康源醫療器材 ConVida Healthcare & Systems

Stay Firm – Step Forward – Brand Image Construct from Inside Out

Since 2011 ConVida Healthcare & Systems has been engaged in mergers and acquisitions on LED optical process development company and single-point poly-crystalline high-power LED assembly factory. Through mergers and acquisitions, the layout of LED supply chain and key technology could be accomplished to carry out the corporate infrastructure on three core business of medical lighting and industry lighting as well as general lighting. In contact with the medical industry, ConVida could forecast that future medical surgery procedure will be aiming at the 「real-time video recording and storage」. The detailed recording could keep all the medical records visualize and digitize and store real-time; under the circumstance, any artificial errors can significantly reduced for such traditional archive process. Based upon the trend, ConVida will launch a great deal of LED medical lighting products and visual recording and real-time data storage integration system to meet such diverse requests as hospital operating room, intensive care unit, general wards, examination rooms, and so on. By means of the product features over the complete system and integration, ConVida could serve as one of the important global medical equipment suppliers.

To demonstrate the unique characteristics of the brand, the enterprise not only needs sound intrinsic quality but also requires a complete brand identity system to communicate among global market.
For those trademarks, websites, catalogs, interface, propaganda and so on, any contact may reach out for conveying enterprise spirit and characteristics – What is the whole ConVida corporate image over a complete integration? What is the core value that ConVida can provide with? What is the crucial difference between ConVida and other competitive products? YDC could provide ConVida with a total solution of complete brand system, which may clarify those key issues and also meet the global market demand through the universal visual language and ultimately reach such truly effective dissemination of brand value.

YDC helps ConVida clarify its vision and position to summarize the nine core values of the brand which could give a thorough comprehension of the industrial drive and orientation toward future enterprise development through the interactive session and work camp. After such brand communication consultation, all the partners are able to gain even in-depth cognition of brand vision and message communication, and further win much higher recognition toward the brand of ConVida with fullest faith and trust. After the completion of the above work, we would sum up the characteristics of the brand and communication messages into visual elements. Furthermore, extract two symbols 「light」 and 「information transmission」 from visual associated elements in order to constitute a concept body of ConVida trademark design. Finally, aim this trademark to be longitude and latitude, and then stretch out the complete manual of visual identity (VI) in comprehensive and evidence-based way to conduct the design work of brand system.

Brand message communication, generally speaking, could be a broad-based effort of reinforcement and advertisement to target the customers of the corporate brand. Broadly speaking, however, in the meanwhile the enterprise would also conduct the discussion and integration within the corporate through internal communication and exchange toward the brand message. Followed by internal concept establishment together with concept integration, the corporate can build the fullest trust and drive to win over the consumers through the message communication. YDC expects to provide all partners with not only just looking good visual signs but more importantly the brand power to bring about favorable corporate brand value.

堅定理念　穩定邁步　由內而外的品牌形象建構

2011年，康源工業(ConVida Systems Inc.)陸續併購LED光學製程開發公司，以及擁有單點多晶高功率LED元件封裝廠。透過併購案，完成在LED供應鏈及關鍵技術的佈局，實現康源在醫療照明、工業照明及一般照明三大核心業務的企業建構。康源在接觸醫療業界的過程中預視到，未來的醫療施術過程將朝著「即時影像記錄與儲存」的方向來發展。透過詳實的過程記錄，使所有的病歷資料影像化、數位化，並即時地儲存。在這個過程中，能大量減少在傳統的整理歸檔作業中發生人工失誤的機會。以此趨勢為依據，康源將陸續推出多項結合LED醫療照明、視訊記錄，與即時資料儲存的整合系統，符合醫院手術房、加護病房、普通病房、診察室....等不同的使用需求。並希望憑藉系統化、整合化的產品特色，達到晉身成為全球重要醫療器材供應商的目的。

