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

  • 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)

     

     
     
     
     
     
    View this post on Instagram
     
     
     
     
     
     
     
     
     
     
     

     

    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.

  • SurfSafe + more things

    The SurfSafe Browser Extension Will Save You From Fake Photos | WIRED – Chrome only. I don’t know how effective it is. SurfSafe was developed alert people that their media diet is infected with misinformation, right when it happens. Something that Google and social platforms have struggled to do up to now. I would be very surprised if research into SurfSafe was not on the task lists of product managers throughout Silicon Valley and beyond.

    The New York Public Library is publishing books on Instagram. | FastCompany – reminds me of Brazilian bank Itaú and their use of Facebook canvas mobile content / ad format for children’s e-books. Its a beautiful idea and well worth looking at the project. I wonder if this is also aimed at young adults who probably don’t read as much as they should

    An Oral History of ‘GoldenEye 007’ on the N64 – MEL Magazine – probably the most iconic game for the Nintendo 64 platform. GoldenEye 007 managed to use the capability of the platform really well and was excellent at storytelling.

    Forrester: ‘WPP must dissolve its agency brands’ | The Drum – I agree that consolidation is required, but not convinced that Forrester have the blueprint. There is brand equity that equates to the agencies not the holding company. A classic example of this would be Ogilvy or J Walter Thompson. The effort would be better steered into how agencies can collaborate more easily and that is down to collaboration tools and a shared P&L – creating the right ingredients for collaboration. Up to now, WPP has tried to do this by dedicated businesses for clients like Red Fuse for Colgate-Palmolive. More related content here.

    I love the damned if you do it right, damned if you do it wrong introduction on this video

    One of the nicer campaigns that I have seen for consumer DNA testing services: FootballDNA

  • The Conveni & things from last week

    The Conveni

    Its hard to understand The Conveni without understanding Japanese retail. In Japan, 24/7 convenience stores play a similar role to what supermarkets have in the west. They do groceries, allow utility and mobile payments and provide other services like faxing or photocopying. They offer free wi-fi and air conditioning in hot weather. There are an essential part of of Japanese life and there is a ‘combini-culture’ around them. Hiroshi Fujiwara’s Fragment Design has taken a good deal of influence from combini culture for ‘The Conveni’ retail concept. It includes processed food, bandanas in sandwich packs, towels packaged like onigiri rice balls and sweat shirts in snack packets.

    conveni

    If you can’t get to Tokyo, you can still look at their e-store.

    Michael Gove famously said that with regards to Brexit people were tired of experts. Obviously discussions between men in a pub is the antithesis of expert discussions. So here is a podcast with a couple of knowledgeable people in a pub

    https://youtu.be/Sx4AF-3Rd44

    https://youtu.be/sju9laLqeCo

    Lippincott were working on a Toys R Us rebrand that the company couldn’t implement. I don’t know if design could have saved Toys R Us, but the work is really nice.

    Aphex Twin launched a new EP; there were posters around the world and a fantastic video by Weirdcore. Warning the video will affect people with epilepsy

    Egyptian Lover picks his favourite Roland TR-808 songs – amazing listening. Some of this brought me back to my early teenage years.