経営コンサル日誌

NISHIコンサル日誌のバックナンバーブログです。

日記

ロゴは「一人歩き」すべく設計する。

投稿日:

こんにちは。NISHIです。

先日、スタバと思って入ったら
コチラの店でした…。

http://grass-ex.jp/Lo30/1971

ブルーボトルコーヒー。

店を間違えるなんて、
そろそろ末期ですね…。

それはさておき、
先ほどのサイトを見ると
何か印象に残るものはありませんか?

いかがでしょう?

………

……

青いボトルのシルエット、
何となく印象に残りません?

サイトのトップページにも
ロゴが象徴的なアイコンとして
さりげなくかつ目立つように
中央に配置されています。

リアルの店舗でも同じ。

私が入ったのは
品川アトレの中のお店ですが、
その店内にも同じく、
ロゴは象徴的なアイコンとして
壁面に掲げられています。

もう1つ。

このお店が提供している
【紙袋】です。

よくある茶色ベースの生地に
青いこのアイコン「だけ」が
大きくデザインされている。

こんな風に、

サイトでもロゴが目に入った、
店舗の壁面でもロゴが目に入った、
お客が持つ紙袋でもロゴが目に入った…

と、なるとどうでしょう?

まるでステマのごとく、
ロゴが自分の中にノーガードで
スルリと入ってくるわけです。

まぁ、これをブランディングとか
言ってしまうとかなり乱暴ですが、
顧客の導線を考え、どうやって

【脳内のシェアを獲得するか】

を設計すること。
マーケティングではココを
しっかり設計しないといけない。
まず、ココを頭に入れておくこと。


で、ここで意外と大事なのが、
「紙袋」なんです。

「紙袋」って、もちろん
「持って」歩きますよね?

と、いうことは、
「紙袋」を持つ人が増えればその分、
「目に触れる人」の数も増える。

目に触れれば……
そう、この
「象徴的なアイコンとしてのロゴ」が
インプットされる人の数も増える。

案外いい宣伝なんですよ。
地味で軽視されがちですけど。


昔、実家がブティックを営む先輩に
こんなことを聞いた覚えがあります。

まぁブティックというくらいですから、
昔の話で地方での話ですが、
そこでお店がヒットしたのも「紙袋」。

当時(といっても時代は不明ですが)、
消費対象としての紙袋ではなく、
保存してまた使いたくなるような紙袋って
かなり珍しかったと思うのです。

その紙袋に、
そのブティックの名前とロゴが
センスよくしつらえてあるわけ。

すると、どうなるか?

その地元ではみんな
その紙袋を持ちだすわけです。

人は
誰かと同じことすることで、
誰かと同じモノを持つことで
安心する生き物です。

しかも、
地方という狭いコミュニティで、
触れる情報も少ない時代。

そりゃ欲しくなりますよね。

こんな風に、マーケティングは、

==

・顧客の導線を考え、
目に触れる機会を意図的につくり、
 ノーガードで顧客に入りやすくする

・拡散するよう、
 1人歩きする象徴的アイコンをつくる

・それらにより、
 顧客の脳内シェアを高める

==

テキトーにやるのではなく、
意図的に設計することが必要。

今日はそんなお話でした。

では。

NISHI

-日記

執筆者:


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