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
  • Autocorrect + more things

    I Invented Autocorrect. Sorry About That; You’re Welcome | WIRED – More than 10 years after the initial release of the iPhone, the state of the art now is much as it was then. Even with recent advances in AI and machine learning, the core problem remains the same: Software doesn’t understand the nuance of human communication. – autocorrect seems to have been poisoned by the data set used in its machine learning. T9 of yesteryear provides a better autocorrect experience. There is no easy fix for smartphone autocorrect woes any time soon

    Johann Rupert: the man on a mission to save Europe’s artisanal skills | How To Spend It – Concurrent with his observations about the speed at which new fortunes are made are his fears about the extinction of the middle class. “I don’t know where AI and machines are going to end up. But if we as humanity are going to preserve jobs and culture, we need to be smart.” He recognises that his success is “based upon people with culture and skills. And when their livelihoods are affected by machines, we’ve got to fight back.”

    Statement of Principles on Access to Evidence and Encryption | Australian Government – Department of Home Affairs – no privacy, no secure crypto basically – UK, Canada, Australia, New Zealand and US are making a new push to come after cryptography in consumers hands. Interesting how little coverage that this has received until The Register pushed it

    The US-China Cold War is now playing out in Pakistan — Quartz India – Pakistan hopes that China and Saudi Arabia might offer the financial relief that would provide an alternative to the IMF and American pressure. Although this is not the kind of role that China wants, an IMF bailout would lead to a disclosure of the highly secretive terms of CPEC deals, leading to renegotiation or even cancellation and undermining Beijing’s geo-economic goals.

    Experts Call for Transparency Around Google’s Chinese-Made Security Keys – Motherboard – I was waiting for this shoe to drop. I would make more sense to do the assembly outside China with a Taiwanese supplier. This the approach that BlackBerry used to do with its devices prior to licensing its name to TCL. Apple has to do a lot of proprietary work and inspections to keep its devices secure and there is no sign that Google has done this

    Baidu launches EZDL, an AI model training platform that requires no coding experience | VentureBeat – interesting visual programming approach

    Chinese bike-share group Ofo sued for alleged $10m in unpaid bills | Financial Times – Shanghai Phoenix Bicycles, an old and venerable bicycle brand in China, has petitioned a Beijing court over an unpaid supplier contract worth Rmb68m ($9.9m) with a unit of Beijing-based Ofo, according to an exchange filing by Phoenix’s parent company late on Friday. 

    Ofo previously faced the threat of having 3m of its bicycles immobilised due to a dispute over alleged unpaid debts to a smart-lock producer, which had threatened to “freeze” the locks if it did not receive payment. Ofo said later the dispute had been resolved. 

    Peak Valley? – AVC – Fred Wilson makes the defence case for Silicon Valley….

    Watch the ‘Real’ Magic Leap Whale Take Flight in ‘Helio’ Web Experiment – Road to VR – hype versus reality

    With New London Store, Stüssy Flexes Its ‘Tribe’ | News & Analysis, News Bites | BoF – Stüssy’s brand identity is built on a “tribal ethos” that extends from its inner circle to its customers. Their stores function as community hubs where young (and not so young) shoppers gather. This fosters a strong, consistent, and authentic connection with clients. Essentially, wearing a Stüssy item allows customers to feel like they’re participating in something bigger and understand the brand’s unique appeal.. –  more related content here.

  • SurfSafe + more things

    The SurfSafe Browser Extension Will Save You From Fake Photos | WIRED – Chrome only. I don’t know how effective it is. SurfSafe was developed alert people that their media diet is infected with misinformation, right when it happens. Something that Google and social platforms have struggled to do up to now. I would be very surprised if research into SurfSafe was not on the task lists of product managers throughout Silicon Valley and beyond.

    The New York Public Library is publishing books on Instagram. | FastCompany – reminds me of Brazilian bank Itaú and their use of Facebook canvas mobile content / ad format for children’s e-books. Its a beautiful idea and well worth looking at the project. I wonder if this is also aimed at young adults who probably don’t read as much as they should

    An Oral History of ‘GoldenEye 007’ on the N64 – MEL Magazine – probably the most iconic game for the Nintendo 64 platform. GoldenEye 007 managed to use the capability of the platform really well and was excellent at storytelling.

