63.品牌梳理策略与创意Wordsearch添惠达.pdf

Presentation to China Resources Land(Beijing)致華潤置地（北京）建議書2.Strategy&Creative 策略与創意August 2017Wordsearch Presentation to China Resources|1st August 2017 2Workplace 工作场所Dictionary definition 字典定义work(n.)+place(n.)工作+地方a place,such as a factory or office,where people work.一个地方，例如像工厂或是办公室，人们去到那里工作。Wordsearch Presentation to China Resources|1st August 2017 3Why must we change?我们为什么要改变?Wordsearch Presentation to China Resources|1st August 2017 4Jack Ma has said,real economic transformation will come from the entrepreneurial sprit among the young and an environment to help it flourish正如马云所说，中国经济要真正转型“决定性因素在于国家能否激发年轻人的企业家精神，并打造合适的环境，让这种精神发扬光大。”Wordsearch Presentation to China Resources|1st August 2017 5The economy is changingThe way people work is changingThe environment that theywork in is changing经济正在改变人们的工作方式正在改变他们工作的环境也正在改变Wordsearch Presentation to China Resources|1st August 2017 6The company is no longer at the centre of the work place,the employee is at the centre of the workplace.公司不再是工作场所的中心，受雇者成为职场的核心。Wordsearch Presentation to China Resources|1st August 2017 7People are the companies most important asset.人才是公司最重要的资产。Wordsearch Presentation to China Resources|1st August 2017 8It is all about the person.所有的事情都只关乎于“人”。Wordsearch Presentation to China Resources|1st August 2017 9If the way people work is changing,then the workplace must change.如果人们工作方式正在改变，那么工作场所必须做出改变。Wordsearch Presentation to China Resources|1st August 2017 10What is changing at work?职场有什么样的改变?Wordsearch Presentation to China Resources|1st August 2017 11No longer is the building the most important thing.建筑物本身不再是最重要的因素。Wordsearch Presentation to China Resources|1st August 2017 12The buildingThe locationThe services.This equals the PLACE.建筑地点服务这些构成了 一个场所。Wordsearch Presentation to China Resources|1st August 2017 13Our brand is a PLACE brand that talks about the combination of factors that make up our offering.我们的品牌是一个场所的品牌，是一个将我们所有的服务集合到一起的组合。Wordsearch Presentation to China Resources|1st August 2017 14It talks about what is unique for our properties and how our approach is unique.Our properties are NOT all the same,they are unique.Just as our tenants are NOT all the same,they are also unique.我们讨论的是，我们的地产项目为什么是独特的，以及我们的方法策略如何达到独一无二。我们的地产项目不尽相同，他们都是独特的。正如我们的客户不尽相同，但是他们也都是独特的。Wordsearch Presentation to China Resources|1st August 2017 15We show the unity in our offering,and the uniqueness of our properties and locations.我们展现一个完整的产品，以及我们的物业及地理位置的独特性。Wordsearch Presentation to China Resources|1st August 2017 16What is our brand?我们的品牌是什么?Wordsearch Presentation to China Resources|1st August 2017 17This is not a property brand.这不是一个物业品牌。Wordsearch Presentation to China Resources|1st August 2017 18This is a workplace brand.这是一个工作场所品牌。Wordsearch Presentation to China Resources|1st August 2017 19This is a community brand.这是一个社区品牌。Wordsearch Presentation to China Resources|1st August 2017 20This is our Danwei!这是我们的单位！Run that way!Run that way!Wordsearch Presentation to China Resources|1st August 2017 23Wordsearch Presentation to China Resources|1st August 2017 24Wordsearch Presentation to China Resources|1st August 2017 25Understanding our brand.理解我们的品牌China Resource Office Brand中国华润办公品牌co-working联合办公service智能服务(app)Office building商务写字楼Wordsearch Presentation to China Resources|1st August 2017 26We dont need 3 logos for 3schemes.This is not a challenge of graphic design.你不需要为3个部分准备3个logo。这不是一个关于平面设计的考验。Wordsearch Presentation to China Resources|1st August 2017 27We need.我们需要Wordsearch Presentation to China Resources|1st August 2017 28We need to define this place,This community.This Danwei!Who we are and what we do.我们需要定义这个地方，这是一个社区。这是我们的“单位”！我们是谁，我们做什么。