Brand building
Paving the way to a substantial transformation of corporate image
How does a company use brand building strategy to make its product stand out in a sea of homogeneous competitors whilst avoiding cutthroat price competition?
The more you understand what consumers want, the more likely your brand will gain a solid market share
“Brand design is consumer-driven and based on a specific consumer culture, but why do we need brand design in the first place?” asked Mr. Bailey, CEO and President at U.S.-based Bailey Brand Consulting. “It aims to fundamentally transform the product by meeting the needs of consumers.”Bailey went on to explain how his company caters to consumer demands. For example, all babies cry, but a designer of baby products must understand what mothers want — through market research, product sampling and focus groups. Only during such a careful tracking process of product performance will consumers truthfully reveal their demands for, and feelings toward, the product, which will then help create a differentiable brand image that maintains competitive advantage
Find out the rules in product design and break them!
Knut Hartmann, at the Germany-based khdesign, illustrated the concept of “breaking the rules” for the audience with his various experiences. One of them is a chocolate product that became more than just chocolate thanks to the fashionable, pastel fantasy and garden-like air he lent to it. He also creatively altered a trendy beverage targeting females — in a more playful way, though. Inspired by feminine curves, the beverage bottle has an opening with acute angles, a symbol of the unflappability of cool girls and their irresistible sex appeal.
“So what are the most important rules?” Knut summarized, “Find them out and break them!”
The new branding design that integrates Western technologies into Eastern elements
Jennifer Tsai, general manager of Porad Identity , has always taken pride in being an Asian woman living in Taiwan. Such a sense of identity prompted her to develop a one-of-a-kind aesthetic approach combining the sophisticated essence of Eastern culture and minimalist symbolic forms from the West. She used the elegant image of bamboo leaves waving in the wind on packaging for Puer Tea from the Emperor Love line of TAISUN Enterprise Co., Ltd., in a bid to emphasize the time-tested quality of Puer tea. Resembling a traditional Chinese seal, the opening of the chic, vertically standing package is another example of Oriental elements displayed in a minimalist style utterly different from the tea canisters often seen on the market.
Moreover, the package design for Emperor Love Puer Tea incorporates all the six elements in Jennifer’s philosophy, namely “shape, color, concept, aroma, sound and feel”. The vitality of a product is almost always expressed through such a multi-dimensional brand building effort.
With her solid aesthetics and revolutionary techniques, Jennifer has helped many Taiwan-based traditional businesses achieve substantial transformation and successfully build their own brands.
News Log (Category Exhibitions)
- Brand building
- 2009 GDS exhibition and seminar in Taipei
- International Brand Experts Connect in Philadelphia
- Wrapped things
- “Wrapped things – International Brand and Packaging Design”
- GDS Exhibition at the Klingspor Museum in Offenbach
- GDS Exhibition in Taipei in Spring 2006
- khdesign’s festival
© 2009 GDS