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简说 | 如作甚餐饮品牌缔造价值?

发布时间:2022-01-03 01:06 作者:TVT体育 点击: 【 字体:

本文摘要:王涛斐也品牌首创人兼创意总监、IDA设计同盟会员、西卡国际(CIKAA)艺术设计学校特邀讲师、“京武廊”创新创意设计大赛评委。荣誉奖项:2016中国广告长城奖、2016特克斯国际摄影大赛优秀奖、2018法国INNODESIGN PRIZE国际创新设计大奖、2019IDC Awards国际设计师俱乐部奖-卓越奖。

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王涛斐也品牌首创人兼创意总监、IDA设计同盟会员、西卡国际(CIKAA)艺术设计学校特邀讲师、“京武廊”创新创意设计大赛评委。荣誉奖项:2016中国广告长城奖、2016特克斯国际摄影大赛优秀奖、2018法国INNODESIGN PRIZE国际创新设计大奖、2019IDC Awards国际设计师俱乐部奖-卓越奖。代表作品:丰田汽车PRIUS推广设计、贵州遵义诗与远方文旅小镇、广东鹅凰嶂水镇旅游度假区、广东韶关沙湖绿洲都会公园综合体、山东淄博玉城、实心人空心面、川成元麻辣香锅、羞答答的铁公鸡、米好食光烧肉饭、宽窄巷子暖锅(加拿大)。

“一个设计作品有三种反馈,可以,不行,和哇喔,最后一个哇喔是我们要去追寻的。”——Milton Glaser。广告创意人,崇尚个性,追求卓越。

他们不停积累,不停审视,不停创新,为客户缔造价值,而且一直用创意设计与消费者对话。嘉宾:王涛主持:Jack 龙伟权便于阅读,以下接纳英文简称审视自己JACK:作为北漂的广东人,为什么会扎根在北京?Wang:我是1999年在北方上的大学,从2003年起就留在在北京。JACK:那你算北漂乐成了吗?(笑)Wang:很大原因还是作为广东人的我,对于北方生活有所憧憬,北方和南方完全纷歧样,它有它的魅力所在。

JACK:那您现在对北京的情感应该是挺深的。Wang:是的,我留在北京快要20年了。

今年40的我,人生一半都在北方(笑)。实心人家JACK:现今北京可以说是广告行业的领跑领域?如今北京的创意广告行业情况怎么样?Wang:总体来说,北京整个都会这些年,来显着是想往文化创意这方面生长,因为它想打造一个文化创意工业都会,所以吸引了许多文创人到这边。

但因为工业竞争、疫情的影响,现在淘汰的数量可能比增长的数量还快。前段时间我去到场了一个集会,有一些大数据公司枚举了许多详细的数据。北京在创意文化工业这一方面,就从公司现存数量来看,注册与注销的速度是差不多的。

JACK:北京作为首都,是中国的政治文化中心,相对于其他都会,它对于文化设计或业务,有一定显着的优势的。像拍影戏或者是做音乐的公司,基本上都是以此为凭据地。

相对于其它的地方,它的流传及圈层关系更广泛,但它已经不是我们学生年月所明白与憧憬的地方。逐步地,有许多工具已经没有那么纯粹了。

不但影戏,北京曾经是中国摇滚音乐的摇篮,在后海,许多的文化工业链条,形成了一些奇特文化气氛。您曾经在盛世长城事情,是传统意义的广告创意人身世,又在创意文化气氛极其浓郁的北京事情,从传统的国际4A公司出来的设计师,在整个计谋思维上都比力全面,你会如何从广告品牌思维角度去思考创意设计?Wang:你在说到这个话题的时候,我也重新审视了自己以往的事情习惯。我们这一代的老广告人会觉察,以前大家追求的工具还是比力简朴的,就是希望用自己的创意产出一些优秀的作品,尤其是在4A公司这些拥有高特质的大平台,整体气氛还是比力让人着迷。

其时我特别希望自己能够在创业领域里能有所见识,那时熬夜加班是因为真正热爱这个行业。在这历程中,我会努力地打磨自己,触及方方面面的需求,也因为能在公司内里接触到差别的客户,我也碰面临更多压力。但逐渐地,我会觉察其时所练就的能力至今为止还是很有用。其时那些事情和思维习惯,对我的影响比力深远。

