Category: branding | 品牌推廣 | 브랜드 마케팅 | ブランディング

The dictionary definition of branding is the promotion of a particular product or company by means of advertising and distinctive design.

I have covered many different things in branding including:

  • Genesis – the luxury Korean automotive brand
  • Life Bread – the iconic Hong Kong bread brand that would be equivalent of wonder loaf in the US
  • Virgil Abloh and the brand collaborations that he was involved in
  • Luxury streetwear brands
  • Burger King campaigns with Crispin Porter Bogusky
  • Dettol #washtocare and ‘back to work’ campaigns
  • Volkswagen ‘see the unseen’ campaign for its Taureg off road vehicle
  • SAS Airline – What is truly Scandinavian?
  • Brand advertising during Chinese New Year (across China, Hong Kong, Singapore and Malaysia)
  • Lovemarks as a perspective on branding
  • BMW NEXTGen event and Legend of Old McLanden campaign
  • Procter & Gamble’s Gillette toxic masculinity ads
  • Kraft Mother’s Day campaign
  • Kraft Heinz brand destruction
  • Porsche Design in the smartphone space
  • Ermenegildo Zegna
  • Nike’s work with Colin Kaepernick
  • Counterfeit brands on Instagram, Alibaba and Amazon
  • Gaytime Indonesian ice cream
  • Western Digital
  • Louis Vuitton collaboration with Supreme
  • Nokia
  • Nike Korea’s ‘Be Heard’ campaign
  • Mercedes SLS coupe campaign
  • Brand collaborations in Hong Kong
  • Beats headphones
  • Apple
  • Henrion Ludlow Schmidt’s considerations of branding
  • Cathay Pacific
  • Bosch
  • Mitt Romney’s failed presidential bid
  • Microsoft Surface launch
  • Oreo Korean campaign
  • Chain coffee shop brands and branding
  • Samsung’s corporate brand
  • North Face’s brand overeach in South Korea
  • Mr Pizza Korean pizza restaurant and delivery service brand
  • Amoy Hong Kong food brand
  • Chevrolet Corvette ‘roar’ campaign promoting a build your own car service
  • Female voices impact + more news

    Pinay female voices power

    The Philippines’ secret weapon against Chinese incursions | The Economist – having women radio operators seem to be more successful and less likely to rise tensions, seems to be down to training and the nature of female voices. It reminded me of how early HCI experiments by DARPA found that jet fighter pilots responded best to ‘mature’ female voices on warning alerts. An interesting aside is that the radio altimeter on Airbus aircraft actually use an English mature male voice instead.

    Academic research gives us an idea of what kind of female voices are likely to be more effective. Maybe this authority is conveyed by the female radio operator training and the female voices selected by the Coastguard?

    Women with masculine voice are perceived to be more rational and persuasive than those with feminine voice. In addition, masculine voice is rated as more competent than feminine voice, regardless of the actual gender 

    It’s not What It Speaks, but It’s How It Speaks: A Study into Smartphone Voice-User Interfaces (VUI) by Jaeyeol Jeong & Dong-Hee Shin of Department of Interaction ScienceSungkyunkwan University, Seoul,Korea (2015)

    Other research suggested that a preference for female voices occurred over time, this might be due to technological change in voices. The heavily synthesised ‘Speak n Spell’ type voices were male, better technology allowed for great choices and detail in female voices to be conveyed.

