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
  • Autopilot Whopper + more things

    Burger King’s Autopilot Whopper campaign reminds me of a lot of the classic work that Crispin Porter Bogusky have done for Burger King over the years. The Autopilot Whopper is based on the insight that Tesla cars machine learning powered vision system that helps with self driving function mistakes the Burger King logo for a Stop sign.

    https://youtu.be/A0cb7wZVFf4

    Autopilot Whopper entertaining with this schadenfreude around Tesla technology. And it also lands the message that the Burger King drive through is as good a place to stop as any.

    YouTube announced the winners of its 2020 YouTube Works awards. I would strongly recommend that any brand planners bookmark this in their browser and dip in on a regular basis.

    The one that really piqued my interest the most was Hulu’s campaign for live sports that tapped into a growing consumer cynicism around influencers. The sports linkage was using NBA basketball players as the influencers.

    The iconic Zero Halliburton briefcase stuffed with cash, that more money is thrown into as ‘Hulu has live sports’ is mentioned riffs on the old McDonald’s initiative. The McDonald’s scheme that paid rappers for name checks on songs and mixtapes. It also tapped into how consumers view influencers.

    Public Enemy came back when we most need them. Flavor Flav seems to have patched up his beef with Chuck D. Public Enemy have partnered with DJ Premier to capture the zeitgeist. Black Lives Matter, COVID19 and chaotic leadership feature in State Of The Union (STFU). DJ Premier’s product references earlier Public Enemy works scratching in sounds of early Public Enemy vocals in this track. The beat is more laid back than what one would expect from the Bomb Squad production team. But the Public Enemy fire in the belly is still there.

    The step chickens are a meme driven ‘cult’ that have sprung up on TikTok. More accurately they are a directed community. Here’s the founder on how they came about. Their heat has been parleyed in a community for a new app. From a product point-of-view, this means that something like TikTok could lose chunks of its user base IF the step chickens phenomenon was widely and successfully replicated. Given that it was a mix of smarts, happenstance and pure luck it isn’t likely: sorry brands.

    German China-focused think-tank MERICS had a thoughtful presentation put together on the Hong Kong national security law. The presentation focused on the impact for the financial services sector. But there similar lessons to be drawn for professional services (accounting, management consultancy, legal firms). And only for a a slightly lesser effect on the strategy and planning functions of creative agencies, or counsel based PR functions.

    On reflection, I would be concerned about how some of the creative briefs for China-focused campaigns that I have written would have faired against the Hong Kong national security law. Probably not that well.

    What immediately becomes apparent is the implications for quality research into companies and economics won’t meet international standards. Which means more fodder for the likes of Muddy Waters Research LLC. It likely indicates a conscious effort for China to decouple from the international financial system.

    The calculus behind the Hong Kong national security law seems to be that the Chinese government think yet another (internal) market for Chinese stocks will be a better deal than the traditional gateway to and from China Hong Kong has provided. I am not sure what this bet will mean. Shenzhen already has a robust stock market by Chinese standards; would China really need Hong Kong? Without the gateway role, Hong Kong would also find it harder to be the point of capital departure from China for high net worth citizens. Dampening capital flight would definitely hold some attraction to the Xi administration.

  • Space aliens + other things

    I didn’t want to talk about space aliens. Given that some people are currently beating up on network engineers and destroying 5G network infrastructure, this art project about space aliens and electro-magnetic radiation might be considered to be a bit close to the bone. Space Aliens are no longer visiting Earth due to an allergy to our cell phones – the storytelling neatly taps neatly into the cold war and X-Files peak of alien abduction and combines it with ambient music. Given the current conspiracies about 5G, it may get taken more literally than is good.

    Keep It Real Online is a great campaign by the New Zealand government highlighting the risk and appropriate action parents can take regarding online behaviour.

    Keep It Real Online – New Zealand government

    The online bullying themed video is really on-point, but all of them have real impact.

