Ged Carroll

Category: marketing | 營銷 | 마케팅 | マーケティング

According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including

  • Super Bowl advertising
  • Spanx
  • Content marketing
  • Fake product reviews on Amazon
  • Fear of finding out
  • Genesis the Korean luxury car brand
  • Guo chao – Chinese national pride
  • Harmony Korine’s creative work for 7-Eleven
  • Advertising legend Bill Bernbach
  • Japanese consumer insights
  • Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
  • Doughnutism
  • Consumer Electronics Show (CES)
  • Influencer promotions
  • A media diary
  • Luxe streetwear
  • Consumerology by marketing behaviour expert Phil Graves
  • Payola
  • Dettol’s back to work advertising campaign
  • Eat Your Greens edited by Wiemer Snijders
  • Dove #washtocare advertising campaign
  • The fallacy of generations such as gen-z
  • Cultural marketing with Stüssy
  • How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
  • Facebook’s misleading ad metrics
  • The role of salience in advertising
  • SAS – What is truly Scandinavian? advertising campaign
  • Brand winter
  • Treasure hunt as defined by NPD is the process of consumers bargain hunting
  • Lovemarks
  • How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
  • Korean TV shopping celebrity Choi Hyun woo
  • qCPM
  • Planning and communications
  • The Jeremy Renner store
  • Cashierless stores
  • BMW NEXTGen
  • Creativity in data event that I spoke at
  • Beauty marketing trends
  • Kraft Mothers Day marketing
  • RESIST – counter disinformation tool
  • Facebook pivots to WeChat’s business model
  • Smartphone launches

  • 3 year phone contracts + more things

    Paying for Keeps | CC Insight – 3-year phone contracts will suppress smartphone market even further, that includes 5G handsets (the why 5G in a handset is a whole other question). 3-year phone contracts will also likely encourage SIM only shopping. More wireless related content here.

    MOFT – World’s First Invisible Laptop Stand – of course early laptops had more opportunity to do ergonomic design which isn’t available when you fallow Apple’s ‘size zero’ design ethos. My first laptop an Apple PowerBook 165 had small rotatable legs. I am surprised that class action suits aren’t a thing due to RSI and carpal tunnel syndrome on modern laptops. The ergonomic information required to make the case for MOFT has been available for decades

    Uncover Harassers – rage as a plug-in. Surprised that there isn’t a UK version for gammons and remoaners respectively. Download this plug-in to optimise you’re being triggered. I get where they coming from but I can also see the downside of it as well

    The Facts About Facebook – WSJ – Zuckerberg’s op-ed falls flat with WSJ subscribers. A lot of people have written out how this back end binding of the services is as much about fending off coming regulation as anything else. Think Internet Explorer and Windows when Microsoft were taken to task. Read also Opinion | Mark Zuckerberg, Let Me Be Your Ghost Writer – The New York Times – funny but true, love the VCR analogy (paywall)

    I Bought a Fake Canada Goose Jacket on Amazon – The Atlantic – Amazon is full of fake stuff. There doesn’t seem to be a vendor quality control facility on Amazon Marketplace

    Global mobile ad spend set to tip TV in 2019 thanks to programmatic boom, and 5G boost – a 5G boost really?

    Huawei/Edelman Relationship Ends Before It Starts | Holmes Report – very interesting reading and the optics are pretty bad for Huawei.

    Xiaomi Mijia laser 4K projection TV goes on sale for 14999 Yuan ($2210) – Gizchina.com – who has clear space for a 100 inch screen to be thrown up on a wall?

    China has a special passport for its elites—like Huawei’s detained executive — Quartz – the smoking gun that connects Huawei to the government in the way that the company has always denied. I was really surprised that more hasn’t been made of this story. A P series or ‘Public Affairs’ passport is a non-diplomatic, but otherwise VIP passport for party officials and others who are very tightly involved with the Chinese government. It is the smoking gun that links Huawei and the Chinese government in a way that hasn’t been previously done and shreds a lot of Huawei’s counter arguments

    Tencent, NetEase Shut Out Again in New Batch of Games OK’d by China – Variety – “Given the current speed of new game approval, the backlog of games waiting for licensing, and the government’s stricter control over game content, we estimate it could take two to three years before the Chinese games industry stabilizes,”

    ‘They need the scale’: DTC brands like Peloton and Chewy are buying more TV ads | Digiday – because TV advertising still works

    WSJ City | Russia accuses Facebook Twitter of failing to comply with data laws – surprised more countries aren’t Balkanising personal data storage

  • Apple and Jaguar Land Rover in China

    Apple and Jaguar Land Rover blamed the Chinese economy for their recent financial results. The truth is probably more complex. What factors are affecting affecting Apple and Jaguar Land Rover that aren’t directly related to the Chinese economy?

    The reality is that Apple and Jaguar Land Rover are being buffeted by very different forces, some of which are their own making.

