By clarifying its brand Enhance brand culture standards
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.
"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.
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.