{"id":10138,"date":"2024-03-14T14:15:15","date_gmt":"2024-03-14T06:15:15","guid":{"rendered":"https:\/\/www.process-group.com\/?p=10138"},"modified":"2026-01-08T14:20:59","modified_gmt":"2026-01-08T06:20:59","slug":"cyp-interview","status":"publish","type":"post","link":"https:\/\/www.process-group.com\/en\/cyp-interview\/","title":{"rendered":"CYPRESS TECHNOLOGY: Brand Transformation \"Re-entrepreneurship\" with the hope of becoming an evergreen cypress tree in the industry and building a century-old enterprise."},"content":{"rendered":"
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Interview<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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CYPRESS TECHNOLOGY: Brand Transformation \"Re-entrepreneurship\" with the hope of becoming an evergreen cypress tree in the industry and building a century-old enterprise.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Cypress Technology, a professional audio-visual equipment designer and developer, has always been known as the \"King of AV\" in the industry, and has always been recognized as the industry pioneer in the field of Pro AV equipment. In the upcoming 30th anniversary of its establishment, in addition to the beautiful report card on turnover growth, Chairman Tsai Ching-Yi has decided to launch a brand optimization project, starting from 2019, to cooperate with Process Pro brand, including the development of the brand strategy foundation, brand identity sorting and optimization, etc., in the hope that Cypress Technology, as the brand name suggests, will become the industry's evergreen cypress tree, and become a century-old enterprise.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t

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From OEM to Private Label Brand Transformation \"Re-entrepreneurship<\/h3>

Chairman Cai Zhengyi said, Westpac Technology is like many traditional small and medium-sized enterprises in Taiwan, from the early OEM OEM industry into the market, after increasing production capacity, began to invest in product innovation and R & D as ODM, in the order revenue steady growth, if you want to further understand the end-customers and the market, and more close to the needs of the further expansion to strengthen the sales channel to become an OBM, the construction and optimization of the brand is brand construction and optimization is a road that must be taken.\n

\n\"Taiwan's R&D, design and manufacturing capabilities are very competitive in the world, but under the OEM design industry model, it is difficult to position the company in a favorable light,\" said Chairman Tsai. Chairman Tsai said, \"CYBER is about to celebrate its 30th anniversary, and the original purpose of operating the brand is to make CYBER a one-stop R&D-production-sales brand, and to promote high-quality audio-visual equipment products to the whole world.\n\n<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t

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Especially with the advent of the 5G era, related technologies and innovative applications are emerging, and audio-video transmission will also become an important part of it. Over the years, the software and hardware strengths laid down in audio-video equipment will become an even greater advantage for SIPA. However, in order to seize the first opportunity, it is necessary to create a high degree of correlation between the brand and customers. If there is a lack of a unique and distinctive brand positioning, a brand identity system and design applications in line with the brand strategy, it will not be able to communicate the brand value proposition and highlight the company's R & D capabilities and product quality and other advantages.\n

\nTherefore, Cedar does not want to be an invisible champion anymore. Mr. Su Wenbin, who joined Cedar as Vice President of Sales, said, \"Cedar is approaching its 30th year, and it's time for us to adjust ourselves to face the rapid changes in the market. Therefore, we decided to re-examine ourselves, deconstruct, rebuild, and set goals for the next stage of our efforts,\" said Su, \"In short, we are going to 're-enter the business'!<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t

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Corporate Challenge: Building Consensus and Aligning Organizations<\/h3>

Chairman Tsai has taken many branding courses and understands that branding requires the commitment of all members to make it easy to succeed. He believes that this is also the biggest challenge in the whole brand optimization process.\"After all, there are many people who wonder why they have to change their business when they are already making a lot of money this way. They don't quite understand what they need to do after the change. Convincing all departments to get out of the comfort zone is not something that can be done in a day or two.\"<\/b>Chairman Tsai said.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t

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\"Branding is like planting a tree, you have to plant the seeds first and then work hard to irrigate them. Besides determination, you also need perseverance.\"<\/h3><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t
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Chen Yi-Huei, Director of Business Development of the Business Department, who serves as the liaison between the company and the Process brand, reveals that the Chairman of the Board of Directors really spends a lot of time trying to promote the concept of branding among the various departments. Vice President Su also laughed and said, \"It's like brainwashing. We are different from other companies in that the chairman doesn't want to give orders and force everyone to follow the authoritative model, but rather, he wants to make sure that everyone is aware of the importance of the brand and that the company has a good reputation.We have been taking every opportunity to communicate with different departments about our concepts, and it is only when we have a consensus that we really start to work on it.<\/b>\u300d\n

