According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including
Super Bowl advertising
Spanx
Content marketing
Fake product reviews on Amazon
Fear of finding out
Genesis the Korean luxury car brand
Guo chao – Chinese national pride
Harmony Korine’s creative work for 7-Eleven
Advertising legend Bill Bernbach
Japanese consumer insights
Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
Doughnutism
Consumer Electronics Show (CES)
Influencer promotions
A media diary
Luxe streetwear
Consumerology by marketing behaviour expert Phil Graves
Payola
Dettol’s back to work advertising campaign
Eat Your Greens edited by Wiemer Snijders
Dove #washtocare advertising campaign
The fallacy of generations such as gen-z
Cultural marketing with Stüssy
How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
Facebook’s misleading ad metrics
The role of salience in advertising
SAS – What is truly Scandinavian? advertising campaign
Brand winter
Treasure hunt as defined by NPD is the process of consumers bargain hunting
Lovemarks
How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
Making traditional Chinese clothes cool has been something attempted by multiple groups over the years. Shanghai Tang was founded by the former businessman, restauranteur and columnist Sir David Tang. More recently, there have been Han nationalists or fantasists that wanted to roll back the clock to before the Qing dynasty.
https://youtu.be/zybHeViiMXg
Shanghai Tang S/S 2007 ‘look book’ film
South China Morning Post on the Hanfu movement. Trumpism with Chinese characteristics?
This effort by a couple of Hong Kong based fashion designers is one of the more interesting efforts that I’ve seen making traditional Chinese clothes cool. They definitely have a Hong Kong aesthetic in their approach and the Hanfu movement members would complain about the Manchu elements. but I think they do make traditional Chinese clothes cool.
In China, you’ve had cities that became well known for their role in the global supply chain. Shenzhen became the electronics capital, Dongguan was the centre of shoe manufacturing and the eastern city of Yiwu focused on Christmas decorations. This all became more complex over time. Shenzhen still has factories and corporate headquarters for technology companies. But its also now the second largest stock market in China.
An old television factory complex has been redeveloped into a creative, startup and retail space called OCT-LOFT. The best analogue I can think for it is the Tea Building on Shoreditch High Street or the Truman Brewery at the back of Spitalfields.
Dongguan saw much of its shoe and clothing production move inland to poorer provinces, or abroad to countries like Vietnam and Bangladesh. Former factory sites were redeveloped, Huawei moved much of their workforce out of Shenzhen to a campus in Dongguan.
Yiwu still focuses on Christmas decorations (and Chinese new year decorations). Much of the work is done a piecemeal basis rather than in sophisticated automated factory lines. (This concentration of light industry also explains why China managed to close down the city to handle this winter’s power outages, since you can’t do that with heavy industry safely.) This documentary trailer by a Serbian film maker gives you a feel for the city.
There is is so much in the film, the aspirations of young people and what work that they are prepared to do. The Chinese version of the American dream and the demographic time bomb of an ageing population.
I read a number of China related email newsletters, the latest one that I started reading is the Trivium China Tip Sheet. I’ve been reading it for a few weeks now and can recommend it. You can sign up to it here.
Recent work by 72&Sunny Amsterdam for Coca-Cola.
72&Sunny Amsterdam for Coca-Cola
There was a consensus that restarting advertising after media spend was pulled at the onset of COVID-19 was a pivotal moment for the brand. Coca-Cola had put in place a three months of advertising pause and on the back of a social media embargo. The idea was that the brand’s voice should shine through – the message in culture, not the can. We decided to double down on Coke’s core value of optimism, which as been at the centre of Coke brand advertising for a long, long time: hilltop, the Christmas ads, joy machine activations etc.
At the time when Coca-Cola pulled their advertising there were (rightly) serious questions about the wisdom of the move. There is a large swathe of data to show that advertisers who spend through a recession come out with enhanced market share. The problem faced by marketers is what to say in the adverts beyond the brand. Also what happens if you promote a product and customers can’t buy it due to shortages (like 3M masks or Charmin toilet roll)? I understand the calculus that drove some of Coke’s decision making at the time. Given Coke’s move; when they came back, they HAD to get it right.
