Interview
Interview with Martin Kessler, Founder of Pro Brand: Precision and clarity for brand sustainability
[Living & Design Magazine Interview]
Leveraging Brand Influence
Often we are always talking about a heartbreaking but realistic joke: the same ordinary white T-shirt, once embroidered with the logo of a well-known brand, the selling price immediately increased by dozens of times, and the point is, consumers are willing to pay for it.
Martin Kessler, Co-Founder and Managing Partner of Process, who has served as Director of Design for Swissair and is a lifetime honorary member of the China Corporate Identity Development Association (CCDA), accurately and precisely said, "Branding is the RF transmitter of every company's DNA. Through branding, companies are able to visualize their values, communicate their mission and commitment to potential customers, and precisely define their brand and product positioning and competitive strength in the highly competitive global consumer market. Through branding, an enterprise can more clearly visualize its values, communicate its mission and commitment to potential customers, and accurately establish the positioning and competitive strength of its brand and products in the marketplace, and at the same time, it is also a clear way for the enterprise to interpret itself in the vast and competitive global consumer marketplace. Internally, the brand is also a powerful identifier and a beacon of guidance for consumers as they navigate the brand jungle in their daily lives".
However, for all professional managers at the helm of brands and products, the question of how to carefully create brand value and maintain the integrity of a brand's image in keeping with the times is a difficult one. Pro Brand Evolution, a global brand that spans East and West and has repeatedly revamped its brand image for the Chinese market on both sides of the Taiwan Strait, clearly points out that a successful brand must achieve different goals at the same time, especially in the face of fierce global competition, when brands are becoming more and more internationalized and publicized, the expectations of the consumer public towards brands are usually not satisfied at just one point.
In the case of Apple, the world's most influential brand, its success and value are not only demonstrated by its smooth and intuitive contemporary design language, innovative technologies that lead the times, and cross-media integration under its banner, but more accurately, it is the complete combination of each of the above elements that has established Apple as the world's most valuable brand in the world. The most valuable brand in the world.
The Future Design Language of Simplicity and Complexity
For small and medium-sized enterprises (SMEs), or even Taiwanese companies attempting to move from OEM to self-branding, establishing a brand always seems to represent a budgetary commitment with no end in sight. For Martin Kessler, regardless of brand size, every brand faces the challenge of a highly competitive global marketplace, and the creation of a strong and powerful brand image clearly highlights its uniqueness and identity, thus maximizing its value and benefits. A strong brand identity is the best way to clearly emphasize one's uniqueness and identity, which in turn can bring about strong value benefits.
Martin Kessler especially to Kaohsiung, Taiwan in the local Fang Sheng Electrical and Mechanical, for example, in the past always focused on OEM production of submerged pumps, OEM production for the world's leading brands, after the Process Proril brand to re-engineer the brand to Professional (Professional) and Reliable (Reliable) two major qualities, to the new English name ”Proril” to start again; in the corporate identity design to take Kaohsiung's bright sun and blue sky to establish a blue and orange logo design is stable and prominent. "In terms of corporate identity design, we took the bright sun and blue sky of Kaohsiung and established a solid and prominent logo design in blue and orange, which was used in a series of product development to establish a consistent brand image, which not only immediately gained more orders from all over the world, but also won the recognition of the iF design award. The iF design award was also recognized.
In response to the different markets in Switzerland, Taiwan and China, and the different concepts of design, Martin Kessler says, "Design in Taiwan and China is often characterized by the phenomenon of a single point multiplying too many messages, trying to tell too many events through a single object, which in fact tends to confuse the consumer; Swiss design tends to be more concise and direct, and conveys direct, accurate and important information through simplified messages. Swiss design favors simplicity and directness, conveying direct, accurate and important information through simplified messages, allowing for complete communication."
