I have long heard that the product needs to change the standard and comprehensively improve the image, which has always been full of longing. Where will the product lighting go

New image release

On March 1, 2011, as the five senior leaders of pinshang turned the Rubik's cube, the brand-new image of pinshang slowly opened and took on a new look. The dynamic "Poso pinshang" logo suddenly shocked the guests. In a round of applause, everyone raised their glasses together to start the new "smart change" promotion of pinshang lighting.
Pinshang lighting chose to hold the annual Marketing Summit in Chengdu and release a new brand image at the same time. It began its strategy in 2011 with the theme of "smart change starts the future", which is rich in profound meaning. Chengdu is the hometown of the Three Kingdoms and the star of China's wisdom - Zhuge Kongming's feather fan Lun towel, which has run through the gene of wisdom for thousands of years and comes down in one continuous line with the brand strategy of pursuing "wisdom in application" in products; The legend of shibabu Island, which works together against the trend and makes progress together, makes the consistent responsibility culture of pinshang be displayed in front of the participants through the historical picture scroll, which inspires people to forge ahead; The vibrant and harmonious ecological environment of shibabudao hotel is the pursuit of the new enterprise mission of pinshang lighting to "provide lighting system solutions and improve human life quality and living environment". Everything is to better show the charm of the new image from connotation to form.

Meeting site

During the meeting, everyone who comes to shibabu Island, when you pass the stone bridge to shibabu Island, walk to the very beautiful photography wall, come to the grass covered with magic cube box, the tall decoration of the front door of the service desk, walk to the straw shed corridor of the accommodation villa, the comprehensive packaging outside the conference building, and a magic cube long road leading to the main conference room, The conference room packaging full of the image of the product and the magic cube of the image... You will feel the wisdom of the product all the time. The shibabu Island Hotel, which covers an area of 67 Mu and a total construction area of more than 20000 square meters, has become a huge venue for the "smart change starts the future - 2011 brand new image release and Marketing Summit" of this inferior product lighting, The image of the brand-new moistens things silently.

Excellent model project award ceremony

The reporter learned from Deng Mingjie, director of pinshang lighting brand management department that the promotion of pinshang lighting's new brand image is very different from the past, with many characteristics, such as rich connotation, complete system, unique creativity and so on. The new brand image is based on the brand-new strategy of "intelligent light application", and uses the unique design perspective of "light can give shape life" to creatively design the expressive "Poso" logo. With the help of light, the illuminated logo on the product can obtain three-dimensional performance on the plane and strongly make people feel the texture, Express the "intelligent light application" with the actual creative process and sublimate the value of the brand on the product.
In recent years, the leadership of pinshang lighting urgently feels the importance of establishing systematic enterprise strategy, brand strategy and market planning for enterprise development. In order to ensure the forward-looking development of the enterprise, maintain the competitive advantage in the competition and get rid of the vicious circle of industry homogenization. Pinshang lighting costs a lot of money. In addition, the expert consultant team has been invited to provide guidance on pinshang successively, from corporate strategy, corporate mission and corporate vision, to brand strategy and image improvement, and then to marketing. A professional investigation company has been hired to investigate the brand assets for several months. On the basis of insight into the essence of consumers, industry value and competitive brand analysis, after analyzing the internal and external environment, the enterprise vision of "bravely taking responsibility, continuous innovation and being the leader of lighting system solutions" is refined, and the enterprise is given a new corporate mission of "providing lighting system solutions and improving human life quality and living environment". According to the subdivision of the whole lighting realization process and the analysis of the industry competition, the brand strategy positioning of "smart light application" is innovatively summarized based on the current needs of consumers. This positioning focuses on system solutions, considers the ultimate needs of consumers and their stakeholders, emphasizes that all business activities start from "consumer needs to meet consumer needs", and believes that all lighting products serve the ultimate needs of consumers, not manufacturing. Manufacturing processes and means are to better realize the application of light, It strengthens pinshang lighting's deep understanding of lighting and highlights pinshang lighting's pursuit. It is clearer than the original brand strategy of "being responsible for light", more in line with the needs of consumers and convenient for communication.
The brand-new visual image on the product is an image full of wisdom and change, which is no longer spread by labeling. The symbolic graphics evolved from symbolic elements have very rich changes, which are rich but not chaotic under the guidance of the core concept of "intelligent light application". Express the brand strategy of "wisdom in application" from multiple attributes, levels and angles of light. Rich in changing characteristics, it has successfully turned the characteristics of dazzling and changeable light and invisible light and shadow into the form of expression of the lighting brand on the product, forming a deep memory point. The new image has greatly increased the communication channels of the brand, enriched the communication means, enhanced the recognition, unique and international design temperament. The deep brand imprint can make people easily distinguish the lighting of products from a pile of brands and form differentiation, which will greatly enhance the communication and help to save the cost of advertising communication.
The new image of pinshang lighting is a set of systematic image. The "light of profit" on the products represents the category of commercial lighting and the parent brand of pinshang. The combination of gray and blue on the products expresses electrical engineering, the combination of gray and orange on the products expresses home lighting, and the combination of gray and green on the products expresses outdoor lighting... With the continuous development of the enterprise, New color systems can be continuously applied to represent new category fields, and the evolution is endless.
Finally, Minister Deng Mingjie also told reporters that the release of the brand is only the beginning of a new journey. In order to accumulate brand assets and truly realize branding, it is more important to infiltrate the brand gene into all aspects of enterprise management, so as to make the brand strategy a link with customers, an asset of the enterprise and a lighthouse in enterprise management. Through the long-term brand communication process and service commitment, realize the value-added of the brand and obtain the results of branding. Since the end of last year, pinshang lighting has conducted a number of brand internal publicity, so that the middle-level, grass-roots and business personnel of the company can deeply understand the strategy of the new brand, understand the growth process of the brand and realize the internal communication of the brand. Actively mobilize the strength of all parties to spread brand strategy and brand concept through internal, external and experience communication. At the same time, it will create a new service platform of "light smart application system", innovatively develop the service system of lighting system solutions, expand the service concept to five aspects: product design, product manufacturing, business customer service, lighting design and after-sales service, more fully explain the spirit of service on the product and ensure the depth and breadth of brand communication. Next, the general will launch three major campaigns in 2011, carry out brand management in a hierarchical and focused manner, sound the horn of new brand strategy and lead the industry pioneer. In order to better reflect the understanding of lighting in products and strive to realize the mission of "providing lighting system solutions and improving human quality of life and living environment"!