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
  • Yellow economic cycle

    The yellow economic cycle has manifested itself as a positive boycott.

    The anti ELAB protest movement in Hong Kong exposed the fracture lines between pro-Beijing (blue) and pro-Hong Kong sides (yellow). Some of Hong Kong business community came out and criticised the protestors. This resulted in consumers boycotting their business.

    Maxim’s

    The classic example of this was when Annie Wu criticised Hong Kong protestors. Wu’s father James co-founded Maxim’s Caterers Limited. Maxim’s is has a wide range of restaurants for all budgets. It also owns bakeries, provides catering for universities and businesses. Maxim’s even has a joint venture with Starbucks. Starbucks coffee shops in Hong Kong and southern China are run by this joint venture called Coffee Concepts.

    Mainland businesses, especially Chinese state-owned enterprises like China Mobile and Bank of China were defaced by protestors. McDonalds restaurants in Hong Kong and China are majority owned by CITIC – a Chinese state-owned investment company.

    Garden Bakery

    Garden Bakery’s Life bread ended up becoming a yellow brand by default when it was criticised by members of the Hong Kong Police. Hong Kong protestors rallied around and even brought along loaves to demonstrations.

    #AnywhereButChina Challenge

    Consumers bought everyday products that weren’t made in China and shared the product and its country of origin online. This becomes quite tricky as products from western brands like Wrigley chewing gum or pair of Nike sneakers could be made in China.

    It’s particularly interesting as it raises questions about long term perception of quality. Back before the protests when I was living in Hong Kong LG and Samsung smartphones being sold advertised with pride that they were made in Korea. It was a similar story with high-end Sony TV sets. #AnywhereButChina channels China’s political and quality related issues in one meme.

    Solidarity with their customers

    Many small businesses in Hong Kong started to do what they could for their young customers. And the customers paid them back with loyalty. By trying spend their money only in yellow businesses and avoid blue ones by creating a yellow economic cycle.

    Yellow economic circle

    Online assets were created to point customers in the right direction. Here is one of the posters that have been circulating on Twitter. The use of QRcodes is much more common in east Asia than Europe. The code takes you through to a Google Maps overlay of Hong Kong featuring Yellow businesses which would be preferable to shop and eat at. Green businesses which are preferable to blue businesses. Blue businesses will be avoided wherever possible.

    Reviews of yellow shops and restaurants on review sites like Open Rice have been poisoned by pro-government supporters placing bad reviews and protestors piling in to defend their yellow economic circle members. At its worst, even the most hardened Wikipedia editor would be daunted by the pitched battles going on.

  • CNY 2020

    Today is the start of CNY 2020 (Chinese New Year 2020). January 24 is ‘New Years Eve’. It is the year of the rat, which symbolises another start in the Chinese horoscope cycle. Here are some of the best examples of adverts celebrating Chinese New Year (CNY 2020).

    China

    Nike China benefited enormously from this advert done by Wieden & Kennedy Shanghai. Which is a take on the politeness of ‘oh no, you shouldn’t have but on a very amped up level’. Reminded me of my interactions as a small child with my Granny in Ireland ‘Ah go on, go on, you will, you will’ aspect a la Ms Doyle in Father Ted. Nike ZoomX Vaporfly NEXT% which provide runners with an unfair advantage play a starring role in the film.

    The Great Chase by Wieden & Kennedy Shanghai for Nike China

    By comparison, Adidas’ effort is beautifully made; with really high production values and a riot of colour like you’d expect for Chinese New Year. But in my opinion, it lacked that killer idea and talkability compared to Nike.

    Adidas 新年造萬象 – Adidas CNY 2020 by Haomai Advertisement Co., Ltd

    As with other countries Apple China’s shot on… series of adverts merges film directors, storytelling and ‘eats its own dog food’ by shooting using the Apple iPhone 11 Pro. As in previous years Apple stays away from the usual cliches. For CNY 2020, Apple tells the story of a single mother and her child. Single parents are seldom visible in Chinese advertising as so much emphasis in society is put on marriage. It’s well worth a watch.

    https://youtu.be/bvtwWhKdxhM

    Last year’s advert focused on the ‘taste of home‘.