    Forrester: ‘WPP must dissolve its agency brands’ | The Drum – I agree that consolidation is required, but not convinced that Forrester have the blueprint. There is brand equity that equates to the agencies not the holding company. A classic example of this would be Ogilvy or J Walter Thompson. The effort would be better steered into how agencies can collaborate more easily and that is down to collaboration tools and a shared P&L – creating the right ingredients for collaboration. Up to now, WPP has tried to do this by dedicated businesses for clients like Red Fuse for Colgate-Palmolive. More related content here.

    I love the damned if you do it right, damned if you do it wrong introduction on this video

    One of the nicer campaigns that I have seen for consumer DNA testing services: FootballDNA

  • The Conveni & things from last week

    The Conveni

    Its hard to understand The Conveni without understanding Japanese retail. In Japan, 24/7 convenience stores play a similar role to what supermarkets have in the west. They do groceries, allow utility and mobile payments and provide other services like faxing or photocopying. They offer free wi-fi and air conditioning in hot weather. There are an essential part of of Japanese life and there is a ‘combini-culture’ around them. Hiroshi Fujiwara’s Fragment Design has taken a good deal of influence from combini culture for ‘The Conveni’ retail concept. It includes processed food, bandanas in sandwich packs, towels packaged like onigiri rice balls and sweat shirts in snack packets.

    conveni

    If you can’t get to Tokyo, you can still look at their e-store.

    Michael Gove famously said that with regards to Brexit people were tired of experts. Obviously discussions between men in a pub is the antithesis of expert discussions. So here is a podcast with a couple of knowledgeable people in a pub

    https://youtu.be/Sx4AF-3Rd44

    https://youtu.be/sju9laLqeCo

    Lippincott were working on a Toys R Us rebrand that the company couldn’t implement. I don’t know if design could have saved Toys R Us, but the work is really nice.

    Aphex Twin launched a new EP; there were posters around the world and a fantastic video by Weirdcore. Warning the video will affect people with epilepsy

    Egyptian Lover picks his favourite Roland TR-808 songs – amazing listening. Some of this brought me back to my early teenage years.

  • My Web Toolbox

    Hong Kong Go Bag - Timbuk2

    Over time I’ve built up a web toolbox that help with my workflow. This is many of the ones which have bailed me out of trouble time and time again.

    Communication

    Slack – yes i know that it seems like hipster CB radio. But its popular and you are likely to need to get with the programme. I am a great believer in only accessing Slack only via the desktop interface, by booting the app up once an hour. Part of the reason for this is because it can be a time suck; in the way that email was when it came into offices back in the 1990s. A second reason is Slack keyboard short cuts make life so much easier.

    Content

    Facebook Cheatsheet: Image Sizes and Dimensions 2018 – hypebot – the most up to date guide that I have for Facebook image formats. Really handy for briefing artworkers.

    Hemingway – I have paid good money for the native app, but Hemingway’s web interface is a great gateway drug to improve your writing. I have friends who would recommend the fuller featured Grammarly. Try them both and see what works best for you. In the UK a key consideration is that you can’t always get online; which is is why went with the Hemingway native app.

    Development

    Balsamiq – great rapid wire framing tool that I find easier than Adobe’s offerings. Also worthwhile looking at OmniGraffle – I’ve used the Mac version for years.

    BuildWith – this has saved me hours of work over the years. A client wan’t extra functionality on their website. You need to know what they use to understand if you even want to pitch for it, or if you have to scramble to find a Sitecore developer to partner with.

    Influencers

    Takumi – make the briefing process of Istagrammers a bit easier with Takumi; when you are dealing with them en masse with this specialised outsourcing service

    Digging out influencers in a given area for influencer mapping and influencer marketing programmes is a time intensive process to validate and sieve candidates. Traackr is a good tool to start this process with. They also have workflow tools in there which may be of use depending on what else you use.

    Networking

    network Utility
    Once upon a time there there used to be a great all in one tool called Sam Spade. It was a Windows app and a web app. The Windows app hasn’t been maintained and the web app has gone.  Central Ops does at least some of the things that Sam Spade used to do. If you’re a Mac user who has dug around at all in your machine you will know that there is also a handy little app called Network Utility.  Central Ops provides you with a way to validate and trouble shoot email addresses and see if a domain is available for registration.

    Research

    Google – Yeah I know. Not exactly surprising; but I have a couple of articles on how to get the most out of the privacy-violating search engine: Grokking Google and II.

