In brand planning, we adhere to the "three light principles":
First, the principle of foresight. A brand planning company must be forward-looking; in other words, planners need to have "foresight", to look far ahead, and to see what others cannot. Only then can one seize opportunities and achieve surprising victories. Conversely, "if a person does not think ahead, he will surely encounter immediate worries," being bogged down by trivial matters and unable to move forward. One who does not plan for eternity is not qualified to plan for the moment, and one who does not consider the whole picture is not qualified to plan for a region—this is also the reasoning behind this principle. This principle is easy to understand, and many planners strive to follow it in practice, though there may be differences in degree.
Second, the sunshine principle. This principle means that brand planning must be transparent and withstand the "exposure" of sunlight. In other words, planners must have an open mind and should not engage in unethical planning. Planning should not deceive consumers, harm their interests, or violate social morals and ethics.
Third, the X-ray principle. X-rays are a type of electromagnetic wave with very short wavelengths, ranging from approximately 10nm to 0.1nm, and they possess great penetrating power. They are widely used in science and medicine. Here, it refers to the planner's need to have a "digging deep" spirit and ability, to penetrate to the essence of the problem, or in other words, to find the root cause of the issue. Then, based on existing resources, conduct brand planning. This way, after the implementation of the plan, it may be possible to achieve a fundamental solution and a cure for the problem. Otherwise, it will only scratch the surface and fail to address the root cause.
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