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
  • 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.

  • #washtocare & things that caught my eye this week

    Dove #washtocare advert focusing on cleansing. We’re so used to seeing Dove and have a strong beauty and softness association. But it is challenged in landing a cleanliness message. At least in comparison to other bar soaps. The coronavirus offered an opportunity for them to re-emphasise the cleaning aspect of the product with #washtocare.

    https://youtu.be/ZjQM3ucVZhU

    One interesting aspect of this is that the ad doesn’t run to the 20+ seconds needed to comprehensively clean hands but a six-second format. Dove seem to have paired it with a paid influencer placement via a platform that pairs social media users with brands and gives the consumers a ‘challenge’ to complete. Unfortunately for a lot of the material, the Dove brand got lost in it, this post below was about the best one that I saw.

    https://www.instagram.com/p/CAcF1-PF9c6/?utm_source=ig_web_button_share_sheet

    I suspect so they can put the budget into landing and repeating the messaging. More FMCG related content here. #washtocare is more like a washout.

    Charlie Brooker’s Newswipe shows were only of interest to me for the Adam Curtis films that he featured in the shows. This film about the growth of paranoia in society seems to be very in tune with the current zeitgeist.

    Unlike many other magazines, Monocle does a good job of showing the ‘sausage factory’ of how their magazine is made. There is a huge amount of pride in the effort they go to get a quality product out the door. This isn’t just from a design and content point of view, but in the tactile magazine experience. I couldn’t think of any other publication that would do a feature film about why they were moving printing press, paper stock, design and content tweaks.

    Wired US would have a bit of editorial comment when they have banged it out of the park on design and typography – something that tragically hasn’t happened in years.

    All of these changes for Monocle’s print edition has happened in the midst of early coronavirus Europe. The design tweaks aren’t jarring for the experience, with just enough changes to keep things fresh.

    The change seemed to be partly driven by Brexit, but also an apparent desire to get a quality step change that they didn’t seem to think would be possible with UK printers. Tyler Brûlé’s comments on the German apprentice system, for instance, shows that taking back control won’t change the perception of relative quality in UK manufacturing versus Europe.

    Canvas8 tries to read the tea leaves on likely changes in consumer behaviour due to the coronavirus lock-in period. Tom Doctoroff was the guest speaker in this episode and wrote the great book ‘What Chinese Want‘ which I reviewed a number of years ago.

  • Adult entertainment + more things

    Adult entertainment transforms during pandemic – Axios – accelerated move towards interactive and custom adult entertainment production. But US legal issues are getting in the way – Is OnlyFans Deleting Sex Workers’ Accounts? – Rolling Stone 

    Publishers and journalists on TikTok – Google Sheets – in case your dystopian life needs more dystopia

    Decoding Xi Jinping’s Speech at the World Health Assembly – The DiplomatThe main target of Xi Jinping’s speech is the “global South” and, more specifically, the African continent. The terrain lost in Western democracies amid the pandemic will be hard to win back. However, in terms of global influence, the role of the global South and Africa is vital for China. There also, the image of China has been severely damaged. For the first time, African ambassadors to the PRC had to write a joint letter to protest how African residents were being treated in the PRC

    Investigating China: COVID-19 and the CCP – The Diplomatcapitalizing on the growing crisis in the United States and Europe, the official media in China has been trumpeting China’s purported success in controlling the disease. China has also sent medical missions to countries such as Italy. Sending medical missions abroad had been a strategy the PRC used during the Cold War to promote a new international order: a “people’s revolutionary movement” against colonialism, imperialism, and hegemonism

    The Chinese luxury market after COVID-19 | Daxue Consulting – interesting how the retailing experience is being adversely affected by COVID precautions

    Mixed reactions to current brand comms | YouGovWith the large number of brands clearly defaulting to the ‘all in this together’ message, it’s worth asking: ‘How well does this actually align with their brand values and how they are responding to the current crisis?’ Our research shows that 43% of Brits agree that brands/companies’ current messages and advertising are inauthentic. This figure increases to 52% of males (vs 35% of females). Furthermore, half of respondents (50%) disagree that brands/companies are putting their employees and their customers first and before the company and its profits.

