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

  • Weiden Kennedy Tokyo + more

    Weiden Kennedy Tokyo did this great brand video for Nike Korea, they supported it with a ‘Be Heard’ campaign on KakaoTalk. Weiden Kennedy Tokyo work for Nike is consistently of a really high standard. More marketing inspiration here.

    One of the things that had been keeping me busy over the summer was working with Racepoint Asia on the planning and strategy behind this video to promote the Huawei P8. On reflection it could be cut down to 3:15 with a branded end screen to make it tighter, but its a great bit of video shot by Jenn Russell.

    Ashley Vance talks about his talks with Elon Musk of PayPal mafia, Tesla and SpaceX fame

    Adidas China put together a few videos of local artists in China to promote the Superstar ‘shelltoe’ trainer. They feature musician Eason Chan (Canto-pop veteran with some EDMish remixes), VJ Mian, pixel sculptor Li Tian Lun, and street muralist Hua Tu Nan. This is hosted on YouKu so you will need to be patient to get it to load

    There is something meta about the concept of TED Talks at the Burning Man festival; its like a cliche of daikaiju proportions, but if this gets people interested in mathematics, so much the better.

  • Hong Kong banks + more

    Hong Kong banks

    Hackers threaten to take down websites of Hong Kong banks unless they pay bitcoin ransoms – interesting move and good PR by Akamai, the block chain has allowed researchers to see which Hong Kong banks are paying up.

    Business

    Chinese Soccer Prepares to ‘Fly Alone’: Will Success Follow? | WSJ – moving away from government. It will be interesting to see if China can displace the European teams in the world’s sports media markets. I suspect that a key component of that, which hasn’t been addressed yet, would be changes in sports betting

    Design

    Should Your Logo Be a Wordmark or a Symbol? + Subtraction.com – app design space predictates going with a brand symbol which has its own risks. But wordmarks work in other media like word-of-mouth

    Gallery: A practical, low-tech Japan | Ars Technica – really clever product design

    How to

    BeeCanvas – Collect and share your information visually – great for assembling mood boards

    Innovation

    LINE Maps for Indoor – Android Apps on Google Play – Japan only indoor mapping. More related posts here.

    Glove-like socks are made from material stronger than Kevlar – Swiss Barefoot Company. It is interesting that so much effort is put into materials technology for glove-like socks.

    Ireland

    Direct flights from Hong Kong to Ireland would really see bilateral trade take off, says Irish consul general | South China Morning Post – it would also affect the role as Heathrow as the long haul hub for Irish flights

    Marketing

    3M Builds an Impressive Branded Rube Goldberg Machine From a Variety of Its Products – absolutely nails the brand positioning of 3M as a business and is a good profile raiser amongst technical specifiers

    Selfridges puts Apple Watch at the center in floral window display | Luxury Daily – interesting targeting strategy by Selfridges, focusing on Apple Watch sales to women, rather than men. It reinforces the devices status as a fashion device that happens to have health benefits

    Online

    LinkedIn Lookup app replaces company intranets – Business Insider – defensive move against Facebook for Work

    Kik Takes $50 Million Investment From WeChat Parent Company Tencent, Hits $1 Billion Valuation – interesting move by Tencent to invest in Nik

    Vlogger Chyaz on product placement online – BBC News – ASA clarifying yet again

    Retailing

    Smartphone-Owning Millennials Say Most of Their Retail Browsing Occurs In-Store | Marketing Charts – so retailers need to put in free wi-fi without a reg wall

    Wireless

    China’s smartphone sales slide 10% year-on-year (but not for the reason you think) | Techinasia – consumers going for premium handsets and keeping them for longer than changing cheap handsets. Is it total cost of ownership or status driven?

  • Invisible cloaks + other things

    Invisible cloaks

    The possibility of invisible cloaks straight out of a Marvel comic hero’s tool kit or a wizarding wardrobe a la Harry Potter. The underlying technology involves some science that sounds more like science fiction. Could ‘Harry Potter’-like invisible cloaks really exist? – CNET

    On a more serious note invisibility cloaks have applications in the military, law enforcement and even urban design through the power of cutting edge science.

    Foxes on the moon

    Foxes and science fiction what could be more awesome? This reminded me of TinTin for some reason that I can’t put my finger on at the moment. Have a watch and let me know what you think.

    SIN R1

    The SIN R1 looks like the kind of car I would have had as a poster on my wall as a kid, but now it looks too outlandish to be on the road.

    The driver doing doughnuts on the public road reminded me of the young lads who would take their hot hatches down to Blackpool for the lights . Revving their engines and pulling similar stunts. Which makes me wonder, what do they think their customer is going to be like? A yob, the stereotypical young footballer?