而為了能夠展示品牌的獨有特色，除了要健全企業自身的體質之外更需要一套能與全球市場進行溝通的品牌識別系統。舉凡商標、網站、型錄、操作介面、各式文宣...等等，在任何企業向外接觸點中，都能詳盡且一致地傳達出企業的精神與特色：完成整合佈局的康源所需要的健全企業形象是甚麼？康源品牌能夠提供給所有服務對象的核心價值為何？以及康源品牌產品與其他競爭品牌產品的關鍵性區別是甚麼？梳理出這些關鍵問題的方向、以符合全球市場需求的通用性視覺語言來呈現，最終達成真正有效的品牌價值傳播功能，是YDC為康源建構整套品牌識別系統的基礎核心。

YDC幫助康源釐清自身的願景、定位，總結出九項品牌的核心價值。透過互動會議、工作營的方式，全面地瞭解康源工業的發展主力及未來企業的發展方向。經過這樣的品牌溝通輔導，使得全體工作夥伴能夠對於康源的品牌願景及品牌溝通訊息的發展有更深入一層的瞭解，並對康源的品牌有更高度的認同及一致的信念。當完成了上述的工作之後，我們才會根據歸納出的品牌特色與溝通訊息，轉化為視覺性的要素；再在視覺性的聯想要素中提取出「光源」與「資訊傳輸」兩項符號做發想，構成康源商標設計的概念主體；最後再以此商標為經緯，延伸出康源公司完整的視覺識別(VI)規則手冊；全面地、有依據地進行品牌系統的設計工作。

品牌訊息溝通較為人熟知的一面，是一種向企業品牌的消費者進行強調與宣傳的「外展式」工作。但是廣義地來說，在企業內部為了制定出一致的觀念與方向而進行的討論、磨合與整理，同時也是在對企業內部進行品牌訊息的溝通與交流。惟有先在內部進行概念的確立與思想統合的工作，才能在與客戶、消費者們進行訊息溝通時擁有堅定的信念和充足的能量。YDC希望提供給所有合作夥伴的，絕不只是「好看的視覺標誌」。更重要的，是真正能夠帶來支持與助益的品牌力量，為公司企業造就出有利的品牌價值。

更多精采內容請參閱YDC官方網站，YDC是您的品牌投資夥伴。

品茶集 Pinchajii Tea House

Focus on the spirit of the brand Precisely convey the core value 

Chinese people drink tea since ancient times. In the Ch'a Ching written by Lu Yu in Tang Dynasty, there is a remark "using tea as a drink started at a man named Shen Nong Shi,and it has been popular since the Luzhougong era, that describes tea has been a daily drink as early as the Xian Qin period. In China, the common people drink tea; the blue-collar workers drink tea; literati drink tea; generals and ministers of state and throne drink tea – tea has been regarded as a daily drink widely popular among all social stratum which becomes part of the Chinese culture. With the interaction between countries, tea has become a worldwide drink that has expanded from such Eastern countries as Japan, Korea, Mongolia, Tibet, to the Western bound such as Central Asia, Europe, and Americas, widely accepted by people from all over the world no matter where they are from different cultural background and habit. But in the meantime, due to a variety of cultural interaction, tea drink might lose the majority of the original through adaptation of transformation. It would be a pity that the most attractive connotation of the Chinese tea culture can not be completely retained.

Although Pinchajii is an Australian brand of tea, it reflects such unique emotion in the Chinese tea culture as well as spiritual experience during a period of tea breed and plant, brewing tea, and tea taste. Pinchajii expects to find the most representative in line with the cultural identity of the Oriental tea products that can promote and introduce such culture to foreign patrons.

Oriental tea culture rooted in China. Since the advent of Ch'a Ching  (The Classic of Tea) written by Chinese writer Lu Yu, the development of the Chinese tea would not have had too much recession. In the course of evolution, such ancient scholars as the literati class of high praise might play a determinative effect. As a result, the tea culture in the East as a whole has been dramatically influenced by the Confucian ideology.
Zhōng yōng (The Doctrine of the Mean) is a doctrine of Confucianism and also explores its meaning as well as how to apply it to one's life; the guiding principle is that one should never act in excess. The Doctrine of the Mean represents moderation, rectitude, objectivity, sincerity, honesty and propriety.
Performance in the tea etiquette would feature respecting the senior, maintaining balance, keeping harmony, holding in moderation, throughout people-to-people communication.

