Rebranding Malaysia
卓更团队在2014年受马来西亚总理府邀请，为马来西亚重新规划品牌定位与传播，以提高其在国内外的声誉及形象, 应对年内发生的一系列危机事件造成的负面影响。
In early 2014 Dragon Rouge was asked by the Prime Minister’s Office of Malaysia to re-assess the country’s brand positioning and communications with the aim of improving the nation’s reputation amongst its core audiences. The nation needed to restore pride and optimism in face of recent “reputation shocks”.
卓更立足于马来西亚特有的多元化和活力，策划了“发现马来西亚”的宣传活动，向全世界展示，马来西亚比人们认识中的更加丰富多彩。该活动在2015年的世界经济论坛上推出后，引起了世界的关注，也拓宽了人们对马来西亚的认识。
Dragon Rouge created a "More to Malaysia" campaign to show the world there is more to Malaysia than people realize, thanks to its amazing diversity. The campaign was launched at the World Economic Forum in 2015. The world started to take notice, and perspective widened.
到2016年，卓更为马来西亚制定了一个具体、专属的品牌主张，"与马来西亚一同创造"。展示了马来西亚以多元化的发展格局，为创新提供成熟环境。
By 2016, it was time to claim a specific, ownable proposition. "Create with Malaysia" demonstrates how Malaysia's diversity makes a ripe environment for innovation.
卓更与马来西亚总理府一起，确定了马来西亚国家品牌的策略、定位、活动主题以及信息层级。
Togetherwith Malaysia, we defined the Brand House which includes the Brand Strategy& Positioning. We also defined the campaign theme and the messaging hierarchy for therebranding campaign.
在此基础上，我们还更新了马来西亚国家品牌在国内外的传播沟通及落地。
Withthe new Brand Positioning, Strategy & Messaging in place, we worked on communicationscampaigns and brand activation internationally and domestically.
"与马来西亚一同创造"，是对全世界的号召，号召人们来到这个欣欣向荣、对外开放、充满机遇的国家，携手创新，合作共赢。
"Create with Malaysia." It's a call to action to the world to come and collaborate with Malaysia - a nation on the move, open to the world, and full of diverse opportunities.
马来西亚官网：http://www.malaysia.my/
About Dragon Rouge / 关于卓更
卓更品牌咨询是一家全球设计与创意咨询公司。我们为品牌及公司注入灵感、启迪变革、实现壮大。更多详情请访问我们的网站 www.dragonrouge.com，或联系 JiAnn Ng(j.ng@dragonrouge.cn)。
Dragon Rouge is a global design and innovation consultancy. We help brands and businesses to inspire, change and grow. For more details, please visit our website at www.dragonrouge.comor contact JiAnn Ngatj.ng@dragonrouge.cn
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