    …the survey found that people preferred human-like, happy, empathetic voices with higher pitches. However, these preferences were not static; for instance, user preference for voice gender changed over time from masculine voices to more feminine ones. Based on these findings, the researchers were able to formulate a high-level framework to classify different types of interactions across various computer-based technologies

    The role of computer voice in the future of speech-based human-computer interaction – Tokyo Institute of Technology

    Other research that it is attitude rather than a female voice that matters. Which begs the question is it compliance to the radio operator training rather than a female voice that is more important in this context? Filipino culture has a certain amount of machismo and having female voices delivering the radio instructions might be a way around this dilemma.

    introvert participants rated the introvert computer voice as more attractive, credible, and informative, while the extrovert participants rated the extrovert voice more highly. Expanding on these findings, it was found that the personality conveyed by the voice was the dominant percept

    Voice as a design material : sociophonetic inspired design strategies in Human-Computer Interaction by Selina Sutton, Paul Foulkes and David Kirk of the University of York presented at CHI Conference on Human Factors in Computing Systems Proceedings (CHI 2019). (PDF)

    The use of female voices in this way could be accused of playing to sexist tropes

    China

    Another day, another reminder of how Brand China has deteriorated – Fawning and complacent, the West has eased China’s path to power | The Sunday Times – while the statement is true, it also shows how much the tone has changed towards China amongst UK political elites

    China goes on the defensive as Covid vaccine diplomacy backfires | The Times – Beijing’s hopes of winning favour by helping the world’s poorer nations out of the pandemic have been hamstrung by questions over the efficacy of the jabs on offer

    Alleged assault on scientists overshadows China’s space race success | Financial Times – Police detained Zhang Tao, chair and party secretary at China Aerospace Investment Holdings, for his alleged attacks on Wu Meirong and Wang Jinnian last month, the state-run Xinhua news agency reported on Tuesday. Wang and Wu had refused to recommend Zhang for membership of the International Academy of Astronautics, a Stockholm-based group that recognises distinguished scientists

    For China’s Business Elites, Staying Out of Politics Is No Longer an Option – The New York TimesThe Chinese internet immediately savaged Didi and Ms. Liu — and then Mr. Liu. A hashtag, #Didiapppulledfromappstores, which was started by the official People’s Daily, was viewed more than one billion times over a 24-hour period on the Chinese social media platform Weibo. Weibo users called Didi a “traitor” and a “walking dog of the United States.” They urged the government to also punish Mr. Liu for selling out national interests

    Underground front: the Chinese Communist Party in Hong KongContinuing to operate secretly in Hong Kong can only cause unnecessary discomfort. Hong Kong people already accept the CCP’s undoubted authority in leading the affairs of state. While the party appreciates that Hong Kong needs to function differently from the mainland, its basic instincts, which are Leninist in nature, make it difficult for the party apparatus not to over- extend its reach into the city’s public affairs. The sharpest point of departure between the party’s way and Hong Kong’s way arises from their different governing experience. (PDF)

    Consumer behaviour

    Japanese fax fans rally to defence of much-maligned machine | Japan | The GuardianMembers of the resistance said there were concerns over the security of sensitive information and “anxiety over the communication environment” if, as the government had requested, they switched exclusively to email. Japanese ministries and agencies use faxes when handling highly confidential information, including court procedures and police work, and the Hokkaido Shimbun said there were fears that exclusively online communication would result in security lapses

    Patriotism Abroad: Overseas Chinese Students’ Encounters With Criticisms of China – Henry Chiu Hail, 2015research on international education suggests that host country students’ lack of interest in talking to international students is a major cause of international student segregation. Some Chinese international students, however, complain that although host students want to talk with them about China, they often exhibit misinformed, prejudiced and offensive views of Chinese current events. This has occasionally led to tensions between Chinese international students and host communities. Drawing on interviews and open-ended surveys of Chinese students at an American university, this study shows a variety of positive and negative cross-national interactions and uses social identity theory to explain why tensions may arise. Negative reactions to hearing criticism of one’s home country are often motivated by concerns for status, loyalty, harmony, or utilitarian politics. However, fostering a common group identity and the perception of mutual benevolence among students from different countries can promote positive cross-national interaction. Furthermore, international students may learn more about democracy and human rights through observing the host society rather than directly discussing these topics with host country members – basically the delta between western perceptions of China, versus domestic Chinese propaganda is going to drive that wedge deeper. Universities have Chinese students purely for the money as there is minimal wider benefit to their domestic student body. Which begs wider questions about the purpose and morality of many western third level education institutions

