通过澄清其品牌

提升品牌文化标准

By clarifying its brand Enhance brand culture standards

亟待新生

2015年，川渝中烟改制，重庆中烟独立，重庆中烟旗下两大品牌——“天子”与“龙凤呈祥”亟待品牌重新定位、升级。如何澄清“龙凤呈祥”的文化结合点，用简洁、直观的形式向大众进行传达，这是我们工作的核心。

In 2015, the restructuring of Sichuan-Chongqing Tobacco, Chongqing Tobacco Independent, Chongqing Tobacco's two major brands - "Son of Heaven" and "Longfeng Chengxiang" urgent need to reposition and upgrade the brand. How to clarify the cultural combination of "Dragon and Phoenix" and communicate it to the public in a concise and intuitive manner is the core of our work.

困境中的思考

“龙凤呈祥 地久天长”从字面上容易让人陷入“喜庆”文化，品牌发展受限，区域受限，难以拓展。我们迫切需要重新挖掘地久天长的文化，从更多元化、更包容的角度全方位诠释地久天长对人们的意义。

"Dragon and Phoenix are so lucky" It literally makes people fall into the "happy" culture, limited development of the brand, the limited area, it is difficult to expand. We urgently need to rediscover the long-lasting culture and interpret the meaning of everlasting human beings for people from a more diversified and inclusive perspective.

时代洞察中的情感链接

经过洞察，我们找到了链接龙凤呈祥地久天长与消费者之间的关键点。根植于“喜庆、吉祥”文化，在人心浮躁、瞬息万变的时代，我们为龙凤呈祥注入了新的文化，在时代的孕育下，开出了耀眼的花。龙凤呈祥以品牌的方式发声，向人们传递 “永恒”的理念，从亲情、爱情、友情、社会、家国等角度出发，用最真挚的情感，与消费者产生共鸣，帮助人们点燃希望，体会来自生活的美好与地久天长的感动。

After insight, we found the link between the dragon and the earth for a long time and the key point between consumers. Rooted in the "festive, auspicious" culture, in the people impetuous, fast changing times, we have a new culture for the dragon and phoenix Chengxiang, in the era of pregnant, out of the dazzling flowers. Longfeng Chengxiang to the way the brand voice, to the people to pass the "eternal" concept, from the family, love, friendship, society, home country and other angles, with the most sincere feelings, and consumers resonate to help people lit hope, Experience from the beauty of life and everlasting move.