【Corporate Interview】D-Link Showcases Taiwan's Brand Value Through Tech Aesthetics

Routers can also blend into interior design styles, becoming stylish home appliances! With the rapid development of network communications, both households and businesses have a growing need for connectivity. Networking products and solutions have become essential in daily life, and various brands are continually innovating their offerings. Among the vast array of devices, the key to a brand standing out lies in how product design and brand marketing can impart meaningful stories and value.

This time, King One Design interviewed Linda Wu, D-Link's Global Marketing and PR Director, who shared with us strategies on innovative product design and exhibition marketing, as well as her thoughts on collaborating with King One Design to plan the booth design.

[Corporate Profile]

Company: D-Link

Interviewee: Linda Wu, Global Marketing and PR Director

Overview: D-Link is a leading global brand in the networking industry, dedicated to providing high-quality network solutions to consumers and businesses of all sizes worldwide. The company assists customers in building smart homes, smart businesses, and smart industries, leading the way in global smart living.

Q: D-Link's products are known for their excellent quality and appearance, having received numerous design awards. Could you share with us whether the brand has any related marketing or product management strategies?

A: For the general public, the need to purchase connected devices usually arises during events like moving or replacing old equipment. When buying a router, the focus is often solely on its networking functionality, and since most routers are familiar black square-shaped devices, people tend to place them on a bookshelf or hide them behind the TV. In an already saturated networking product market, where there is fierce price competition among brands, D-Link must tap into consumer habits to identify niche points and business opportunities.

D-Link's integration into the Taiwan Steel Group marks a pivotal moment for transformation. The group expects D-Link, as a brand born and rooted in Taiwan, to showcase its brand value. Even for networking devices like routers, they can be aesthetically pleasing white appliances that blend seamlessly into interior design. Thus, in 2022, we launched an entirely new product series, making comprehensive adjustments from brand identity to product design and packaging. Each product in this series is associated with the TSG's symbol, the "eagle."

The blue and white EAGLE PRO AI series breaks the conventional perception of tech products or networking devices, which are often black or silver. Instead, it uses "Smart White" and "Infinite Blue" as the main tones, creating an elegant image that connects the product to the future. The AQUILA PRO AI series, launched in 2023, features higher-spec chips and enhanced functionalities, with a significant design change where the router's antennas are concealed within the wings of an eagle. D-Link emphasizes not only Taiwanese design but also the connection between the product and Taiwan. We added a thoughtful touch to the heat dissipation vents at the bottom of the device, incorporating a wing pattern inspired by the Taiwan native Spizaetus nipalensis. This unique and meaningful aesthetic enhances the product, creating a story for both the product and the brand. Our focus isn't on using elaborate adjectives to describe the brand and product, but on genuinely creating brand differentiation. From the very beginning, we design products with distinction, allowing consumers to feel the uniqueness of D-Link when they see our products on the shelf.

Q: What kind of impression does D-Link hope to give to other companies or visitors through the booth at this year's MWC?

A: MWC is a professional exhibition, attracting industry experts and providing companies with an excellent opportunity to expand their business. Due to differing operational strategies and the impact of the pandemic, D-Link has not participated in domestic or international exhibitions for several years. Even when we attended MWC last year, our presentation was limited to a closed meeting room. This time, we aim to use our booth design and exhibits to convey to the market, competitors, and our clients that D-Link offers a wide range of products and networking solutions suitable for various scenarios, continuing to serve customers worldwide. We urgently need the exhibition design to help us communicate this ambition and vision.

For this exhibition, we need to showcase several series of networking solutions simultaneously, requiring us to display many products within a limited booth space. Achieving the best possible presentation is of utmost importance. We are very grateful to King One Design for successfully solving this challenge. Through the exhibition design and display planning, they were able to emphasize the completeness and scalability of D-Link's products and solutions. The design highlights that our offerings are easy to manage, reliable, and secure, while also being capable of constructing a comprehensive "from core to edge" network infrastructure tailored to different use cases, scenarios, scales, and customer needs.

Q: Which design elements or areas of this year's MWC booth are you particularly fond of?

A: My favorite aspect is the fabric hanging points, which help create a strong brand presence. Combined with the overall color scheme and design, it significantly enhances brand recognition within the booth. The space has high visibility, with a clear layout that avoids any sense of claustrophobia. It also effectively addresses the challenge of showcasing multiple product series, allowing visitors to see all exhibits at a glance without visual clutter. The main visual of the booth clearly communicates the focus of D-Link's exhibition. Many well-known brands came to observe, not only looking at our products but also at our booth design.

Because the company's executives are very satisfied with this year's MWC booth and overall design, we not only invited clients to visit but also gathered general managers from our European subsidiaries for meetings here. This allows them to simultaneously understand our new products and future directions. We view the booth not just as an external marketing tool but also as an internal communication tool for our operations and sales units around the world.

Q: How were the products for this year's MWC exhibition decided?

A: The chairman personally led the team in rethinking and stepping outside the traditional framework of exhibition setup and planning. We evaluated whether to showcase all the new products, highlight what makes the brand unique, or demonstrate D-Link’s ability to provide the best networking solutions across various industries and environments. After numerous brainstorming sessions, the internal team concluded that to stand out among the many brands at the exhibition, the key lies in showcasing how many different solutions can be created using various products to meet diverse situational needs.