    Culture

    Trese: the true crime and folklore behind Netflix’s… – The Face – it reminded me of the animated Blade series and Ghost in The Shell. The Philippines could be an anime powerhouse

    Finance

    China’s Big Tech Crackdown Puts Dozens of U.S. IPOs at Risk – Bloomberg“The Chinese government could have stopped the IPOs from happening, like how they did with Ant,” said Sharif Farha, a Dubai-based portfolio manager at Safehouse Global Consumer Fund. “Instead, they allowed global investors to take pain, and consequently have broken trust with a lot of foreign investors. While we did not participate in any of these listings, we would imagine that several funds would consider exiting.” – it makes the Goldman Sachs ICBC deal look even more sketchy

    China Mulls Closing Loophole Tech Giants Use for U.S. IPOs – Bloomberg – on one hand I get it. Mainland Chinese are creating bubbles in areas like property and have poor returns because they don’t have stocks or ETFs that they can invest in. On the other hand this burns early stage foreign investors to the ground as they can no longer exit their money from China.

    Tell me lies, tell me sweet little VIEs | Financial Times – not terribly surprising. VIEs are the vehicle that Chinese companies use to go public abroad

    Chinese companies listing in the U.S. like DiDi face audit concerns – Protocol – basically you don’t know what you’re buying

    UK advertising watchdog to crack down on misleading crypto marketing | Financial Times

    Hong Kong

    Vitasoy faces boycott in mainland China following stabbing in HK | PR | Campaign AsiaFollowing the incident, an undated internal memo was circulated among Vitasoy employees expressing condolences to Leung’s family. A translated version of the memo, which leaked onto Chinese social media, mentions that “human resources has contacted [Leung’s] family and will follow up and provide assistance when needed.” The internal memo proved controversial, as Chinese social media users accused the brand of condoning violence and defending anti-China sentiments. – the red guard are already here. This wasn’t an endorsement of his act, but sympathy with the loss and grief that his parents must be feeling as they try and make sense of his actions.

    Crypto Keepers’ NFT-Backed Drama Series Hatched by AMM Global – Variety – the production company spun out of Hong Kong’s Asia Television – a former free to air TV station. Meanwhile in the UK, I heard that a production company is looking for people how have lost the password to their cryptocurrency wallet.

    Ideas

    If you hate the culture wars, blame liberals – Kevin Drum ….Over the last four years, white liberals have become a larger and larger share of the Democratic Party….And since white voters are sorting on ideology more than nonwhite voters, we’ve ended up in a situation where white liberals are more left wing than Black and Hispanic Democrats on pretty much every issue: taxes, health care, policing, and even on racial issues or various measures of “racial resentment.” So as white liberals increasingly define the party’s image and messaging, that’s going to turn off nonwhite conservative Democrats and push them against us. 

    ….If Democrats elevate issues or theories that a large minority of nonwhite voters reject, it’s going to be hard to keep those margins….Black conservatives and Hispanic conservatives don’t actually buy into a lot of these intellectual theories of racism. They often have a very different conception of how to help the Black or Hispanic community than liberals do – well worth a more in-depth read

    Culture Wars are Long Wars – The Scholar’s StageDemocrats under 40 take socialism very seriously. The Great Recession was their formative event; the old orthodoxy did not seem equal to the fear and heartache it caused. Thus, gradually, the younger cohorts have been won over to the socialist cause.5 All that keeps the socialists at bay is the power of their elders. That power cannot last. At some point in the next decade the transition point will arrive. Gradually will become suddenly, and America’s most popular party will be openly run by socialists – I don’t agree with a lot of the post, but it provides an interesting prespective

    Bristol Unpacked on whether white working class people are shut out of the equality debate, with Hartcliffe’s award winning filmmaker Paul Holbrook – The Bristol Cable – far too short a discussion session as podcast, it felt like they were just scratching the surface with this recording