但多年以后,当我再回来聊“广告人”,就会发现以前那“神圣”的光环已经不存在了。我们正在面临新的市场。在这个品效合一的时代内里,客户需要创意的立竿见影,需要效益,而且这些都是以数据来权衡你的水平或者收入,甚至时刻反映着甲方的直接感受。

某水平上,早期的广告人另有点浪漫,现在可能会用比力赤裸裸的数据去做评判。这种“赤裸”影响创作者的心态。

对广告人来说,这个新的市场是一个很大的磨练。但在这个磨练内里,有一个特质没有被时代过滤掉——就是广告以创意领先。创意,不管是在什么时代,都是被需要的,它不会体现在数据层面上。

JACK:您部门的看法我是认可的,您是2004年进入广告圈,我其实是更早一些在2001年。您在2008年卖力蒙牛的筹谋,我是2008年在北京跟进伊利的项目,其时我在WPP,因为奥运项目,所以支援北京分公司事情了三个月,我和您也有同样汽车品牌的广告服务的履历,同样国际4A的履历。在谁人年月的广告人思维里,我们会先从广告的计谋结构思考,因为是国际4A公司的服务体系里,我们都市从品牌计谋角度思考创意设计,这都是传统广告人的一种思维习惯或者是创意模式。

以前的一个品牌可能需要3-5年的建设与打造,那现在客户可能只给3-5个月的时间,加上客户更看重数据,这样的做法更打破原有的广告体系和企业运作模式,由于市场走向碎片化的流传渠道,创意的手法、广告流传的手法、受众刺激的手法已经因为市场的改变而改变。在这种情况下,品效合一对我们广告人来讲是一种重大的挑战。我们以前认为:你以前要卖货得找营销公司,但现在客户会直接问你的创意能不能帮我卖货?Wang:品牌的包装,它不是说一瞬间就有效果,传统的商业公司里还是相对守旧,因为传统广告人还是认可做广告,需要高度的专业和精准的表达。但现在某些传媒广告公司,制作了许多喊口号的广告,广告被碎片化了,忘掉品位,扬弃底线,就追求所谓的效果,它会在你在几秒钟几分钟影响到你。

这其实是一把双刃剑,就像中医和西医一样,到底是我给你一副药,你马上收效,但之后会有很大的副作用。或者这一刻不会马上收效,但在连续的影响下,可以让你逐步变好。

我以为这是值得思考的,也可以履历比力深层的思考,如果是简朴地以数据做审核尺度的话,品牌就很难形发展远的影响。见字如面品效协同JACK:那凭据你行业里深耕了那么多年的履历,你认为在做品牌创意设计的时候,应该怎么去为客户来缔造价值?Wang:我以为还是双方面的去明白,品牌种别有崎岖,可是客户的品牌前提是必须是有价值的。我们的发声,说白了还是要发扬它自身优势——它自己是否能发展,发展价值是否需要被放大,价值是否需要被公共认知。

基于以上价值点,我们会判断客户,他是否需要专业的品牌公司给他做一些包装。作为广告人,我们需要做“对的事”,广告人的灵机一动不行能促使品牌成为大品牌,我们是要去深挖品牌的闪光点,我们的价值是在陪同对方发展的同时,自己也在发展,在处置惩罚上我们看事情更通透,表达也更契合客户。所有行业内的品牌能走多远,基本是取决于客户的眼光,只希望靠广告成就好品牌,这其实是过于夸张了。

米好时光JACK:适才你谈到,广告的作用应该是为品牌锦上添花,但现在市场下,包罗网络端,信息端,市场端都希望广告人像superman一样去拯救客户,拯救销售。我明白这种紧迫的需求,但品牌的价值和高度,还是取决于企业自己的运营上。广告公司的存在,应该是为品牌的价值在创意设计的层面上做更精准,更有效的加分。Wang:在中国,品牌这个话题已经被消费了许多次,某种水平上,尤其是品牌服务商,都在做着种种似懂非懂的种种定位,泛滥的假大师们天天把这个工具包装得像神话一样。

即便夸大的理论或者用度高昂的咨询,都不能让无价值的品牌起死回生。比起定位,我反而浏览实战性,就是我们将创意摆在一起的时候,对作品和表达的一种出现,实战肯定不能纸上谈兵。我在北京这个文化圈子内,有许多时机接触一些比力优秀的广告创意人。

