Category

Branding

Rebranding In Five Questions

By | Branding

When you know it’s time for a rebranding move.

Rebranding happens constantly and does not only concern the company’s look and feel, but encompasses value 
proposition and core belief as well. Most of the time, as consumers, we don’t notice the change, unless it’s 
a serious makeover. It’s like having a new hair cut: everybody notices something’s different about your look, 
but because it suits you naturally, can’t really pin what has exactly changed.
Other times, rebranding represents a more substantial effort than, say, changing a logo or corporate font, 
perhaps aiming to shift the consumers’ perception or to show a company’s progression with an evolving market. 
Here are five questions you need to ask yourself before embarking on this journey.

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企业对企业(B2B)金融机构如何塑造品牌?| How to Brand B2B Financial Institutions

By | Branding, Creative Design, Digital Communication, Marketing Strategy

对于传统金融机构如商业和投资银行、基金公司以及保险公司来说,每一项金融交易都建立在品牌良好声誉和可信度的基础上。没有一个人或者企业会冒险把自己的投资交给一个他不信任的机构去管理。具有良好声誉的品牌代表的是更强的抗风险能力和更安全的资金保护。

Commercial and investment banks, hedge funds, investment and insurance brokers— no matter their specialty, segment or expertise, all rely on their untarnished reputation of integrity. Without a decent reputation, trust, credibility, loyalty is gone and without it, the most basic financial exchange is impossible.

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中国奢侈品消费者年轻人在想什么?| Chinese Luxury Consumers Redefined

By | Branding, Digital Communication, Insight, Marketing Strategy

中国奢侈品消费者在全球享有极高的知名度,曾有数据显示全球近一半的奢侈品都是中国人买的。近年来,这个数据依然庞大,但却呈现不断下降的趋势。让人不禁疑惑:中国的消费者怎么了?奢侈品市场在中国的发展都经历了哪些阶段?

China luxury market keeps evolving fast. What do brands need to know to keep up with a new generation of consumers?

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阿迪达斯教如何建立品牌期望值 | Adidas Teaches How to Build Desirability

By | Branding, Marketing Strategy

在PLTFRM,我们将期望、可信度和共鸣视为品牌策略的三大支柱。一个成功的品牌,首先必须对消费者和潜在消费者具有足够的吸引力,让他们对品牌抱有相当的期待。而这种期望通常是由所谓的“错失恐惧症“所引发的。尤其是在“千禧一代”消费者中,这种“错失”的恐惧和焦虑尤为明显。当别人拥有的东西,“我”还没有,“我”便无法参与其中,“我”便成了局外人,失去了和他们经历同样一个事件的话语权。

At PLTFRM, we believe that Desirability, Credibility, and Resonance are the three pillars of an effective branding strategy. How can a brand be attractive to both potential partners and consumers, when millennials are becoming the new ‘driving force’ for businesses? Very often, desirability has a lot to do with the so called “Fear of Missing Out” (FOMO), the pervasive anxiety – quite popular among Millennials – of not being part of worthwhile experiences others are having.

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在中国,品牌是营销者的孩子 Why Brands Should Listen to Marketers in China

By | Branding, Digital Communication, Marketing Strategy

中国是一个复杂的市场,尤其对于国外品牌公司,它更是巨大挑战与无限机遇并存的市场。然而,大多消费者并不在意品牌进军国外市场都经历了哪些:文化,政治和市场洞察。
China is a complex market, where the attractive sales potential comes hand in hand with tremendous challenges for Western companies. Surprisingly, the industry is full of customers that – sometimes consciously – ignore all the cultural nuances, political issues, and business insights that come with an entry strategy.
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