    Erik Prince Had Pitched $10 Billion Private Army in Ukraine: Time – everything he does seems like it’s taken from the plot from William Gibson’s sprawl trilogy

    Innovation

    Institute for New Economic Thinking | How Intel finkncialised and lost its leadership in semiconductor technologyThe root of Intel’s failure in organizational integration lies in the financialized character of a third social condition of innovative enterprise, strategic control. Accepting stock yield as the measure of enterprise performance, in recent years Intel’s senior executives who exercise strategic control have lacked both the incentive and, increasingly we would argue, the ability, to implement innovative investment strategies through organizational integration. 

    Executive stock-based pay, in the form of stock options and stock awards, has created incentives for Intel’s CEOs to do large-scale buybacks to give manipulative boosts to the company’s stock price. Table 3 documents the total compensation, including realized gains from stock options and stock awards, of Intel’s CEOs over the past three decades

    Ireland

    Irish Times under fire for page of China propaganda | Ireland | The Sunday TimesThe newspaper, whose rate card sets a full-page colour ad at €34,000, ran the paid-for-content on page five of its news section under an “advertisement” heading last Thursday. The accompanying article by He Xiangdong, the Chinese ambassador, claimed the CCP enjoyed “solid” support from its people, and highlighted China’s vastly improved standards of living in recent decades – propaganda from draconian empires doesn’t go down that well in Ireland

    Luxury

    Supreme Italia Founders Sentences to Jail in Court | High Snobriety – this has been running for a long time. The key challenge was that they were headquartered in the UK. They could have got around this by being headquartered in a market that allows first registration as legitimacy for brands. More related content here.

    Philippines

    Duterte’s Pivot to China Yet to Deliver Promised Billions in Infrastructure – Bloomberg – from a Chinese communist perspective, why should they? They aren’t that good at being good to their word. Secondly, they are likely to view the Duterte regime as a vassal state and are getting everything they want out of the Philippines anyway

    Security

    Update Regarding VSA Security Incident | Kaseya – over 1,500 companies affected

    Code in huge ransomware attack written to avoid computers that use Russian, says new report – which begs the following questions / hypotheses? Are they in cahoots with Russian government? Was it that they didn’t want their own lives disrupted? Or are they petrified of the Russian security services coming after them, but relatively sanguine about foreign security services and law enforcement

    Technology

    The AI Wolf that Refuses to Play the Game Goes Viral – Google Docs – surely an issue of game design in terms of the way behaviours were rewarded and penalised rather than machine learning?

    The Tech Cold War’s ‘Most Complicated Machine’ That’s Out of China’s Reach – The New York Times – a great profile of ASML

    Musk has ‘mesmerised’ UK over electric power, says JCB chair | Financial Times – there’s a lot not to like about Lord Anthony Bamford, but I agree with him on this. Companies like BMW managed to extend this to cars. Bamford should be pitching this where there are hydrogen power plans like ireland

  • Life Bread & other things this week

    Life Bread homage by craft beer brand

    Life Bread is a brand icon. For Hong Kongers the blue or red checked wrappers mean western style bread. Life Bread is as Hong Kong as the Lion Rock – a granite peak that overlooks the city. Life Bread became an emotive icon used in the 2019 Hong Kong protests as an celebration of Hong Kong identity. It has even been celebrated in art. So when a local craft brewer FoamBeerBrewery was launching a bread based IPA it made sense that it would go with packaging that linked back to the Hong Konger lingua franca for bread.

    Foam Brewery Bread IPA
    FoamBeerBrewery Bread IPA packaging evoking the wrappers of Garden Bakery Life Bread – a local hero brand for Hong Kong

    FoamBeerBrewery Bread IPA is available from local high-end supermarket citysuper.

    Everybody’s business

    I came across this cold war era animated film that explains capitalism and extols its virtues. Nowadays there isn’t the same efforts to promote capitalism in the face of millennial socialism. As these things go, it’s not a bad explainer for economics neophytes.