Clever digital out of home media buy by a Chinese property developer. The video is designed to make use of the digital screen that comes in from the left of the screen, goes around the corner of the building and above the second retail unit. The creative uses the buildings design and illusions of perspective to provide the immersive experience.
The illusion works best when going across the cross walk in front of the camera, so the design incorporated a lot of thinking not only about the amount of footfall, but likely direction of footfall in front of the advertisement.
I discovered it on LinkedIn, but would guess that it has been shared by multiple people across several platforms.
Connected Leadership, Powered by Brunswick | Brunswick – worth a read during your lunchtime. 9 out of 10 financial readers cite the importance of social media communications by CEOs during a crisis. There were also findings that equate CEO social presence with employer brand. Reading about connected leadership reminded me of the oft quoted wisdom that history doesn’t repeat itself, but it rhymes. Connected Leadership had reminded me of research that I remember seeing around the time of the original dot com boom (and bust). I think that the research had been done by Weber Shandwick in the US; and I had heard Larry Weber cite it when he came through Europe every so often.
At that time the connected leadership type content was focused on CEOs with a media profile. The research showed a positive correlation between a highly visible CEO, better stock market performance and greater resilience when the brand was facing challenging times. This was back when Larry Ellison, Steve Jobs and Bill Gates courted the business and ‘business of technology’ media. Like any model it can be only taken so far, as Bernie Ebbers at WorldCom, Jeff Skilling at Enron and Steve Case at AOL showed that a high profile won’t stop a terminal decline.
Prior to Oracle’s acquisition of Sun Microsystems, then CEO was criticised for a lack of focus on the business problem. The twice weekly blog posts that marked his connected leadership style were not appreciated by activist shareholders.
A more modern example of connected leadership would be the cult like following that Donald Trump managed to build up over the past five years in politics. A future Democratic president would like appear less on social and in the media, being more focused on the task at hand rather than demonstrating connected leadership.
For businesses, a connected leadership style brings challenges from a regulatory point of view, could their content be sifted for potential class action suit material?
WGSN – Future Drivers 2023 – WGSN – After the dust settles on the tumult of 2020, companies and consumers will shift to new ways of designing, making, selling and consuming in 2023. In an age of uncertainty, executives can bank on the importance of the four C’s – connection, conservation, communication and community. This report identifies seven global drivers that will reshape the macroeconomic and business landscape in 2023, and provides key strategies that businesses can action today for future success.
Radical Reform: this will be front and centre for 2023. Be prepared to be held accountable for diversity, sustainability and CSR practices
Safety & Security: this will drive innovation in defensive materials, an increase in home and neighbourhood security networks, and make touchless payments and products mainstream
The Tech Paradox: cobots (collaborative robots that interact with humans) and democratised digital literacy will gain ground, but on the flip side, infodemics, influencer fatigue and the politics of global technology will drive a tech reset
Community 3.0: look to the growth of community supply chains, staff who are steps away from the stores, and up-skilling locals to keep community money intact
Environment: From Urgency to Emergency: regenerative businesses are creating a sustainable future, while made-to-order manufacturing and nearshoring are reshaping distribution models
The Recession Generation: unstable job markets and a new gig economy will drive new generational spending and consumption habits
New Alliances: international relations are being reshaped and this is underscoring political tensions, with growing knock-on effects
Lightest 5G smartphone with graphene battery – Appear is launching the lightest and first graphene battery-powered smartphone with innovative water-resistant technology. There is already a lot of interest in this smartphone. Appear has begun receiving orders and projections call for a million units sold in the first six months. The smartphone would be available in stores and major online retailers by March 2021. To meet growing demands, Appear has partnered with Foxconn India for its manufacturing needs