Taiwan tea not only has excellent tradition and development in the cultivation of tea and processing technology so that Taiwan tea can become the world’s best-known tea location with several kinds of high quality tea production. Behind refined tea development; meanwhile, a cooling tea drink style with seasonings has been created that makes tea culture popular among the folks. In addition, Taiwan tea conveys such kind of "affections" inside tea culture. Through making tea around the table and enjoying tea taste, tea folks become even closer in a familiar way. With such features as human kindness, noble flavor with reasonable price, common but popular taste, all Confucian spirit of "China Tea" can be applied to the daily practice. The guiding principle 'unwobbling pivot' or 'chung yung' is that one should never act in excess and must follow the mean on a path of duty; even common men and women can carry the mean into their practices, as long as they do not exceed their natural order. It is the main reason that Pinchajii would show so much favor to Taiwan tea.

YDC helps Pinchajii plan the visual communication strategy that would focus on how to highlight the characteristics of Taiwan tea among the Oriental tea. On one hand, do not want to go for too trendy design style; on the other hand, be cautious about silence fine Japanese tea ceremony aesthetics. It should be the core of the whole communication strategy to hold moderate balance between high profile and low limit.

We utilize the "Pin" word from Pinchajii to combine with the Chinese lattice design and integrate the English standard word "Pinchajii" into the shape of the Ming Chinese character, which can show plain but change some and posses decorative beauty without unduly complicated Eastern aesthetic style. In the packaging design, we only use the minimum of printing and color identity and uniform application of eco-friendly recycled paper cards for the material. In addition to show gratitude and bliss out of the spirit of environmental protection, we also use specific primary color texture of paper material to represent moderation, courtesy , aesthetic perception of deep simply and clear real characteristics.

"Do not modify but manifest the unsophisticated spirit of tea", this is what YDC wants to emphasize to convince consumers of the core value of Pinchajii.

Brand planning is a comprehensive and sophisticated process which goes through a variety of adjustments to achieve the objectives in line with the spirit of the brand. Through cumulative process to reinforce and release brand communication message over the market, it is the key to enable consumers to gain the brand identity. For Pinchajii, YDC hopes to promote Taiwan tea of characteristics, attitudes, habits, and so on, to achieve the cultural identity of the foreign consumers, which can guide the value judge rule of consumers toward the satisfactory of psychological needs that effectively releases the energy of the brand. 

聚焦品牌精神 精確傳遞核心價值

中國人自古喝茶。在唐代陸羽所著的茶經一書中，記有「茶之為飲，發乎神農氏，聞於魯周公。」之敘述。說明早在先秦時期，茶就已經是一種日常的飲品。在中國，黎民百姓喝茶、販夫走子喝茶、文人墨客喝茶、將相君王喝茶....茶作為一種日常飲品，廣泛普及在所有的階層之中，成為了中國文化中密不可分的一部份。而隨著國家之間的交流互動，從日、韓、蒙、藏....等東方國家開始，到中亞、歐陸、美洲....等西方各地，茶飲已經成為一種世界性的飲品，廣泛地被不同文化背景與習慣的異國人民給接受。但在此同時，也因為受到了各種不同的文化沖刷，使得茶飲在適應轉變之中失去了絕大部分的原貌。中國茶文化最吸引人的內涵，也很可惜地無法被完整保留下來。

品茶集(Pinchajii)雖然身為澳大利亞的茶葉品牌，但對於中國品茶文化有著獨特的情感。從茶葉的品種、栽種、沖茶的方式到品茶時的精神體驗....無不斟酌講究。品茶集希望能找到最符合東方茶文化特徵的茗品，將這種文化向國外的茶客們進行推廣、介紹。

東方的茶文化源於中國。自陸羽《茶經》問世以來，中國茶品的發展就不曾有過太多的衰退。在中國茶文化的發展流行上，古代的讀書人，也就是士大夫階級的歌頌、推崇發揮了決定性的影響作用。也因此，在整個東方的茶文化裡，受到儒家思想薰陶的痕跡隨處可見。儒家講究「中庸」的理念思想，也就是「和」的精神：辭讓、平常、親民，不偏不倚、無過與不及的態度。表現在茶儀的行令中，便呈現出敬長、均衡、調和濃淡、規律節制，並且可雅可俗、遍及民間的特色。