\nAt the same time, the company has also adjusted its internal organizational structure, for example, the business department invited experienced vice president Su Wenbin, from the original product cost-oriented thinking, slowly transformed into the customer service side of the value of the considerations, and the team did pay good results, which makes each department of the brand construction, more confidence. \"Cedar is a diamond in the rough,\" said Mr. Su. That's how VP Su described Cedar when he talked about why he joined the team. \"Our job is just to make the company's good work known to more people.\"\n

\nWhat's more special is that in the process of internal communication, Cedar has also taken advantage of the expertise of the Process brand to organize vision workshops in the company, and deliberately break up the departments into groups so that each team member is a colleague from a different department. In the process of constant brainstorming, colleagues can not only understand each other's considerations and thinking of other departments, but also inspire different sparks, turning passivity into initiative. This was a great boost to the brand optimization process.\n<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t

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Staff are the best brand ambassadors<\/h3>

Vice President Su believes that Pro Brand is a professional counseling team that helps companies analyze themselves, discover themselves, and find their niche. From his observation, based on this rebranding, it not only leads the company towards a new culture and mindset, but also penetrates into the hearts of the people and creates an atmosphere of pride in the company. He took out his business card to share his feelings: \"In the past, we used to have business cards that looked like a local OEM factory, but now we are proud of our business cards! Brand optimization is not only a concrete manifestation of the company's image externally, but also a great help to our entry into target vertical markets and the reorganization of sales channels. Most importantly, through this process, we have been able to build team consensus and boost morale, and the internal gains have been beyond our expectations.<\/b>\u300d\n

\nMr. Chan Yee-wai, Director of the company, also said that the company's colleagues found the new brand identity refreshing and exciting, and compared with the past, the overall work attitude was more positive and optimistic, and it was obvious that everyone loved the change from the bottom of their hearts. With a clear direction and criteria, they have even turned passivity into initiative, thinking about how to do better. The following is a summary of the changes.The staff became the best brand ambassadors, an added benefit we hadn't thought of at the time.<\/b>\"In addition, some customers have even taken the initiative to request the use of the brand identity on their products, showing that the new identity has been recognized and appreciated by customers.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t

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The success of Westpac is undoubtedly the best teaching material for other business owners who want to re-brand. Chairman Tsai believes that brand management can better understand the needs of customers, and then design products and services that solve the pain points of consumers, creating greater value, and customers will be more likely to make choices because of the value of the brand.\n

\nHe also suggested that branding, like R&D, requires time and long-term investment. We should take advantage of the stable growth of the enterprise to make a stage layout. Through professional branding consultants to assist in research and analysis, to accurately identify the market positioning, while the enterprise itself should also work together to forge a consensus internally, in the process of building the brand on the ground, it will be easier to coordinate and cooperate.\n

\nProcess Pro Brand Taiwan Branch Honorary Advisor Li Guo Rong also emphasized that the brand consultant for the enterprise to create a tailor-made brand, just like the pregnancy in October, finally croaked a healthy child, and then rely on the enterprise itself to take good care of the child in order to raise the child to a better place; through regular professional assistance to adjust, but also in a timely manner to pull back on track to avoid going out of shape. At the same time, the importance of external brand communication, internal integration of human resources implementation, performance management is also the importance of brand management must pay attention to.\n

\nJust as Chairman Tsai said:<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t

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\"We not only hope to make Cedar a century-old enterprise, but also hope that Taiwan can transform from a product manufacturing country to a brand development country.\"<\/h3><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Cypress Technology, a professional audio-visual equipment designer and developer, has always been known as the \"King of AV\" in the industry, and has always been recognized as the industry pioneer in the field of Pro AV equipment. In the upcoming 30th anniversary of its establishment, in addition to the beautiful report card on turnover growth, Chairman Tsai Ching-Yi has decided to launch a brand optimization project, starting from 2019, to cooperate with Process Pro brand, including the development of the brand strategy foundation, brand identity sorting and optimization, etc., in the hope that Cypress Technology, as the brand name suggests, will become the industry's evergreen cypress tree, and become a century-old enterprise.<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[11,69],"tags":[],"class_list":["post-10138","post","type-post","status-publish","format-standard","hentry","category-news","category-_"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/posts\/10138","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/comments?post=10138"}],"version-history":[{"count":4,"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/posts\/10138\/revisions"}],"predecessor-version":[{"id":10174,"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/posts\/10138\/revisions\/10174"}],"wp:attachment":[{"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/media?parent=10138"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/categories?post=10138"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.process-group.com\/en\/wp-json\/wp\/v2\/tags?post=10138"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}