Ged Carroll

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

  • iPhone X production + more things

    Apple reportedly resumes iPhone X production to recover from dismal sales | The Next Web – altering iPhone X production numbers would affect margins, so its a complex algebraic problem and then there is the question about differentiation between XS and X models. It is worthwhile probably looking at an SE model to the 8 and 8 plus due to many people being wedded to the home button and better battery life. The design still has a respectable margin to it, but probably not as much as iPhone X production or XS production for that matter. The cynical would view iPhone X production as gouging their loyal consumers.

    Designing for Gen Z: How to connect with the next generation of influencers | Netimperative – latest digital marketing news – reminds me a lot of stuff that was written about gen-y at the beginning

    Mark Ritson: The threat of direct-to-consumer disruption is overblown | Marketing Week the likes of private label at Ocado and Amazon pose a bigger threat

    Mark Ritson: Don’t just look at the long term, look at the long, long term | Marketing Week – so much here. Ritson is right, but so many agendas against this:

    • The disruption trope beloved of management consultants and management boards
    • Digital assets tend not to be as memorable because they are focused no short term effectiveness and that’s where sexy is in marketing. But digital was used to support the Old Spice man and Cadburys gorilla ads for instance when it has been done
    • Senior marketers tend to not last long in a role, so there are perverse incentives to think purely about short term gains

    Korea’s Wireless Carriers Rev Up their War against Apple’s Promotions Policy with Threats of Legal Action and more – Patently Apple – this is kicking off as Samsung is bleeding, Korea doesn’t have an effective way to go after Huawei and other Chinese vendors eroding its business

    A Chinese Research Firm Turns the Tables on Apple Claiming that iPhones Appeal to China’s ‘Invisible Poor’ not Middle Class – Patently Apple – interesting reading. This is more subtle than the data appears. Apple seems to have much more of a secondary market for its refurbed / secondhand handsets that is skewing the data. You have to wonder about the motives of the research company. Apple gets this due to desirability perception compared to a Huawei, HTC or Samsung

    Not So Big in Japan: Apple Cuts Price of iPhone XR to Boost Sales – WSJ – Major wireless carriers in Japan plan to cut iPhone XR prices as early as next week, people with direct knowledge of the plan said, without giving details of the extent of the cut. Japan is one of the most lucrative markets for Apple, which has a dominant 46.7% share of the smartphone market, according to a survey conducted by MMD Labo from July 31 to Aug. 1.

    The XR is available in Apple stores in Japan from about $750, but carriers’ pricing is more opaque as phones are bundled with data plans. (paywall)

    Elliot Schrage on Definers | Facebook Newsroom – not exactly the smoking gun for the New York Times article, but also shows how public affairs is well out of step with societal norms

    What Chinese women want from men nowadays | HKEJ Insight – when I was in college, and I wanted to be a journalist or writer. [In those days], we could easily attract girls if we could write a poem or play guitar. But now the world has changed. Girls want something else. Women change the way men look at this world.

    Bringing the Android kernel back to the mainline [LWN.net] – this is explains why Google had been looking at Fuschia for a long time rather than following with updating Android radically

    Know Your Chinese Social Media – The New York Times – (paywall) goes beyond the big platforms to cover some of the emerging ones that I don’t know well

    How China Walled Off the Internet – The New York Times – DNS poisoning (paywall)

    Valve discontinues the Steam Link, the best wireless HDMI gadget ever made – The Verge – interesting how PC gamers rejected the device

    If you want to understand Silicon Valley, watch Silicon Valley | Bill Gates – Bill Gates on why he likes Silicon Valley

    Nine of every 10 Silicon Valley jobs pays less than in 1997 – big technology companies like Google and Facebook are so dominant in their respective markets that they have been able to direct a larger share of revenues to investors and some top employees.