    Apple

    China is a unique mobile environment and in some ways it mirrors the hopes (and fears) for the internet in the late 1990s. Oracle and Sun Microsystems spent a lot of time during the dot com boom developing technologies that would allow applications to run on the web. Enterprise software sudden had a user experience that could be accessed via a web browser. Java allowed applications to be downloaded and run as needed. Netscape had a vision of the internet replicating the operating system as a layer that would run applications. Microsoft also realised this which was why they developed Internet Explorer, integrated it into Windows and killed off Netscape. The Judge Jackson trial happened and that was the start of the modern tech sector allowing Google and Apple to rise.

    Move forwards two decades and most computing is now done on mobile devices. In China, WeChat have managed to achieve what Netscape envisioned. Their app as a gateway to as many services as a consumer would need including a plethora of mini applications. It doesn’t suffer the problems that native web apps have had in terms of sluggish user experiences. In addition, WeChat has invested in a range of high-performing start-ups to built a keiretsu of businesses from cab services, e-commerce, property companies and even robotics. In the meanwhile Tencent who own WeChat have a range of consumer and business services as well.

    What this means for Apple is that many of its advantages in other markets are negated in China. The OS or even performance of a smartphone doesn’t matter that much, so long as it can run WeChat and a couple of other apps. The look and feel of the app is pretty much the same regardless of the phone OS. Continuity: where the iPhone and a Mac hand-off seamlessly to each other doesn’t matter that much if many consumers use their smartphone for all their personal computing needs.

    This has been the case for a few years now in China – but Apple haven’t found a way around it.

    As for phone industrial design – Apple lifted the game in manufacturing capability by introducing new machines and new ideas. To make the iPhone 5, Apple helped its suppliers buy thousands of CNC machines. This grew the manufacturers capability to supply and the amount of pre-owned machines that eventually came on the marketplace. It meant that other manufacturers have managed to make much better phone designs much faster.

    That meant Chinese consumers can buy phones that are indistinguishable from an iPhone if you ignore the logo and function the same because of China’s app eco-system. Again this has been the same for a few years and has accelerated due to the nature of the dominant smartphone form factor. The second iteration of the iPhone X form factor is what really changed things. The phones were different to what has come before, but they weren’t demonstrably better. They were also more expensive.

    In the mean time Huawei and others have continued to make progress, particularly in product design and camera technology – the two areas where Apple led year-on-year. Huawei devices can be expensive for what they are, but they gave domestic manufacturers ‘brand permission’ in the eyes of many Chinese consumers to be as good as the foreigners.

    This wasn’t helped by Samsung’s missteps in the Chinese market that started with the global recall of the Samsung Galaxy Note7 battery recall. Samsung hasn’t managed to make that gap back up and seems to make marketing missteps regularly such as its recent tie-in with the ‘fake’ Supreme brand holder China. If you’re a Chinese consumer the additional value or status that you used to see in foreign handset brands is now diminished. This seems to be a wider theme as domestic brands are also making similar gains in market share compared to foreign FMCG brands. Although there are also exceptions like baby formula.

    Domestic brands have done a good job marketing themselves. BBK in particular are very interesting. Whilst Huawei makes lots of noise and bluster at how big they are, BBK creeps up. It has a number of brands in China and abroad OnePlus, Oppo, Vivo and RealMe going after particular segments. The brands are focused but run separately like companies in their own right. Apple’s marketing riffs on its global marketing (though it did a great Chinese New Year themed ad last year). This reinforces the perceived common view that foreign businesses are full of hubris and don’t sufficiently localise for China. Apple’s recent pricing strategy in a market where this is so little to show in value provided looks like the epitome of hubris.

    180120 - China smartphone market

    Finally, there has been a massive amount of consolidation of brands in the China smartphone market over the past four years. That provides for scale in terms of logistics, supply chain, design, component sourcing and marketing.

    Jaguar Land Rover

    If we move to the automotive sector and look at Jaguar Land Rover – their problems in China look self inflicted. China’s car market has declined for the first time in 20 years. But it seems to have mostly affected brands like Hyundai rather than prestige brands like Mercedes Benz or BMW. The reasons why aren’t immediately apparent. Yes diesel cars are less popular, but BMW, Audi and Mercedes make diesel cars.

    Jaguar Land Rover aren’t the only foreign brand suffering: Toyota has had problems in China since the last round of strong anti-Japanese sentiment exploded in 2012.

    More information

    Why Does WeChat Block Competitors, While Facebook Doesn’t? | Walk The Chat

    Apple’s China Problem | Stratechery

    Samsung recalls Galaxy Note 7 worldwide due to exploding battery fears | The Verge

    Samsung angers hypebeasts by partnering with fake Supreme brand in China | The Verge

    Fake News: Samsung China’s Deal With Supreme “Knock-off” Spurs Drama | Jing Daily

    Chinese car sales fall for first time in more than 20 years | World news | The Guardian

  • ICYMI | 당신이 그것을 놓친 경우

    Ogilvy consulting – the digital transformation arm of ad agency Ogilvy put together their annual trends presentation, which is worth going through. Ogilvy Consulting came out of Social@Ogilvy, Ogilvy Red and OgilvyOneMore related content here.

