The book is divided into four parts: "cultural matrix", "reason for purchase", "super symbol" and "shelf thinking". The specific content includes: human life is a huge cultural matrix, cultural matrix embodied in the form of rituals and symbols, and brand parasitic fourfold The realm and the reason for purchase must express the value of the variety, the essence of packaging is to amplify the reason for purchase, the key to occupying the cultural matrix is ​​to occupy the symbol, the super symbol is an intellectual property, the super symbol is the starting and ending point of work, the shelf is the communication between the product and the buyer The medium, using a very simplified shelf thinking model to help us think, etc.

In Chinese.