    Malaysia

    Malaysia’s Chinese community may only make up 30 per cent of the population; but its Chinese New Year adverts punch above their weight in comparison to other countries and CNY 2020 was no exception.

    Telenor-owned Digi Telecommunications film Home is about the family visiting an aspirational daughter in her new home for lunar new year. It cuts through some of the chintz of the celebrations with a working class family grafting away, but ultimately family bonds conquer all.

    Panasonic Malaysia’s video takes a little while to get in the swing but when it does I could imagine it being a right ear worm. You put this on TV and radio to get a really efficient campaign. It also stays away from being overly sentimental.

    https://youtu.be/Vlvz68wWtVw
    Panasonic Malaysia – Sek Bao Mei

    It wouldn’t be a round up of Chinese New Year adverts if there wasn’t at least one that tugs at the heart strings. Malaysian RHB Group who provide banking services came up with this tear-jerker. If you don’t well up just a little you’re a sociopath.

    Singapore

    One of the weakest efforts that I have seen this year was this effort by Dyson to promote the air purifying qualities of their fans. The sole nod to CNY 2020 is the brief red envelope with an engineering drawing on it at the start of the video. I don’t know who commissioned this for Dyson; but they should be hanging their head in shame.

    https://youtu.be/ugWpkTsS4NM

    SingTel’s recent festival related advertising have pulled on the heart strings, and been ‘anti-millennial’ – like The Gift shown for last Christmas. By comparison this one is a classic situation comedy highlighting all the benefits of connectivity. The humour reminded me of the Hong Kong film series All’s Well That Ends Well – which are usually in cinemas over Chinese New Year.

    Prudential Singapore have a wider campaign going called #MindTheGenerationGap over CNY 2020 and have put together some nice branded content like this cooking programme with lovely interstitial animations

  • 500E & other things

    The Mercedes Benz 500E gets profiled by Doug DeMuro. It is the ultimate sleeper car with only mildly flared wheel arches give a hint for the vehicles performance. At the time of launch Mercedes called it the velvet hammer, the hammer bit of the sobriquet stuck with car fans. And the 500E and Hammer are used interchangeably. Even now, almost 30 years later, the performance is phenomenal, especially from a car with such understated looks.

    Great talk by Shafi Goldwasser from the University of California, Berkeley on the relationship between algorithms and the law. It is a fascinating lecture. I believe that it was given in Tel Aviv

    Algorithms have enormous power over our lives from health and finance to credit ratings or the ability to get criminal bail.

    Academic Jack Goldsmith on the complex relationship between Jimmy Hoffa, the US trade union movement and the mob including its rise and fall. This is a good hour long interview but worth while having on in the background.

    Ogilvy did this nice advert for Boots

    But what’s for more interesting is this burn in the More About Advertising blog

    Ogilvy took over the reins from Mother a couple of years ago – Boots didn’t want to move but its owners did a Davos WPP deal – since when it’s been a bit iffy.

    More About Advertising blog

    Hair Love is an animated short that addresses the complex nature of Afro American hair. But its got as much attention for its sponsorship by Unilever brand Dove as its craft. Stylewise I was reminded a bit of some of Disney’s animation from the 1990s and 1990s. The Dove sponsored film is a move to try and change the relationship between art and advertising. Though that still won’t stop them doing lots of formulaic product marketing. I was reminded by Guinness Nigeria development of action films for the African market in the past.

  • Volkswagen Beatle fairwell & other things this week

    Volkswagen Beatle

    Volkswagen Beatle – after seven decades Volkswagen is finally saying goodbye to its most iconic vehicle. It seems the Beatle won’t make it into the electric future of Volkswagen.

    Visual Futurist – Syd Mead

    We lost visual futurist Syd Mead at the end of 2019. Mead was best known now as the stylist on Blade Runner, but had worked for a number of US corporates including Ford and US Steel. He’d also done work for NASA.

    Even if you don’t know Mead, you’ve likely seen his work. Or the stuff influenced by his work.

    My first reaction on hearing the news is that fate is cruel. Mead has left us, but in his place we have Elon Musk.