Research specialist Qamcom joins European partners in 6G drive – Hexa-X research project is EU funded and expected to run for two and a half years with the aim of laying the foundation for next generation 6G networks. Bringing together a number of technologically advanced European partners, the Hexa-X research project aims to develop the next generation of mobile networks, namely 6G or sixth generation. The project, which is EU-funded, is expected to start in January 2021 and last for about two and a half years. The purpose of the project is to lay the foundation for a global standard and to define principles for the 6G system itself – which will serve as a base for the entire telecom industry and its future services and products. On a more philosophical level, the project’s purpose can be described as technology connecting our human and physical world with the digital world. Qamcom’s research will focus on localisation and network optimisation
Why minimalists are maximally important » strategy – the minimalist demo are predominantly suburbanites, more than half of whom (59%) are married couples with kids, with moderate household incomes. While they haven’t previously been majorly digitally inclined, the group has been making its first major foray into online shopping. Minimalist shopping activity on mobile phones and tablets was up 31% among this audience segment, with gaming activity increasing by 19% and 43% on mobile devices and consoles, respectively. Minimalists’ propensity to order online food has almost doubled since lockdown began, and marketers should be mindful that QSRs could really benefit from attracting this segment
Banning Trump from digital platforms sets a dangerous precedent | ProMarket – I find them a dangerous precedent, which concentrates power irreversibly in the hands of a few private firms. Everybody, but especially people from the Left, should be worried: soon, this power will be used against them. If Trump violated the law with his tweets, he should be prosecuted according to the law. Why did Twitter and Facebook take the law into their own hands as self-appointed vigilantes? If his tweets did not violate the law, why did Twitter and Facebook kick him out? Twitter and Facebook, many would object, are private companies, which can create their own rules of engagement. This is certainly true. But these rules should be consistently enforced and here they are not. According to Twitter’s own statement, Trump was permanently suspended because of the following two tweets, sent on January 8: “The 75,000,000 great American Patriots who voted for me, AMERICA FIRST, and MAKE AMERICA GREAT AGAIN, will have a GIANT VOICE long into the future. They will not be disrespected or treated unfairly in any way, shape or form!!!” “To all of those who have asked, I will not be going to the Inauguration on January 20th.” “These two Tweets,” writes Twitter, “must be read in the context of broader events in the country and the ways in which the President’s statements can be mobilized by different audiences, including to incite violence.” The context Twitter is referring to are the potential plans for a secondary attack on January 17—even though Trump’s tweets did not mention such plans
A bit reactionary but it’s still worthwhile watching Chris Chappell interview with Winston Sterzel and Matthew Tye. Sterzel and Tye’s observations are spot on and tally with my own experience in China and Hong Kong.
Escapist retail – Wunderman Thompson Intelligence – Digital fashion and virtual spaces are getting dreamy, engaging shoppers’ imaginations—and dissolving the traditional boundaries of retail. All of which is fine if you’re on the ‘upper leg’ of the K-shaped economic recovery. Not so great if you’re Primark. More retailing related content here.
Why going global has proved so hard for the big banks | Financial Times – despite gains from globalisation in the lead-up to the financial crisis, the overall international record of the industry is poor. Just last week came a reminder of the challenges of a global bank: Deutsche Bank agreeing to pay US regulators $125m to resolve allegations that it paid bribes to win clients in the Middle East. Its not an isolated example, though Deutsche Bank does have a higher appetite for risk than many of its peers. Other examples, Goldman Sachs had to pay $3.9bn to settle the 1MDB bribery scandal in Malaysia. JPMorgan agreed to pay $264m to settle a US probe into its practice of hiring scions of the Chinese elite as its new business strategy. Its not like these bank failings are a new phenomenon. HSBC was able to buy the Midland Bank because it had been so weakened by its majority stake holding in Crocker National of California. At the time of purchase in 1980, Crocker was the tenth largest bank in the US. It has been one of the first banks in the US to use ATMs. Eventually it was sold due to the losses that Midland endured while owning it. Crocker had a large amount of bad loans on its books.
