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

  • Swiffer

    Swiffer is a US homeware brand owned by Proctoer & Gamble. Proctor & Gamble had to do a product recall last week on a battery operated vacuum cleaner that they sold in the US market under the Swiffer name. The product could overheat in certain circumstances and they had received 14 complaints. I was impressed by the recall notice on the front of the website, it showed real class. Rather than hiding behind legalese, they put personality to it and even had it signed by ‘Kris from the Swiffer team’. This conduct is likely to help them protect their Swiffer brand and reduce panic amongst consumers whilst still ensuring an orderly recall of the product.

    I have pasted the copy below because I have no idea how long P&G will keep it on their website.

    Swiffer Sweep+VacImportant product news

    As you know, we are very sorry to announce that Swiffer will be voluntarily recalling our new product, Sweep+Vac. The Sweep+Vac is our new battery-operated vacuum cleaner brought to you in September 2004.

    We are pleased to reassure you that this product recall does not involve any of our other great Swiffer products.

    We have identified an isolated Sweep+Vac product quality issue. Click here for complete details.

    If you have this product at home, we are asking that you stop using the Sweep+Vac immediately and disconnect the Sweep+Vac by removing the top section of the handle. Click here for instructions on how to disassemble your Sweep+Vac.

    Even though this issue has been observed in just a few Sweep+Vac units, we have taken this voluntary measure to ensure the highest standards of quality, safety, and satisfaction by recalling Sweep+Vac as quickly as possible. If you have purchased a Sweep+Vac, we would like to provide you with a refund. Click here for refund instructions.

    We’d like to thank the initial consumers who alerted us to this problem. We are very committed to delivering the highest standard of product quality and take these types of issues very seriously.

    We apologize for any inconvenience and thank you for your continued support of Swiffer,

    Kris from the Swiffer team

    More related content here.

  • Marketing crisis

    Marketing crisis in competence and capability: Creative Business has a great leading article based on research conducted by The Marketing Society and McKinsey called Marketing in Crisis.

    When you think about the marketing crisis, you also need to think about the people providing the feedback. Other board colleagues might have a stilted or inaccurate view of what marketing does. But at the very least there seems to be a marketing crisis in miscommunication.

    A second aspect of this marketing crisis report is to ask what’s in it for The Marketing Society and McKinsey. The Marketing Society would be looking to professionalise marketing and differentiate from the Chartered Institute of Marketing. McKinsey would look to deposition marketing teams so that it can sell additional services.

    Key takeaways from the report include:

    • Marketers are seen as creative but undisciplined
    • Marketers don’t understand their own businesses
    • In marketing led businesses such as FMCG (fast moving consumer goods), marketing is too important to be left to the marketers
    • Marketing attracts the wrong kind of people
    • Marketers are undisciplined
    • Marketers are not interested in the P&L

    So this also might explain many of the client horror stories that I hear from agency veterans in PR, advertising, design and branding.

    The Buy Buy Generation

    Young Japanese women are consumers with a high disposable income, publishers target them with ‘product porn’ style magazines focusing on luxury handbags, shoes and clothing. UK publishers are now looking to copy this format. What surprised me about this article is that it did not draw comparisions with the product porn gadget magazines targeted at young men in the UK like Stuff and T3.

    Anybody walking the streets of London will have realised young Japanese are the most stylish people on the planet and avid collectors of the latest thing. On a related note the British boutique with a Japanese name Oki Ni have teamed up with the Adidas vintage connection to do two cool exclusive versions of Adidas’ ‘Torsion Special lo’ trainers here and here. These were the ultimate ravers trainer when they originally came out in the early 1990’s, they fit like a glove, are light, good cushioning, came in a multitude of colours (my originals were predominantly purple) and have a sole that will grip to any warehouse floor.

  • Five star living

    Trendwatching is back with a pattern that they call five star living, where property developers and high-end resort or hotels sell a home away from home to the super dumb but loaded.

    They put a whole pile of luxury living brand experience about it, but what they are seeing is the window dressing not the trends in five star living. Five star hotels are capital intensive and unless you have high occupancy all the time, expensive.

    Apartment complexes can draw on the service aspects of five star hotels; but farm off a lot of the capital risk to apartment purchasers and still charge them for premium rate services. Five star living is about hotels hedging their bets in a post-September 11 world. I realise that this is a less romantic and stylish explanation of this trend, but its all about the money.

    Mandarin Oriental have built suites in their Hyde Park hotel which would be a great example of five star living. Luxury brands like Giorgio Armani have extended into interior design to try and capitalise on this trend in combination with luxury property developers. 