Wordsearch Presentation to China Resources|1st August 2017 29Wordsearch Presentation to China Resources|1st August 2017 30SQ M平方米Wordsearch Presentation to China Resources|1st August 2017 31office communitycollaborateservicelife8 hoursworksharinginnovationlocationteam共享连接互动成就革新合作生活工作服务位置社交co-workingachieveinteractappconnectionsocialSQ M平方米Wordsearch Presentation to China Resources|1st August 2017 32heart核心office写字楼写字楼写字楼officeofficeserviceserviceserviceservice服务服务服务co-workingco-workingco-working联合办公联合办公联合办公联合办公office写字楼service服务co-working联合办公Wordsearch Presentation to China Resources|1st August 2017 38Messages信息+This is where I create 我的创作 位于此+This is where I concentrate 我的专注 位于此+This is where I feel 我的感受 位于此+This is where I work 我的工作 位于此+This is where I belong 我的专属 位于此+This is where I grow 我的成长 位于此.This is where I am 我位于此。This is where my style is.我的风格位于此。This is where Iachieve.我的成就,位于此.Run that way!This is where Icreate.我的创作,位于此.Run that way!This is where Iconcentrate.我的专注,位于此.Run that way!Wordsearch Presentation to China Resources|1st August 2017 42Run that way!Run that way!+86 00 000 000ELEmily LeeSalesRun that way!Wordsearch Presentation to China Resources|1st August 2017 43Wordsearch Presentation to China Resources|1st August 2017 44Run that way!Run that way!Ovidelendem qui consequi te voluptur.Delent,aut elessit ionsed maxima por sime landaecum este ma volores maionet mo quatquas sinimus ciamet facea netur autem voluptatis aut ante nem acit molupis simporese apera ad que doles que nimus.Ovidelendem qui consequi te voluptur.Delent,aut elessit ionsed maxima por sime landaecum este ma volores maionet mo quatquas sinimus ciamet facea netur autem voluptatis aut ante nem acit molupis simporese apera ad que doles que nimus.白发渔樵江渚上，惯看秋月春风。一壶浊酒喜相逢，古今多少事，都付笑谈中。滚滚长江东逝水，浪花淘尽英雄。白发渔樵江渚上，惯看秋月春风。一壶浊酒喜相逢，古今多少事，都付笑谈中。白发渔樵白发渔樵江渚上，惯看秋月春风。一壶浊酒喜相逢，古今多少事，都付笑谈中。滚滚长江东逝水，浪花淘尽英雄。白发渔樵江渚上，惯看秋月春风。一壶浊酒喜相逢，古今多少事，都付笑谈中。白发渔樵 This is where Iachieve.我的成就,位于此.This is where Icreate.我的创作,位于此.Wordsearch Presentation to China Resources|1st August 2017 45Run that way!Ovidelendem qui consequi te voluptur.Delent,aut elessit ionsed maxima por sime landaecum este ma volores maionet mo quatquas sinimus ciamet facea netur autem voluptatis aut ante nem acit molupis simporese apera ad que doles que nimus.白发渔樵江渚上，惯看秋月春风。一壶浊酒喜相逢，古今多少事，都付笑谈中。滚滚长江东逝水，浪花淘尽英雄。白发渔樵江渚上，惯看秋月春风。一壶浊酒喜相逢，古今多少事，都付笑谈中。白发渔樵 Ovidelendem qui consequi te voluptur.Delent,aut elessit ionsed maxima por sime landaecum este ma volores maionet mo quatquas sinimus ciamet facea netur autem voluptatis aut ante nem acit molupis simporese apera ad que doles que nimus.白发渔樵江渚上，惯看秋月春风。一壶浊酒喜相逢，古今多少事，都付笑谈中。滚滚长江东逝水，浪花淘尽英雄。白发渔樵江渚上，惯看秋月春风。一壶浊酒喜相逢，古今多少事，都付笑谈中。白发渔樵 This is where Icreate.我的创作,位于此.Run that way!This is where Iachieve.我的成就,位于此.Wordsearch Presentation to China Resources|1st August 2017 46Wordsearch Presentation to China Resources|1st August 2017 47Wordsearch Presentation to China Resources|1st August 2017 48Co-working Positioning联合办公-品牌定位Wordsearch Presentation to China Resources|1st August 2017 49Wework,New YorkWeWork,成立于2010年，WeWork不仅是适合您工作的最佳地点，更是向全新生活方式的一种转变。WeWork,在2016年从联合办公中分离并提出了Co-living的生活理念，将Wework的工作理念带入到居住中，出租公寓，提供分享公共空间，例如厨房、洗衣房等，以及定期举办的一些集体活动。WeWork founded in2010.More than just the best place to work,though,this is a move-ment toward a new way of living.WeWork launched a separate but related co-living venture called WeLive in 2016.WeLive applies the same basic principle of WeWork to housing,offering rental apartments that are grouped together with a number of shared spaces and services,such as cooking,cleaning,and laundry,as well as group activities and events.打造一个办公空间，让人们畅享生活，而不只是活着。SOHO3Q,Beijing中国最大的共享办公。2015年面世，SOHO 3Q 已成为中国最大的共享办公空间，投入使用16个3Q中心，一万多个座位分布在北京、上海的核心地段。目前，SOHO 3Q 社区已形成规模，不仅有大批创业团队，还有来自教育、医疗、IT等各个行业、各种规模的公司。