Labbrand Develops Chinese Tagline for VESTAS

Sept. 20, 2010 - PRLog -- The new English brand tagline is “WIND. IT MEANS THE WORLD TO US.” Labbrand developed the Chinese version of the brand tagline to accurately reflect the underlying message and to express the attributes of “specialized” and “passion for wind”.
Beginning with a brief from the client, Labbrand creative team produced tagline candidates of different structures (poetic, idiom-related, non-symmetrical, etc.) in the 1st round of creation. After evaluating the short-listed candidates, some were considered to be excellent taglines while others were chosen to be further refined. Finally, 7 taglines were selected to enter the linguistic check phase in Mandarin and main Chinese dialects. The linguistic check result assisted the client management team to reach the final tagline choice.
The chosen Chinese tagline was 业精于风 [yè jīng yú fēng]. This phrase is a variation of a well-known ancient Chinese phrase 业精于勤 [yè jīng yú qín], the original meaning being “excellence of knowledge/specialty comes from diligence”. By changing 勤 [qín] into 风 [fēng], it delivers a strong sense of Chinese culture, which is very appealing to the Chinese target audience. Meanwhile, it highlights VESTAS specialization and expertise in wind energy, as well as their strong commitment to wind. Furthermore, the tagline is concise and easy to remember.
This appealing, meaningful, and memorable Chinese tagline will greatly assist VESTAS to build their wind energy brand in China.

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