The "super symbol" theory can enhance user perception, especially in the consumer sector—cases from Hua & Hua mainly involve the food and beverage industry: Mixue Ice City, Zhengxin Chicken Steak, Juewei Duck Neck, Wallace, Haidilao, and others. Of course, the success of these brands primarily stems from their strong products and good value for money, and cannot be entirely attributed to the "super symbol." For instance, Mixue Ice City has rapidly expanded in Southeast Asia in recent years, mainly benefiting from its low-priced lemonade and ice cream, with consistent quality control across different countries. The "you love me, I love you" snow king can deepen user brand loyalty, leading to long-term repurchases. In the Web3 space, which emphasizes concepts over products, the role of the "super symbol" is even more pronounced. Sometimes users only remember a project's token ticker or logo, but don't even know what the project does. However, brainwashing symbols can only bring...
The performance of Hua and Hua is quite strong, and their lifecycle and expansion are much better than Ye Maozhong's back in the day. A typical case is the song and image of Mixue Ice City, a classic example of a successful super symbol. Many companies have a marketing budget of over 100 million a year, so giving a few million to a top marketing consulting firm is not considered expensive. After all, a good idea and memorable point can improve advertising effectiveness and conversion rates by 10%, and that consulting fee will be recouped. For slightly larger brands, the advertising budget is calculated in hundreds of millions each year. Spending 1 million to find a second-tier advertising company and then investing over 100 million. Compared to finding a top advertising company, spending tens of millions on consulting, and then investing over 100 million in advertising. Which one has a better effect? Most likely the latter. I come from a marketing background, although I do more...
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