    Animal thoughts

    Ze Frank for Audible on animals thoughts for Christmas. Animal thoughts for Christmas reminds you of how alien our rituals must seem to our pets. The random associations that they will likely form with things like tinsel. The cat going on about tree torture is the best part of it. But the inner trips of cats on cat nip comes a close second.

    Connected restaurant

    Three Ireland have executed on an idea I investigated back in 2005 for Motorola. Back then it was a lot harder to get the bandwidth and screens to do it. We were also thinking on a bigger scale, connecting Trafalgar Square with public spaces around the world. Three Ireland made the venue more intimate. It was a lovely to see the creative wrapper that Three Ireland put around it that resonates with Irish households around the world.

    Sesame Street

    Sesame Street characters do impressions of each other. I know that some characters might be voiced by the same actors and wonder if that what was going on here. I am constantly amazed by the timelessness of the Sesame Street franchise.

  • Matured digital strategy + more

    Mediatel: Newsline: Vodafone’s ‘matured’ digital strategy reappraises adspend“Many advertisers, including Vodafone, have come to realise that a lot of the social platforms are high frequency but very, very low attention,” she said. “When you are launching a new brand or proposition you can’t communicate it in one and half seconds.” – stating the bleeding obvious dressed up as industry thought leadership. You could have realised that a decade ago. Social is poor for brand building, but what are Vodafone going to do with it?

    Vodafone taxi

    Dubai Ports World and a New Form of Imperialismreport examines Gulf expansionism through a case study of the Emirates-based company Dubai Ports World (DP World). This multinational is one of the world’s leading global port operators and logistics giants—and a source of power for the United Arab Emirates. A close look at its operations in the Horn of Africa reveals the ways that a government can exert control through a modern state-chartered company. A closer look at the operations of DP World also casts light on a key driver of disastrous state fragmentation in the Horn of Africa and the Red Sea. DP World functions like a modern-day version of the British East India Company, serving as both a foreign policy tool and a profit engine – which makes Chinese run ports and Belt and Road projects even scarier

    Project MUSE – China and World Order: Mutual Gain or Exploitation?signs are that an assertive realpolitik is China’s leitmotif. Frankopan’s New Silk Roads lays out the wide scope of China’s ambitions and hints at some of their genuinely internationalist dimensions, but it also documents the case for viewing China’s role as a wolf in sheep’s clothing—at least as rapacious as European and other imperialists in previous centuries. The latter view is supported by Burnay’s Chinese Perspectives on the International Rule of Law and the anthology Building a Normative Order in the South China Sea. Still other studies show that China’s cyber networks are establishing foundations for Chinese dominion over foreign resources and potential dependencies that, in time, can be pressured to do more than kowtow

    China and Hollywood: Is the romance over? – SupChinathe upcoming sequel to Top Gun, a 1986 American action drama film, made headlines following the release of its first trailer, where two patches that had originally shown the Taiwanese flag appear to have been swapped out. Produced by Paramount Pictures, the movie has Chinese tech giant Tencent as its investor and primary promoter in the Chinese market.

    The “New” Private Security Industry, the Private Policing of Cyberspace and the Regulatory Questions – Mark Button,the growth of the “new” private security industry and private policing arrangements, policing cyberspace. It argues there has been a significant change in policing which is equivalent to the “quiet revolution” associated with private policing that Shearing and Stenning observed in the 1970s and 1980s, marking the “second quiet revolution.” The article then explores some of the regulatory questions that arise from these changes, which have been largely ignored to date by scholars of policing and policy-makers

    Privacy, People, and Markets | Ethics & International Affairs | Cambridge CoreMost current work on privacy understands it according to an economic model: individuals trade personal information for access to desired services and websites. This sounds good in theory. In practice, it has meant that online access to almost anything requires handing over vast amounts of personal information to the service provider with little control over what happens to it next. The two books considered in this essay both work against that economic model. In Privacy as Trust, Ari Ezra Waldman argues for a new model of privacy that starts not with putatively autonomous individuals but with an awareness that managing information flows is part of how people create and navigate social boundaries with one another. Jennifer Rothman’s Right of Publicity confronts the explosive growth of publicity rights—the rights of individuals to control and profit from commercial use of their name and public image—and, in so doing, she exposes the poverty of treating information disclosure merely as a matter of economic calculation