台灣茶不但在茶葉的栽培與製茶工藝的技術上都有相當良好的傳統與發展，而能成為擁有數種高品質的世界性茗品的知名茶產地。同時也在發展精緻茶品之餘，開發出冷飲式的調味茶路線，使得茶文化同樣在民間普及。除此之外，台灣茶更是一種「情感」的茶文化。藉由圍坐泡茶、品茶分享，讓喝茶的人們更加熟悉親近，縮短彼此的距離。這種以人情淳厚、高貴不貴、平實親民，符合「中庸太和」、「道及倫常日用，工商稼耕之中」等儒家精神的「民茶」風格，也是品茶集青睞於台灣茶的最主要原因。

YDC在幫助品茶集進行視覺溝通策略的規劃時，便著重於如何在東方茶之中突顯出屬於台灣茶的特質。一方面不希望走向太過時髦張揚的簡麗設計風格；另一方面也要避免進入侘寂精約的日式茶道美學。掌握高調與低限之間的平衡，將會是整個溝通策略的核心。

我們將品茶集的「品」字結合中國窗花設計、並在英文標準字「Pinchajii」中融入明體漢字的筆法造型，經營出平實卻有變化、有裝飾性美感卻不過份繁複的東方式美學風格。在包裝設計上，僅使用最低限度的印刷與色彩識別，並統一採用環保的再生紙卡為素材。除了表現惜福愛物的環保精神之外，同時更是藉由紙材特有的原色質感來表現出中庸、內斂、具有深簡清實特色的美感。「不假修飾，反而更能彰顯樸意的茶精神」，是YDC希望向消費者強調的，品茶集商品的核心價值。

品牌規劃是一個全面而細緻的過程，通過各種調整來達到與品牌精神契合的目標，透過持續地向市場進行強調、累積，明確地釋放品牌溝通訊息，進而使消費者獲得品牌的認同感。在品茶集之中，YDC希望藉由宣傳台灣茶飲的特色、態度、習慣....的方式，取得國外消費者在文化上的認同、將消費者的價值判斷準則導向為心理需求的滿足，有效地散發出品牌效應的能量。

更多精采內容請參閱YDC官方網站，YDC是您的品牌投資夥伴。

人心人意 - 品牌商品開發的風向指標 Peace of Mind - Trend Indicator of Brand Development

◎ Taiwan Industrial Transformation – Change the Thought
During the period of business industrial transformation, many companies should face a major difficulty to deal with the variations in consumer-oriented logical thinking. From working experience with a variety of industries, some business owners often wonder why their products can serve excellent functions but always have a hard time becoming the spotlight in the market, which could not promote the brand so successfully. One major reason should be product perceived value of the difference between manufacturers and consumers. 
The commercial activities in modern society are extremely flourishing that brand products have faced severe competition to such a humongous extent. Commodity supply and demand has gone beyond the level of “for the convenience of life and even more convenient” and then move forward to the process of “being more internalized ". Analyzing the market trend of modern business, we will discover that product choice and brand effect can allow consumers to find the attribution and recognition at the psychological level and they are willing to consume in order to meet the psychological needs. The genuine mission of product can vitalize such elements that products serve the functions; meanwhile, the consumers can feel their positive ideal realm of live ahead.

◎From Function to Psychology - Decisive Element in Brand Product
If we seriously compare the functional conditions of many brand-name products, we can easily find that they do not certainly have absolute advantages in quality. More importantly, those products with transcendent and irreplaceable brand position can be found in consumer market; therefore, such products stand out among the numerous competitors that may get so much attention. 
People are willing to pay higher unit price to buy Apple products mainly due to streamline design aesthetics and user-friendly whims. People would love to purchase Gore-Tex products since excellent reputation of high quality products can win the consumers with sense of trust.   
When we would like to reproduce successful brand experience, we shall convert to the thinking based on psychological needs of consumers: 
A good product should serve the function on the premise that should meet psychological needs of consumers. A good product should furnish the capability in order to establish the underlying vision. 
This is the effect to be achieved for enterprises to inject into the financial money, human, technology and time.

