IDEO：牧高笛户外品牌定位方案（59页）.pdf

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1、欢迎大家PROJECTARCADIAxMobi Garden Brand Debrief牧高笛品牌牧高笛品牌阐阐述述Content01 消费者洞察概述02 产业定位03 牧高笛品牌定位04 品牌新视觉系统05 品牌沟通原则06 品牌沟通框架01 消消费费者洞察者洞察人们与自然的关系 Consumer Insight|Peoples relationship with nature GooGoo/大理自然教育先锋Chloe/上海文化达人社群平台创始人星辰&阿树/大理云南精致露营经营者Kate/上海潮流文化先锋一木/绍兴BC达人/自然教育实验家蛋包饭/上海户外活动/赛事组织者家琦/宁波周末露营营地

2、经营者王捷/北京风格露营美学探索者王厂长/杭州精致户外文化推动者林客/丽江户外旅拍自媒体人Miles/巴黎户外箱包设计师Rockid夫妇/上海向往自然的都市小俩口Joy/苏州狂野奔放自驾游旅者Yuda/温哥华Glamping发烧友小琴/上海探索自我户外爱好者Alan/上海房车发烧友/超级装备党一枰/北京随性自由的户外爱好者林木森/上海独具一格户外摄影师Kelvin/上海Glamping发烧友Mia/上海精致露营小白/牧高笛忠实用户Michio/东京Solo露营爱好者婷婷/大理崇尚自然教育的妈妈青青&张权/大理露营旅居践行者/自媒体人小迪/大理徒步爱好者/数字牧民3周周时间时间，3场场露露营营，

3、24位受位受访访者者3 weeks,3 camping trips,24 intervieweesThroughout our research,we have identified 5 key insights on peoples relationship with nature and their underlying needs 从调研中，我们总结出了5个关键洞察，来探讨人们与大自然的关系和需求。消费者洞察 Consumer Insights05人们期待的自然，是为人设计的，经过筛选和优化的。People aspire for a nature that is designed for

4、 human beings,filtered and optimized.Experiencing nature is acknowledged as temporary,a foil to the the realities of modern life04体验大自然，是平衡现代生活的调剂。Experiencing the nature is a relief to balance modern life.03大自然激发人们与生俱来的好奇心和创造力。Nature inspires peoples inherent curiosity and creativity.02大自然让人们容易建立没有

5、功利的深度关系。Nature can break conventional social norms01大自然让人们得到自我疗愈，重获能量。Nature allows people to be healed and regain energy.Modern city life is bringing increasing anxiety and stress to people.The repetitive and stressful life;The complex and utilitarian social relations;The loneliness due to a lack o

6、f deep connection with others.现现代的都市生活，代的都市生活，给人们带来越来越大的焦焦虑虑和和压压力力机械而紧张的生活；复杂而功利的社会关系；缺乏深度联结的孤独消费者洞察 Consumer InsightsPeople aspire for a state and experience very different from the city.to relieve the anxiety and stress caused by urban life.Nature plays a very important role here.In nature,people