    Immersive billboards

    A number of Asian cities have fitted high definition digital billboards that go around the corner of a building. The latest one overlooks Tokyo’s Shibuya crossing.

    The content has varied by market, including a golden bull to celebrate lunar new year in Kuala Lumpur. The Tokyo board taps into the Japanese love of cats. Here’s what the animation looks like. It appears sporadically to encourage bystanders to keep watching the adverts that stream on the billboard.

    There is a live stream of the billboard available.

    https://youtu.be/HX9pROOvTzA

    Brand China

    The communist party of China had its 100 year anniversary celebration to focus on past accomplishments and project its current strength. TL;DR China wants to smash your head into a wall of steel that has been made by 1.4 billion or so Chinese people.

    Meanwhile Pew Research was looking at ‘Brand China’

    While Xi Jingping might not care, it makes trade harder to do with more developed economy.

    The one segment where China does seem to have unwavering support is from the progressive left, particularly in American politics. This advocacy seems to be based more on their wishful thinking than any messages delivered by China as Noah Smith discusses in their newsletter.

  • A message from the future & things from last week

    Jolibee – a message from the future

    Filipino fast food restaurant Jolibee have created a series of films that tap into the zeitgeist. A message from the future captures Filipinos dreams for a post-COVID future, leaving hard times behind them. A message to the future is well worth watching, despite its efforts to pull at the heart strings

    The Jolibee contrasts sharply with the Burger King UK creative below, which just promises business as usual. More Jolibee content here.

    Burger King

    Burger King reasserts their brand proposition to UK consumers who are hopefully venturing back into their restaurants. There is a nod to the untrustworthiness of internet content and vegan options. At the centre of it all, reminding the audience what flame broiled actually means.

    It’s unlike the usual in-your-face disruption content that Burger King agency David Madrid has been doing over the COVID lockdown. The dark lighting draws your eyes into the protagonists, but also makes a Burger King restaurant feel unwelcoming. It is an interesting creative choice.

    McDonalds Singapore

    McDonalds Singapore has gone completely the other way and focused on cocooning, which they seem to be betting will be post-COVID behaviour. Singapore used to be all about eating out, from kopi stands and hawker food to high end eating; because real estate is expensive, the third space was your space. McDonalds think that this might have changed.

    Masters At Work

    Defected regularly puts up high quality mixes, but this one by Masters At Work particularly stood out. And I’ve been listening to it a number of times.

    https://soundcloud.com/defectedrecords/defected-radio-020421-maw-takeover

    Flight Of The Navigator

    I was just a few years too of the right age to be the target audience for Flight Of The Navigator. So I didn’t go to see it on release, but I appreciate the film and its one of my go to science fiction Blu-Rays alongside Close Encounters Of The Third Kind. This video goes into how early 1980s technology managed to produce realistic effects of the curved mirror surface spaceship. What’s really interesting is how many practical (analogue) effects including trick photography and modelling there are in the film.

  • PostScript + more things

    PostScript

    Adobe is dropping PostScript Type 1 font support. Be prepared for the change – huge move, given the amount of time that PostScript had been at the centre of design and print. There must be brands out there still using Type 1 fonts for standard print design work that haven’t changed style in 30 years beyond a logo tweak. Without PostScript fonts you couldn’t have had the laser printer or modern design software tools

    Business

    Amazon Exploding Hoverboard Case Could Forever Change Company – BloombergLast month, a California appeals court ruled that Amazon can be held liable, even though the seller stored and shipped the device itself. The decision sent shockwaves through the e-commerce world. Though it will probably be appealed again, the ruling raises the possibility that Amazon might have to exert more control over the activity on its own website. “Courts are rejecting the internet exceptionalism idea when it comes to a company like Amazon,” Agnieszka McPeak, a Gonzaga University professor, told Bloomberg Law. – It could also have implications for companies like Shopify