SOHO 3Q is now the largest provider of co-working space in China since its opening in the early year of 2015.16SOHO 3Q centers with more than 10,000desks were completed in the core locations in Beijing and Shanghai.The community has gathered entrepreneurs and enterprises of varying scales from the fields of education，medical services,informa-tion technology and other areas.和喜欢的人一起工作。URWork,New York优客工场（UrWork）成立于2015年4月。截至 2017 年 6 月，优客工场在全球 20 座城市布局了 78 个联合办公空间。目前已聚集了 3000 余家怀揣梦想的企业，总共拥有超过 3 万名会员，其中国际会员 3000 名。优客工场以空间为平台，为创新企业提供全产业链服务，以构建国际一流的联合办公空间为目标，建设基于社群的商业社交平台和资源配置平台，充分激发城市创造力阶层的创新活力。UrWork founded in April,2015.Until June,2017,UrWork has 78 co-working space over 20cities around world.Now,it has gathered more than 3000 companies and 30,000 members,including 3000 international members.UrWork as space to a platform to build a wonderful work space in the world.To fully stimulate the ability of creation of the cities and also to provide a community to social and business networking platform.让平行世界的人相互遇见。Wordsearch Presentation to China Resources|1st August 2017 52Regus,Brussels雷格斯集团，是一家致力于联合办公空间的公司。当今世界上最大的灵活办公空间。他们迎合的主要是会计师那样更守旧的专业人士，以及那些想要在华盛顿、威奇托或者上海开分公司的大公司。他们提供的是安静严肃的环境，尽可能减少自身品牌的存在感，好让这个场所看起来属于他们的客户。“我们不会在哪哪儿都摆出雷格斯的标志，”雷格斯北美区首席执行官史蒂夫法利(Steve Farley)说，“我们希望给租户的客户带来一种租户在这里长期办公的感觉。”IWG plc,formerly Regus,is a multinational corporation that provides a global workplace.Founded in Brussels,Belgium,in 1989,It operates in 106 countries with more than 2,300 business centers,making it the worlds largest provider of flexible workspace.Work your way.Servcorp,Australian世服宏图是一家在全球提供服务式办公和虚拟办公的澳大利亚上市公司，总部位于悉尼，其主要业务分布在澳大利亚、新西兰、中国、东南亚、日本、欧中和中东，成立于1978年，是世界上最早提供服务式办公室公司之一。The worlds finest workspace solutions,for those who want to win!Limited is a multinational organisation that sells serviced office space,virtual office products and IT services.it was established in 1978 Australian.it operates in more than 150business centres in 52cities across 21 countries.They have trademark for the phrase“Everything but the office”.Everything but the office.Wordsearch Presentation to China Resources|1st August 2017 54Betahaus,Berlin位于德国柏林的Betahaus是柏林第一家共享办公场所，创办于2009年4月，现已在德国16个联邦州，设立了108个共享办公场所，客户主要包括平面设计师、摄影师、建筑师、非政府机构、翻译、作家等各行各业。Lets work together!Betahaus is the first coworking space for people who want to work on their own projects while exchanging knowledge,ideas,founded in April,2009,and inspiration with others.The community consists of entrepreneurs,startups,corporate teams,freelancers,and creatives,who to various degrees collaborate and cooperate.Lets work together!Naked Hub 裸心社,Shanghai总部位于上海的裸心社目前拥有21个联合办公空间，业务遍布中国内地、中国香港和越南。随着新加坡最大规模的联合办公空间运营商JustCo的加入，曼谷、吉隆坡以及雅加达等联合办公空间即将落成，双方的业务网络将扩展至覆盖六个国家九大城市，所分布的41个联合办公空间的总建筑面积达140,000平方米，汇集超过8,000家企业，拥有超过32,000名会员。Work,redesigned.interact,collaborate,achieveShanghai-based naked Hub,the largest network of premium coworking in Asia,announc-es major expansions in five cities in China and Vietnam Shanghai,Beijing,Hong Kong,Hanoi and Ho Chi Minh City,growing its coworking Hub network to 21 across the region.工作心定义。Wordsearch Presentation to China Resources|1st August 2017 56What are the audience looking for?客户在期待什么？+A better office for less cost 高性价比的办公室+Nice environment(attract)优美的环境（吸引力）+Benifits and work condition(on demand,all inclusive)优势以及工作条件（按需求，都包括在内）+Creativity and freedom(innovation)创造力和自由（创意）+Your attiude(retain talent)你的态度（维护客户）+Flexible 灵活度+Balancing work&life 平衡工作和生活+Communitity (interact,collaborate)社区（互动，合作）+Always conneted (internet/people)时刻保持连接（网络 人）Wordsearch Presentation to China Resources|1st August 2017 57Co-working Naming联合办公-命名Wordsearch Presentation to China Resources|1st August 2017 58Names 命名 Hello SpaceStation Hello RunDanWei RunWork 群润 WorkSpace 润合空间 润空间 MyWay MySpace 润点 RunHub 润工厂 润启 InSpace 润能量 润活力 单众Wordsearch Presentation to China Resources|1st August 2017 59Names 命名 HuaSpace 润作 RUN MyDanwei Run Dan Wei 单位 DANWEI WeiWork 我的润 HUA 润造 我们 华 DAN 你好工場 润域 Unit 润在Hello!