华与华：新加坡店小二全新品牌战略

品牌方：店小二
代理商：华与华

注：本期内容为你准备了中英双语版内容，下翻即可查看英文版内容。

本期为你分享的是“店小二新加坡药材烤鸭全新品牌战略”。

店小二是成立于2002年的一家新加坡餐饮企业，在新加坡已有16家门店。2022年8月店小二和华与华达成战略合作，是华与华第一个海外市场本地客户。

不同于以往外国企业进入中国找华与华做本土咨询。此次店小二找到华与华是要帮助店小二进行新加坡本地及东南亚市场的品牌营销，其中最重要的期待和诉求，是店小二经历了二十多年的发展，需要挖掘、梳理自己的历史，奠基、积累品牌资产，为下一步发展打下基础。

华与华为店小二创作了“2鸭”超级符号以及“来新加坡必吃的药材烤鸭”的品牌谚语，并在新加坡当地门店进行了持续改善。

#华与华新作#

“来新加坡必吃的药材烤鸭”

华与华在项目前期调研时发现，店小二最大问题就是“富而不贵”，缺乏明确且强烈的品牌价值。因此，在创作核心话语和符号之前，我们找到了店小二核心品牌价值，以此建立店小二的品牌战略——“新加坡药材烤鸭”。

与品牌战略一脉相承，华与华为店小二创意了超级谚语“来新加坡必吃的药材烤鸭”。

根据华与华品牌谚语的三大创作标准，第一条，也是最核心的一条， “来新加坡必吃的药材烤鸭”，能够传递核心购买理由和核心价值。

第二，“来**必吃**”是一句带有文化原力的母体性超级句式。比如说来中国必吃的20大美食、来新加坡必来打卡鱼尾狮等等，一个可以口耳相传超级的句式，本身就易懂、易记、易播传，能发动大众替我们传达。

第三，这句话直接下达购买指令，刺激消费者尝试，一句话打动购买。

所谓长腿的创意他自己能跑，自己就能一语风行、传播世界。

#华与华新作#

店小二超级符号 “2鸭”

超级符号的本质是文化契约。我们说营销传播，必须是全社会的集体记忆和文化契约，必须是贩夫走卒也能熟悉的符号——那就是超级符号。

它是人类集体记忆和文化契约中最成熟的果实，我们摘取它拼装成品牌的果盘，推送给消费者，其实就是占人类文化的便宜，把人类的文化财富直接拿过来为我所用。

这就是文化母体的原理。

之前店小二的形象是根据“店小二”这个名字代表的酒楼客栈服务员的含义，但这个形象信号刺激能量不够，因为它文化契约范围较窄，只有华人熟悉它。

而重新创意的店小二超级符号，是从品牌自身戏剧性中寻找文化契约的最大公约数。我们找到全世界人人都认识、人人都熟悉，又跟店小二强关联的符号——阿拉伯数字“2”。

它比字母的通用性更广，甚至超越了语言，再结合与“药材烤鸭”品牌戏剧性相关的鸭子，以及代表行业属性的厨师帽，组成了店小二超级符号“2鸭”！

▲店小二超级符号“2鸭!”

▲店小二超级符号“2鸭!”延展应用

店小二新形象门店新加坡裕廊东Jem店重装开业，超级符号“2鸭”和品牌谚语“来新加坡必吃的药材烤鸭”全面落地。欢迎大家前往品尝其独特的药材烤鸭！

▲店小二门店前后对比（下新）

#Hua&Hua Weekly# Whole New Brand Strategy for Dian Xiao Er Singapore

Our column #Hua&Hua Weekly# is used to give our followers a sneak peek of the latest project from Hua&Hua in time.

In this article, we are sharing the "New Brand Strategy for Dian Xiao Er Herbal Roast Duck".

Dian Xiao Er is a Singaporean restaurant chain established in 2002, with 16 stores in Singapore. In August 2022, Dian Xiao Er and Hua&Hua reached a strategic partnership. The Singaporean restaurant chain is Hua&Hua's first local client in the overseas market.

Unlike foreign companies entering China and seeking Hua&Hua's local consultancy services, Dian Xiao Er Approached Hua&Hua for brand marketing in Singapore and Southeast Asia markets. The most crucial expectation and demand of Dian Xiao Er is to explore and sort out its own history, establish and accumulate brand equity, and lay the foundation for future development after more than twenty years of development.

Hua&Hua has created the "2 Duck" Super Sign and the brand slogan "The Must-Eat In Singapore, Dian Xiao Er Herbal Roast Duck" for Dian Xiao Er, and continuously improve the local outlets in Singapore.

#Hua&Hua New Works#

"The Must-Eat In Singapore

Dian Xiao Er Herbal Roast Duck "

During the early researching stage of project, Hua&Hua found that the biggest issue for the restaurant was being "well renovated but not expensive," lacking a clear and strong brand value.

Therefore, before developing the core creative slogan and signs, we identified the core brand value of the restaurant and established its brand strategy as "Singapore herbal roast duck".

Align with the brand strategy, Hua&Hua came up with the super slogan for Dian Xiao Er - "The Must-Eat In Singapore, Dian Xiao Er Herbal Roast Duck."

According to Hua&Hua, there are three main creative standards for the brand slogan. First and foremost, "The Must-Eat In Singapore, Dian Xiao Er Herbal Roast Duck" is able to convey the core reason for purchasing and the core value.

Secondly, "The must-eat in …" is a culturally powerful super sentence structure. For example, "The 20 must-eat foods in China" or "Merlion is a must see in Singapore," are sentence patterns that can be easily spread by word-of-mouth, as they are easy to understand, remember, and share.

Thirdly, this sentence directly gives a buying command, stimulating consumers to try it out, and convincing them to make the purchase.

A creative idea has "legs" that can travel by itself and spread worldwide with word of mouth.

#Hua&Hua New Works#

The Super Sign of "Dian Xiao Er"

The essence of Super Sign is Cultural Contract. When we talk about Marketing Communication, we talk about collective memory and Cultural Contract of the entire world.

A Super Sign is a sign that most people can understand, which is also the “ripe fruit” in the collective memory and Cultural Contract of humanity. We put them all into a “brand fruit plate” and serve it to consumers. By doing so, we are enjoying the benefits of human culture by directly using the wealth of human civilisation.

This is the principle of Cultural Matrix.

Previously, the image of "Dian Xiao Er" was based on the meaning of the name, which means the waiters in Chinese restaurants and inns. However, this image signal had insufficient stimulating energy because its Cultural Contract scope was relatively narrow, and only people who are familiar with Chinese culture could resonate with the brand.

The newly designed Super Sign of "Dian Xiao Er" is a “common denominator” of Cultural Contracts that are sought from the theatrical factor of the brand. We found a sign that is recognized and familiar to everyone in the world, and has a strong connection with "Dian Xiao Er".

That is the Arabic numeral "2," which is more universal than letters, and even surpasses words.Combining it with a duck, which is related to the brand's hit product - "herbal roast duck". Putting a chef's hat on the duck, which represents the industry attribute. Integrating all the cultural factors we to create the Super Sign "2 duck" for "Dian Xiao Er"!

▲Dian Xiao Er Super Sign “ 2 Duck”

▲The extended application of Super Sign “ 2 Duck”

New look for Dian Xiao Er and reopening of the Jem outlet in Jurong East, Singapore.

The Super Sign "2 duck" and brand slogan "The must-eat herbal roasted duck in Singapore" are fully implemented. We welcome everyone to come and taste their unique herbal roasted duck!

▲Before and after of Dian Xiao Er store