Written by THOMAS YUAN for TCL Communicaiton (HK) in 2013, bilingual version.

2. Make mobile
technology
accessible, and
aspirational to the
mass market
OUR MISSION

3. YOUNG
MODERN
ASPIRATIONAL
GLOBAL
RELIABLE

4. Lit Chick
I want my phone to be as unique and
fun loving as I am. My phone is my
window to let people see the world
through my eyes!
My phone is all about me.

5. The Geek
My love for gaming has moved from
a PC to a Smartphone that fits in the
palm of my hands! From single player
to multiplayer everywhere I go, who
wants to challenge me?
My smartphone has to be faster and
bigger than my friends’.
, !
?

6. Line Leader
My phone has enriched my life, all the
way from a simple worker to a line
leader! Things just wouldn’t be the
same without my phone!
My phone is a window to see the
outside world
,

7. Today, I officially become one of the
Beipiao ( ) in Beijing. I don’t know what
my future will be, but I promised myself
that I am going to make a difference in this
city.
~ Zoe Zhang, F 26, Freelance artist
Hangzhou
CONSUMER INSIGHTS
People believe that “Top Sales” only think
about making money, but I believe a good sales
always drive himself to be a consumer adviser.
Keep upgrading and growing with the clients;
that’s Top Sales!
~ Kevin Liu, M 30, Salesperson
Changsha
When I graduated from university 5 years ago, I spent like
RMB 10 for 3 meals a day. In order to become a government
official, I worked in the daytime, studied at night for all kinds
of examinations. This was all my life during the past 2 years.
Today I realize my dream. I believe that perseverance brings
victory.
~ May He, F 28, Officer, Shenzhen
Sometimes it rains, and having just a
bicycle, I can’t bear to see my mother get
wet in the heavy rain. A car would solve
this, and I must work harder and realize
this dream.
~ Leo Dan, M 24, Junior clerk
Weifang
“I want to make a difference”
“I want to better myself”

8. PRAGMATIC OPTIMISTIC ENERGETIC INDEPENDENT UNIQUE
Our Consumers
Are…

9. Because every person is unique, we focus on lifestyle.
“ I become a better version of myself”
OUR
PROMISE

10. “I want to better myself
And make a difference”
CONSUMERS
Better Experiences
Better Performance
• Consumer Brand
• Quality of worldwide standard
• International Design
• 20 years of innovation in mobile phones
• Customize User Experiences
• Simple
• Style
• Performance
• New usage
Be All You Wanna Be
COMPANY
PRODUCTS

12. Simplicity Style Performance New Experiences

13. Make your world a cheerful place!
Easy to Choose. Easy to Use.

14. Make a fashion statement!
Seductive. By Design. Compact. Slim.

15. Make it faster! Make it stronger!
Performance. Speed. Reliability.
?

16. Make it unique!
New Experiences. Express yourself.

18. I’m a dreamer

20. Everything
is image

22. Never too fast

24. Express yourself

31. Lower Right Corner:
TCL COM. CAMPAIGN SIGNATURE
In English
Lower Left Corner:
TCL CORPORATE LOGO
In Chinese & English
Left Frame (40%):
Features: PRODUCT
Right Frame (60%):
Features: LIFESTYLE
NAMING
PACK TAG
PRODUCT
HEADLINE
BODY TEXT

34. TCL
Be All I Wanna Be!

35. Brand Architecture Deduction
Be All You Wanna Be
Make Mobile Technology Accessible, and Aspirational to the Mass Market
“I Want to Better Myself,
and Make a Difference.”
Progressive Lifestyles Empowered by TCL Mobile
Delighted User Experience Unleashes my Better Differences

36. TCL
.
.
DNA
Be All You Wanna Be

37. TCL MOBILE BRAND ARCHITECTURE
Consumer Benefit
Brand Mission
Brand Position
Key Competence
Brand Character
Brand Foundation
Make Mobile Technology Accessible, and
Aspirational to the Mass Market
Brand Signature
MARKETING PRODUCTS SERVICES
Delighted User Experience Unleashes my Better Differences
INNOVATION CUSTOMR-ORIENTED EXCELLENCE
Be All You Wanna Be
Consumer insight
Progressive Lifestyles Empowered by TCL Mobile
MODERN YOUNG ASPIRATIONAL INTERNATIONAL
“I Want to Better Myself, and Make a Difference.”