润单位Wordsearch Presentation to China Resources|1st August 2017 61Co-workingCreative concepts联合办公-创意理念Wordsearch Presentation to China Resources|1st August 2017 62There is no longer a single formula for success,modern technology has changed the way we work and workspaces must change too.成功不只有一种形式，现代技术改变了我们工作的方式，工作空间因此也必须改变。Wordsearch Presentation to China Resources|1st August 2017 63Forget what you know about shared spaces;they are no longer just for start-ups,these are flexible spaces that evolve and adapt to suit all types of modern businesses.忘记你过去对共享空间的理解；他们不再是仅为创业型公司而服务，这些灵活的空间促进和适应所有类型的现代商务模式。Wordsearch Presentation to China Resources|1st August 2017 64One Size Fits All一码通吃Wordsearch Presentation to China Resources|1st August 2017 65One Size Fits All一码通吃Flexible Design for Modern Business为灵活的现代商务而设计Wordsearch Presentation to China Resources|1st August 2017 66Hello provides everything you need to curate a fully formed business-a well equipped space,a pool of talent,networking opportunities,support and a social lifestyle.Even taking a small amount of space grants you access to a much wider set of amenities,technology and freedom.Hello为你提供了 一个策划完整商务模式所需的一切-一个设备完善的空间，一个人才聚集地，社交互动的机遇，支持服务以及一个社交的生活方式。即使只有一隅之地，也可享受一系列的配套服务，技术支持以及灵活自由的空间。Wordsearch Presentation to China Resources|1st August 2017 67Co-Working Space Moodboard 联合办公情绪版Wordsearch Presentation to China Resources|1st August 2017 68Co-Working Space Identity 联合办公品牌识别Wordsearch Presentation to China Resources|1st August 2017 69Co-Working Space Identity 联合办公品牌识别Wordsearch Presentation to China Resources|1st August 2017 70Co-Working Space Identity 联合办公品牌识别Wordsearch Presentation to China Resources|1st August 2017 71Co-Working Space Identity 联合办公品牌识别SPACE空间SUPPORT支持NETWORKING网络TECH技术SOCIAL社交Wordsearch Presentation to China Resources|1st August 2017 72Co-Working Space Advertising 联合办公空间广告示意Wordsearch Presentation to China Resources|1st August 2017 73Co-Working Space Signage 联合办公空间引导标识Wordsearch Presentation to China Resources|1st August 2017 74Co-Working Space Wayfinding 联合办公空间寻路系统示意Wordsearch Presentation to China Resources|1st August 2017 75Co-Working Space Paper cup 联合办公空间纸杯设计示意Wordsearch Presentation to China Resources|1st August 2017 76Co-Working Space Gift 联合办公空间礼品示意Wordsearch Presentation to China Resources|1st August 2017 77Digital integration数码交互Wordsearch Presentation to China Resources|1st August 2017 78How do we take this online?我们如何在线上实现?In an App!这是一个App!Always available.Shareable.Up to date.一直在线、可分享、最新。Essential information in a tap of a finger.基本信息触手可及。Wordsearch Presentation to China Resources|1st August 2017 79Mobile app interface APP示意Wordsearch Presentation to China Resources|1st August 2017 80Mobile app interface APP示意Wordsearch Presentation to China Resources|1st August 2017 81Mobile app interface APP示意Wordsearch Presentation to China Resources|1st August 2017 82Could this be even cooler?还可以更酷吗?Augmented reality!增强现实!Push your portfolio experience even further.A three-dimentional layer and immersive.All with the help of the existing app and physical fact sheets.进一步改进您的公司案例观感。现有的App和情况简报助您在三维模式和沉浸式中获得更好理解体验。Wordsearch Presentation to China Resources|1st August 2017 83Three Simple StepsScan QR-code Install the App Enjoy!Three Simple StepsScan QR-code Install the App Enjoy!Three Simple StepsScan QR-code Install the App Enjoy!Three Simple Steps三个简单的步骤Run that way!二维码安装程序享受!Wordsearch Presentation to China Resources|1st August 2017 84Wordsearch Presentation to China Resources|1st