杜微白擅长将商业的理性、哲学的知性、艺术的感性相统一,塑造有思想、有个性、有情感、有血肉的活的品牌。经多年的经验累积,创立四方面理论:第一是对品牌的理解——“品牌是产品的上层建筑”;第二是做创意的技术——“反者道之动”、“由理入情”、“从美好事实到戏剧性”;第三是检验创意的标准——“创意是即景会心”,即创意应是观者看见就心领神会;第四是创意的视野——“历史,现实,未来”。“历史”指行业以及企业自身的历史、传统,“现实”指企业的生存发展现实,即市场环境和商业逻辑,“未来”指社会、行业、消费者需求的变化趋势。杜微白所有作品案例,均是上述理论的反映。品牌是创始人愿力的结晶,是经营者人格、智慧的显现,是以物质文明为基础的精神文明,是市场主体和社会公众的双向奔赴。杜微白品牌策划工作,即发现、定义、扩大创造者与消费者之间的共识和交集,并以戏剧性的表达和演绎,以话语、文本、符号、图像、图景等感官形式译介为认知和体验,从而缔造存在于人心的不朽的无形资产。

Duweibai is good at unifying the rationality of business, the intellectuality of philosophy and the sensibility of art, and shaping a living brand with thought, personality, emotion and flesh and blood. After years of experience, we have established four theories: the first is the understanding of brand - "brand is the superstructure of products"; The second is the creative technology - "the motion of Dao is to transform into the opposite or return to the original state", "emotional endowment to rational implementation", "insights into its drama from the good facts"; The third is the standard for testing creativity - "creativity is understanding on the spot", that is, creativity should be understood by the viewer when he sees it; The fourth is the vision of creativity - "history, reality and future". "History" refers to the history and tradition of the industry and the enterprise itself, "reality" refers to the survival and development reality of the enterprise, that is, the market environment and business logic, "future" refers to the changing trend of society, industry and consumer demand. All works of Duweibai are the reflection of the above theory. Brand is the crystallization of the founder's willingness, the manifestation of the operator's personality and wisdom, the spiritual civilization based on material civilization, and the two-way rush of market subjects and the public. Duweibai's brand planning work is to discover, define and expand the consensus and intersection between creators and consumers, and translate it into cognition and experience in the form of words, texts, symbols, images, pictures and other sensory forms with dramatic expression and deduction, so as to create immortal intangible assets existing in the hearts of the people.

DUWEIBAI BRANDING CO., LTD.杜微白品牌策划有限公司 [上海 / 厦门]  闽ICP备10208159号-1