    The Crypto Price-Innovation Cycle – Andreessen Horowitz – crypto winters tend to indicate that like AI approaches before it, its not ready for adoption as a technology / use case. Success hasn’t really been in banking or logistics, where’s the adult entertainment play (which drove a lot of other technologies from 16mm cinema film to VHS and web video)

    Norske offiserer og soldater avslørt av mobilen – Norge – Norwegian military personnel location data found to be for sale

    Why Luxury Brands Are Raising Prices in a Pandemic | BoF Professional, This Week in Fashion | BoF – Luxury brands such as Chanel and Louis Vuitton are raising their prices. This appears to be a strategic move to increase profit margins, offset the effects of reduced sales, and take advantage of the economic recovery in China.

    Electric Vehicles Continue The Same Wasteful Mistakes That Limit Longevity | Hackaday – interesting meditation on software, hardware, design, complexity and quality. Or why a Tesla isn’t as great as Elon makes out

    Thailand’s travel industry readies for relaunch | Financial Times – really interesting design hacks being deployed by the Thai tourism industry. It would be great if this positively moves the needle on Thailand’s reputation as a destination for miserly backpackers and adult entertainment

    Millennials stand out for their technology use | Pew Research Center – Millennials stand out for their technology use, but older generations also embrace digital life

    China’s ‘OK Boomer’: Generations Clash Over the Nation’s Future – The New York Times – China’s baby boomers, born in the 1960s and 70s, experienced a period of great opportunity, similar to American boomers post-WWII. After decades of political unrest and poor economic management under Mao Zedong, China was opening up, leading to abundant jobs and affordable housing. While the government maintained political control, society became more receptive to new ideas and access to information, including international websites, was available. This era offered a promising future.

    In stark contrast, China today is very different, especially for Generation Z (those born after 1990). The economy recently experienced its first contraction since the Mao era due to the coronavirus pandemic, with unemployment estimated at 20%. Additionally, housing in major cities is now largely unaffordable for Gen Z, mirroring challenges faced by their counterparts in cities like New York and San Francisco.

    Merkel cites ‘hard evidence’ Russian hackers targeted her | AFP.com – German Chancellor Angela Merkel expressed her deep distress over evidence of Russian cyberattacks against Germany, stating that these actions undermine her efforts to improve relations with Russia. She described the attacks as “more than uncomfortable” and warned that sanctions could be imposed if this malicious activity continues. Merkel also highlighted that German intelligence services have consistently reported Russian hackers attempting to spy on German lawmakers and politicians.

    Troy Hunt: The Unattributable “db8151dd” Data Breach – interesting, looking at the headers, it looks like a wider scrape from multiple sources. It connects multiple social platform profile IDs alongside real world address data. Possibly a large CRM breach???

    Exclusive: As China Hoarded Medical Supplies, the CIA Believes It Tried to Stop the WHO from Sounding the Alarm on the Pandemic A CIA report suggests that China attempted to stop the World Health Organization (WHO) from issuing a global alert about the coronavirus outbreak in January. This was reportedly at a time when China was accumulating medical supplies globally.

    The report, confirmed by U.S. intelligence officials, claims that China threatened to withhold cooperation from the WHO’s coronavirus investigation if the agency declared a global health emergency. This is the second such report from a Western intelligence service, and it’s expected to worsen already strained relations between the United States and China concerning the pandemic, which has caused 280,000 deaths worldwide, with a quarter of those in the U.S.

    Even if these allegations are not entirely accurate, their dissemination is negatively impacting the relationship between China and the U.S.

    How to arrange the perfect bookshelf – probably the most cynical depressing thing I’ve read in a while

    Wendy Carlos on her production process that pioneered electronic music as we now know it.

    Amazon releases Kendra to solve enterprise search with AI and machine learning | TechCrunch – interesting that Amazon is not offering Kendra in a box like Google did its enterprise search appliance. I suspect this about moving file servers on to the cloud rather than Amazon into the enterprise

    The VR winter — Benedict Evans – we haven’t worked out what you would do with a great VR device beyond games (or some very niche industrial application), and it’s not clear that we will. We’ve had five years of experimental projects and all sorts of content has been tried, and nothing other than games has really worked. Hell, even adult entertainment has worked as a driver