    YouTube channel Awkward Puppets has become active again over the past couple of months. Imagine if Sesame Street characters grew into awkward post-modern adults. The script writing on this is really on point

    Maybelline Launches ‘Spread Good Vibes’ COVID-19 Campaign in Thailand Branding in Asia | Branding Asia Magazine – a lovely bit of insight: that make-up and mutual social affirmation ‘good vibes’ will do wonders for how we feel during COVID-19. It also taps into Thai women’s love of beauty products. The execution was nicely done using augmented reality. The campaign was done by MRM for Maybelline-Thailand. Thailand has a great track record in really emotive advertising and these takes it into new mediums. More Thai-related posts.

    Maybelline-Thailand-Spread-Good-Vibes-Branding-in-Asia
    Maybelline-Thailand

    Ali Goldsworthy was on BBC Radio 4: Four Thought. She explained why campaigns which succeed by polarising people can cause long-term harm, and suggests ways we might tackle the resulting damage. Ali has written a book Poles Apart, that goes into these ideas in more depth.

  • Sophisticated card skimming & more

    Sophisticated card skimming in Mexico by a Romanian criminal gang was first highlighted by Brian Krebs. This documentary was produced by the Organised Crime and Corruption Reporting Project and features cybersecurity expert Brian Krebs. It is amazing how audacious this sophisticated card skimming scheme was.

    Sophisticated card skimming in Mexico with Romanian criminal gang.

    Adam and Eve DDB’s effectiveness expert Les Binet on COVID-19 and recommendations on marketing. Much of it is more common sense and nuanced consideration than just simple rules by other people. The key outtakes here compared to some of the stuff that I have seen coming out of Ogilvy Asia is the differentiation between supply-side driven recession and demand-side driven recession.

    Elders Corner is a documentary that focuses on the political context that Afrobeat exists and had been played in. It tells the stories of Nigeria’s musicians who pioneered the Afrobeat sound and the role of their music in society during a time of tremendous political upheaval.

    Asian brands really seem to have taken to Animal Crossing, with a Hong Kong eatery hiring a marketer to build their Animal Crossing presence. The Global Pride festival seems to be no exception to brands and culture going into Animal Crossing. The creator tools allows creative expression that works really well for Pride month celebrations.

    In the same week that Boston Dynamics released their ‘Spot’ robot, a Thai shopping mall are doing an interesting exercise in human computer interaction featured in the Singapore media Robot dog hounds Thai shoppers to keep hands virus-free – TODAYonline. I’d love to know if they managed to gather effectiveness data around this initiative. The only thing that surprised me about this was that it was a Thai shopping mall, rather than one in Singapore. It is much less creepy than the way China has used robots to educate people on COVID-19 and demand compliance.

  • Chinese diplomatic failure + more

    ‘Chinese diplomatic failure’ as Australia’s dovish voices fall silent – Inkstone – it will be interesting to see if this Chinese diplomatic failure forces the Chinese government to alter its approach

    China’s Trillion-Dollar Campaign Fuels a Tech Race With the U.S. – WSJto develop next-generation technologies as it seeks to catapult the communist nation ahead of the U.S. in critical areas. Since the start of the year, municipal governments in Beijing, Shanghai and more than a dozen other localities have pledged 6.61 trillion yuan ($935 billion) to the cause, according to a Wall Street Journal tally. Chinese companies, urged on by authorities, are also putting up money.

    The mystery document holding up China’s sale of Anbang hotels | Financial Times – this reads like a Robert Ludlum novel. More China related content here.

    Coronavirus: ad shift from TV to digital will speed up says Goldman – move away from brand building to activation

    China Millionaire Livestreamer Viya Shows Online Shopping Future“E-commerce livestreaming,” as it’s lovingly called by analysts, will already feel familiar to many in America and elsewhere; the latest stage in an evolution from infomercial pioneer Ron “But wait, there’s more” Popeil, the Home Shopping Network, Oprah’s Book Club, and Kim Kardashian. Amazon’s been experimenting with the concept for more than a year, most recently teaming up with “Project Runway” stars Heidi Klum and Tim Gunn for a spin-off and retail tie-in that will make the show’s winning designs immediately available to buy. Facebook has been trying to get users to shop on its platform for years; in May, it announced a partnership with Shopify to help integrate buying there and on Instagram