    Sennheiser to spin out its consumer audio business | EE News Europe – AKG got sold off by the family, Sennheiser is selling off its iconic headphone business. This leaves only Beyerdynamic – Sennheiser sells auido business to hearing aid maker | EE Times Europe 

    South Korea’s Kakao to buy two U.S. storytelling apps for $950 million | Reuters

    Why SoftBank’s THG deal has more questions than answers | Financial TimesWhat exactly the Ingenuity business does is something of a riddle: chief executive Matthew Moulding described it as a “social media influencer platform” but it also handles the prosaic business of logistics and translations for third parties launching in new markets – I don’t get The Hut Group (THG), maybe they’re bad about telling their story?

    Luxury

    Why Victoria’s Secret Body Positivity Spin Won’t Work in China | Jing DailyVictoria’s Secret’s has a long history of glamorous supermodel perfection, therefore this choice is seen as inauthentic for the Chinese consumer and has left many citizens bewildered. Global brands need a localized approach in China, but one that resonates convincingly with the company – on Victoria’s Secret trying be more inclusive and body positive

    Technology

    EVs Will Drive A Lithium Supply Crunch – IEEE Spectrum – not new news, but interesting that it is being highlighted by electrical engineers now just as many electric cars are coming to market. More lithium related content here

    Web of no web

    Northrop Breaks Into DARPA’s Blackjack « Breaking Defense – Defense industry news, analysis and commentarysoftware-defined Positioning, Navigation and Timing (PNT) technology will offer military users an agile new signal from low Earth orbit (LEO) that is not dependent on existing satellite navigation systems – it could be interesting to see what new services can be built on this eventually

  • Japanese insights & things that made my day this week

    Japanese insights

    Creative Culture ran a roundtable that provided with Japanese insights across brands and consumers. Well worth a watch.

    Key outtakes

    Kawaii or cute occurs in areas that you wouldn’t expect it. From Hello Kitty airlines and maternity wards to Miffy being used to sell mortgage services.

    Japanese newsprint
    Miffy selling mortgage service on a Japanese print newspaper advertisement

    Imagine 2060, more than 40% of Japan’s population will be 65 and older. This changes what market segments look like; no point chasing the latest generation. It will change what marketing will look like and what products will be sold. It would be an exciting time for product designers, creatives and strategists working with local clients who are willing to embrace the opportunity.

    Couple
    Couple by Norimutsu Nogami

    Newsprint and television are still popular media in Japan (and more popular than marketers are willing to admit outside Japan). These media still have a strong influence on consumers and are represented more strongly in the media mix by Japanese companies. In terms of Japanese insights for brand marketers this means that brand building should be less of a challenge from a media investment point of view than it would be in in some western markets or China.

    Japanese Television
    Japanese television by buck82

    Consumers shop daily or every other day. This is because they don’t have enough space to keep their groceries. So there are convenience stories in every neighbourhood. Retailers want to keep minimum inventory, so they receive frequent, small deliveries almost daily. Since there is a rapid turnover this in turn allows innovation around product innovation. Special edition Kit-Kats are the example most familiar to consumers. But you can see different products in the convenience store at different times of the day.

    Family Mart Convenience Store, Harajuku Tokyo, Japan
    Family Mart Convenience Store, Harajuku, Tokyo by MD111

    More Japanese insights here.

    China

    Moving from Japanese insights to Chinese strategy, the Center for Strategic & International Studies discusses what is needed for the west to have a better China strategy.

    Technology

    The Computer History Museum in Silicon Valley, took the opportunity to interview Mark Markkula. Markkula was an engineer and product marketer involved at Fairchild and Intel during the early days. He put in seed capital into Apple and sat on the board until 1997.

    If you watch nothing else on this post, watch this discussion between Stephen King and Jeremy Bullmore at J Walter Thompson. Bullmore ended up as chairman of J Walter Thompson, eventually retiring in 1987. King established the first account planning department in the advertising industry at J Walter Thompson in 1968.

    May of the problems outlined are similar to problems today.