Abstract

How to Produce a Good Brand

Starting from the Essence of Brand Differentiation
No. 1 Brand
New Market

Consumer’s Language Power of Design Brand Upgrade

Starting from the Essence of Brand

Identity work starts always with analysis of the current situation.
The key answer for identity renewal of especially the product that is hot can be found out al- ways in the existing product’s root.
Brand renewal can be defined not as making new ones but as ‘a variety of efforts to upgrade the existing value of the brand’.
Getting better means highlighting the strength and remedying the weakness. It does not mean changing everything.
In renewal design, first of all, it is important to appreciate and accept the essence of the brand.

Differentiation

The term, ‘differentiation’, that always appears on the marketing books for such creativity as brand, identity, advertisement and etc changes completely in understanding of its meaning and limitation of its use in some cases.
Because, ‘differentiation’ is not always good anytime and anywhere.

When the power of No. 1 is mighty, must you follow such image of No. 1? Which elements of the No. 1 images do you have to accept?
When and why do you have to go different way from the No. 1?
Where is ‘To be different’ limited to??

No. 1 Brand

No. 1 is distressed.
When you are No. 1, you are always noticed by the others and sometimes become the target to be offended by them.
To be No. 1, in addition, you have to always show the model person’s resolute attitude.
To keep the position of No. 1, you have to work really hard in various ways.
To keep the position of No. 1, you have to overcome yourself first of all.

New Market

What causes you to be brave enough to use your instinctive determination to launch the prod- uct that can hardly emerge even by strict market research?
We call the one who is as instinctive as animal to penetrate the market and capable of forecast- ing the behavior of human a born marketer.

You cannot penetrate the market with the knowledge you have gained by reading marketing books to memorize all.

Consumer’s Language

Manufacturer’s language with strong subjectivity makes it harder to communicate with the consumers who are faithful to their benefit.
A designer is the technician who converts manufacturer’s language to consumer’s language. Communication by language conversion is followed by influence in the market.

Difference of influence is difference of designers’ power.

Power of Design

We design when we want to delivery something bigger than language.
A designer goes freely around the world that language cannot go into.
The world that communicates by design is beautiful and rich, and getting more powerful.