    ‘Influencing is heading into the void’: Natasha Stagg and Kate Durbin on the future of social mediaauthor Natasha Stagg joins Kate Durbin to discuss the Kardashians’ quest for immortality, ‘it girls’, and maintaining identity in the content economy

    Data and Digital Intelligence CommonsThe digital economy can be understood as comprising intelligent systems running whole sectors, employing data based digital intelligence to re-organise and coordinate them. Within such a macro understanding, it is possible to apply the framework of Institutional Analysis and Development (IAD) developed by Elinor Ostrom to examine the management of data and digital intelligence resources at the community level in a given sector, like transport, under the dominant model. Such an analysis reveals very suboptimal results on almost all the key IAD evaluation parameters; from efficiency and equity to accountability and sustainability

    Social factory as prosaic state space: Redefining labour in China’s mass innovation/mass entrepreneurship campaign – June Wang, Yujing Tan,Redefining labour in China’s mass innovation/mass entrepreneurship campaign

    Steering capital: the growing private authority of index providers in the age of passive asset management: Review of International Political Economy: Vol 0, No 0with the shift towards passive investing, the three big index providers have become actors that exercise growing private authority in capital markets as they steer investments through the indices they create and maintain. Index providers define the criteria according to which companies or countries are included into an index. Thereby, they influence investment decisions and corporate governance norms as well as strategies of those companies and states (that seek to be) included into their indices. We argue that rather than technical expertise, the main source of authority are their powerful brands that are trusted by the international investment community and which are entrenched via network externalities

    Noncompete agreements | Economic Policy InstituteOur survey results show that somewhere between 27.8% and 46.5% of the private-sector workforce—between 36 million and 60 million workers—are subject to noncompete clauses. High and low level employees are being covered by noncompetes. Given the ubiquity of noncompetes, the real harm they inflict on workers and competition, and the fact they are part of a growing trend of employers requiring their workers to sign a variety of contracts that take away their rights, the authors believe that they should be abolished – having been hobbled by one, I couldn’t agree more

    Telegraphic Revolution: Speed, Space and Time in the Nineteenth Century* | German History | Oxford Academicthe impact of the ‘communications revolution’ upon experiences of time and space during the nineteenth century. Focusing upon the first three decades of telegraphic communication, it unpacks the assumptions underlying linear narratives of ‘acceleration’ and ‘time-space compression’ to understand the roots of Germany’s fraught relationship to modernity. In doing so, it highlights the importance of the changes which took place between the 1848 revolutions and the early years of the Kaiserreich and which laid the foundations for the peculiarities of the Wilhelmine Era. During this period, it argues, the perceived impact of telegraphic communication, the ‘expansion’ or ‘contraction’ of space and time, varied from one person and place to another, reflecting the technology’s progressive and uneven expansion across Germany. Access to new networks of communication was dependent upon, and in turn influenced, the changing status of individuals, towns and the countryside experiencing the forces of industrialization, market capitalism and globalizationmore on the central idea behind this

    Jazz Wars in the ’70s | The Village Voicejazz in the ’70s boiled down to a debate between the non­compromising eclectics and the compromising eclectics, a debate that escalated into a class war. Monied groups with major record label affiliations played concert halls; a middle class of dependable mainstream-modern attractions monopolized the established jazz clubs; the new and avant were accom­modated briefly by the loft scene, and then by a network of new clubs and theatres. Numerous exceptions to this pic­ture don’t alter its veracity. Jazz radio became fusion radio, while the record in­dustry, puffing away at the jazz-is-back myth with one overproduced confection after another – this explains Kenny G

    Beyond scandal? Blockchain technologies and the legitimacy of post-2008 finance | Finance and SocietyHarnessing the concepts of ‘moral economy’ and ‘scandal’, we identify both possibilities and limits for blockchain applications to legitimate a range of monetary and investment activities. However, we also find that a persistent individualisation of responsibility for failures and shortcomings with ‘live’ blockchain experimentation has undermined the potentially legitimating aspects of this technology. Combining a reliance on technological fixes with a persistent individualist moral economy, we conclude, works against efforts to confront head-on the tensions underpinning the on-going legitimacy crises facing finance – sociological reasons why much of fintech wouldn’t work even if the tech could

