Ged Carroll

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

  • Mr Pizza in Korea

    Pizza in Korea is a unique experience compared to other countries. Pizzas in Hong Kong were generally more premium and had more of a focus on sea food. Pizza in Korea was remarkably different:

    • Packaging – unlike the UK or most other countries I have been to for that matter, pizza can come in a four-colour patterned box. Part of the reason for this is cultural, Korea like Japan puts a lot of emphasis on presentation of products from product packaging design to the fit and finish of clothing. A second reason for the quality of the packaging is intense domestic competition: in addition to food mega-corporations Dominos Korea and similar brands also has its own giant brand: Mr Pizza with 350 branches in South Korea
    Mr. Pizza
    • Product – whilst UK pizzas follow US influences at the low end of the market and faux foodie Italian accents for ‘posh’ pizzas, Korean pizza options incorporate local foods including kimchi and bulgogi on the menu. This is especially true for this brand, though foreign brands like Pizza Hut try to adapt to local tastes too.

    About the company

    Mr. Pizza was founded in 1990. They have one branch in the US, one in Vietnam, 15 in China and some 350 branches in South Korea.

    They created a mockumentary  video The true origins of pizza as a satirical viral campaign to promote their brand, (presumably internationally). It considers the dish to be a Korean national treasure. However it did touch a nerve amongst other Asian countries as it’s similarity to Korean nationalist fringes meant that some of the film’s satire was lost to the audience.

    The company looked to further differentiate itself to eat-in diners by developing a new store format and sub-brand called MIPIHAUS. The concept of MIPIHAUS is to mix an art gallery environment with their restaurant. MIPI is a contraction of Mr. Pizza and the HAUS is a reference to the Bauhaus art movement.

  • CIC on China’s luxury market

    CIC who provide the IWOM set of reports and flakey tools (think Sysomos, Radian6 or Adobe SocialAnalytics for the mainland Chinese internet eco-system) have come up with an interesting report on online conversations around the Chinese luxury market. CIC is increasingly being integrated with GroupM. It will be interesting to see how CIC copes as China exerts increasing control over social and marketing data access.

    Key take-outs

    • They are motivated to buy luxury goods as a way to ‘show-off’ and most of the online conversations are around this subject. Status itself is a tool designed to engender trust in things like business interactions rather than self actualisation per se
    • The distribution system is complex with overseas purchasing and purchasing agents (presumably to avoid China’s luxury goods tax and for more choice) also a popular subject. For luxury brands it means that Chinese expansion needs to be tapped by also having presence in places like Hong Kong, Japan, Korea, Paris – France and the major cities of the US
    • Real-time reporting of runway shows initiated by the brands doing webcasts has been extended by netizens to their own platforms. Much of the commentary is similar to the social television interactions you used to see on early video platform Joost; and on Twitter during shows like The Apprentice or The Only Way is Essex (TOWIE)
    • Counterfeit – there was a significant group that own both counterfeit and authentic versions of a product because it is ‘interesting to mix and match usage between real and fake’. This is a really interesting brand interaction and raises the question: what if authentic isn’t authentic enough in terms of brand experience? This is something that I could see impacting the likes of Louis Vuitton. Gucci, Chanel and Hermes as they become over-exposed in the marketplace. One of the ways to approach this is to educate consumers on what luxury means: craftsmanship, heritage or being at the forefront of something (which may mean an intersection between streetwear and luxury)

    More related content here. More from CIC here.

  • The futility of QRcodes on tube

    Traveling on the London Underground ‘tube’ recently I have noticed that more and more adverts have a QRcode. But the trips also highlighted the futility of using a QRcode, particularly on many of the deep lines.

