Humanization Of Brand Design:To Shape the Brand in the Perspective of Humanization
Speaker
  • Zhuge Yuxiang Zhuge Yuxiang Alibaba Creative design expert


Humanization Of Brand Design:To Shape the Brand in the Perspective of Humanization

2240Thumbs Up
Session E9
Meeting room 405
Time 07/13 14:30-17:30
Type Workshop
Language Mandarin
Direction Brand Design
keynote content
Content Introduction

Characters can be IP, symbolized and branded. Similarly, brands can be humanized. People will leave an impression on each other in the conversation and contact, so does the brand. Brand is not in our hands, but in the customer's consciousness, and ultimately leave a mark on the customer.
Under this idea, sharing will start from the idea of "treating and shaping the brand as a person", and be applied to the design and brand management, and be refined to specific construction work. We will treat the brand as a person, and we will build the brand from all aspects of human being alive in the world. We will combine with the six dimensions of 360 ° brand management method to shape the brand, including the faith, the environment (the core of brand positioning), wearing (visual), personality (image), party A (the client), interpersonal relationships (business channels), influence (business reputation).
The workshop will make an overall introduction to the upgrading and revitalization of Ali mama brand, combine the characters with the brand, and explore how to make the brand more vivid and impressive in the brand construction. When a brand truly employs materialized thinking to conduct 360° management and construction in a logical and systematic way, it will have sufficient perception and ability to be recognized, thus becoming a mark.
The more comprehensive the application of the humanization system, the clearer the brand positioning will be, and the follow-up management will be more traceable.
Core elements of the workshop:
1, Conceptual analysis: Humanization of Brand Design
1.1 Characters can become IP
Characters can be symbolized and branded: Cai Kangyong who has the bird decoration and the signboard laughs, Gao Xiaosong who always holds his own fan and tells the story, Jobs who “never changed his cloth”, David Bowie who has a red and green lightning face, Dali who has a strong beard ... Characters can be IP and branded, and brands can be treated as person.
1.2 Brand humanization
Brands exist in the customer's mind. We shape brand as person. In addition to topics and ideas, we build his professionalism, dress sense, collaborative ecology, network and influence.
1.3 Brand image
2, How to shape a person/brand
Method: We will combine with the six dimensions of 360 ° brand management method to shape the brand, including the faith, the environment (the core of brand positioning), wearing (visual), personality (image), party A (the client), interpersonal relationships (business channels), influence (business reputation).
3, Detail analysis: To shape the brand in the perspective of humanization
4, Case sharing: The upgrading and revitalization of Ali mama brand -- Employing a golden nine rate and brand 360 ° management method, analyzing and updating Ali mama brand through business changes and locating this class B brand and treating it as a person. From the soul to dress, from the point of view to the expression of a full range of brand building.
4.1 Video and visual communication refresh
4.2 Mascot creation
4.3 Data technology, connectivity, enabling the soul of the brand
5, Case sharing: To create Ali mama's six dimensions in the way of humanization.

Structure and Agenda

1、Workshop introduction: Character IP, brand humanization
2、Detail analysis: To shape the brand in the perspective of humanization
3、Case sharing: The upgrading and revitalization of Ali mama brand
4、Case sharing: To create Ali mama's six dimensions in the way of humanization.
5、Practical operation: We will personalize the well-known brands through the personification of the major brands at home and abroad, and constantly improve them. We will create a more body-conscious cognitive brand and brand building by targeting the t
6、Practical operation: We will personalize the well-known brands through the personification of the major brands at home and abroad, and constantly improve them. We will create a more body-conscious cognitive brand and brand building by targeting the t

Target Audience

1、Workshop introduction: Character IP, brand humanization
2、Detail analysis: To shape the brand in the perspective of humanization
3、Case sharing: The upgrading and revitalization of Ali mama brand
4、Case sharing: To create Ali mama's six dimensions in the way of humanization.
5、Practical operation: We will personalize the well-known brands through the personification of the major brands at home and abroad, and constantly improve them. We will create a more body-conscious cognitive brand and brand building by targeting the t
6、Practical operation: We will personalize the well-known brands through the personification of the major brands at home and abroad, and constantly improve them. We will create a more body-conscious cognitive brand and brand building by targeting the t

Participants Benefit

1、Establish fresh brand management perspective and method
2、Make brand building more traceable (method including humanization of brand design, 360°brand management and a golden nine rate)
3、Brand design direction from unique ecological perspective Brand building and the logic of people's cognition, from cognition to inner layer

Work Case
  • Case: The revitalization of Ali mama brand
  • All-round, three-dimensional brand construction. Leave a deep impression to the user! This is the unique law of brand.
  • Refining mark: Vocabulary occupied by the mind
  • Organize the work and promote the implementation of the upgrade
  • Comprehensive concept, classic 360 ° brand management method, which divides brand into six dimensions
  • The six dimensions of 360 ° brand management
  • Born as human, we have the above dimensions, which synthesize into ourselves
  • Brand building and the logic of people's cognition, from cognition to inner layer
Guess You Like
  • Case: The revitalization of Ali mama brand 18
  • All-round, three-dimensional brand construction. Leave a deep impression to the user! This is the unique law of brand. 28
  • Refining mark: Vocabulary occupied by the mind 38
  • Organize the work and promote the implementation of the upgrade 48
  • Comprehensive concept, classic 360 ° brand management method, which divides brand into six dimensions 58
  • The six dimensions of 360 ° brand management 68
  • Born as human, we have the above dimensions, which synthesize into ourselves 78
  • Brand building and the logic of people's cognition, from cognition to inner layer 88
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