品牌快与慢
EvaLiu以品牌为入口，分享案例、洞察与方法。 主理人Eva是具有实战经验的品牌战略专家，过去十年间专注于时尚、美妆、大健康及新兴生活方式领域的品牌孵化和咨询；前大厂人，前消费创业者；经济学学士，欧洲Top商学院MBA。 更多分享请关注公众号/小红书【Eva的角度】。
| Publishes | Weekly | Episodes | 55 | Founded | 2 years ago |
|---|---|---|---|---|---|
| Language |  ZH-CN | Number of Listeners | Category | Business |
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Latest Episodes
这一期我邀请了知名设计机构「东西制造局」的创始人陈允信，来一起聊聊包装设计这个话题。
时间线：
03:14 以新消费为分界，包装设计进入3.0阶段
10:10 包装设计和品牌主视觉之间的关系，涉及到品牌的发展阶段，要用策略型的方式去看待这个问题-突出品牌还是突出产品，以「瑞幸」为例
15:04 新品牌在突出品的前提下，牌的部分不需要做得太重，小步迭代是更加稳扎稳打的方式，以「食验室」为例
17:46 怎样做出有辨识度的包装设计？方法论-进行六要素的解构：logo、外观、颜色、版式、氛围... more
这一期聊聊宠物经济，跟以往从整个行业聊起不一样的是，这次我们更多地站在消费者也就是宠物主的角度，来看看这个市场在发生什么样的一些新变化，聊到的话题包括宠物出行、食品、美容、玩具、用品等，以及增长中的养宠新老人和下沉市场。
时间线：
01:30 宠物出行越来越普遍，出行类产品的市场快速增长
06:57 进口宠物粮被污染事件后的国产粮替代，国货新兴品牌低温烘焙粮的品类创新
14:46 宠物粮更多基于不同犬种的特殊需求针对性开发配方
21:35 从宠物生命周期看，市场细分和产品创新还有很多机... more
这是一期在「美护上海」现场录制的特别节目，我邀请了参展中的三个定位高端的国货护肤品牌-东边野兽、诗肤理、第十四章，聊了同一个话题-国货精品美妆怎么做？
时间线：
第一部分：东边野兽
00:20 为什么会想到做香氛线，东边野兽的香氛产品和其他品牌有什么不同？
05:40 品牌创立阶段，从理念到产品是如何落地的？
10:57 成分功效当道，怎样理解东边野兽选择做东方草药的“逆潮流”？
13:51 东边野兽的两类消费者-功效人群和泛创作者人群
19:51 压力和挑战- 美妆乃至整个消费品... more
这一期是我和产品合伙人秋婷一起录制的内容，从最近Blankme半分一的经营困难传闻开始，聊聊底妆市场在发生什么新变化。
时间线：
01:48 从Blankme走红算起已经 5 年了，那个时候的火跟现在的火有什么不一样-从虚火到实火
07:08 方里是一个把国货底妆带给大众市场的一个重要品牌-传播声量、价格带、抖快新人群
14:55 作为一个已经火了一轮的细分品类，为什么气垫能够二次翻红-从补妆到正式上妆的场景变化推动品类创新
28:02 气垫之后开始卷粉底液，中老年人群未来值得关注
more
Reviews
- 主持人太主观
聊个双十一，只会q李嘉琦，业务能力不行
Apple Podcasts2Beryl_27Chinaa year ago - 对话的收音太小了
听这个播客我带耳机或者在车里用carplay的时候都得把音量调到80%以上才能听的清楚一点点
Apple Podcasts4Mog&lennyChina2 years ago - 希望可以听到更多品牌的发展历史
我是一名00后，成年后感觉世界什么东西都是在社会一直存在的，听完播客，原来品牌是在我小学初中的时候成立后发展起来的，期待听到更多大众品牌
Apple Podcasts5宋亚轩今年加油China2 years ago
Chart Rankings
How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.
Apple Podcasts | #203 | China/Business |
Audience Metrics
Listeners, social reach, demographics and more for this podcast.
| Listeners per Episode | Gender Skew | Location | |||
|---|---|---|---|---|---|
| Interests | Professions | Age Range | |||
| Household Income | Social Media Reach | ||||
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品牌快与慢 launched 2 years ago and published 55 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.
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