New Brand-Building Direction for Insurance Industry

In face of this fast-information-spreading world and fast development of different channels, insurance companies should make more effort to build distinctive brand image in a comprehensive way. To strengthen delivered brand image, insurance companies should pay more attention to the moment that customers interact with insurance companies. 面對訊息傳播快速的網路世界,以及不同投保通路的快速發展,保險業者應該建立更鮮明的品牌形象。不論是透過強化第一線人員與消費者間的互動關係,或是設立標準的服務流程等方式,業者應該努力讓消費者在每一次的互動中,留下對該品牌的正面印象。

Looking Back On 40 Years Of Retail – Top Tips For The Future!

This article looks at how the retail landscape has changed – and what the future has in store. 在過去四十多年來益普索也伴隨著消費者及品牌們一起經歷零售業的改變及成長。在這邊我們將分享過去四十年來所觀察到零售商的變化,以及未來的發展趨勢。

Bank 3.0:A Battlefield of Digital Finance in Taiwan

As more and more consumers are relying on Internet, the development of digital network should be able to save people a great amount of time waiting in banks with number tickets crumbled in their hand. Financial service digitalizing seems much more efficient and imperative, so what is retarding the pace of the development in Taiwan? 消費者越來越依賴網路,且比起前往實體銀行的交通與等待時間,數位網路似乎有效率多了,銀行服務的數位行動化看來是勢在必行,那是什麼原因讓這個趨勢在台灣走不快呢?

Emotion, Attention and Memory in Advertising – Part 2/2

This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes. 本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索,最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。

Emotion, Attention and Memory in Advertising – Part 1/2

This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes. 本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索,最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。

Four Steps to A Smoother Customer Journey

To create a better customer journey, you must first understand its importance. The stark reality is that two thirds of customers are less likely to shop in a retail environment if they have problems with their shopping experience. With the high street still hugely competitive, that is one figure that should be taken seriously. However, the good news is that there are four simple steps to help you when it comes to assisting your customers more effectively.
為了提供消費者更好的消費旅程,首先要了解消費旅程的重要性。在嚴苛的現實中,有三分之二的消費者,不會在一個會讓他們消費旅程中遇到困難的消費環境裡購物。這是個不容小覷的數字,不過幸運的是,我們有四個簡單的步驟來幫助您提供消費者更有效的消費旅程。

Micro-Target or Target Everyone? –Balancing Reach with Precision in Your Media Strategy

What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.
如何才能讓廣告觸及率和精準度達到最佳平衡?有些行銷人員很依賴網路媒體精確選擇目標市場的能力。有些行銷人員則認為應該盡可能地接觸到更廣大的目標市場。那麼,對於你的品牌而言,應該如何取得兩者之間最正確的平衡呢?答案或許有點令人沮喪:「視情況而定」。

Building Stronger Brands

Many of the questions businesses ask about their brands boil down to “how well are we doing” and “how can we do better?”
企業們會有許多和他們品牌相關的問題,而這些問題最終都可以歸結為:我們的品牌現在做的如何?我們該如何才能建立更好的品牌力?

Is VR (Virtual Reality) the Auto Industry’s Sleeping Giant?

The world’s leading companies are using virtual reality (VR) to a major advantage, and that will only increase in the future. Vehicle makers need to get onboard now! 世界領先的企業都在利用VR(虛擬實境)技術幫助他們成為優勢品牌,未來VR的使用只會多不會少,現在汽車製造商,也是時候該上船了!

Effective Communications Begins with The Brand

Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success. This Point of View paper addresses those approaches— crucial to effective advertising. 製作廣告時,行銷人員必須在最早的構思階段就從品牌入手,並在適當的情節中將品牌貫穿於整個故事架構中。有些經過檢驗的方法,可以確保製作出有效的廣告。