上一次我在日本的设计中心,采访了属原研哉公司的大黑大悟先生,他给我们讲他对设计、对品牌的认知所生长,他们会更像传统广告人一样,表达特别朴实,只专注与作品,思考,而不是一上来就是种种定位与日常营销。作为广告人,我们既要追求品质,也要追求效果,不能放弃原有品味,要坚持把事情做好,而不是一味的停留在种种理论层面上。消费对话JACK:作为一个美术身世的创意人,对于品牌创意设计的落地是如何思考?据我相识,现在你还在做餐饮品牌的推广。

Wang:是的,早些年我们俩的事情配景都比力相像,你也相识汽车、奢侈品、房地产,这些都是中国的整个商业情况的大板块。但这些年餐饮品牌在崛起,它们成为与人们接触比力多的品牌。餐饮跟人是最直接的一种对话,对于广告、创作者来说,是一个很是综合的道场。人其实更需要在一个消费场景内里接受信息转达,不管是从看到的、闻到的、体验到的,我们都要照顾到,所以我以为餐饮方面的创意设计,其实是很是有挑战性,而且操作起来很鲜活。

当我给一家企业做了一套品牌形象,我会触及到它的品牌内核,另有行业链条。餐饮类的广告是需要放到市场上让大家去审视、去接触,去相识,去磨练。在这个历程当中,品牌的价值是显而易见的,我是比力想享受这个创作兴趣,当我每接触到一个新的品牌,每做一个案例,其实都是在不停的学习,刷新自己的认知,最后才是把品牌的创意设计迅速落地。

羞答答的铁公鸡为什么这样说呢?就打例如,如果你给一家企业做了一套品牌形象,可能触及到的就是他的同行业,或者内部使用。而我们做的餐饮类的工具,他就是放到市场上让大家去审视、去接触,去相识,最后放在市场上,被磨练,在这个历程当中,品牌的价值是显而易见的,直观的我是比力想享受这个创作这种兴趣,每接触到一个新的品牌,每做一个案例,其实都是在不停的学习,刷新自己的认知,然后把品牌要做的创意设计迅速落地。JACK:其实这就相当于品牌的全案,什么叫全案?就是从品牌的名称、logo、界说、视觉、包装、店肆、促销等等,都能够在一次的创意设计赋予领域全面完成,最后落地出街。

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那,你们又是从什么样的角度,做好整套创意设计呢?Wang:当我们接触到每个新的项目,一般它是处在都会里比力有代表性的地方,内里有许多新创品牌。实际上不管是新品牌的落地还是老品牌的提升,它都要解决一个问题——如何跟当下的消费者对话。譬如国际餐饮连锁品牌,如肯德基、麦当劳、星巴克,他们会在不定期,或者是最近的3-5年内举行一次提升。

提升,不仅仅是装潢的升级,是为了跟当下的消费者更好地对话。所以当我们接触新品牌的时候,我们就从他的客群着手,分清品牌的认知,整个logo的设计,气势派头的界说,空间落地,它是一个什么类型的食品,口胃重的还是清淡等,就要出现它的多面性,这个多面性也会包罗客群的审美、需求。在餐饮行业里,创业者就是我们的客户,他所有的投入,就是一间餐厅,他把这么重要的一个事情交给我们,我们就要拥有责任感,要思考怎么帮他,成就他,为他带来效益,我们是否都有从他的各方面为他思量,这一切的一切,都不仅仅是为了炫耀我们的技术与设计,而是用专业地服为他务,为品牌保证品质和效能的协同。

回归创新JACK:在碎片化流传的时代,创意设计市场的需求还是越来越大的,在未来你以为这个创意设计的价值是什么?Wang:在某种层面上,时代的更替让互联网的信息泛起几大特征:大数据距离越来越近,许多信息出现完全透明化,甚至是追求分享型的,整体操作更简朴流传手法更自制。信息的碎片化提升流传的便捷性,同时也使广告人光环逐步退去的其中一个原因。