◎Expand from the Core and then Converge - Interactive Strategy System
From the beginning of a comprehensive brand communication strategy, it is necessary to do the research of market background and find out more levels of psychological needs among the consumer group. 
According to demand, find out an easy-to-elaborate position for the brand. 
Based on positioning, adjust the capability of developing company products. 
At the time of initial module, penetrate into the market to do initial promotion and communication. 
Input such information reversely into strategic system. 
Correct the omission of technology and capital to gain exact target commodities in line with market trends.
Through such continuous cross-validation strategic system for commodities and market, it is easy to avoid falling in a dilemma. In the end, as long as we correctly utilize communication strategies and marketing techniques so that it is sure an inevitable outcome to achieve sales target.
YDC has approached to advocate the concept that connotation of controlling the market is not just to inquire such consumer's age, gender, identity status as easy-to-expect conditions. To dig into further level, it would be the key point of market analysis to realize consumer psychology orientation of product market, shopping decision-making involvement and value judgment and so on. 
Look back on the fundamentals -- as consumption depends on consumers, brand shall be deeply rooted in people. 
Considering the rule of thumb in successful brand management, it is the key to make sound planning for the brand and grasp market trend (people), sensitively adjusting the route upon changes. 


◎台灣產業的轉型問題——轉變想法
台灣企業在經歷產業轉型的同時，變換消費者導向的思考邏輯往往是讓許多企業感到棘手的問題。在YDC過去與企業合作的經驗中，一些企業主經常納悶，自家的產品機能無比豐富卓越卻總是不受市場的青睞、無法順利地進行品牌推廣的問題，其中一項重要的原因，便在於製造商與消費者之間對於產品價值認知的差異。
現代社會的商業活動無比發達，品牌商品的競爭程度早已經到達「千家爭鳴」、「萬人競逐」的程度。商品的供給與需求已經超越了「為生活的便利與更加便利」的層次，而進入一個更加「內化」的過程。解析這種現代商業市場的傾向，我們會發現到，商品的選擇與品牌的效應更多的是讓消費者在心理層面找到歸屬與認同，並願意為滿足這些「心理需求 (Psychological Needs)」而進行消費。而產品真正被賦予的任務即是承載著這些要素，讓人們在使用產品的同時，感到自己正向理想的人生境界邁進。 

◎由機能到心理——品牌商品的決定性要素
如果我們認真比較許多名牌產品的機能性條件，我們可以很容易發現到，它們並不一定都具有品質上的絕對優勢。更重要的，是要能在消費市場中找到各自獨特、具超越性、不可取代的品牌定位(Position)，才能使自家的商品鶴立於眾多的競爭對手之中。造成一波波引人風靡的效應，令消費者趨之若鶩。
人們願意購買平均單價更高的Apple的產品，是為了其簡單俐落的設計美學和自由率性的使用感。人們願意購買使用Gore-Tex的商品，是因為長時間累積起高品質產品的好口碑而帶給消費者的信賴感。
所以當我們想複製成功品牌的經驗時，我們就需要轉換成以消費者心理需求為主的思維方式：一件好產品的功能性，應該是以滿足消費者的心理需求為前提；一件好產品的機能性，應該是為了建構其背後的願景而存在。這才是企業挹注資金、人力、技術和時間後所需要達到的效果。

◎由核心開展、由開展收束——交互影響的策略體系
一個完善品牌溝通策略的開始，必須仔細研讀市場的背景，找出消費群裡更多層次的心理需求(Psychological Needs)；根據需求，為品牌找到一個易於發揮的定位((Position)；再根據定位調整企業開發產品(Products)的能力。而當產品初具雛型、進入市場做初步的推廣與交流時，再將這些資訊反向輸入策略體系之中，對遺漏的技術與資金進行再修正，得到更符合市場潮流的針對性商品。
透過這樣不斷對商品與市場進行交互驗證的策略體系，便不需要擔心會陷入海上走馬和陸地行舟的市場困局。最終，只要我們正確地運用溝通策略與行銷手法來調整駕馭，自然能夠順風順水地達成銷售的目的。
YDC嘗試在宣揚的概念是，掌握市場的內涵不只是去追究消費者的年齡、性別、身分地位....等容易預期的基本條件。發掘更深的層次，瞭解產品市場的消費心理取向、購物決策涉入度和價值判斷....等等的趨勢，才是市場分析的要點。回歸於根本來說，「消費來自人意，品牌耕耘人心」。為品牌進行完善的規劃、掌握市場(人心)的變貌，並根據變化敏感地調整自己的路線，才是成功經營品牌的關鍵法則。

萌符音樂(北京)有限公司 Motif Music (Beijing) Education Ltd.