New products are, of course, another focal point of our exhibition. This year, we specifically highlighted the more buzz-worthy consumer product—the AQUILA PRO AI series. To our surprise and delight, this series unexpectedly won the "Best of MWC 2024" award from a prominent industrial design media outlet at the event. The AQUILA PRO AI series stands out significantly in appearance compared to typical routers; unlike standard networking devices, it resembles a stylish home appliance that can blend seamlessly with various interior design styles. We believe that the way we presented this product at our booth allowed the judges to immediately recognize its unique qualities, ultimately leading them to award this honor to D-Link.

Q: From the perspective of expanding global vision to capture market share, could you share D-Link's upcoming strategies for exhibitions and marketing?

A: D-Link has seldom independently led booths in overseas exhibitions in the past. This is primarily because our products have received the Taiwan Excellence Award annually, and most of our overseas exhibitions have been part of the Taiwan Excellence showcase. Typically, we do not have independent booths; instead, we design thematic exhibition spaces that incorporate all Taiwan Excellence Award-winning products, highlighting that a wide variety of high-quality products come from Taiwanese brands.

This year, D-Link participated in MWC as an independent exhibitor, and our products received widespread acclaim, giving a significant boost to the overall market and our marketing and product teams. We also developed numerous potential clients, bringing diverse benefits to the company. Due to this year's success, we have already decided to participate in MWC again next year and are actively evaluating other exhibition opportunities. Returning to the significance of participating in international exhibitions, it allows us to deepen relationships with existing customers, inform them about new products or strategies, and strengthen our brand. Additionally, the exhibition offers a vast number of potential clients, and our booth design and displays provide the best opportunity to engage with them. We can communicate face-to-face and better understand their needs, which can inform our future product development and strategies. Another key function of participating in exhibitions is to stay informed about industry trends and observe the movements of other brands.

Q: Could you share your observations on industry or booth trends at international exhibitions?

A: Some international networking brands use more vibrant and diverse designs, combining flat graphics with 3D elements to showcase their products. For example, they might paint flat graphics on the wall and then embed physical products into the design, illustrating the Smart Home theme. This approach allows people to directly connect with the products and imagine how they could be used, deepening the visitors' impression of the brand.

Another important topic is sustainability. Currently, I lead the ESG team at my company, and with my previous experience in the exhibition industry, I have a deep understanding of the conflict between exhibitions and sustainability. I believe that both brands and design companies should strive towards environmental sustainability. This can be achieved by using more eco-friendly materials or by designing with minimal materials. For example, using LED screens for outputs requires only one wall to display more content. Additionally, using modular or compact displays that can be reused or stored for future exhibitions extends the lifecycle of exhibition materials.

Q: D-Link currently focuses on international exhibitions. Are there any plans for participating in exhibitions or implementing marketing strategies in Taiwan?

A: D-Link's marketing strategy is divided into two operational units: the headquarters and the Taiwan branch. The Taiwan branch handles local marketing and is currently planning to attend COMPUTEX to observe trends in consumer products and identify potential focus areas. For example, at the previous Smart City Expo, our team attended to observe and share insights, which proved very beneficial.

Although media and market research reports provide insights into current industry trends, interacting directly with customers offers a clearer understanding of their needs. This is something only achievable at exhibitions. Digital marketing is effective for real-time brand promotion, but face-to-face interactions are essential for building personal connections. The emotional engagement and level of commitment in direct interactions are entirely different.

Consider this: when you search for a brand online or visit its official website, you generally have a preliminary understanding of what the brand does and what it sells. You are just looking to see if they have products that are suitable for you. However, physical exhibitions are different. At an exhibition venue, there might be passersby who originally had no interest in the brand. As they browse, they might suddenly realize that a product could be relevant to them, thereby sparking potential customer interest and needs.

Q: D-Link has collaborated with King One Design for booth planning from CES to MWC. Could you share your experiences from this partnership and any suggestions for future collaboration?

A: From a customer service perspective, King One Design responded quickly and cooperated extensively with our requirements, showcasing their professionalism. Their design work was both elegant and effective, reflecting the brand’s character and meeting our needs, with high visibility in the exhibition space. D-Link chose to collaborate with King One Design initially due to their renowned professionalism, quality, and service. Our actual experience working together was very pleasant, which is why we continue to work with them.
 

Although there were situations where last-minute modifications were needed for the exhibits or displays, the King One Design team still assisted in resolving these issues in the shortest time and most effective manner. Especially during international exhibitions, there are many local considerations beyond our control. We are very grateful for the professional support from the King One Design team, who shared their extensive experience and helped us with internal communication, making the exhibition very successful. For future exhibitions, we suggest using a more layered approach to display the products, such as adding small props or arranging the products in an offset manner. This would allow attendees to view the exhibits more clearly and provide additional visual stimulation.

When collaborating with clients to plan and design booths, King One Design demonstrates their expertise by addressing pain points from pre-show planning to on-site execution. They ensure that visitors gain a deeper understanding of the brand through the booth and help clients achieve their exhibition goals or needs. By providing valuable experience and advice, they truly fulfill the important role of a behind-the-scenes marketing driver.