但反过来我们也在思考一个问题,当数码相机或是手机摄影泛起之后,我们为什么还需要专业的摄影师?我们看到许多优秀的新闻摄影或者实时摄影,都是摄影家创作的佳作,那他们的表达为什么在这时代内里依然有价值,我以为关键还是他们在表达人性。宽窄巷子做广告也好,未来做品牌也好,我以为研究人自己会比研究技术更有价值,如果人读懂了我们的作品,在某种水平上它就在引导品牌的流传。每一个从事这行业的人,都应该有这样的职业操守,那样我们的价值才会不停积累。如果仅仅是追求不停的变化,我们会觉察其实我们永远都没有找到支点,就是不知道在表达什么,我们可能会因为只会表达,到最后都成就不了一个伟大的品牌。

在一两年前,大家看到瑞幸咖啡有着很乐成的营销,它的股价如同神话一样水涨船高。它使用专业碎片化的信息为自己造了一个特别美的梦。

可是真正的想缔造一个伟大品牌的时候,我以为光是造梦是不够的,还得实实在在地研究与执行。就像星巴克,之前大家担忧,星巴克在中国办了这么多年,门店都没有到达瑞幸的量级,星巴克会不会被挤兑。但从久远来看,星巴克是乐成的。

它乐成不仅是体现于数据,而是它努力沉淀与创新。JACK:一个乐成的品牌,它一定是要经得起市场和时间的洗礼。这个乐成它不是一时半刻能够以数据表述的。

企业若要走品牌这一条路就应该扎扎实实地走下去,把企业运营好。你是一个有情怀的人,其实做美术创作的人都有一种情怀,那对视觉美的一种追求,或者希望创意设计对品牌价值缔造的一种追求。今天很开心与你聊到4A的往事及对广告创意设计的思考,在此谢谢你能接受INNODESIGN PRIZE和简说团结推动的20位TOP Designers的访谈,祝你事情顺利!栏目主持:龙伟权/JACK栏目主持:龙伟权/JACK LONG权/JACK LONG先后结业于广州大学美术学院工艺美术及华南师范大学美术学院油画专业。

广告从业二十载,一直从事创意、艺术、策展、运营事情。曾事情于GIMC、ADK、WPP国际4A广告公司,服务过汽车、通信、快消品、运动品牌等全球五百强企业。现为广州正典广告公司副总司理及执行创意总监、法国innodesign prize国际创新设计大赛评审团成员、CID迪拜国际室内设计大赛副秘书长、中国设计师协会会员、广东省美术家协会员、广州市美术家协会理事、深圳插画师协会会员。