Ensure the dominant position – Catch up with business trend – Activate brand with core value and visual design 

Since 1980s the reform and opening-up policy was carried out that China has been out of plight of the Cultural Revolution to forge current industrial and commercial prosperity which could continue to move forward the process of globalization. In recent years, the Chinese government has been striving toward a variety of global activities that demonstrate the Chinese excellent development worldwide. For those projects which can prevail all over the world but have not been developed, especially, China surely pays much more attention to them. 

The marching band originated in martial music that has been developed as an activity combined performance with competition which becomes popular all over the world; however, only China did not develop such activity. Nowadays, the Chinese government has made an attempt on setting up individual marching band teams at secondary schools in Beijing area. Seemingly, China expects to have the dominant influence in this field. 

To catch up with the current trend, Motif Music Education Ltd. was established in Beijing and Shanghai during the year 2011, with the goal to build the first organization in Asia of marching band development and implementation of professional teaching education training and certification. Motif can provide training courses for those who have aspirations to become professional musicians of marching band instructors and those students with relative music background, which the pro coach may be cultivated to take charge of leadership and training and organization in marching band. 

Through professional background and international experience as well as of market development pioneer, Motif may employ such favorable advantages that facilitate to dominate the market beforehand to gain the opportunity of growth. Therefore, it is very important for Motif to begin with its own brand image. 

YDC sticks to the principal that is by no means for universal design but it is tailor-made. With regard to every project, YDC can provide the solution to find out individual brand position and visual communication through brand position tools and furthermore guide the design on the basis of such positioning and request. Depending on YDC experience to work with other Taiwanese businessmen in China, Motif can identify its position as a leading educational training organization with such positions as authority and profession as well as pioneer. Upon the core, the features of Motif can be tailor-made to spotlight its visual communication strategy. 

Throughout the planning, YDC firstly helps Motif identify the difference between “an organization of marching band of teaching education training and certification” and “a team of marching band”; which, meanwhile, would be the main theme not only to show the similar relationship but also to clarify the distinction. The key concept would focus on such three features as “music” and “authority” and “profession.” For the whole identity design, color proportion allocation can create the firm and reliable professional sensation; the design remains the dynamic and bright image inherited from marching band so it might not be overactive. As far as style is concerned, YDC helps Motif utilize the source of marching band- military band of badge shape-as a symbol of connection so as to reinforce the irreplaceable authority. In terms of standard word, the design manipulates two musical symbols of Accent and Fermata as the elements. By using a common musical terminology, such clear and easy-to-understand message can target some specific customer base. Meanwhile, the aggressive ambition to take the lead shows that Motif would explore the market and seek long term development.

The goal of YDC at this stage should enhance the advantage of Motif to ensure its dominant position in the Chinese market. Followed by establishing the exact brand image, Motif can not only become a professional teaching training center but also develop into the authority body in the field with such three qualifications as professional certification, evaluation, and team rating. In the near future, the scope market will expand to the whole Asia so as to become the first professional marching band teaching education training organization in Asia. YDC believes the first solid step is the key foundation to lead the enterprise to go further.  

