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C2Believe

C2Believe is a Graphics Design company (est. 2011) specializing in Branding Style Corporate and Product Videos. We made our mark making IPO Corporate videos for companies entering the Taiwan Stock Market. We were one of the first in Taiwan (if not the first) to use the power of “brand story” to engage audiences with compelling, inspiring narrative, focusing on building trust, developing relationships that lead to actual “conversion” in investment and sales. We took a chance on this unique style and this is our story:

Once upon a time …

I. Our Story

When I arrived, Taiwan was already an exciting venue for Business and Technology. But after working here in the Technology sector for a few years, I realized that “Marketing” tended to be relegated to 2^nd-tier priority, especially with smaller and mid-sized companies:

• Marketing materials were very product-centric, heavy on the big-sell, using persuasive rhetoric with sales incentives or other manipulative marketing tactics, without any assurance of effectiveness.
• English copywriting, poorly translated, poorly written or poorly constructed, appeared unprofessional to native English speakers.
• The idea of “brand” was, and still is, conceptually difficult to understand for many companies.(see here)

So we started C2Believe with a mission to assist companies in Taiwan to step up to the international stage with meaningful English content and more brand-oriented marketing.

But the scope of marketing is broad and it’s applications complicated – we needed to specialize. Video Graphics Design has stood the test of time as an expressive, powerful marketing platform. Youtube has even become the most popular website online and one of the most important content providers on the internet?

We were convinced. If we were going to specialize, we were going to put all our resources into Video Productions.

II. Curious about brand

Very early, I took notice of videos made by high profile companies like Apple, Trek, Intel, Coca Cola. They were artful, thoughtful, poignant. I found out they were made with “Brand Story”, a new marketing movement that had shown promise in connecting with people at a deeper, emotional level. And yet, in a 2018 survey, only 17% of companies used it (see here). Why? First, trying to budge decades of traditional marketing methodology has proven to be difficult. Second, Brand Story requires a good grasp on the concepts of “Branding” which was not the case here in Taiwan.

The question was, could we take the concepts of brand story and apply them to Taiwan corporate videos, product videos? And most importantly, could we help companies build brand and prove “Brand Story” could generate business for them?We decided to take a chance.

III. Challenges

In Taiwan, many companies and the industry as a whole, were reluctant to change.  They were still determined to stay with decades-old, traditional product-centric marketing.  Many failed to notice that audiences were “smarting up”, wary of marketing strategies and tactics.

We were trying to sell our brand story style, bucking tradition, and coming up against walls …

IV. Opportunity

The company was a promising Taiwan company making automobile LED lights. Their focus, at the time, was to enter the Taiwan stock market (IPO), and IPO regulations required them to have a Corporate IPO video to introduce their company to potential investors. We were lucky that the CEO was insightful, forward thinking and willing to take a chance on our brand story style of video.

Making our first Brand story video was not easy.  It took 4 months to finish the video, and the CEO was very happy with our product. But could we pass the “litmus test”? Would our video have a real impact on potential investors, enough to generate investments for the company?

V. Defining moment

But just how much of an impact did our brand story video make? In business, we all know it’s often difficult to quantify results with marketing efforts.

But we knew one thing … we were told first-hand that investors were utterly surprised with the video – tired of the traditional videos (listing facts, showing factories, machines). It was the first time they were captivated from end-to-end . They wanted to know how the Company came to be. They were curious about the challenges the Company faced, and were eager to discover how they overcame them. Why? Because they were the perfect audience; veterans of the business industry, who could relate and share similar experiences in their own careers.

Everything we read about “brand story” seemed to be hitting the mark. We were able to show Company’s true colors and make an impression on the investors. And it was simply telling their “brand story”, compelling, inspiring and most of all genuine, which is why branding connects with people – it builds relationships based on reality, trust and integrity.

After that first project, we were cautiously confident that we were on the right track – but could we replicate it? Could we do it consistently? And we did – over the next 8 years, we made inspiring, thoughtful, brand-story IPO corporate videos, including some of the largest companies to enter the Taiwan market in recent years.

Laster Tech Co., Ltd

Laster Tech is a major player in the automotive lighting industry, producing LED lights for many of the world’s major car companies. Since the IPO, Laster Tech has also recently added 2 more large factory operations in China. In addition to automotive and street lights, Laster Tech has also entered into commercial and consumer lighting in the market.

https://www.lastertech.com