XÚC GIÁC “Ngôn Ngữ Xây Dựng Thương Hiệu Toàn cầu”

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Một nhãn hiệu để trở thành một thương hiệu toàn cầu luôn bị giới hạn bởi sự khác biệt trong văn hóa và ngôn ngữ. Thế nhưng, các khách hàng trên toàn thế giới đã nhận ra một số đặc điểm chung của các thương hiệu toàn cầu, đó là: tên thương hiệu, cảm giác về sản phẩm khi tiếp xúc, mùi và vị. Một câu hỏi được đặt ra cho những người làm thương hiệu là làm sao phát huy những khả năng sẵn có của sản phẩm để thuyết phục thị trường toàn cầu về sản phẩm của họ?

 


Marieke de Mooji – tác giả cuốn sách Global Marketing and Advertising: “Chúng ta không thể chọn một ngôn ngữ duy nhất để phục vụ cho thị trường toàn cầu” (Sage, 2005). Bởi vì ngôn ngữ chính thống có nguồn gốc tự nhiên và sự thiếu vắng bất kỳ một ngôn ngữ thông dụng nào cũng hạn chế sự phát triển của thương hiệu toàn cầu. Tuy nhiên, khả năng tạo ra những giác quan cơ bản như: xúc giác, vị giác và khứu giác đã tạo nên một mối liên kết giữa người tiêu dùng và nhãn hiệu ở một mức văn hóa-nhánh, trong đó, xúc giác đóng vai trò quan trọng để trở thành ngôn ngữ chung cho thương hiệu toàn cầu.

 

Ý tưởng có vẻ như rất hấp dẫn. Ashley Montagu, nhà nhân chủng – xã hội học đã xem xúc giác như là một dạng ngôn ngữ, ngôn ngữ mà người ta có thể học được trước khi biết đọc biết viết. Montagu cho rằng, với vốn từ vựng cực kỳ phong phú, xúc giác là một ngôn ngữ có khả năng chuyển tải những điều mà ngôn ngữ bình thường không thể diễn đạt được, bởi vì ngôn ngữ xúc giác hoàn toàn mang tính chất tự nhiên và không thể chen vào đó một thủ đoạn nào cả.

 

Xúc giác có lẽ được tích lũy từ một văn hóa-nhánh của mức độ nhận thức về sự lạnh, độ mềm, xơ… Có thể lấy chai Coca-Cola làm với dòng chữ uốn lượn xung quanh cổ chai làm ví dụ. Chai Coca được thiết kế cách đây gần 100 năm để đáp ứng được yêu cầu của người Mỹ về các loại chai đựng nước ngọt: đó là có thể nhận diện khi chạm vào, ngay cả khi để trong tối. Chai Coke không bị rối với hàng đống chữ và khung màu sắc được áp dụng giống nhau trên toàn thế giới. Yếu tố này đã chuyển tải đến nhiều nền văn hóa khác nhau cùng một cảm giác thật dễ chịu, thông qua nhiều yếu tố kết hợp và gợi nên cùng một hình ảnh từ nền văn hóa này qua nền văn hóa khác (chẳng hạn như chiêc váy phồng hay hạt coca).

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Carl Jung – bác sĩ tâm lý học người Thụy Sĩ tin rằng: con người có thể được phân loại dựa vào cách mà họ nhận thức sự vật và đánh giá sự vật đó như thế nào, nhận thức có thể là nhận biết hoặc không nhận biết nếu sự đánh giá thiên về cảm giác hay suy nghĩ. Đặc điểm nhận thức và đánh giá theo sự phân loại của Jung thì đều có lợi thế từ các nhánh văn hóa và trong đó tồn tại những cảm giác được mong đợi trở thành những ứng dụng toàn cầu có thể thực hiện được.

 

Kinh nghiệm về sự kiện chai Coke cũng thế, xúc giác dường như bị bỏ quên trong chiến lược marketing. Vào năm 1994, nhà chiến lược thương hiệu Paul Southgate đã viết rằng: “Bạn rất ít có cơ hội để có thể nhận biết về cảm giác của xúc giác. Người ta có thể kể lại khá chính xác hầu hết những gì họ thấy trong suốt một khoảng thời gian trong một ngày, hay những gì họ nghe thấy trong ngày. Nhưng về những gì họ đã chạm vào thì sao? Chỉ khi nào đó là một sự trải nghiệm rất thường xuyên… khiến chúng ta có thể nhận biết cảm giác của xúc giác” (Total Branding by Design, Kogan Page, 1994).