    Pinboard – When you discover things, it is often hard to re-find them again with your search engine of choice.Algorithmic changes, personalisation of search results and an ever growing web can all work against you. Pinboard keeps the links that you find within easy reach. It allows you to notate the links and categorise them with tags. I use the Pinner app on my iPhone to access my Pinboard account on the go. It’s a lighter weight service than Evernote or Mendeley. If you are already an assiduous user of those services instead, keep going with them. The key thing is develop a habit that will facilitate smarter research. If you use Pinboard in association with a web page capture service like archive today and you can protect yourself if the page changes.

    Standard Deviation Calculator  – This just makes life so much easier. Take a string of numbers, drop them in and get the appropriate values out. This makes data analysis so much easier.

    Wolfram Alpha – handy search engine with a lot of verified data. You can get tips on how to get the most out of it here.

    Search marketing

    Ahrefs – paid for service that’s really good at understanding your competitors SEO mojo including a back link checker and pretty comprehensive competitor research tools.

    Rich Results Test – Google Search Console – see if a site takes advantage of Google’s rich results functionality (particularly handy when you are trying to highlight key information on a website). More on the how and why of them on Econsultancy.

    Sitebeam – an all-in-one tool that provides comprehensive technical SEO audits on websites. It even outputs the results as a PDF. This makes life so much easier.

  • Preparing to get a brand on social media

    Master TV Control Room 2

    In order to get a brand on social media it isn’t about dropping brand assets on social channels but thinking about what it actually means.

    Distillation of this process is likely to appear on a social media document:

    • It contextualises why social, there must be a business and brand reason to be there beyond ‘well everyone is on Facebook’ in order to get a brand on social media
    • An explanation of how to use the document. Those involved need to view the document as a ‘north star’ for social. It needs to be clear that the document is a set of guidelines, but not immutable
    • In order to get a brand on social media, you need to understand what what will look and sound like

    How the brand manifests itself on social:

    • What’s the brand’s tone of voice on social media channels. Does it want to want to sound like an everyman, does it want a bit of distance and gravitas,  does it want to be an authority on a given area?
    • What’s the personality? If it was a person, what kind of person would it be. This frames the content, what questions it will answer and the view point that it will take. It’s adding extra dimensions that won’t necessarily be applied in public relations, print or even TV advertising due to the nature of social channels
    • What are the content pillars? Think of this as the core messages. Every piece of content created and shared will demonstrate at least one pillar. These are typically things like organisation innovation, heritage, values, point of leadership (thought leadership, authority / expertise, style leadership etc)

    Cross channel rules:

    • How will you handle hashtags
    • How ill you handle localised domain names? (Will their be local domains?)
    • Who has the right to publish what first? For instance if you look at sports brands like Nike or New Balance; you’ll see that soccer related content first appears on their specialist football channels
    • Should local channels link back to ‘global accounts’?
    • Are there any sponsorship or IP-related watch outs? When I worked on New Balance; any club kit related content had to feature a minimum of three players. Otherwise there would be problems with the players other sponsors (notably their boot sponsors and their agents who would be looking for another pay day). Who needs to approve use of sponsorships and how long will approvals take? Can you do a flow diagram to provide insight into the process? How do you handle successes or set backs of partners?
    • How do you handle rumours and speculation? (New iPhone launch or renewal of sponsorship deal with Tiger Woods)
    • How do you handle images that might have a competitor brand in shot?
    • Do you ignore controversial news?
    • Will you share partner content? What channels and handles are legitimate partner content to share?
    • What kind of tools will you put in place? Large brands often use an intermediary platform like Percolate that provides measurement, asset management and an approvals workflow as needed. It even allows the localisation of content by the local brand team

    Social channel-specific rules

    • How often will you post on a  given channel? This might be dictated to you by the kind of account you have on some channels like WeChat. With most others it will be driven by audience content consumption. Twitter generally lends itself to more frequent posts than Instagram or Facebook
    • Specific channel aims over the coming year
    • How will the channel be used? Are there particular segments that it is good at reaching?
    • What kind of content can be published? Example content categories. Best practice executions from other (non-competing) brands to get best practice ideas

    Social crisis response

    • Crisis like accidents have an incident funnel marked by small events, the more of these that happen, the harder it is to climb out of the funnel.  The trick is to limit these before they take you down the funnel.
    • Have a clear workflow in place to handle negative criticism. The US Air Force had a really good workflow to borrow from.
    • Real-time monitoring should highlight things before they escalate. How is this intelligence distributed and to whom?
    • Who is going to be part of the decision group, you’ll likely need people from: customer services, product expert, public relations, management. How will you ensure that employees and the supply chain speak with one voice?