    ‘Don’t waste the crisis’: EU business group presses China to open markets | South China Morning Post – European chamber’s annual survey finds companies grappling with a more politicised, state-dominated environment. Forced technology transfers also a big concern for foreign players in the country

    UK businesses in China say opening measures have little impact | Financial Times – it will be interesting how much of a car crash it will be with Chinese retaliatory measures

    Daring Fireball: Zoom, Still Shitting the Bed – headline nails it

    Memorandum on Protecting United States Investors from Significant Risks from Chinese Companies | The White House – this has been a long time coming

    AUS antitrust probes zeroing in on Google Search, rival says – CNET – questions focused on ways of requiring Google to provide alternatives to its search engine on Android and in its Chrome web browser, Weinberg told Bloomberg

    A Come Back Story or a Mirage – Story of China’s Street Vendors | LinkedIn – my bro Calvin on the rise of small businesses in China

    Sequoia Capital China’s Neil Shen and Softbank Vision Fund partner quit board roles at Qihoo 360 | South China Morning Post – probably something to do with Qihoo 360 being sanctioned by the US representing a wider Chinese diplomatic failure

    Briefing with Senior State Department Officials on Limiting the CCP’s Ability to Steal U.S. Technologies and Intellectual Property – United States Department of State – interesting read

    Nomura/Hong Kong: beyond our Ken | Financial Times – interesting how Hong Kong’s national security law could encompass a brokers ‘sell’ note on Chinese equities. This is likely to be another Chinese diplomatic failure

    Huawei – Nowhere to run pt. XVI. – Radio Free Mobile – rather assumes China won’t use grey market techniques to get parts for Huawei

    Huawei builds up 2-year reserve of ‘most important’ US chips – Nikkei Asian Review – not terribly surprising. I also suspect that its set up a web of front companies to buy on the grey market as well

    Beijing Threatens Hong Kong’s Companies and Workers – The New York TimesChina and its allies are using threats and pressure to get business to back Beijing’s increasingly hard-line stance toward Hong Kong, leading companies to muzzle or intimidate workers who speak out in protest.Leung Chun-ying, Hong Kong’s former top leader, on Friday called for a boycott of HSBC, the London bank, because it had not publicly backed Beijing’s push to enact a new national security law covering the territory

    Hong Kong Filmmakers Discuss the Dire State of the HK Film Industry | JayneStars.com – this breaks my heart, having grown up on Hong Kong cinema

    HKU Legal Scholarship Blog: Johannes Chan Comments on the National Security Law (RTHK English News)what constitutes ‘national security’ has never been defined. “In China they never really define what exactly is ‘national security’. So the law could change according to political expediency or political necessity,” he said. “We don’t know if it will be more clearly defined in the coming law but in accordance with their tradition and the current scope, it could be exceedingly wide,” Chan said, adding it is naive to think the law will only apply to only a small group of people. The legal scholar also said he doubts if the central government will accept unfavourable rulings by Hong Kong courts linked to the new security law

    Presentation Design by 24Slides | 24Slides – interesting side service by Sheraton Hotels

    GOOPiMADE – really cool Taiwanese streetwear brand

    The Quietus | Missing The Jackpot: William Gibson’s Slow-Cooked Apocalypse“One thing I was curious about with Dominic Cummings,” Gibson continues, “is I wondered if he had noticed that Bigend’s mother was a Situationist – or someone who hung with the Situationists –and I wondered if he knew who they were and what their schtick was, because I somehow doubt he’d get that.” But I guess he sees himself as some sort of disruptor, shaking things up – albeit perhaps in more of a Silicon Valley kind of way, than in a Situationist vein. “But disruption is not hot anymore!” Gibson exclaims. “That’s an old meme.”