2021 and the Conspiracies of ‘Johnny Mnemonic’ | WIRED – Gibson’s cyberspace was always bound up with the body. Data can be wet-wired; manipulating files requires Power Gloves and an “Eyephone.” When Johnny jacks in, it kind of hurts. Such meat-meets-metal has, in the quarter-century since Johnny Mnemonic came out, been called a failure of prediction. Our internet ended up disembodied, virtualized, socially distanced, our iPhones more of a figurative prosthesis. Yet, this last year, we sat slack at our desks, muscles atrophying, nerves attenuating, as we doomscrolled our way to new aches, new anxieties, new ailments. Some wild-eyes went so far as to claim that 5G triggered the pandemic, which is the most Gibson-sounding conspiracy of all. In Johnny’s world, the black shakes are caused not by a virus but by a signal. Epidemic through technic. There’s something in the air, no matter what you do. You’re already sick, you’re already dying. Connectivity is killing you
I’ve chosen to not get drawn into the events at the Capitol in Washington DC. It is interesting that Arnold Schwarzenegger is far more articulate and coherent than the politicians in office.
Announcement for the connection problem faced by Hong Kong users｜HKChronicles – From the evening of 6th January, 2021 (Hong Kong Time), the chief editor of HKChronicles, Naomi Chan, has received numerous reports from users located in Hong Kong. They noticed that the website was inaccessible when using the Internet service provided by some ISPs in Hong Kong. After looking into the analytics, we also found that the number of visitors from Hong Kong decreased drastically. Because of the scenario, there are some rumors on the Internet regarding to the status of service on our website – Hong Kong ISPs blocking the site. It has lots of good information on organised crime affiliated police, business people and political extremists. More Hong Kong related content here.
Bitcoin Mining and Its Environmental Effects by Şerif DİLEK* & Yunus FURUNCU – an academic paper that show just how bad bitcoin is for the environment. It isn’t just bitcoin mining, but even blockchain and wallet management. TL;DR here is the money quote: Bitcoin’s energy consumption causes serious damage to the environment and faces us as one of the most significant obstacles in the development of Bitcoin.
Fascinating reading that shows Trump’s appeal is broader and more complex than racism and bigotry – South Vietnam’s Flags at the Capitol Riot – Asia Sentinel – its presence signifies support of a group for Trump – in this case, support from a sizable number of Vietnamese Americans. Their biggest and most apparent reason is that Trump was the best-suited and toughest person to stand up against China, whose expansionist and imperial designs have harmed Vietnam in recent decades. In their view, the Chinese Communist Party (CCP) is bent on territorial and other forms of gains and control vis-à-vis a largely impotent Vietnamese government. Anti-Chinese and/or anti-CCP sentiments are hardly exclusive to first- and 1.5-generation Vietnamese Americans. These sentiments are shared among groups as different as Chinese dissidents and immigrants from the Philippines. Surveys have indicated that similar to Vietnamese Americans, a lot of Filipino immigrants have supported and voted for Trump. In fact, Trumpism has been stronger in Vietnam during the last few years than it is in the diaspora. Even though I haven’t seen surveys or studies about Vietnam, anecdotal evidence suggests that it has been overwhelming
How Brexit killed London’s EU stock trading — Quartz – some think the EU is almost certain to target the UK’s euro-derivatives clearing business. Whereas stock trading of EU company shares is a minor prize, the multi-trillion-dollar swaps market is about much more than just bragging rights. Handling such a titanic amount of derivatives is lucrative and brings with it an ecosystem of skilled jobs and financial expertise
One of the best histories that I have read of the streetwear label Stüssy. It only misses out Shawn Stüssy’s second life in streetwear with S/Double – Stüssy | The Journal | MR PORTER – the rarely mentioned record of the International Stüssy tribe has a hiphop track on one side and reggae on the other. It is pressed in France and the hiphop sides definitely sounds like Ronin Records FORCE n KZee. Ronin Records was part owned by International Stüssy Tribe member Alex Turnbull. I hadn’t realised that this had been put together for the first IST meeting in Tokyo. Many streetwear brands that have come along later have been copycats of Shawn Stüssy’s collaging aesthetic, cultural sampling and even the business model. Look at the way Nigo built up a less formal tribe around A Bathing Ape from Pharrell Williams to James Lavelle. Or the way Supreme took Shawn Stüssy’s cultural sampling to a new level. Rather that reinterpreting it like Stüssy had done with the Chanel logo homage or the repeating logo (a la Gucci or MCM); Supreme copycats Louis Vuitton, then collaborates with them 17 years later.