確立優勢 順風飛展 新興品牌的核心價值與視覺規畫成形

自 1980 年代起推行改革開放政策以來，中國便快速地從文革時期的困境中一步步地出走，演變成今日工商業繁榮發達的盛況，並持續朝全球化的過程邁進。近年來，中國政府十分積極地在舉辦並參與各項世界性的活動，以向世界宣示中國的良好發展。其中對於在全世界普遍盛行卻未在中國被開發的項目，更特別地受到中國政府的關注。

行進樂隊最早起源於軍樂。在向民間普及的過程中逐漸發展成一項融合表演與競技的活動項目，並在全球各地蔚然風行。唯獨在中國沒有發展起這一活動的傳統。目前，中國政府正嘗試性地想在北京地區的中學校裡成立各自的行進樂隊團隊。似乎是有意要在這塊未經發展的領域裡尋求自己的一席之地。迎上這一股即將到來的潮流，萌符音樂有限公司 率先於 2011 年在北京、上海成立。目標是打造亞洲第一間為行進樂隊的發展與推行供應專業優良師資的教育培訓與認證機構。萌符將針對有意願要成為專業行進樂隊教師的音樂工作者、以及具有音樂相關背景的在學生提供教育訓練課程，將他們培訓為能夠負責進行行進樂隊的領導、訓練和隊伍組織的教練人才。透過本身的專業背景和海外經驗，以及身為可開發市場中的先行者，萌符具有先天上的良好優勢能在整個市場之中預先佔據席位，求得順利發展的機會。而為此，萌符首先便需要確立一個最能夠重點彰顯自己的品牌形象。

YDC 一向以來的堅持，絕非是使用能隨意代入的通用式設計。而是針對每個不同的個案，透過品牌定位工具，協助個案找到自身品牌定位與視覺溝通方式。再以此定位與需求為基礎引導設計的成形。側重 YDC 與其他在中國台商的合作經驗，萌符在 YDC 的協助下，將自身定位為一間具備「權威性」、「專業性」、「開拓性」，在市場中擁有領導地位的教育訓練機構。以此為主軸，來量身打造最能夠彰顯萌符特色的視覺溝通策略。

在整個規劃上， YDC 首先幫助萌符確立的，就是一間「行進樂隊師資教育與認證機構」和一隊「行進樂隊」的差異性。同時要顯示兩者之間的類似關係、但又要作出清楚分明的區別，是此一系列的要點所在。其主要的概念將會集中在突顯「音樂」、「權威」、「專業」此三項特點之上。在整體的識別設計中利用色彩比例配置創造沉穩、可靠的專業感覺。並保持由行進樂隊承襲而來的動態、活潑等形象，卻又不致於太過張揚躍動。造型上則使用能夠與 Marching Band 的來源：軍樂隊產生連結的肩章造型做為關聯性符號。進一步加強不可替代的權威性。在標準字設計方面，使用「強調」(Accent ) 與「持續」(Fermata ) 兩種音樂符號為元素。藉由使用共通的音樂術語，來對特定的客戶群釋放明確而易解的訊息。同時也藉此顯示萌符領導開拓市場，以及尋求長遠發展的積極態度。

YDC 現階段的目標，是強化萌符本身具備的優勢來確立其在中國市場上的主導地位。使萌符在建立正確的品牌形象之後，不僅僅能成為一間專業師資的培訓中心，同時還能更進一步發展成在該領域中具有專業認證、評審以及隊伍評等這三項資格的權威性機構。並且能在不久的將來把市場拓展到整個亞洲地區，成為亞洲第一的專業行進樂隊教育訓練單位。而 YDC 相信，穩健扎實的第一步，必定是帶領企業走得更深更遠的關鍵基礎。

更多精采內容請參閱YDC官方網站，YDC是您的品牌投資夥伴。

固得美 Dent Amazing

The brand path through industry and new thinking and storage logistics equipment and home taste

Without a complete long-run development blueprint, Taiwan traditional industry has prevailed short-term and mid-term business planning only by “candid” Taiwan spirit among the wave of trend. In accord with generation change, cross-field alliance development highlights individual industry of business management which a great deal of enterprises would take the secondary market development into account. During cross-field process, however, it is not so hard to find the fact that several enterprises are prone to count on private network and less strategic business alliance as cross industry development; as a result, some might achieve but some could decline. No matter what a turning point it is, the more the enterprises have in hand, the more the business show the power, to sustain the customers’ trust of the secondary market.

Cheng-He International Co., Ltd. started production angle-steel rack in 1965, with over forty years experience in manufacturing. In addition to gradually reduced global materials, Taiwan Institute of Economic Research shows the latest warning that storage logistics has been impaired; Cheng-He International is striving to cross-field alliance, under such situation, its brand management would build the brand new product market compatibility that provides the vital consideration to prospective business development.