曾获广州日报华文广告奖、广东省广告奖、中国广告奖,黄河公益广告奖、广州4A广告奖、创意中国设计奖、最乐成设计大奖、广东书藉设计双年展、天鹤奖、全国平面设计大奖,中国之星设计奖、中国插画双年奖,包豪斯设计奖、Hill illustration国际插画大赛、香港CGDA设计奖、中华插画奖、法国innodesign prize国际创新设计大赛、意大利A’design award设计奖等近百个奖项,作品入选brand5、APd亚太设计年鉴、中国创意设计年鉴、IAI广告年鉴等。▼ 英文版访谈记载 ▼Communicating with customers by creative designWang TaoFounder and CCO of Feiye;Secretary- general of Chinese posterFestival of Chinese Genre Film Exhibition;Judge of Jing Wu Lang innovative designcompetition;Member of ID A Design Alliancemember;Guest lecturer of CIKAA artand designing school;CBO of GuangdongE Huang Towntourist resort;BD and founder ofGuangdong Chuanshi Culture and Art Limited,CO.Honorary Award:Great Wall Award,China Advertising ,2016;Excellence-the Tex International PhotographyCompetition;International Award forInnovativeDesign,INNODESIGN PRIZE,2018;Excellence,IDC Awards,2019;Representative Works:The ancient city of Zunyi, Guizhou;Zhuanzhe Town,Zunyi,Guizhou;Shi Yu Yuanfang travellingtown,Zunyi,Guizhou;Guangdong E HuangTown tourist resort;Shahu mixed-use UrbanComplex,Shaoguan,Guangdong;XiaoDongJiang Bars CultureStreet,Maoming,Guangdong;Leisure Park Complex,Bo Bai Wharf,Longcheng ,Guangxi;Bordeaux Manor, Beijing;YunHe Mansion,Laishui,hebei;Yu Town,Zi Bo,Shandong;Shan Shui Jia Yuan,Wei Hai,Shandong;Panlong Finance Street,Yingkou,Liaoling;There are three kinds of feedback in a design, yes, no, and wow, and the last wow is what we're looking for.——Milton GlaserDesigners advocate individuality and pursue excellence. For Accomplished the self-designed value,Wang tao keeps continuously accumulating, inspecting, innovateing.He, has been using creative design to communicate with consumers.Guest: Wang TaoHost: JackHere inafter referred to as Kuo and JackSurvey myselfJACK:May I ask why did you choose to come to Beijing as a youth floating?Wang:I went to the university in north China,1999, and stayed in Beijing from 2003.JACK:Then you belong to the successful in Beijing .Wang:In fact, I am longing for the life in northern China.Northern China,which is totally different from southern China,is attractive.JACK:Then you must havea deep feeling for Beijing now.Wang:Yes, it is nearly 20 years.I have spent half my life in here.JACK:So, Beijing is like a leading area of advertising instry.How's the environment of creativeadvertising in Beijing now?Wang:All in all, the city has clearly beentrying to pay more attention toculturally creative industry apparently,because it wants to build a city ofcultural and creative industry.So it attracts many people who wantto develop this industry to come here.But, industry competition and the impact of the epidemic eliminated numbers ofpeople.Elimination is growing fasterthan the growth.Recently, I attended aconference from which I know there weresome companies would lista lot of specificdata.The data showed Beijing's creativeand cultural industry companies,both registered and canceled ,were still growing at the same time.JACK:As we know,compares to other cities, Beijing,capital of China, central of culture of China, has its own advantages--like growing numbers of requests of design and businesses.Wang:When we move to the movie industry.If you're making movies or music,basicallyBeijing is the base area because other cities may be limited in spreading of information.Maybe Beijing will be more focus in one circle which you still work in. If you like to develop in the aspect of culture and arts,you would prefer to stay in this place.But now,Beijing is not the place we yearn for,gradually,it become not that pure.JACK:Beijing is also a cradle of rock and roll culture, like Houhai, which has many cultural industry chains.Beijing hides a rich musical and film culture.Let's move to other topic. You used to work in Saatchi & Saatchi Advertising Company. You are a creative, advertising man.In fact, advertising designers who work in traditional 4A companies are more comprehensive in their thinking strategies. They will think about creative design from the perspective of brand advertising.Wang:Yes.In fact, when it comes to this topic,I also re-examined my previous work habits.As one of ‘old’ generation of admans, I will find what I pursue is relatively simple--outputting something excellent with my own creativity. Especially 4A company,with large platform and high quality, its atmosphere is fascinating.Of cause, I worked overtime in that period for true love of advertising. I tried my best to perfect my craft,met all aspects of the needs and faced more pressure,because we needed to meet different customers who’s investment were very large in the company. Gradually I will find that my ability which was acquired at that time is still very useful today.Those working and thinking habits are still influencing on me.After years, when I come back to talk about advertising man, I will find the adman is no longer ‘devine’.Now weare facing a whole new market,we are at the age of bring great quality and effect on product and brand. Customers need not only creativities,but also benefit immediatly.And everything include your incomeand customers’ feelings, is measured by data .There were something romantic in the early days of advertising, now they may be more cruel. This crueless also affects creators.For admans , I think this new market is really a big test .But in this test, creativity which is not eluminated by the pass of times, is still in leadership of advertising. It is needed no matter when And cannot be reflected only by data.JACK:I agree with some of your opinions, because I had worked as adman in 2001, you became adman in 2004.I was following YIli’s Olympic projects inBeijing brand office of WPP during three months. You were dealing with Mengniu’s