China Technology – Big boots. – Radio Free Mobile – I think that regulatory interference at Alibaba may result in a fine or two but nothing that is going to fundamentally damage the company. Ant Group is another matter, and the mooted restructuring may substantially diminish the value of this company to both Jack Ma and Alibaba with the real value accruing to a new state-owned enterprise. Hence, when looking at Alibaba, I am inclined to look at a scenario where the company pays a fine of $1-2bn but continues to operate as before and one where Ant Financial is worth $0 to Alibaba – and this FT article adds weight to this viewpoint – Beijing orders Chinese media to censor coverage of Alibaba probe
Chinese investor buys controlling stake in AMI -Fashion Network – The strategic investment marks the latest Paris runway brand to have been acquired by a Chinese investor, following the acquisition of Lanvin by Fosun International in September 2005. Sequoia Capital China is a venture capital firm based in Beijing, which has taken stakes in over 600 companies since being founded – including JD.com, Alibaba, Meituan and Wanda Cinemas – though not in any noted fashion brand. I find it fascinating that Sandhill Road stalwart Sequoia Capital is moving investment from technology to a fashion play. Not only that, but that it has happened in its Chinese business that is focusing on the ‘new’ Silicon Valley companies in China
Hong Kong Arrests Are Next Big Test Since National Security Law – Bloomberg – Hong Kong’s authorities insist they are acting to prevent chaos. Opposition figures wanted to plunge the city into an “abyss” and create “mutual destruction,” Secretary for Security John Lee told a briefing. While the process to force the chief executive’s resignation is set out in the Basic Law, Hong Kong’s de facto constitution, the national security law forbids “seriously interfering in, disrupting, or undermining the performance of duties and functions” of the government. Irrespective of this apparent contradiction, the root of Hong Kong’s political dysfunction lies in the government’s lack of democratic legitimacy. The opposition activists could not threaten such action if they did not have popular support; indeed, their program aimed to increase pressure for a more democratic system, as promised in the Basic Law – more explanation from the South China Morning Post’s Inkstone – The primary election that resulted in Hong Kong’s national security mass arrests – Inkstone
China’s Communist Party targets Chinese abroad to rally support | South China Morning Post – that would promote views of Chinese diaspora as fifth columnists. I don’t think that its a smart move, but instead a desperate move. Presumably Chinese political theorists think that multiculturalism will give them air cover for policy manipulation in other countries.
Cheddar put together an interesting study into popular Christmas songs. I really like that Cheddar put their sources including The Wall Street Journal and other news sources. I’d love to see more people do this on YouTube videos. The start of popular Christmas songs took off with recording music and the move away from religious music to a more secular family festival celebrated in America.
As the clock ticked down to Brexit finally happening, I watched the late Darcus Howe’s three part series White Tribe using the All4 service. Looking back two decades, you could see effects of the Thatcher administration which accelerated the decline of the British industrial heartland without thinking about what came next beyond shopping malls, loft apartments and garden festivals. The schism in society that fuelled Brexit was readily apparent. The void of what being English meant, was again apparent during the head-scratching paean to the NHS that was the London Olympics opening ceremony. What I thought was most remarkable is that White Tribe is very consistent with what I saw in John Harris’ series for the Guardian Anywhere but Westminster. All of it in retrospectYou can watch the full series of White Tribehere.
In common with other organisations from design agencies to the Irish government’s department of foreign affairs; Japanese airline ANA celebrated Christmas with a content focus this year DO: Bring Japanese Christmas Home ‘Tis the season… – ANA. The content is unusual as it focuses on secular Japanese Christmas traditions including Christmas songs. More Japan related content here.
Looking back at 2020 was based on desk research I undertook at the end of March through to the beginning of May this year for 90TEN; with a healthy dollop of hindsight added.
The first thing that I tried to make sense of was all the noise from experts who claimed that everything was going to change. Clearly that wasn’t going to be the case. But what would elements would be most affected? I narrowed it down to a combination of three factors:
Demand side and supply side economic change
Accelerating trends
Behavioural change
Where you have an intersection of all three, then you are more likely to have lasting change.