    I am not too sure if tube QRcode is a recent phenomena or that I have been paying more attention as a number of the projects that I’ve been recently looking at are about the ‘web of no web‘: the interface between the web and the real world. I am a big fan of progressive approaches to marketing, however, the more I thought about the phenomena, the greater the waste of time that it seemed to be:

    • Londoners often joke about the tube being like cattle trucks; in reality European Union regulations wouldn’t allow livestock to travel on a train with the conditions of the tube on a hot summers day. A combination of overcrowding together with the lack of air conditioning  means that some of the lines can be as hot as a walk in the desert. The over-crowding also means that would be hard to take a picture of a QR code. So whilst the advert may have a large reach, the realistic reach of the QR code call to action is a lot smaller
    • So you happen to be lucky in terms of where the crush places you and try to snap the QR code with your phone. You probably won’t be successful, tube lines aren’t known for the smooth ride of say the Paris Métro, so you will be trying to hold your camera still whilst the train carriage rocks and sways in front of your smartphone. Your phone won’t be able to focus and take a clear image of the QR code. That’s one of the reason’s why there isn’t a tube advert shown here to illustrate this post, despite at least three attempts over the past week to snap a picture of an appropriate advert
    • Unlike other mass transit systems in the likes of Singapore and Hong Kong, huge high-traffic sections of the lines are underground or in such a deep cutting that they are inaccessible to mobile phone networks so QR code won’t take the audience through to an appropriate web page, but instead prompt a ‘network unavailable’ message

    The futility of QRcodes on the tube shows that the media buyers, marketers and or designers don’t pay much attention to the context of their advertisement art work, which could artificially skew campaign objectives and measurement adversely. In order to combat ‘the futility’, we need to go beyond TGI data and media packs. We can start this process by keeping our eyes open to the world around us.

  • Aspiration of flight

    Inter-city rail services increasingly define themselves in terms of comparison to airlines. Take for instance the Chinese attendants recruited for the countries new Beijing-Shanghai ‘bullet-train’ route. The 403 women inductees look like classic air stewardess material and have gone through a similar kind of polishing process. The Chinese describe these attendees as ‘high-speed sisters’ 高姐. Find out more at the Shanghaist

    In the UK, you don’t have to look far for the aspiration of flight, rows of seats where you are not facing people are called ‘airline-style seats’ on the online ticket booking service and First Great Western even have gone to the trouble of recreating the airline safety card attached to the seat and a little fold-down drinks table.

    Virgin Trains have provided an integrated points system with other aspects of their business including Virgin Travel and Virgin Atlantic – their airline. Thankfully the airline doesn’t have the kind of odours that its train toilets seem to have, even when spotless. 
    Aspirations of flight
    The problem is that the actual experience isn’t like an airline in most cases, its bumpy and lurches from side-to-side on older parts of the track. At least Virgin has its Pendolino trains that lean into a turn and smooth out the side to side movement. On occasion Virgin’s tilting trains can make the walk to the buffet car like a simulation of being under the influence. And the overall ambiance of trains in the UK, if it did meet the aspiration of flight standard is generally more Ryanair than Singapore Airlines. 

    Instead of aping airlines with an aspiration of flight, why not emphasis what the trains don’t have like laborious security checks and having to spend hours in the crap department store concessions that now pass for airside lounges in the UK? More related content can be found here. 

  • Amoy online marketing

    Amoy Asianate yourself application on Facebook

    For those of you who haven’t seen it Amoy, a Hong Kong-based company who sells Asian cooking product put an ‘Asianate’ yourself application on Facebook. Quite frankly, I was surprised by the creative. I might have expected it from a mainland brand. But Hong Kong is cosmopolitan enough to realise that this wasn’t a bright move.
    amoy facebook application
    It seems to have sparked quite a conversation in social media so I looked into it a bit further.

    Amoy facebook conversation – click through for Slideshare deck.

    I was expecting the kind of mess that appeared when the Spanish basketball team did their Asian ‘slant eyes’ photo. And some comments on Twitter compared the Amoy application with Black & White minstrels blacking up.
    amoy JPG
    However at the time I write this post the backlash doesn’t seem to have arrived at least in the kind of volumes I was expecting and much of the criticism seems to be from chatter within the agency world. Is the Amoy Asianate application just too mediocre for anyone to care? Did they pull out the media spend supporting the campaign or it is just taking a while for the consumer controversy to gather a decent head of steam?

    If so how much of the outrage will be stoked by mainstream media outlets? More related content here.