your behavior? It doesn't predict, it just counts your behavior in large numbers and then makes behavioral reflex predictions in response to new stimulus signals.

Pavlov and Watson did not recognize the study of "mind", in their view, the so-called mind, it is your own analysis, there is no experiment, and there is no data; while human behavior, can be directly observed, recorded and measured.

Two lines of modern marketing theory, one from Freud, Jung to the brand archetype, brand image theory, in the Western red here is the super brand symbol; the other road is from Pavlovian conditioned reflexes to Watson's behaviorism, and then to the big data marketing, in the Western red the main application of the field sales improvement.

How to use the principle of stimulus reflex to write advertising slogan?

An effective tagline always seeks to stimulate the behavioral reflexes of consumers, for example, "Give a gift, give a gift of Platinum Brain", the reason why people think this advertisement is very powerful is because it has a strong behavioral reflex, and it also uses the phrase "just give a gift".

There are many more methods and theories about writing taglines.

So what is the purpose of writing an ad?

If we say that there are three levels of advertising: to clarify, to persuade, and to move. Then I think, our "original intention" and the ultimate goal, should be "said to move", that is, to move the customer to take action immediately, said the purpose of moving, is to order immediately. Customers produce action, is the ultimate purpose of writing our advertising slogan.

This is like design, design is not to look good, but in order to sell goods; similarly, the advertising language is not to high, not to listen to, but the appetite to talk about moving consumers to buy immediately.

Advertising language is rhetoric, the content of this later, and then give you to go to expand to say.

Above, is the principle of stimulus reflex communication, clear the ins and outs, in order to clarify the source, in order to grasp the essence and purpose of communication, in order to really do a good job of marketing, communication and creativity of these jobs.

If you don't get it, you won't know what you're doing, and you won't know why you're doing it.