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Southgate cũng bình luận rằng, cảm giác sờ vào một vật là một biên giới bất định của tiếp thị. Ông cũng chỉ ra rằng, bao bì trong tương lai phải đi theo chiều hướng hấp dẫn xúc giác của con người. Nhưng một thập niên sau, Richard Gerstman – chủ tịch danh dự của Interbrand US, đồng tác giả của cuốn The Visionary Package (Palgrave, 2005), đã tiếp tục tìm ra những ví dụ về bao bì làm thỏa mãn xúc giác của khách hàng ở mức độ nhận biết được. Gerstman khẳng định: “Ý tưởng của ông ấy (Southgate) là đúng và cần được phổ biến cho các nhà thiết kế, ngoại trừ ngành mỹ phẩm và sẵn sàng đầu tư tiền bạc để có được một cấu trúc độc nhất”.

 

Bao bì của các loại mỹ phẩm – đặc biệt là nước hoa – luôn luôn cố gắng tạo ra sự hấp dẫn xúc giác cho người tiêu dùng. Các kiểu dáng chai hiện đại có đủ hình dáng và kích cỡ, nhưng dường như theo phong cách cổ điển vì luôn được chứa trong chai thủy tinh. Một kiểu chai thủy tinh được chạm khắc tinh xảo và thanh lịch đem đến cho khách hàng cảm giác sang trọng và “không đụng hàng” với nhiều loại vật liệu hiện đại khác, cho dù vật liệu càng hiện đại càng có thể tạo ra nhiều kiểu dáng và hoa văn hơn. Thủy tinh đem lại cảm giác tinh tế về một khả năng hòa quyện tuyệt vời giữa tinh thần của con người và chất lượng tuyệt vời, và vì thế vật liệu làm chai đã thay đổi rất ít trong suốt quá trình phát triển của ngành công nghệ sản xuất nước hoa.

 

Chúng ta hãy xem nước hoa Nina Ricci’s L’Air du Temps. Đây là loại nước hoa được giới thiệu lần đầu tiên vào năm 1948 với kiểu dáng chai pha lê có nút đóng bằng thủy tinh hình con vẹt màu xanh. Gerstman đã cho rằng, đây là một yếu tố xúc giác có khả năng đem lại cho nó tức thì một cảm giác loại nước hoa này có chất lượng cao. Kiểu dáng chai thanh lịch đảm bảo cho người mua – cho dù đó là một người vụng về và có rất ít kinh nghiệm về nước hoa – cảm thấy rằng đó là loại nước hoa tốt nhất. Người ra sẽ tự hỏi, làm sao có thể để một loại nước hoa hạng hai vào một chiếc chai đẹp như thế được? Quyết định mua loại nước hoa có thể được hình thành ngay tức thì, dựa trên sự cân nhắc và phân tích kiểu dáng bên ngoài của loại nước hoa. Đây là một ví dụ phản hồi về nhận thức xúc giác luôn đi trước sự xem xét đánh giá.

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Ngược lại, bề mặt chai nước hoa Euphoria của Calvin Klein’s được thế kế để thỏa mãn cảm giác nhiều hơn. Với thiết kế đi trước thời đại đem lại cho chai có cảm giác như được làm bằng kim loại, nhưng khi chạm vào thì cảm giác chắc chắn nó là thủy tinh (đó là một ví dụ về nhận thức rõ ràng và theo sau nó mới là một đánh giá cảm giác). Khác với trường hợp L’Air du Temps, ai mua Euphoria luôn có một quyết định thận trọng.

 

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Cố gắng tạo ra sự gợi cảm trong mùi hương thật tuyệt, nên vì thế thật chẳng đáng ngạc nhiên khi biết được rằng, hầu hết nước hoa được bán trong cửa hàng và rất khó bán được qua mạng. Marc Rosen, một nhà thiết kế mẫu nước hoa ở New York phát biểu rằng: “Người ta hầu hết không mua nước hoa qua mạng. Rất hiếm thấy trường hợp đó, dường như không có.” Khách hàng cũng chẳng mua đồ dùng vệ sinh qua mạng.

