Insights

看似理性買賣的B2B品牌，除了需要跳脫低價競爭的紅海，使企業從價格思維轉換到價值思維，更需要建立品牌的「感性」差異化價值，才是致勝關鍵。

在執行工作內容與達成目標的旅途中，打開雷達蒐集並洞察多變的資訊以持續思考佈局、修正調整、面對變革、因應未來，才是真正的挑戰。

好的設計策略能引導、提供明確的思考方向，幫助我們善用各種設計工具建構品牌。

品牌名則是人們對品牌的第一印象關鍵元素之一，一個好的品牌命名有助於讓品牌贏在起跑點。

好的價值主張，可以令潛在顧客快速地瞭解你的品牌所能提供的利益、突顯和競品的差異、吸引對的顧客、增加顧客的黏著度，以及統整所有品牌接觸點的溝通訊息。

一個好的品牌，除了提供良好的產品與服務，如何與顧客持續進行溝通也是長期經營的重要課題。如今數位媒介已成為與世界連結的必要管道，在品牌建構的脈絡下進行數位溝通，就能更有效地幫助品牌在市場上一鳴驚人。​

新冠肺炎疫情持續蔓延全球，改變了人們的日常生活，連帶也影響企業經營品牌的方式。對於品牌經營上，普羅提醒三不四要。

In the face of the global outbreak earlier this year, the masks have become one of the most frequently used items for epidemic prevention. Among all the mask brands, CSD is always in the news for its colorful and impressive products. CSD's brand positioning was originally "health, management, and service to the community", but was rebranded to "health in style". Through the design of the products themselves, as well as the collaboration with singer Xie Jinyan on the song "Turn Masks", and the distribution of thousands of boxes of colorful and fashionable masks for free on New Year's Eve, CSD's brand image has been left vividly in the minds of consumers through the differentiation of its positioning. The brand has left a distinctive brand image in consumers' minds through its differentiated positioning.

Branding is a continuous communication process with the market, just like communication between people, you must know who you are talking to, what the other party cares about, and then determine what you want to convey. As Philip Kotler, the father of modern marketing, said in Principles of Marketing, "Effective marketing is about building the right relationship with the right customer.

The development of the epidemic since the beginning of 2020 has brought about significant changes in consumer perspectives and behaviors in the market. How can corporate brands adapt their branding strategy to this new market and bring value to their target audience? What are your current corporate goals?