洞见：
传统的坚果加工中主要是炒制，其主要不足是入味不均匀、吃多容易上火、产品卫生不佳；现代坚果加工变炒为煮，很好地解决了这些难题。煮制工艺，所用汤料水是通过熬制而成，扩大了配料的使用来源，使得传统加工中因工艺限制而不能添加的有益辅料现在能有效添加，极大地丰富了坚果类产品的产品线；并借鉴中国传统的药食同源和相生理论，将甘草、罗汉果、金银花等清凉类配料熬制加入其中，好吃不上火，多吃不干喉；同时革新为“煮制”，能有效地满足工业化生产的需要。
Insight:
The traditional processing of nuts is mainly stir-frying, whose main shortcomings are uneven flavor, easy to eat, poor hygiene of products; modern processing of nuts into boiling, a good solution to these problems. In the cooking process, the soup water is made by boiling, which enlarges the source of ingredients, makes the beneficial supplements that can not be added in traditional processing because of the limitation of technology can be effectively added now, greatly enriches the product line of nut products; and draws lessons from the traditional Chinese medicine and food homology and phase theory, liquorice, grosvenorice and Grosvenor will be added. Fruit, honeysuckle and other refreshing ingredients are boiled and added to it, so that it tastes better than fire, and eats more without throat. At the same time, the innovation of "boiling" can effectively meet the needs of industrial production.
解决：
胖葵，极富亲和力的品牌名称，是听一遍就能记住的好名字。其创意构思来自颗粒饱满的葵瓜子，赋予贵瓜子品牌“货真价实”的形象感和信任感，易于广大消费者的识别与记忆，极大地增强了贵瓜子品牌的购买理由。名称诙谐幽默，符合主流年轻消费群体的审美需求，能够快速占据年轻消费群体的心智资源，形成情感共鸣。胖葵，属于强大词语，是存在于广大消费者头脑之中，在每个人的潜意识里都有认知，能够快速识别，是个不可多得的好名字。胖葵，易读易记，不用过多跟受众解释这个名字的具体含义和所属行业。这个强大词语大大的提高了品牌的认知度。并且是可描述的、可识别的，在口耳相传的传播方面，这个名字认知度，具有巨大的传播势能，能够节省大量的传播和营销成本，还能累积品牌资产。
胖葵本身就是属于强大的形象，这个形象是人人有认知，人人看得懂，容易被接受的特征。对营销来讲，所有的事都应围绕一件事，就是为购买提供充足的理由。“颗颗饱满 粒粒有料”，给了目标消费者足够的购买理由，放大了产品的特点，让目标受众感受到了胖葵瓜子的“货真价实”，能够快速占据目标受众的心智资源，拉近与消费者之间的距离，打动潜在客户，形成持续消费购买习惯。
Solution:
Fat Kui, a very rich brand name, is a good name that you can remember once you hear it. Its creative idea comes from sunflower seeds with full grains, which gives the brand a sense of image and trust of "genuine and authentic". It is easy for consumers to identify and remember, and greatly enhances the purchase reason of the brand. Humorous name, in line with the aesthetic needs of the mainstream young consumer groups, can quickly occupy the mental resources of young consumer groups, forming emotional resonance. Fat sunflower, a powerful word, exists in the minds of the vast number of consumers. It has recognition in everyone's subconscious and can be recognized quickly. It is a rare good name. Fat Kui is easy to read and easy to remember. It does not need to explain to the audience the specific meaning of the name and the industry. This powerful word has greatly enhanced brand awareness. And it is descriptive and recognizable. In the aspect of word-of-mouth communication, the name has a high degree of recognition, a huge potential of communication, can save a lot of communication and marketing costs, and can also accumulate brand assets.
Fat sunflower itself belongs to a strong image, which is a feature that everyone has knowledge, everyone understands and is easy to accept. For marketing, everything should be focused on one thing, that is, to provide sufficient reasons for buying. "Full grain with material" gives the target consumers enough reason to buy, enlarges the characteristics of the product, makes the target audience feel the "real price" of fat sunflower seeds, can quickly occupy the target audience's mental resources, close the distance with consumers, move potential customers, and form a continuous consumer purchase. Habit.
