Archive for Branding

A guaranteed way for a new brand to die

A guaranteed way for a new brand to die

The reason I’m writing this post is because I’ve seen too many of these brands in the market, and as a brand building firm, we have worked with more than 100 brands over 23 industries. It is simple for us to spot and identify a…

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为品牌说故事

为品牌说故事

品牌就像人,你赋予它性格、人格,情感,价值观,梦想,塑造一些真挚动人的故事,它就不再是冷冰冰,没生命的产品,而是一个有灵魂,有希望,有梦想,像人一般的品牌。    创造故事,是为品牌建立联想的有效方式。 如果我们研究一些名人,会发现这些名人之所以出名,是因为他们留下了许多让人们津津乐道的小故事,这些小故事使他们得以流传,也成为我们对名人的联想之一。很可能,想到这个名人时,你就会想起那个故事。创造故事,是为品牌建立联想的有效方式。 例如: 肯德基的香辣鸡翅、原味鸡块、鸡腿汉堡……让人回味无穷,百吃不厌。1930年的时候,Sanders上校用11种香料调味品配出了今天的美味。“我调这 些调味品如同混合水泥一样”Sanders这样说道,这种有趣的说法本身就是一个可以流传的故事。而这个“混合水泥一样”却价值百万美圆的配方目前正放在 一个神秘而安全的地方。可口可乐的配方,到今天仍属于该公司的最高机密之一,据说价值数百万美元,这越来越引起了人们的兴趣。 所以 要品牌成功,就是品牌管理者要为品牌制定品牌故事。 当故事越吸引人品牌就越有价值。 做品牌其中最重要的一环就是要会说故事

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What’s Your Brand Credo?

What’s Your Brand Credo?

Some of us might have heard of few famous credo from successful business leaders as Johnson&Johnsons, FourSeasons Hotels, Coca Cola, Walmart,UPS, Hallmark Cards, Reader’s Digest, Southwest Airlines. And we might be asking ourselves how their credo has guided them to succeed. Then follows some more…

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Brand as a person.

Brand as a person.

Congratulation Joescher Chee (Founder/CEO of Joescher Adhaus), won the Best Project Speech Speaker in Toastmaster Malaysia. In this successful speech, Joescher talked about… 1) What’s a brand? 2) Person as a brand. 3) Key Factors of brand building. and he ended his speech with a…

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