Insights

The essence of a brand exists in people's hearts. The value of STP is not only to help a brand find its place, but also to remind it to keep focusing on its "choices", and to invest its limited resources in the areas that are most appealing to customers. When a brand is able to keep up with its customers in a changing market, it will be able to consolidate its position in their hearts and minds, so that these people will continue to choose you with determination, and the brand will be able to gain long-term rewards and vitality.

When you hear classic brand phrases such as "Just Do It", "Think Different" and "Because You're Worth It", your first reaction may be that they are advertising slogans. But the truth is, behind these short but powerful phrases lies the deeper soul of the brand - the Brand Essence.

From the iF design award winners' exhibition, discover the current design trends and trends, see what are the hottest design creations nowadays, and see some special brand positioning in them.

The emotional value of a brand refers to the emotional response and association that the brand evokes in the minds of consumers. This value can deepen the connection between consumers and the brand and enhance brand loyalty.

Brand naming is the most central of all branding elements. Ideally, a brand name should be easy to remember, highly suggestive of product category and differentiated positioning, inherently interesting and rich in creative potential, transferable to a wide variety of products and geographies, have enduring meaning and relevance, and, of course, be strongly protected both legally and competitively.

In the post epidemic era, consumer values and brand preferences have changed significantly in the new post epidemic market. From the pursuit of CP value to the desire for a personalized brand experience, design trends have evolved as well. Through authentic, unique, diverse and sustainable brand design, companies can not only build deep emotional connections, but also stand out in the new market.

While the traditional minimalist style seems to be outdated, Bold Minimalism combines the simplicity and directness of minimalism with more colors, bolder shapes, and stronger contrasts, injecting new energy and courage into the design.

The way brands interact with their customers is deeply influenced by personal life experiences and environmental and temporal contexts. Let's explore how iconic brands interact with all generations!

B2B business can also be a brand. However, it is necessary to think clearly about the stakeholders of communication, the key contents of communication, and also to establish a value proposition that customers can relate to, and even influence the internal team, and be prepared to face the future together with customers.

Process specially interviewed long-time partner, audio-visual producer Hong Li, and Process Taiwan's General Manager Yang Shuyan and Creative Director EPILEDS YEH to talk about the importance of sound recognition in branding and share their creativity.