余光Post
慧思，Jackie欢迎收听《余光Post》，这是一档关于品牌解析的播客。 从“市场逻辑”与“文化美学”两端出发，一起探究那些真正打动过我们的品牌。 对我们来说，品牌是一个容器—— 装着我们日常消费的“牌子”， 也映射着城市、场所、甚至某一类人的生活方式。
| Publishes | Twice monthly | Episodes | 22 | Founded | 6 months ago |
|---|---|---|---|---|---|
| Language |  ZH-CN | Number of Listeners | Category | Business |
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Latest Episodes
花露水，一个200年前的发明，它经过了哪三代接棒者，从一款"香水"，变成了"药箱常备"？中西方的香味偏好，有什么本质不同？玻璃瓶，为什么往往是复古类品牌总会选择的视觉载体？你将听到：
话题1：Florida Water，"鲜花之地"古龙水 3:35
• 灵感：青春之泉的传说 4:08
• 焚烧之香，与蒸馏之香 9:09
话题2：明星花露水，民国绮梦13:29
• 中式审美之译，花露水 15:53
• 玻璃瓶，复古美学的辨识度 17:47
• 本土化，一味薄荷脑 23:... more
Nespresso，胶囊咖啡，在咖啡的丛林中，是另类的存在，它为什么被发明出来？又在快速变化的市场中，如何切到蛋糕？为什么它能和审美联系到一起？
我们从胶囊设计的美学、教科书级别的"转换市场定位"、新世界咖啡与旧世界咖啡的文化视角出发，探索Nespresso的另类咖啡之路。你将听到：
话题1：Nespresso胶囊美学 01:53
• 胶囊的"珠宝"质感 02:55
• 视觉编码系统：用颜色，转译咖啡风味 05:19
• 跨感官感知的应用，与康定斯基的画 13:28
话题2：... more
逐渐爱上户外、爱上运动的你，有没有"人生第一件迪卡侬"? 想听迪卡侬的听友好多呀，我们这期就来聊聊迪卡侬（Décathlon）：它花几十年，铸造了怎样的高壁垒，成为了行业隐形巨人？它的logo焕新, 在塑造怎样的视觉意象？颜色，如何联通我们对品牌的认知？你将听到：
话题1：品牌印象 01:42
• 攀岩馆时刻：放下手机，戴上耳机 01:42
• 卖场里的一幕：小女孩踢的鸡毛毽 04:05
话题2：logo，是浓缩的品牌战略、气质愿景 08:11
• 漆黑夜空里，一颗闪耀的北极... more
Salomon一个户外品牌，对于城市人明明"大材小用”，为什么大家还会在日常穿它？这背后是怎样的用户心理、社会情绪？Salomon的起点，是生产砍树的锯片，怎么样又一步步走到今天？它的"被并购"历史，又有什么隐喻？
你将听到：
话题1：不同国家地区，Salomon 的不同面相 02:30
话题2：山系美学的诱惑 04:54
• 什么是“山系美学”、“户外机能美学”06:02
• Salomon作为山系美学代表，被时尚选中 11:53
• 城市人穿Salomon：性能过剩的价值... more
你有没有过想过，在餐饮界，【早餐市场】是一个增速高于平均的存在？肯德基，这个西餐品牌，又如何成功地切入“大而散”的早餐市场？
我们这期，还会漫谈到中国人独有的“应季观”——食物，是身体的日历。你将听到：
话题1：【肯德基早餐】单品里，藏着珍贵的岁月 00:50
• 广告里，关于54层楼的想象 03:05
• 皮蛋瘦肉粥的诱惑——I 人隐秘而刚性的需求 05:42
话题2：肯德基如何进入中国的早餐市场？11:04
• 进入早餐市场的商业正确性——增速高于餐饮平均 11:10 more
世界上这么多游乐园，为什么只有迪士尼，可以让我们有不出戏的完美一天？它的秘方是什么？迪士尼在电影动画的哪些经验与本能，帮助它跨界造出这个完美的乐园？华特·迪士尼，如何把创伤，化为礼物？他，又会喜欢自己构想的这个乐园吗？
你将听到：
话题1：乐园梦幻如迪斯尼，到底有什么“秘方”？1:37
• 主题乐园里发生的“电影叙事”3:33
• 上海迪斯尼“加勒比海盗”的“三幕结构”5:55
话题2：“哇哦，迪斯尼是怎么做到这一切的？”14:00
• Imagineer, 从电影跨界到乐... more
你通常都是什么时刻，走进便利店？在便利店买溢价的"小东西" 又是出于什么心情？
7-ELEVEN是日系便利店，但好像和美国公司有关，这是怎么回事？它最成功的出海市场是哪里？7-ELEVEN在中国，为什么面目模糊？
我们会选取711漫长品牌史的几个时刻，探讨它在近100年的时间范围内，映射出怎样的社会变化。你将听到：
话题1：都市的缝隙时刻 01:31
• 便利店里，一时兴起的消费“共犯”们 01:31
• 长跑般漫长午后的一个“盼头” 03:52
话题2： 老字号711的品牌诞... more
你可能已经习惯了“米其林星级餐厅”这个说法，却未必真的停下来想过：为什么世界上最权威的餐厅标准，是一家卖轮胎的公司制定的？
米其林从不给餐厅收费，不靠美食赚钱，却靠“你为了一顿饭愿意走多远”赚得盆满钵满。它用一本小小的指南——让你开更远的路、跑更多的公里，顺便把“远方”也一起生产出来。
这不是一期餐厅种草节目，而是一期把“美食评星”当成显微镜，看见一家轮胎公司，如何“发明”旅行与消费的动因。让我们从初识「米其林」的回忆谈起， 聊一聊一本手册如何赋能品牌乃至一个国家，聊饮食文化、米其林的鬼才营... more
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余光Post launched 6 months ago and published 22 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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