    At the same time, the region’s increasing cost of living is leading to some of the highest poverty rates in the country, he said. Adjusted for living costs, California has the second-highest poverty rate in the U.S., according to the U.S. Census Bureau

    Shortlist axe proves how hostile the men’s mag market is today – but all hope is not lost | The Drum – With the male market being so fragmented, it’s difficult to connect with men in the same way as Stylist has created a connection with a young, professional female audience. Shortlist may have had compelling, world-class editorial, but it didn’t connect as a brand in the same way Stylist does

    Instagram kills off fake followers, threatens accounts that keep using apps to get them | TechCrunch – well that’s a lot of influencers dead in the water right there

    Dolce & Gabbana’s New Ad Campaign Sparks Uproar in China | Jing Daily – ok. So the model meets western rather than Chinese beauty norms, don’t get me wrong she is very pretty but she isn’t the kind of face you’d see as a famous actress. Look at Fan Bingbing, Angelababy or Zhang Ziyi. Beautification photo apps tend to make the eyes wider and almond shaped, the skin uniformly pale and smooth. The face shape more heart-shaped. So that’s one aspect of ignorance that builds up a picture of ‘racism’.

    Showing Chinese people how to use chopsticks overshot the cross cultural humour D&G were looking for. In this particular case the outrage. It was a hackneyed attempt to copy the kind of physical humour popular on Chinese social media channels. The dialogue is full of double entrendres making is excruciating to sit through. Think dialogue from a Carry On film ‘Ewww errr matron what a big thermometer you have’ with Benny Hill style physical comedy.

    Finally nationalism and the constant viewpoint that foreign brands are just itching to insult the Motherland and; or the Party which are largely one and the same.These nationalists jump the Great Firewall and attack western social profiles like what happened to Mercedes.  Interesting that western social platforms don’t bother blocking or filtering these mainland groups at all. Many use a Facebook group as a rallying point which I expect happened here. Western brands should be demanding more from Zuckerberg and Co.

    What’s interesting is that the advert hasn’t been carved up from a feminist perspective; helpless squirming, awkwardly giggling embarrassed woman has #metoo moment with douche bag commentator.

    Potential Policy Proposals for Regulation of Social Media and Technology Firms by US Senator Mark R Warner – requiring bots / bot ran accounts to be clearly labeled as such. Making tech companies liable for defamation under state tort laws, building wider media literacy, GDPR type legislation. Audit of algorithms by government, requiring data portability between services (PDF)

    RIP Apple networking, Time Capsule and AirPort no longer available from Apple – 9to5Mac – 9to5mac.com – interesting comments from Apple customers, particularly with providing an alternative to Google networking products and the Apple’s permission to play in the smart home space with no networking product in place

    Digitisation is key to upgrading Asia’s fashion factories. Just do it responsibly, says Fung Group’s director of sustainability | Apparel Industry Interview | just-style – a fiend of mine has a family firm in Sri Lanka where they automated things like embroidery well over a decade ago. It is the more manual tasks that when digitised will cause most social disturbance – an example of this would be Frontline Clothing’s innovative process in distressing denim using lasers; which had previously been a manual process

    A Japanese detergent maker’s first steps towards personalisation | Analysis | Campaign Asia – personalised fragrances

  • Thoughts on Design

    Paul Rand’s slim book Thoughts on Design was originally written after World War 2 when he was in his 30s. He hadn’t yet done some of his most iconic work such as the IBM or TV network ABC.

    Untitled

    Straight out of the gate it focuses on design and its applicability to the job in hand. My friend Stephen used to talk about designers falling into two categories:

    • Idea led designers that focus on the communications problem
    • Style-led designers. Their work has a particular look and feel, that might be fashionable (for a while). The Designers Republic as falling into this category

    Rand is blunter in his assessment under a section called The Beautiful and The Useful. His point isn’t that they are mutually exclusive. Obeying classical art rules creates useless design unless it addresses the communications. The sad thing is that 70 years later it still needs to be said with the same urgency.

    Rand describes the designers challenge as an overlap with strategy and planning functions in agencies. Rand started in agencies a generation before planning emerged as a discipline. Planning started in London advertising agencies. The idea of leaving pre-conceptions out of the process is a keystone of planning and strategy.

    Finally, Rand focuses less on typography than one would expect. Instead he focuses on the creative use of space and direction. He viewed debates around the use of typography as an unnecessary distraction. Typography decisions would be resolved by wider thinking on space and direction. Thoughts on Design is surprisingly accessible. More book reviews can be found here.

