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[林荣泰]从创意设计到品牌行销(下)

品牌行销的内涵

全球知名丽奇(REACH)牙刷,在1976年上市,就赢得当年IDEA的最佳产品设计奖,如图3所示;历经将近40年仍在市场占有一席之地,缔造优良产品设计的销售奇蹟。当年由杜邦公司委托Prof. Kreifeldt设计,运用科学的研究方法与先进的生产科技,并技术转移授权给Johnson & Johnson生产制造。产品要上市前如何品牌行销,苦恼的市场行销人员就问设计团队,产品有何特色,团队就说明当时是针对人们刷牙最难刷到的地方,提出解决的对策;品牌策展人就以REACH为名,传达解决人们刷牙难以刷到(REACH)的难题,成功的传达牙刷设计创意的核心价值。另一个由Kreifeldt教授所设计的吉利(Gillette)刮胡刀,也有异曲同工

之妙;吉利(Gillette)刮胡刀的畅销,虽然也是高科技之赐,但却是以「舒适」的品牌行销来打动消费者。在在说明市场行销如何透过品牌策展的思维,来传达产品的核心价值,以打动消费者的心。

REACH

图3 以REACH 打动消费者的丽奇牙刷

从创意设计到品牌行销

创意设计是一种设计思维,诚如布朗(2009)所言,设计思维基本上就是一种发想(Inspiration)、构思(Ideation)与执行(Implementation)等三大探索的过程。虽然「科技」是「设计之本」,但是「人性」却是「设计之始」;「科技」必需源自于「人性」,才能营造和谐的人造世界。因此,设计思维的发想本质是「生活化」,其构思过程是「专业化」,其执行成果则是「普遍化」。而设计思维的成功,必需经由可行性(Feasibility)、存续性(Viability)与可欲性(Desirability)三大准则的考验,以达到合谐平衡的状态。除此之外,洞见(Insight)、观察(Observation)与同理心(Empathy)是设计思维成功的三要素,在设计思考的过程中,扮演极重要的角色。换言之,未来的设计师将扮演「科技的诠释者(洞见,Insight),人性的引领者(观察,Observation),感性的创造者与品味的营造者(同理心,Empathy)」,经由「人性设计」,营造人性化的组织与环境。因此,上述的三大探索的过程、三大准则的考验以及三大成功的要素,也是未来策展设计师必需具备的设计思维。

以设计思维为中心的策展设计包括两个部份,一是作为企业与消费者沟通桥梁的品牌行销策展人,一是作为企业与设计师沟通桥梁的创意设计经纪人。就品牌策展而言,如何把品牌核心价值经由概念化,透过视觉化的设计,经由展示化的创意,达到打动观众的感动化,最后,形成品牌的价值化。例如,文化创意产业是设计透过文化创意,经由产业实现一种品味,形成一种生活型态。因此,「文化」是一种生活型态,「设计」是一种生活品味,「创意」是经由感动的一种认同,「产业」则是实现文化创意的媒介、手段或方法。品牌策展人的任务就是如何把这个概念透过策展的设计思维,架起企业与消费者沟通桥梁。林荣泰(2011)曾经提出ABCDE的设计思维,架构  一个文化创意产业的商业模式 — 就是要把艺术(Arts)变成产业(Business),过程中需要创意(Creativity)与设计(Design),然后把ABCD的成果,透过电子商务(E-business)行销出去。即所谓「源于文化,形于设计,用于生活,成于品牌」的ABCDE品牌策展的商业模式,设计与创意在这个商业模式中扮演着极为重要的角色。

就创意设计而言,如何把一个好的概念透过筛选形成创意化,经由可行性分析的设计化,再透过科技的制造化,透过市场行销的商业化,最后形成品牌化。创意经纪人的任务就是如何把这个设计师的创意透过经纪(策展)的设计思维,架起企业与设计师的沟通桥梁。例如,前述「简单而丰富」的产品诉求,是一种生活的意义与情感的满足,林荣泰(2011)曾经提出另一个ABCDE的创意经纪思维,以感性价值的五大感质力:魅力(Attractiveness)、美 感(Beauty)、创意(Creativity)、精致(Delicacy)与工学(Engineering),建构产品设计创意的核心价值,进而引发顾客心灵上的喜悦与感动。即所谓「硬体简单化,软体丰富化」的ABCDE创意经纪的策展模式。当我们面临把「文化」与「创意」变成「产业」的困境时,想想「简单而丰富 – 硬体简单化,软体丰富化」的核心价值,再思考如何透过策展设计的思维,达到创意价值化与品牌化的目的。图4是整合设计思维、创意设计与品牌行销的策展设计内涵。

D4

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名家簡介:

LIN

林荣泰教授,现任台湾艺术大学设计学院创意产业设计研究所教授,并担任台湾创意设计中心董事长。林教授在设计、管理、人因工程与电脑人机界面等跨领域的学历,跨界研究并累积丰富学术研究成果,由其著作或共同著作的论文超过两百余篇,并应邀于设计相关国际研讨会专题演讲或论文发表超过一百余篇。

林教授热心教学,近年来投入文化创意产业之推动,并在文化创意产品设计领域多所涉猎,曾经主持数位典藏国家型科技计画,推广台湾文创产品创意设计。其研究专注于文化创意、产品设计、人因工程、使用者介面设计以及设计认知理论等跨界相关研究。

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