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讓人Fall In Love的品牌經營哲學
Endearing brand management philosophy
SUBKARMA (薩巴卡瑪)
In 2014, Fantastical Metamorphosis at the National Taichung Theater presented an almost sci-fi movie like adventure for the audience. If you are mesmerized by the awe-inspiring 3D light show, you should be familiar with the team that orchestrated the awesome event – SUBKARMA – a legendary name in the world of brand marketing.
2014年,臺中歌劇院的光影藝術節,把所有人帶進猶如科幻電影的場景裡,如果你對那場劃破天際的3D光雕秀印象深刻,那一定要認識策劃整個活動的超強團隊SUBKARMA (薩巴卡瑪),一個在品牌行銷界響噹噹的名號。
 
SUBKARMA (薩巴卡瑪)
 
The POSAMO design team was invited to participate in the lecture organized by TJCAA, where we listened to SUBKARMA branding guru Tony’s interpretation of the concept of a “brand.” We hereby present the essence of the lecture below :
POSAMO設計團隊獲邀參加台中市建築經營協會舉辦的講座,親聆創辦SUBKARMA的品牌大師Tony,為我們解析「品牌」,精彩內容為您呈現 :
 
品牌是什麼 ? What is a brand ?
 
More specifically, brand is a form of identification, spiritual symbol, and value. A brand is “how someone feels about something.” These feelings are deliberately designed and packaged. Taking cars as an example, BMW offers a feeling of “high price, high quality,” while Volvo emanates a feeling of “safety and family.” Through brand management, externally we are able to establish values and uniqueness in the consumers’ hearts, while internally, we can endow our employees with consistent corporate philosophy and culture.
具體來說品牌(Brand)是一種識別標誌、精神象徵和價值理念;品牌是「給人的感覺」,這些感覺是刻意設計和包裝出來的,以車子舉例,BMW給人的感覺是「高價、高品質」、Volvo則是「安全、家庭」。透過品牌的經營,對外能建立我們在消費者心中的價值與獨特性;對內則可以使員工擁有相同的企業理念與文化。
 
執行品牌最大的挑戰是什麼 ? What is the biggest challenge of brand ?
 
This is all about “managing the feelings.” Through the Moment of Truth (MOT) Management, each moment that your brand is exposed to the consumers enables them to get to know you and “fall in love” with you.
也就是「管理感覺」,透過MOT(Moment of truth)的管理,讓接觸到消費者的每分每秒,都持續地讓消費者認識你、了解你、進而愛上你,所創造的正是一種「fall in love」。
 
任何事物都能成為品牌嗎 ? What is the biggest challenge of brand ?
 
Can you imagine that air is a brand too? In 1999, Tony successfully created a “Made in Taiwan” canned air product using air from Taiwan and marketed the product to Saudi Arabia. Other successful city branding case studies include shaping Hong Kong into a “Shopping Paradise” and Thailand as the “Land of Smiles.”
你能想像空氣也是一種品牌嗎? Tony為臺灣1999年的空氣,成功經營了一款「Made In Taiwan」的罐頭,且銷售至沙烏地阿拉伯。而城市品牌的成功案例,包括 : 香港給人的印象為「消費天堂」、泰國給人的印象則是「微笑城市」…
 
SUBKARMA (薩巴卡瑪)
 
Innovative ways to promote brand are constantly being developed, from billboard advertising, print media, website in the past to the modern-day social media, sponsorship and cross-brand marketing collaboration, regardless of the approach you choose, according to Tony “The key to brand management is not about the product but rather about generating differentiation and creating opportunities for the target customers to fall in love with us and captivate them with brand charisma.”
宣傳品牌的方式日新月異,從過去的廣告刊版、印刷媒體、網站,到現今的社群媒體、合作贊助及跨品牌合作行銷等,不論是哪一種方式,Tony說 : 「經營品牌的關鍵不在於產品,而是創造差異化並製造機會使目標客群愛上我們,讓品牌魅力深植人心。」
 
 
 
Editor / Creative and Research Department 編輯/十邑創研部
Date   / July 07, 2016 日期/2016-07-07
 


關鍵字:SUBKARMA 、薩巴卡瑪
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