  • Zegna + more things

    Ermenegildo Zegna now looks to China for fashion’s vanguard, not the US — Quartzy – Ermenegildo Zegna, grandson of the brand’s founder and current CEO of the group, explained at the WWD Apparel + Retail CEO Summit in New York yesterday (Oct. 30). “Now we test new things in China, and then if it works, we bring them around the world.” – the problem with this approach is threefold:

    • What about the Italian heritage and expertise that one buys Zegna for?
    • Chinese sizes are considerably different to westerners
    • Chinese consumers lack the kind of soft power of Koreans or Japanese and the innovations may not travel that well

    More luxury content here.

    IBM’s Old Playbook – Stratechery by Ben Thompson – interesting analysis about the Red Hat acquisition. Red Hat is as much a culture and business model injection as an acquisition for IBM. Of course it could all go wrong if IBM internal realpolitik kicks in and smothers the transformation.

    Brandwatch presentations channel – slides from NYK London 2018 are well worth looking at from a marketing data and analytics perspective.

    Facebook: the court of King Mark | Financial Times – Facebook shareholders should be alarmed about Mr Zuckerberg’s insularity, he adds. “Zuckerberg’s absolute control can increasingly be seen as Facebook’s Achilles heel.” – Is this even news? Zuckerberg’s control has been baked in since the IPO. His poor judgement is also exceptionally well documented. Sony believes it is a manufacturer— and innovator and creator of consumer electronics. It still employs fantastically talented engineers, but that doesn’t seem to be enough. Manufacturing allows copying so fast that there is not longer an easy way to get blue water between you and your competitors

    US spies see new threats from global rivals, say it could be Cold War 2.0 – Stripes – because China

    The SONY Brands: like watching an accident happen – breaks my heart to read this as a long time Sony customer. Sony and its sub-brands do lack power,

    From Farm to Blockchain: Walmart Tracks Its Lettuce – The New York Times – overkill

  • Colin Kaepernick + more things

    Colin Kaepernick 

    If you work in marketing, you’d have had to hidden in a remote jungle outpost to avoid all the industry big opinion pieces and social discussion over Nike’s latest brand campaign. The outrage was over a social image of Colin Kaepernick supporting the video content below

    Believe in something. Even if it means sacrificing everything.

    Everything has become political. New Balance got the whip end of it from liberals during the early part of the Trump administration because of its domestic manufacturing plants and his focus on American jobs. The New Balance CEO made positive remarks about the president focusing on domestic manufacturing and liberals burned their sneakers on social media.

    So from the beginning Nike was in the ‘not Trump camp’ because of its business model. The question would be should it put its head above the parapet or not? From a marketing history that has worked with directors like Spike Lee – this is almost a non question.

    Nike also has demographics on its side, banking on the African American community and urban kids over aging Trump supporters. This will also play well in western European markets.

    Nike has trends behind it at the moment. Hypebeast style is on the ascendency, even in preppy lookbooks you are likely to see the blazer and chinos paired with a pair of Air Max in a colour scheme that pops.

    In my mind working with Colin Kaepernick was inevitable because it was such a Nike thing to do. Down the road Kaepernick is going to make a stylish articulate spokesperson, think Michael Jordan but with more of a ‘thinking man’ image. (Yes I know Michael Jordan is sharp as a button but he’s got more swagger).

    From Nike’s perspective it was a good tactical move. The timing was ideal to get out ahead of the NFL season, rather than being seen as a reaction to it. Scott Galloway went as far as to call it the ‘gangster marketing’ move of 2018. But no it wasn’t particularly brave on the part of Nike. From a Nike point-of-view this kicks the inevitable liberal media cyclical discussion about Nike and children working in third-world sweatshops a bit further down the road. I guess Nike won’t have to worry about yet another set of shoe brands like Starbury, Patrick Ewiing or And1 coming up anytime soon. Commentators tend to forget that they emerged because Nike was seen to be using black athletes to gouge poor consumers out of excess cash and fuelling criminality to have the ‘right’ shoes. What a difference a president makes.

    Secondly, there is an issue of has bravery become an overused word?

    • By using it to sell sneakers and track tops are you cheapening the sacrifices of fallen first responders, civil rights activists or military personnel?
    • Where do whistle blowers like Chelsea Manning and Edward Snowden fit into it?
    • And what does it say about America when you have to be brave to use your constitutional rights?