    About Placement asset customization on Facebook, Instagram and Audience Network | Facebook Ads Help Center – via James Whatley

    Evaluating the GCHQ Exceptional Access Proposal – Lawfare
    – great piece by Bruce Schneier and dangerous ideas. Once it can be done, it won’t be just the good guys that will be demanding it

    Jury awards T-Mobile $4.8M in trade-secrets case against Huawei | The Seattle Times – this has been going for years

    Navigating luxury in China: advice from the front line | Campaign Asia – 2018 was an interesting year for brands in China. It was the year of the WeChat pop-up mini program, and also the co-branded limited edition KOL collection. Standouts included collaborations between Mr Bags (the pseudonym of fashion blogger Tao Liang) with Tod’s—a collection that sold out in seven minutes—and Longchamp, for whom Liang made RMB 5 million [US$738,000] in two hours; and top KOL Fiona Xu’s collaboration with Roger & Gallet, which saw 500 limited edition pieces sell out online in minutes.

    Transformation | PMI – Philip Morris International – interesting regulatory push Philip Morris is making around smoke-free cigarettes

    Swiss Watchmakers Brace for Slowing Chinese Demand | BoF – they are are remarkably more resilient than I was expecting

    WSJ City | Poland tries to balance reliance on Huawei with spy fallout – just wait until they get into the water, electricity and railways….

    CES 2019: A Show Report – Learning By Shipping – Sit back and think for a minute that it actually got easier to turn off your lights in New York by tapping a button on smartphone and sending the off command into outer-fricking-space and back through a datacenter in Idaho than to simply send 4 bytes worth of infrared 12 feet across the room.

  • K pop bandwagon & things that made last week

    Puma have got on the K pop bandwagon to sell sneakers to Indonesians. Historically Korean brands have been most adept at getting on the K pop bandwagon. It is as common as chips in Korea. They have started to extend these K pop bandwagon campaigns abroad. Foreign brands have started to get in on the act. For instance, Girls Generation partnered with Casio’s Baby G range of watches. More Indonesia related content here

    A vintage advert from Apple that was all about storytelling through its customers. What’s On Your PowerBook. What’s interesting is the storytelling and the ‘lone computer user’ narrative of the Apple PowerBook. It leaned into the otherness of Apple products in the Windows world and equated that otherness to being fashion forward. During the dark days Apple was a hold out in the creative industries from graphic design to fashion and novelists.

    What's On Your PowerBook?

    Nike have launched a more polished looking self lacing trainer fulfilling the promise of the future from the film Back To The Future 2. They also did a good video that discusses the design of the Nike BB Adapt sneaker. The interview gives you a good insight into the Nike innovation and design process.

    Pretty much everyone has shared their opinion on Gillette’s virtue signalling dog whistle advert on toxic masculinity – so I feel no reason why I should anything to the discussion. Instead, check out this Bosch ad that I got through my friend Ian. Where do you start with it? Its not nerd core as its trying to hard. I could think of a few reasons why the main protagonist lives alone with this smart home and smart car. I am sure that there would be a lot of raised eyebrows in Germany over it. Its very far away from where I would have thought that the Bosch brand would be.

  • Cathay ticketing error + more things

    Cathay ticketing error … again: first-class fares at tenth of original price – Is there problems in Cathay’s Pacific backend algorithm that is causing the Cathay ticketing error? This is the second time that a Cathay ticketing error has happened recently. More related posts here.

    NGT48 pop idol Maho Yamaguchi’s apology for home assault sparks outrage at Japanese victim-blaming | South China Morning Post – A Japanese girl group pop star gets assaulted in her own home by a crazed fan. She is then made to apologise by her management company for the whole incident. So reading between the lines management are likely to be scum bags, possibility connected to the criminal underworld, if not a yakuza family. The yakuza historically have had strong links to the entertainment industry. Periodically there is a scandal where photos of entertainers mingling with Yakuza appear in the media

    2019 Predictions | The Daily | Gartner L2 – no surprise on the Amazon predictions. Amazon has little incentive to buy legacy retailers as its advantages comes from the lack of legacy infrastructure and people. Amazon’s increase in value makes sense due to its cloud computing market share, and increase in share of basket and performance advertising.

    Qualcomm CEO defends chip licensing business in FTC trial – CNET – Qualcomm’s “no license, no chips” policy is at the heart of the FTC’s case against Qualcomm, which lawyers are arguing before Judge Lucy Koh in US District Court in San Jose this month. Mollenkopf was among the witnesses who testified on Friday. Under the policy, companies must license Qualcomm’s patents before it will sell them chips. Qualcomm customers, such as Apple, don’t like that one bit.

    Hong Kong-based online travel agent Zuji, now without a licence, unable to operate | South China Morning Post – just wow, I remember when Zuji was a hot start-up. Like European countries Hong Kong startups have challenges when they are up against competitors with scale.