    Legendary fashion bibles STREET and FRUiTS are finally online | Dazed Digital – huge online asset

    How Did I Not Hate the new Ghost in the Shell SAC_2045 CGI Anime? – J-List Blogone observation J-List’s anime figure buyer made is that Netflix-funded anime rarely result in figures or other products for J-List or other anime shops to sell, and in general don’t have a “long tail” that allows anime fans to enjoy the work over many years, compared with more organically-created anime series. Sometimes this “Netflix short tail” problem is caused by the business model of streaming, which prefers to dump a whole series online at once so fans can binge it and get more addicted to the platform. One such anime was Relife, about a company that lets people return to high school and re-live a year of their lives over again, which totally failed to make a splash because it came out all at once on Netflix, rather than one episode per week

    The Wizards of Buzz – WSJ OnlineThe next time you visit a buzzy Web site, see a funny video clip online or read an unusual take on the news, chances are you owe it to someone like Mr. Worthington. A new generation of hidden influencers is taking root online, fueled by a growing love affair among Web sites with letting users vote on their favorite submissions. These sites are the next wave in the social-networking craze — popularized by MySpace and Facebook. Digg is one of the most prominent of these sites, which are variously labeled social bookmarking or social news. Others include Reddit.com (recently purchased by Condé Nast), Del.icio.us (bought by Yahoo), Newsvine.com and StumbleUpon.com. Netscape relaunched last June with a similar format. The opinions of these key users have implications for advertisers shelling out money for Internet ads, trend watchers trying to understand what’s cool among young people, and companies whose products or services get plucked for notice. It’s even sparking a new form of payola, as marketers try to buy votes – from back when influencers weren’t such a malign dystopian concept of shallowness

    The Infinite Heartbreak of Loving Hong Kong | The Nation – The same brutal policing tactics and authoritarian legal frameworks developed by the British to suppress leftist dissent are being recycled by Chinese authorities against pro-democracy Hong Kongers. The CCP constantly casts itself as the answer to Western imperialism. But Chinese state media now argues Hong Kong’s new national security law would improve upon the “frail” British security framework—in other words, that it wants to bolster, not dismantle, the colonial machinery of repression – interesting diacotomy in narrative. All of this compounds Chinese diplomatic failure in Australia and other western countries

    Cross-Country Trends in Affective Polarization – TL;DR – no clear correlation between political polarisation and social networks

    WARC | Global Ad Trends: COVID-19 & Ad Investment – advertising investment is set to fall 8.1% – $49.6bn – worldwide this year. This year’s downturn will be softer than in 2009, when the ad market fell by 12.7% ($60.5bn). Traditional media will fare far worse than online. Almost all product sectors will record a decline this year, with the most severe falls seen among travel & tourism (-31.2%), leisure & entertainment (-28.7%), financial services (-18.2%) and retail (-15.2%).

  • Hana Kimura + more things

    Hana Kimura

    Hana Kimura was a reality TV star appearing in a Netflix Japan show. She got a lot of unfair online abuse which contributed to her taking her life. Kimura was just 22 years old. YouTube user Nibota does a really good download on what happened. It mirrors experiences reality shows around the world seem to provoke in online behaviour. Hana Kimura worked in the entertainment industry as a wrestler and her death is indescribably tragic. More Japan related posts here.

    Crowns & Owls

    London collective Crowns & Owls shot this advert for Wieden & Kennedy Tokyo client Nike Korea. Entitled ‘You can’t stop us’ it symbolises ‘ the story of Shim Suk-hee; the gold medalist speed skater and national icon whose bravery in confronting her experience with systematic physical, sexual and mental abuse within 2019 South Korean sport’.

    They actually built the tunnel inside South Korea’s largest indoor ice rink.

    Yojiro Arai

    Nescafé Hong Kong has a new animated advert for canned coffee. It was directed by Yojiro Arai, formerly of Studio Ghibli worked with a a Japanese team for the best part of a year to provide the authentic backdrop of Hong Kong and you can see it in the details, from the estate agent windows to the money plant in an office lobby. (H/T via the Mad Man blog (HK)).

    Loewe

    Lovely case study of an ad by luxury brand Loewe. This was a Christmas film without the cliches of John Lewis et al. It is an interesting mix of analogue skills which reflect the craftsmanship that luxury good brands like Loewe have in their DNA.

    Jeremy Fleming, GCHQ

    Jeremy Fleming, the current director of GCHQ gave a presentation for Imperial College and it is very similar to one he gave to the online version of the Cheltenham Festival. Unsurprisingly coronavirus offered an opportunity for hackers. It is interesting that he goes to talk about privacy and data protection on contract tracing apps. He doesn’t provide a concrete answer.