Behavioural change on its own won’t work. When we had the Spanish flu, there was a similar level of masking and social separation. But what followed was the hedonism of the roaring 20s. But all three factors together would act as a push-and-pull on sustained behaviour change.
https://flic.kr/p/2kjZMQx
Thinking specifically about acceleration, we saw a number of things happen.
Changes in sectors and practices that would have taken years have taken months. Such as the adoption of remote working practices
Things that were on the edge suddenly became mainstream, like mask wearing that was previously only popular in east asian countries like Korea, Taiwan, Hong Kong and Japan
https://flic.kr/p/2kk4xZX
The rise of e-commerce and food delivery was a classic edge case to mainstream move.
https://flic.kr/p/2kk4xZ1
Looking back 2020, one of the topics is the speed of change in circumstances and the relative lack of change in human behaviour. One academic claimed that it revealed what really mattered to a population. Although this misses out that the competency of a government as a key determining factor.
Canvas8 presented a model of human behaviour during an epidemic, which I shared in looking back at 2020. This shaped a key part of my thinking around human behaviour.
https://flic.kr/p/2kk55X4
Like the grief process, the pandemic human behaviour model starts with denial.
https://flic.kr/p/2kk4xXY
And then anxiety…
https://flic.kr/p/2kk4xXC
Adjustment is how people have adapted to the circumstances. Society as a whole is still under strain.
https://flic.kr/p/2kjZMMM
Life is reconsidered moving forward, a classic example of this would be the Wuhan EDM pool party held in the autumn.
https://flic.kr/p/2kjZMMg
The new normal where COVID-19 is now under control and will have shaped future consumer behaviour.
https://flic.kr/p/2kk4xVD
Canvas8 also mapped out likely consumer behaviour against the stages.
https://flic.kr/p/2kk55U8
Consumers had a clear view of what they wanted from brands. Brands often struggled to match the expectations of consumers. Dettol’s UK marketing efforts being an exemplary example of how to get it wrong. Looking back at 2020, we had the opportunity to do fantastic marketing work utilising digital and TV platforms, but very little of that opportunity was utilised.
A couple of organisations deserve for their efforts to be highlighted. My former colleagues at LONDON Advertising used their own marketing during the middle of the crisis to demonstrate the power of marketing. Secondly, the IPA ran a sustained campaign in the FT promoting the power of advertising to the c-suite.
https://flic.kr/p/2kk4xUB
https://flic.kr/p/2kk55Tb
The economic factors that will be a driver in societal change, made up the third factor alongside behavioural aspects and acceleration of existing trends.
https://flic.kr/p/2kjZMGX
The initial economic forecasts were very negative which drove a ‘correction’ in the stock markets.
https://flic.kr/p/2kjZMGg
Past trends indicate that these kind of crises cause an economic decline that countries bounce back from. However a lot of the change happening is non-COVID related or only tangentially related like China’s escalating trade sanctions on Australia.
https://flic.kr/p/2kk4xSC
Post COVID-19 economic impact is like dropping industry sectors in a time machine. The kind of change that would normally have taken years to run its course has happened in months. What is more worrying is the amount of unsustainable debt that has been taken on board by businesses across sectors. Over time this will benefit larger established businesses over smaller, or newer ones.
https://flic.kr/p/2kk55QR
I put in an extra section into looking back at 2020 about the young because the insights challenge many of marketers holy cows in terms of views on younger members of society.
https://flic.kr/p/2kjZMEh
Telemedicine attitudes and usage shows that the heuristic of young people being technology adopters doesn’t hold up. Which is usually presumed in sentiment around digital natives.
https://flic.kr/p/2kk4xQU
The resisters shatters a stereotype of young people being progressive, purpose driven people. And they are media literate and media savvy by nature. Yet they are exhibiting behaviours that would be more in tune with older people with reactionary views.
https://flic.kr/p/2kk4xQ3
https://flic.kr/p/2kk55Pd
I put in the links to the sources that I mention in the presentation. However I formed my views by looking at much more material. Just over a gigabyte of data sources that relate to COVID-19 which I went through is on Google Drive. Everything from consumer behaviour to economic data is available here. The looking back at 2020 presentation is available for download here. (More on issues related consumer behaviour here.)