projects in 2007 and 2008.We had handled advertising of Car brand. These considences made me identify with you. As ‘the’ adman we will care about the advertising strategy layout. As a 4A company's staff, we would manage the brands, handle the strategic of creativity which are traditional admans’ thinking habits and creative modes.We might use 3 to 5 years to form the creativity of brands in the past. Nowaday, customers who pay more attention to the data may only give you 3 to 5 months.It also breaks the original advertising system and enterprise operation mode. Transmission of fragmentation, the creative techniques, the advertisements, audiance stimulations have been switched under the change of market.Under this circumstance,how tocombinate product’s quality and effectiveness becomes a big challenge, and it is to say, customers are asking whether your idea can sell their product directly or not.Wang:Traditional advertisers accept the profession of advertising and an expression of certain ideas. But you will see, product which is in market can not form as a trend immediatly. Most of the companies are still relatively conservative.Now Media advertising company, where you can see so many advertisment are yelling slogans,cause this market is fragmented. They need to catch your attention in a few minutes. So taste is forgotten, bottom line is abandoned, they just thinking about pursuiting the so-called effect. This is actually a double-edged sword, just like Chinese medicine and western medicine. When I give you some drugs which will make you be well immediatly, there will be a lot of side effects.Or maybe you don't see immediate results at the moment, but you can get a good result gradually.Actually, it's worth to think in depth, that if we simply take that as the standard, we will inevitably have a little bit of distortion in our movements.Brand synergyJACK:You have worked in advertising for so many years. In your opinion, how should youcreate value for customers when doing creative design of brand value?Wang:In my opinion,there are two aspects, one is that the brand itself must be valuable. A good brand’s values will grow in the futrure and should be enlarged and well known. Base on the above points,we will move to does the customer need a professional company to do some advertisments’ and ‘should we speak for it’.Our job is to develop its own advantages.We need to do ‘the right thing’.Most of the time, adman can not make a brand become great just by special ideas.The brand itself should has value,then we dig it deeply and find the value of the brand.We will grow with our customer at the same time and it will make us to see things more clearly, and become more close to our customer. How far a brands can go basically depends on the vision of business owners.If you want to just relyin on advertising which can make a good brand, I think it will be exaggerated.JACK:As you mentioned just now, for a brand advertising should be ’ icing on the cake’ , but now in the market, including the network side, the information side and the market side, they want the advertisement to save the customer like Superman.I understand customers’ urgent needs, but the value and height of a brand still rely on the business owner's operation. In creative design aspect, the existence of an advertising company should be more accurate and effective in adding points to the value of a brand.Wang:Nowadays,BRANDS is talked many times in China.Especially brand service providers, based on various positioning theories and propagandistically,imitate a variety of positioning that they can't understand. Rampant fake masters pack this stuff like myths and current news every day.In fact, what I admire is the actual combat which means that when you put the ideas together, your final present is your works and expressions. This is not an armchair strategy.Exaggeration on the theory or high consulting fees cannot bring worthless brandsback to life.The reason why I amin Beijing is that in this cultural atmosphere, I have a lot of opportunities to get in touch with some excellent advertising creators.Last time, DAIGO DAIKOKU told us of his designs and the cognition of the brand development in China. He is like a traditional advertiser or craftsman,he just talked about work which is simple. He also talking about how to think of this things, rather than just make a variety of positionings, daily marketings.As advertisers,we should not only have quality,but also the pursuit of effect.But in the pursuiting,we do not give up our tasteand focus on the goal of doing a good job,rather than blindly sticking to the blank theories.JACK:Creativity for you will bemore like fights in UFC or MMA,rather than traditional Kungfu art.In fact,Kungfuwere builted up based on actual combat,but after years, it gradually withdrew from the stage. Like UFC and MMA, they pursue the ultimate honor by fights, not by listening to the theory of "Master".Consumer dialogueJACK:As a creative person who graduated from art major, how do you think the active of brand creative design?As far as I know, you are currently promoting restaurant brands.Wang:Yes, in the early years,we both work in a same industry area.Cars, luxury goods, real estate brands,these are all big blocks which consisted business environment in China. Catering industry now is rising ,it become a ‘dialoge to people’ directly.For adman,people’s feelings should be saw under a specific cunsumption scence.What they need to see, smell, experienc should be expressed by advertising.It’s like we are in the dojo with our customers.At this time,I think the creative design of catering space is very challenging and alive.For example,if you create a