    Swiping right: face perception in the age of Tinder – ScienceDirectjudgments of physical attractiveness are assumed to drive the “swiping” decisions that lead to matches, we propose that there is an additional evaluative dimension driving behind these decisions: judgments of moral character. With the aim of adding empirical support for this proposition, we critically review the most striking findings about first impressions extracted from faces, moral character in person perception, creepiness, and the uncanny valley, as they apply to Tinder behavior

    What’s love got to do with it? Passion and inequality in white‐collar work – Rao – – Sociology Compass – Wiley Online Librarywe argue that the passion schema has become a critical marker in the labor market for sorting individuals into occupations, hiring and promotion within organizations, and assigning value to people’s labor. Emergent research suggests that because the expression and perception of passion remain ambiguously defined in the workplace and varies by context, it is pivotal in reproducing social inequalities. In this review, we focus on how privileging passion in the workplace and interpreting it as a measure of aptitude impacts social inequalities by race, gender, and social class

    CMA lifts the lid on digital giants – GOV.UK – interesting points: Each year, about 15% of queries on Google have never been searched for before. Other search engines like Bing will not have the same access to these queries, putting Google in a powerful position of being able to better train its algorithms and provide more accurate search results than its rivals. The CMA has also found that the default settings people are faced with online have a profound effect on choice and the shape of competition. Last year in the UK, Google was willing to pay around £1 billion – 16% of all its search revenues – where it was the default search engine on mobile devices such as Apple phones. – Looking at the the 15% of queries that are new to Google every year, is this cultural evolution, new brands and products or a combination of both?

    Explainer: Behind the climb in Chinese companies’ defaults on bond payments – Reuters state and private companies have missed payments on more than 100 billion yuan ($14.2 billion) of bonds in the year to end-October, not far off the 111 billion yuan for all of 2018, according to S&P Global. Reuters calculations show six state-owned firms and 42 private companies defaulted on payments this year.

    Marketers warn they could be ‘priced out’ of Facebook advertising | Advertising | Campaign Asia – overheating in developed markets? Really interesting when you read Mediatel: Newsline: Starcom: TV is now twice the price… but not twice as good“There’s still nothing better than [a 30 second ad],” Dan Plant said on a panel at Future of TV Advertising Global. “Unfortunately it costs twice as much now – and it hasn’t got twice as good at what it was doing. You pay twice as much to achieve the same thing.” – is this really taking into account the long term brand building role of (good) TV advertising? Also the inflation doesn’t seem to be nearly as bad as Facebook for instance

    China’s social credit system: The Chinese citizens perspective | UCL ASSAThe question of who to trust, and social trust more broadly is one that is pertinent to every modern society, not just China. Although the idea of someone being ‘trustworthy’ (chengxin) has long existed in the Chinese traditional moral system, it is widely believed this was fundamentally damaged in the past 50 years, starting with Mao’s Cultural Revolution (1966-76), now seen as a period characterised by the ‘breakdown of public morality’.  A turbulent period characterised by families turning on each other and being forced to denounce any friends or family members deemed counter-revolutionary, the Cultural Revolution has also had the effect of eroding the concept of chengxin and therefore also mutual trust over time

    Unilever warns it will miss 2019 sales growth target | Financial Timeseconomic slowdown in south Asia — one of its biggest markets — and “difficult” trading conditions in west Africa. It also said trading in developed markets remained “challenging” and that while there were signs of improvement in North America, a recovery there would take time.

    Apple faces shareholder vote on human rights policies | Financial Times – shit, meet fan….

    China’s TV, Film Industry Shrinks Amid Ongoing Censorship | RFAAround 65 percent of 9, 841 actors and celebrities in mainland China, Hong Kong and Taiwan hadn’t been on television lately, while the high-profile roles are generally shared among less than one percent of the profession, the report said.Around 95 percent have had more than a year without being offered work, it said. – It’s RFA so you have to take a certain amount of it with a pinch of salt but the numbers fit with what I’ve heard. The Chinese film industry has put its eggs in fewer and fewer baskets