In 2011, Cheng-He International promoted the personal mouth watch Dental Essence - Dent Amazing. Without related industry experience and marketing background, the primary challenge could be the brand new product. YDC provides this brand planning which can focus rethinking the brand innovation to identify main business of the industry and the unfavorable association with the new product.

First of all, YDC helps Dental Essence - Dent Amazing to highlight the brand position as health and beauty and peace of mind which can target personal clean and mouth care as key market and spotlight product characteristic (the brand thinking of mouth care) as well as the association with prospective trend (more elaborate home care). As to the brand design, YDC utilizes morning dew as the main vision to present the liquid state of dental essence without hurting enamel. The color scheme would stress on the cyan shade to show the spring inside the morning dew as well as the essence of the rain forest, which may transmit the brand perspective of pure nature and close to life. In order to less customer’s doubt to new product, on the other hand, transparency becomes the key target from brand vision to package design which Dental Essence - Dent Amazing appears. Under the premise to reinforce customer’s trust in product, the market can accept the state that dental essence replaces general dental clean. Furthermore, clean and care product can win the identification of profession and multifunctional purpose. Meanwhile, Dental Essence - Dent Amazing can put dependence on the same type of product. 

跨產業 新思維 倉儲設備到居家品味的不思議品牌之路

台灣傳統產業，普遍存在著只有中短期開業規劃，而未有長期、完善鮮明的發展藍圖之現象，僅憑著"踏實、認份"的台灣精神，置身於景氣大潮的波動之中。因應世代變遷，針對個別產業為求經營生路，跨領域的結盟發展，不啻是許多企業預想以開發第二市場為目的的拓展項目之一，然而在跨域過程中，不難發現部分企業容易依恃企業主的個人人脈與策略性較低的商業結盟，作為企業跨領域發展的策略方針，這其中有因之成就另一番事業的，亦有黯然沒落的，而不論結盟契機為何，企業對於品牌再創的掌握度與敏感度越高，越能再次展現企業活力，締結第二市場的顧客信賴度。

長和國際，成立於1965年，是台灣老牌的倉儲料架製造公司，近四十年的製造經驗，在面對全球原物料日趨緊縮，加上台灣經濟研究院新一波景氣燈號警示︰倉儲物流正處於「轉壞，未來半年維持持平之產業」的景況下，長和國際選擇跨域合作，嘗試以品牌經營理念建立全新商品的市場適應性，作為企業未來發展的首要考慮。

而在主營倉儲設備的背景下，長和國際跨產業於2011年推出個人清潔用品—「固得美」護牙精華露，首當其衝要克服的是全新商品，無相關產業經驗與行銷背景的發展瓶頸。YDC此次品牌規畫的重點，便在於回歸品牌創立的思考，以區隔主力事業因產業類別的截然不同，為新商品帶來的不利聯想。

首步，YDC協助「固得美」護牙精華露將品牌定位在健康、美觀與安心，以重視個人清潔與口腔保健之客群為主要市場，同時為突顯商品特性(口腔保健的嶄新方式)與未來趨勢之間的聯結(愈趨精緻化的居家保健生活)，在品牌設計上，以晨露的造型作為主視覺，呈現護牙精華露液態、無傷琺瑯質的特性，色彩計畫方面，則以在晨露中蘊含水泉與雨林精華的藍綠色為主，著重傳達商品純天然與親近生活的品牌感知。另一方面，為了減少新商品在顧客使用心理上的疑慮，從品牌視覺乃至包裝設計，均以「透明度」為主要訴求，將「固得美」護牙精華露的淳透表露在外，在增強顧客對商品安心信任的前提下，讓市場逐漸接受以護牙精華露取代一般潔牙牙膏的清潔方式，進而對商品清潔保健之專業與其多功能性產生認同，也鞏固「固得美」護牙精華露在同類型商品中的品牌信賴度。

更多精采內容請參閱YDC官方網站，YDC是您的品牌投資夥伴。

Happy Chinese New Year