 

Không giống như bao bì của các loại nước hoa, bao bì của các loại đồ dùng vệ sinh lại nghiêng về xu hướng không nhận biết. Chúng thường không chú trọng nhiều đến việc đem lại sự chú ý có chủ ý khi chạm vào, trừ phi đó là một loại hàng hóa cần hấp dẫn thôi thúc làm một công việc nào đấy, chẳng hạn như là một thiết kế mới để phân phối một loại kem cạo râu. Nhưng sự gợi ý về xúc giác vẫn có, ngay cả khi người ta chỉ cảm nhận được khi họ đã bỏ món hàng đó vào trong giỏ khi đi mua sắm.

 

Sự gợi ý này cũng giống như tiềm thức, nó có liên hệ chặt chẽ với những loại vật liệu thường được sử dụng cho đồ dùng vệ sinh. Không chỉ là bao bì thủy tinh, chúng có thể sử dụng những thuộc tính tương tự của các loại vật liệu hiện đại. Theo Gerstman thì, “Đồ dùng vệ sinh có khi sử dụng những vật liệu thật quyến rũ, chẳng hạn như bao bì có một lớp nhôm phía trong, mờ và bên ngoài tráng lớp nhựa bóng. Nhiều loại thiết kế cho vừa tay cầm. Cũng có loại thiết kế hoa văn và đem đúc thành các loại chai polypropylen và poly-styren (một trong các loại nhựa), vì thế giúp cho chúng “gợi cảm hơn”.

 

Còn Giáo sư Daniel Goodwin – giảng viên bộ môn khoa học bao bì tại Viện Công nghệ Rochester thì cho rằng, đó là một loại cảm giác kèm theo và có khi còn đạt được sự kết hợp với công nghệ nhựa hiện đại. Ông cũng cho rằng, chỉ cần thêm vào một hạt có hương thơm và có màu vào bản phim nhựa thì sẽ giúp cho nhà sản xuất xà bông tắm tạo nên những cảm giác xúc giác rất có giá trị. “Bạn có thể cảm nhận độ trơn của thanh xà bông ngay khi cầm vào bao bì của nó, bởi ưu điểm của loại vật liệu này là một lớp nước bóng và hạt nhựa có màu và mùi thơm. Nhìn vào là bạn có cảm giác nó trơn, ngay khi bạn chưa từng chạm vào thanh xà bông bao giờ”.

 

Hầu hết các loại bao bì đồ dùng vệ sinh tại Mỹ đều có đặc điểm mềm, cảm giác êm ái để có thể đánh thức những xúc cảm thụ động, hoặc bén, sắc cạnh để đánh thức những suy nghĩ. Xu hướng trước đây nhận được phản hồi gần giống như cảm giác đang yêu (là một nhận thức không nhận biết, đánh giá cảm tính) hoặc cảm giác yêu mến (một nhận thức có nhận biết, đánh giá cảm tính). Những suy nghĩ thụ động, hay nói cách khác là có xu hướng không trực tiếp (nhận thức không nhận biết, đánh giá lý tính) hơn là xu hướng phân tích (nhận thức có nhận biết, đánh giá lý tính).

 

Và thật thú vị, bao bì cũng cố gắng phân loại theo giới tính, chẳng hạn như theo hình dạng có tính nam hoặc nữ. Bao bì mềm mại được xem là nữ, bao bì góc cạnh được xem là nam. Nhưng dường như những đặc điểm này đang gặp phải rủi ro ngăn cách giới hạn văn hóa. Ngược lại, 4 cách phân loại theo đánh giá nhận thức của Jungian lại có nhiều ứng dụng có các nền văn hóa khác nhau hơn.

 

 

Thế nhưng xúc giác có thực sự là một ngôn ngữ toàn cầu? Martin Lindstrom, tác giả cuốn Brand Sense (Ấn phẩm tự do, 2005) cũng tỏ ra nghi ngờ: “Không nghi ngờ gì nữa việc chọn trong 5 giác quan cơ bản để thể hiện một ngôn ngữ toàn cầu. Thế nhưng mọi người trên thế giới có hàng ngàn hàng vạn cách để phải hồi đến các giác quan có liên quan đến vấn đề văn hóa. Chúng ta có thể nói về một ngôn ngữ toàn cầu – nhưng đó là một loại ngôn ngữ chỉ có vài từ mà thôi. Để xúc giác có thể trở thành một ngôn ngữ thương hiệu toàn cầu, nó cần thể hiện rằng nó có khả năng đó”.

 

Nguồn: Diệu Linh –LANTABRAND

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