Insight
How can a company be competitive? Creating a brand with a sense of ownership is the key.
In the past, when we think of "Taiwan", we think of computers, cell phones, bicycles, etc., but now there is a new association - Jolin Tsai's music video for "PLAY Me" at the end of 2014 is full of dazzling and novel expressions, satirizing current events and cultural phenomena, and it continues to spread feverishly around the globe even after two years.
A Dance Music MV to Re-imagine Taiwan's Brand Image
Entering the keyword "Jolin Tsai" into Google brings up a total of 24.6 million search results, and her popular music video for her dynamic dance song "PLAY Me Pah" also brings up more than 429,000 search results. Not only has this dance song received overwhelming response in the Chinese region, but it has also accidentally become the performance track of choice for many Europeans and Americans at different party performances. The song has become an icon of Taiwan's pop music that has recently crossed national boundaries. At the same time, the gorgeous music video, which is full of style and visual tension, won the "Visual Communication Design Award" at the German Red Dot Design Award, and was also shortlisted for the Berliner Musik Prize, which has shown the international community that Taiwan has an amazing soft power in pop music culture.
In the past, most of the world's impression of Taiwan might be limited to 3C computers, cell phones, bicycles, etc. However, through the transmission of globalized digital social media, the music video of "PLAY I'm Pah", with its dynamic rhythms, strong visual styles, and dramatic effects, satirizes the current events and cultural phenomena of the country, and becomes Taiwan's most distinctive symbol in brand communication, which has helped to establish Taiwan as a leading brand of Chinese pop music. It has established Taiwan as a leading brand of Chinese pop music.
From a brand perception point of view, the viewers experienced a series of emotions in the process of contacting the music video of "PLAY Me Pah", which gave "Taiwan" an emotional benefit. In the future, when this group of audience comes into contact with Taiwan, they will have the video and audio clips from the music video in their mind, as well as the pleasant emotional memories that come along with it. In other words, Taiwan's image has become more distinctive and clearer, and it has captured the hearts and minds of the audience, thus gaining competitiveness.
"Branding is an experience in customer experience.With an accurate, consistent, and continuous design, the
Let the brand represent the value and meaning of the product or service, effectively communicated with executive power."
Delivering brand values at all touch points through experience design
Business professionals know that in addition to a quality product or service, there is also a need for a strong brand design! Mr. Chen emphasizes that brand design is not only displayed on the packaging of a product or service, but is also applied to all the Touch Points that customers have with the product or service to ensure that the brand value is fully conveyed, and to help the "company's brand" to become the "customer's brand".
There is a joke in the community that a product that is no more than ordinary will be worth several times more as long as the logo of a world-renowned brand is hung on it. Indeed, a good brand logo is one of the most direct and effective ways of communication, but the corporate philosophy and brand spirit embodied in this logo is the key to truly and profoundly touching the hearts of customers, and determining whether or not they will become a loyal believer in the brand. However, the corporate philosophy and brand spirit embodied in the logo is the key to truly touching customers' hearts and determining whether they become brand loyalists. However, Yen-You Chen reminds that in order for the brand value represented by the logo to be demonstrated, it is necessary to recognize that "brand is an experience", and in the customer's experience journey, with precise, consistent, and continuous design, so that the value and meaning of the products or services represented by the brand can be effectively conveyed and communicated.
The music video of "PLAY I'm so sick of it" has become an international contact point for Taiwan's brand, similar to Korea's voice to the world by shaping the country's brand image through the culture of film and television. However, the difference lies in the fact that Taiwan's acceptance of the brand is passive and accidental, whereas South Korea's creation is a planned and sustained initiative with the power of the state to keep the power of interpretation in its hands. If a company wants to gain competitiveness, its attitude towards branding cannot be passive and accidental; rather, it must take charge of the overall situation, develop brand and product design concepts through systematic analysis and strategy formulation, and implement brand management and maintenance in order to ensure that the company strikes the right balance and delivers its message effectively to customers at all points of contact.