    Everything has become weaponised, how do we step back from this? More on Nike here.

    its a rare one of the columns when I am dealing with two pretty grim subjects in a week. The Register broke the news about western intelligence services declaring a new war on privacy – its a even more alarming when you think about how populist politics has blown up in the past few years. This is the best written reaction that I have seen to it. Schneier is a online security expert and I’d trust his judgement over any politicians: Five-Eyes Intelligence Services Choose Surveillance Over Security – Schneier on Security. Go and have a read, I’ll still be here when you come back.

    As you can understand I’d like to lift the mood a bit. The reaction of Japanese people to western swear words once they are explained to them is priceless.

    NASA on the Cray super-computers that they used in the mid-1980s

    My former colleague Haruka is doing a daily illustration challenge, creating artworks on 1 inch x 1 inch paper square. (An inch is 25.4mm)

     

     
     
     
     
     
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    A post shared by Haruka (@haruka.illustrations) on

  • Autocorrect + more things

    I Invented Autocorrect. Sorry About That; You’re Welcome | WIRED – More than 10 years after the initial release of the iPhone, the state of the art now is much as it was then. Even with recent advances in AI and machine learning, the core problem remains the same: Software doesn’t understand the nuance of human communication. – autocorrect seems to have been poisoned by the data set used in its machine learning. T9 of yesteryear provides a better autocorrect experience. There is no easy fix for smartphone autocorrect woes any time soon

    Johann Rupert: the man on a mission to save Europe’s artisanal skills | How To Spend It – Concurrent with his observations about the speed at which new fortunes are made are his fears about the extinction of the middle class. “I don’t know where AI and machines are going to end up. But if we as humanity are going to preserve jobs and culture, we need to be smart.” He recognises that his success is “based upon people with culture and skills. And when their livelihoods are affected by machines, we’ve got to fight back.”

    Statement of Principles on Access to Evidence and Encryption | Australian Government – Department of Home Affairs – no privacy, no secure crypto basically – UK, Canada, Australia, New Zealand and US are making a new push to come after cryptography in consumers hands. Interesting how little coverage that this has received until The Register pushed it

    The US-China Cold War is now playing out in Pakistan — Quartz India – Pakistan hopes that China and Saudi Arabia might offer the financial relief that would provide an alternative to the IMF and American pressure. Although this is not the kind of role that China wants, an IMF bailout would lead to a disclosure of the highly secretive terms of CPEC deals, leading to renegotiation or even cancellation and undermining Beijing’s geo-economic goals.

    Experts Call for Transparency Around Google’s Chinese-Made Security Keys – Motherboard – I was waiting for this shoe to drop. I would make more sense to do the assembly outside China with a Taiwanese supplier. This the approach that BlackBerry used to do with its devices prior to licensing its name to TCL. Apple has to do a lot of proprietary work and inspections to keep its devices secure and there is no sign that Google has done this

    Baidu launches EZDL, an AI model training platform that requires no coding experience | VentureBeat – interesting visual programming approach

    Chinese bike-share group Ofo sued for alleged $10m in unpaid bills | Financial Times – Shanghai Phoenix Bicycles, an old and venerable bicycle brand in China, has petitioned a Beijing court over an unpaid supplier contract worth Rmb68m ($9.9m) with a unit of Beijing-based Ofo, according to an exchange filing by Phoenix’s parent company late on Friday. 

    Ofo previously faced the threat of having 3m of its bicycles immobilised due to a dispute over alleged unpaid debts to a smart-lock producer, which had threatened to “freeze” the locks if it did not receive payment. Ofo said later the dispute had been resolved. 

    Peak Valley? – AVC – Fred Wilson makes the defence case for Silicon Valley….

    Watch the ‘Real’ Magic Leap Whale Take Flight in ‘Helio’ Web Experiment – Road to VR – hype versus reality

    With New London Store, Stüssy Flexes Its ‘Tribe’ | News & Analysis, News Bites | BoF – Stüssy’s brand identity is built on a “tribal ethos” that extends from its inner circle to its customers. Their stores function as community hubs where young (and not so young) shoppers gather. This fosters a strong, consistent, and authentic connection with clients. Essentially, wearing a Stüssy item allows customers to feel like they’re participating in something bigger and understand the brand’s unique appeal.. –  more related content here.