When it comes to good product or brand design, we must understand that there are always good factors behind a good product. A good brand design must be unexpected, forward-looking, continuous, and emotional touch. The common point of every successful movie is that it can touch the audience's heart and arouse their emotional reaction. A classic song can always evoke in your mind a few special situations in your life, your emotions will fluctuate because of lyrics and melodies, if there is no ripple in your heart, then this song is just a little bit of water for you, floating light, not classic, not a good song.

　　同样的道理，品牌设计也是如此，必须引起别人的情绪反应，这种情绪，有时照顾你的虚荣，有时照顾你心底深处的感受，让你非要的到这件产品不可的冲动。

　　In the same way, brand design is the same. It must arouse other people's emotional reaction, which sometimes takes care of your vanity, sometimes takes care of your deep feelings, so that you do not want to have the necessary impulse to this product.

　　要达到触动情绪的效果，当然要有冒险的勇气，如果我们长时间没有胆量走出这一步，就永远只有八百部跟随苹果而制造的假iphone，而没有自己的设计，我们所得的财富，就永远只能打家劫舍的来，我们在品牌的舞台上，就只会永远遭人窃笑，永远抬不起头来。长此下去，我们将成为只能抄袭没有创见的民族，我们的民族基因就只余下懦弱和胆小。

　　If we don't have the courage to take risks, we will have 800 fake iPhones made by Apple, without our own design, and our wealth will never be able to rob our homes. On the stage of our brand, we will never be laughed at or looked up. 。 In the long run, we will become a nation that can only copy without originality, and our national gene is only the remaining cowardice and timidity.

　　高端品牌重要的不单是其出众的品质，还包括每个品牌背后的文化象征。一个高端品牌的消费者，必须先接受品牌背后的文化价值，才能才生崇拜心理，不断消费，而且乐此不疲。若完全忽略品牌背后代表的文化意义的重要性，不可能正确而成功的建立一个新的高端品牌。

　　The most important thing for high-end brands is not only their outstanding qualities, but also the cultural symbols behind each brand. A consumer of a high-end brand must first accept the cultural value behind the brand, in order to develop the mentality of worship, continuous consumption, and never tire of it. It is impossible to establish a new high-end brand correctly and successfully if the importance of cultural significance behind the brand is completely ignored.

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