set of image for a company,it may get in touch with its industry area or for inner using. What we creat of catering industry,will be contacted,will be observed,will be understoodby ourselves first.Then it will be led to the market and tested. I am enjoying the fun of creating in this process.When I work with a new case,I will keep learning,refreshing our cognitive till the whole creative designs are real settled down.JACK:That is what we call ‘Devisement of All Brands’, which is a whole set of creative design contain the definition of brand name creating,logo creating,vision, packaging, storing, sales.According to these elements, how do you make ‘Devisement of All Brands’ well?Wang:The catering industry is a representative place,because there are many new brands. Whether it is the promotion of a new brand or an old brand,it has to solve the problem of how will it talk to the current consumers.Just like international chain brands, such as KFC, McDonald's and Starbucks,they have to make a promotion in irregular or even very recent 3-5 years.In fact, they not only promote the decoration of beauty, but also the skills to communicate with the current consumer.When we come to the new brand,we obserb its customer group,distinguish the brand cognition, the design of its logo,the definition of style,space what kind of food it want to promote,is the tastes heavy or light,etc. These can really present its multifaceted nature,and this multifaceted nature will have certain aesthetic needs of the customer group that will determine the whole design.In the catering industry,the entrepreneur is our customer.All their input is‘The Restaurant’ which they handle its design stuff to us.I think it is our responsibility to help them,bring benefit to them. My design shows my responsibility. We should consider all aspect for them, not just want to show off the techique and design we make.Back to InnovationJACK:In an age of fragmentation,creative design is well needed. It is good for bringing great quality and effect on product and brand, valuing the market. what do you think the value of creative design in the future?Wang:To some extent,the information on the Internet appear severalcharacteristics by time changing--big data is getting closer to us, many things appear completely transparent, more people like to share,sharing become easier and cheaper.Because of the fragmentation of information or information is easier to be share, advertisers are not that worshiped as old times.And we're thinking about one question is that when telephone-camering become usual,we still need professional photographers.Why their expressions(photos)are valuableat this time? The key point is that they want to show the nature of human.As advertiser,I think study human itself will be more valuable than studying techniques.If people understand our work, to some extent,it is positive forspreading the brands.I think each of the advertiser should have suck work ethic which can make us to accumulate our value.If we just pursuit changes,we will never make a great brand case we don’t know what we are expressing.Luckin, its stock is like a ‘MYTH’ .We saw it was very successful in marketing, using fragmented information to build beautiful dream. However, when we really want to create a great brand, creating dream will be worse than returning to the real work.One of the concerns was that Luckin coffee has been opening more and more stores in two years, would Starbucks be knocked down because it doesn’t has so many store in China even it has opened for a long time.In the long term, if success is just what we see from these data, we will face something cruel. That once the so-called dream which is made by media is broken,we would feel painful.JACK:A successful brand, is necessary to ‘stand’ in the market and tested by times. This success can't be measured by data in short time.So I think you have fair opinion of ‘how brand work’.And we can see that you should be a person with thoughts and feelings,particularly, feeling of art.Because I think people who deal with art creation have a feeling,pursuing of visual beauty or value of creation.Well,I am very happy to talk with you about your past of working in 4A company and thoughts of advertising.I appreciate that you accepted the interview of 20 TOP designer of INNODESIGN PRIZE and Jianshuo of KiSS. Wish you everything successful.Column host:JACK目主持:龙伟栏目主持:龙伟权/JACK LONG权/JACK LONGGraduated from Arts and Crafts major,Guangzhou University and oil paintingmajor, South Huanan Normal UniversityWork in advertising for more than 20years, he focuses on creative design,art design, creative operation,exhibition planning.Creative Director and Vice Presidentof Guangzhou Good Idea AdvertisingCo.,Ltd.Judge of INNODESIGN PRIZE、Deputy Secretary of Dubai Internati-onal Competition on Interior Design、Member of China Designers Associa-tion、Member of Guangdong ArtistsAssociation、Member of GuangzhouArtists Association、Member of Shen-zhen Illustration Association.Guangzhou Daily Chinese NewspaperAdvertising Award,Guangdong ProvinceAdvertising Award ,Chinese AdvertisingAward、China Advertising Great-wallAward、China 4A Advertising Award、Creative China Designing Arts Award、Successful Design Award、GuangdongBook Design Award, Designnova Award,GDC Award、Chinastar Design Award,China Illustration Award、Bauhaus Award ,Award of Hill Illustration internationalDesign Competition、HongKong CGDADesign Award、China Illustration Award、INNODESIGN PRIZE International Innova-tion Design Award、A’design Award、Design are collected in Brand5,Asia-Pacific Design,Chinese Creative DesignAnnual,IAI Advertising Design Annual.。


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