    You also have people like the Trump Organisation extending themselves from real estate into hotel services and tourism in the opposite direction with its golfing themed resorts. More five star living related content here.

    Apple spoof product lifecycle article which can be found here. Its funny because there are a lot of underlying themes which are close to the truth as consumers see it.

    Finally, the New York Times have got a great interactive presidential election guide that they are going to keep updated. So go to this link, have a play and bookmark it until November. Interactive data like live dashboards in business allow you better understand the data. It makes for shareable content and is sticky in nature. 

  • Sony doesn’t have a clue

    Sony announced yesterday that it was pulling out of the PDA marketplace by stopping making the Clie range. There has been much analysis already of this on all the usual suspect sites online.

    The good news is that they are managing the process in such a way that existing customers won’t get shafted. They deserve a HUGE amount of kudos for this, I wouldn’t expect that kind of attitude from Palm, Dell or Apple.

    Most of the Sony gear that I do like now like their MDR 7506 and 7509 headphones are professional gear that is hard to get hold of, I am saddened that the business isn’t everything that it could be.

    Having in the past been involved with Palm and Sony as consultant and a customer I just wanted to share some observations and unanswered questions that had been brewing about their portable devices for a while:

    – Why did the Clie range never support the Mac community? Their overly designed devices were ideally targeted at these non conformist computer users. Palm and Handspring supported them, whereas Sony made their product as Mac unfriendly as an iPaq

    – Why has Sony bought into to PalmSource and Symbian?

    – Why has it taken them so long to get their act together on iPod type devices and services when they were the first people to have a Palm PDA that could play MP3s

    – Why is the new Vaio iPod wannabe so ugly and complicated looking?

    – Why is there no joined up thinking going on using content to leverage platforms? Do you think that Microsoft would have sat on their hands for this long with the kind of diversity of resources that Sony Corp could knit together?

    – Why did they expect people to buy a 600USD device? This is a known dead price point in tech marketing circles, almost the price of a no make laptop and well over double the price of many competitor devices

    – Why were Clies so slow to adopt wireless?

    – How long are they going to allow Playstation to carry the rest of the business?

    – Will SonyEricsson phones benefit from the Clie product design team?

    More related content here.

  • Rolex service centre

    Rolex service centre

    Friday, and my Palm PDA bleeped in that nagging sort of way that it does. I looked down and saw that it was time to get my watch serviced again at the Rolex service centre. I have the good fortune to have got a Rolex Submariner at a knockdown price off my old man some years ago before their prices went stupid. The watch is as old as I am and has weathered the adventures we have shared (including scuba diving, flyposting in sink hole estates, dj’ing in abandoned mills and dot.com client meetings) considerably better. Every three years it goes in for a service.

    The Rolex service centre in London had changed their location since last time, so after getting off at the wrong tube and then heading halfway across W1, I arrived at their new offices in St James’ Sq in a bit of a fluster. Talk about brand experience, their foyer is all sea green wavy patterned glass, dark green marble (all in the same colours as much of their packaging and website) and high quality woodwork, with a couple of lovely looking blonde receptionists; it looks every inch like the sitting room of a Bond villain’s hideaway.

    A reassuringly old man in a spotless white coat took my watch away. I will be interested to see how much work it needs in the next week or so. Seriously tempted to get it a companion with a 50th anniversary edition Submariner or a Seadweller, but that would be a bit materialistic… More related content here.

    Firefox up

    For some reason Safari, the zippy default browser on my Mac does not like the format buttons in Blogger, the online tool I use to write these musings. I have loaded up the latest iteration of Mozilla called Firefox as a back up. I am very impressed with its speed and relative lack of bugs. It beats seven bells out of Microsoft Explorer and Microsoft was withdrawn from the Mac marketplace for Internet browsers so a fast reliable alternative was required.

    Cufflinks & ‘The Game of Death’

    Cufflinks are men’s equivalents to alice bands (except for David Beckham) frivolous items of attire, there is no rhyme or reason for them but shirt makers insist that you use them so that they can skimp on buttons. I can find using them to be a right pain in backside. My one set of cufflinks were bought at a shop in the West End and feature a black and white hand and shoulders portrait of Bruce Lee (from The Game of Death publicity stills apparently). This struck me as a bit of an oddity unless that practicing kung fu is as time consuming and trying as doing up a set of cufflinks in a hurry. They are bit of a conversation piece and my friend Ian and I were talking about them. I complained that using cufflinks were a ‘challenge’ and he pointed out that cufflinks in his view were a way of preparing for the day. You cant do them efficiently unless you are at ease, rather than having your mind going in 20 directions at once. There you go, one man’s frivolous clothing item, another man’s zen pillar – you decide….