There is a famous saying in the advertising industry—I know half of what I spend in advertisement is wasted, but I don’t know which half it is. This may seem true to theorists, but for practical people, it is far from the truth. (When we are building a brand, the biggest cost lies in advertising. After a lot of research, I found that the key problem is the cost of making the product more recognizable, and we found a way to solve this problem- finding “perception prototype”.)
Because we can find a way to reduce the cost of advertising, enabling customers to remember our brands at first glance. According to our method, we need to find customers’ “perception prototype”, which we use as a tool to reach people’s memory, to place the brand inside customers’ mind and thus remember our brand.
“Perception prototype” is what pops up people’s mind the most when they hear of something. It exits in everyone’s subconsciousness. Once stimulated, it resonates with people’s memories and perception. For example, everyone has agreed unconsciously nowadays that shields are somehow connected with security and yellow with warnings.
The design philosophy of It‘s U+:
In this case, we apply our method to look for consumers’ “perception prototype” in maternal and infant industry.
“Perception prototype” is a memory unit that costs the least. It is already valuable itself as it is related to people’s memories and perception. We implant its value to brands to reduce the cost of promoting, making it a booster for brand advertising, bringing values to brands easily and effectively.
During the investigation, we found that pacifiers are the most valuable reminder of people’s association to motherhood and childhood. We often find mothers cuddling cute babies who have a pacifier in their mouths. So, pacifier can be the perception prototype that we are looking for. To deliver it better, elements like heart shapes can be added to create affinity. At last we made a mascot based on pacifiers.
The mascot is characteristic: lively, good at communicating and influential. It can establish relationship with customers very effectively by being a part of their lives. It can build a different personality, living attitude and a representation of values, and then evolve through stories, experiences and scenes. It can be an inseparable part of babies’ lives and stand for the brand forever for free.