Category: marketing | 營銷 | 마케팅 | マーケティング

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
  • Korean TV shopping celebrity Choi Hyun woo
  • qCPM
  • Planning and communications
  • The Jeremy Renner store
  • Cashierless stores
  • BMW NEXTGen
  • Creativity in data event that I spoke at
  • Beauty marketing trends
  • Kraft Mothers Day marketing
  • RESIST – counter disinformation tool
  • Facebook pivots to WeChat’s business model
  • Smartphone launches
  • Spotify scam & other news

    Spotify scam

    The great big Spotify scam: Did a Bulgarian playlister swindle their way to a fortune on streaming service? – Music Business Worldwide – the Spotify scam is ingenious. But this also shows how topsy turvy the economics of Spotify are. It is ironic that real artists on Spotify are being paid so little, which is arguably the real Spotify scam (with complicit record labels). There will be always arbitrage opportunities in online services like Spotify

    Business

    China is quickly becoming the dominant force in startups | Quartz – makes you wonder about Silicon Valley. A lot of this problem is down to the lack of focus on hard innovation in Silicon Valley. For instance where is the modern day equivalent of the treacherous eight

    WSJ City | Five signals sent by China’s Anbang takeover – Reining in big spenders (spending capital abroad in an untargeted manner), reduction of systemic financial risk, concern over complex short-term high-yielding wealth products

    WPP Vows to Do Better After Weak Results, Nervous Outlook Send Shares Plunging – The New York Times – WPP plans to accelerate a programme to simplify the business by aligning digital systems, platforms and capabilities to provide bespoke teams for its clients as opposed to the different agencies that currently compete with each other to win contracts.

    Consumer behaviour

    Opinion | The Tyranny of Convenience – The New York Times – Americans say they prize competition, a proliferation of choices, the little guy. Yet our taste for convenience begets more convenience, through a combination of the economics of scale and the power of habit. The easier it is to use Amazon, the more powerful Amazon becomes — and thus the easier it becomes to use Amazon. Convenience and monopoly seem to be natural bedfellows. – great article by Tim Wu

    Wealthy Chinese Women Are Unique in APAC: Agility Research | Jing Daily – interesting dissonance between Hong Kong and Chinese high net worth consumers

    FMCG

    Tea Turns Up Temperature in Fight Against Coffee – WSJ – what tea misses is ritual

    Finance

    Daring Fireball: Berkshire Hathaway’s 2017 Annual Report (PDF) – they know how to play to small town audiences well

    Innovation

    Levi’s Invented A Laser-Wielding Robot That Makes Ethical Jeans | Fast Company – the laser and chemical free treatment remind me a lot of the work that Frontline Clothing in Hong Kong have been doing for years in association with their Chinese supply chain partners

    Marketing

    Burson Cohn & Wolfe – SixtySecondView – like any other business merger the focus will keep the eye off the ball at a time when the PR industry is seeing exceptionally low growth rates. I have friends and former colleagues on both sides of this in both Asia and Europe; so I hope it works out well.

    Media

    Amazon Has Officially Invaded The Advertising Industry | Forrester Research – the bit this misses is that consumers already use Amazon’s search page as a first port of call for things

    LittleThings online publisher shuts down, blames Facebook’s algorithm – Business Insider – not terribly surprising, one only had to look at the games companies that built their businesses on Facebook and got eviscerated

    Online

    WeChat New Year Data Report 2018 – China Channel

    Quality

    Smart homes and vegetable peelers — Benedict Evans – interesting starting point, but I think that there should be a second layer. Can the intelligence be local (like lighting sensors based on movement and presence in office buildings) or does it need cloud computing? Why can’t smart lightbulbs be at the edge rather than in the cloud. Why does a Nest thermostat need to be in the cloud?

    Samsung says it’s going to stop pumping out features and start making devices good instead – BGR – “We developed mobile phones earlier than China, and we were obsessed with being the world’s first and industry’s first rather than thinking about how this innovation would be meaningful to consumers,” Koh said. “Being the first turns out to be meaningless today, and our strategy is to launch something that consumers believe meaningful and valuable at a right time.” – this reads like a slap in the face to Huawei’s approach on innovation and features

    Retailing

    Struggling Esprit to close more than 40 shops in Europe | South China Morning Post – it plans to close more than 40 “heavy loss-making” shops in “core” European countries, or make around a 10 to 15 per cent reduction in its controlled space in these countries

    Security

    Huawei distances itself from executive’s comments that rivals using politics to keep it out of US | South China Morning Post  – Huawei did not authorise Yu to make comments about the US on behalf of the company, and does not agree with his views, Chen said. Yu did not immediately respond to a text message seeking comment – Richard Yu is known for going off-piste with media

  • Facebook eroding & other news

    Facebook eroding

    The tweet about Facebook eroding is part of a greater issue of what Facebook is calling internally ‘context collapse‘. Facebook recognised the issue back in 2015. There are several likely reasons for Facebook eroding:

    • Negative network effects
    • Societal norming on social media content
    • Lack of trust in the facebook brand
    • People just don’t like Facebook as a platform that much

    Business

    After Anbang Takeover, China’s Deal Money, Already Ebbing, Could Slow Further – The New York Times

    Hello, mobile operators? This is your age of disruption calling | McKinsey & Company – lots of buzz words, diagnosis but not a glimpse of a way forward

    Edelman Revenue Up 2.1% In 2018 To $894m | Holmes Report – given that all the global PR groups have had exceptionally low growth or even declines

    How Douyin became China’s top short-video App in 500 days – WalktheChat

    Wireless

    Nokia on 5G at MWC, what struck me is the sales pitch was more like an enterprise software company like IBM or Oracle than a telecoms vendor. There is lots of tech in the networks but there isn’t a recognisable killer app. His warnings about 5G upgradeable products ring true though.

    Consumer behaviour

    Asian Boss do some really nice street interviews in different Asian cities and this one about Apple iPhones in Korea is particularly instructive. Samsung is seen as the default phone as they assemble phones (mostly for Asian markets) in Korea. Whereas in Europe all of the are made in China. When I lived in Hong Kong, both Samsung and LG emphasised that they made their phones in Korea with an implicit quality guarantee. 

    The iPhone seems to have won out on product design amongst younger people. but one shouldn’t ignore the desire to support the national brand. 

  • Operaatio Elop

    Nokia

    Operaatio Elop covers one of the most dramatic events in Finland since the Winter War. At the time of Nokia’s high point it accounted for over 25% of the Finnish economy. There has seldom been a fall so drastic as Nokia’s fall in the mobile phone market from leading player to disaster. With that fall came the humbling of an entire country.

    Given the scale of the fall and the size of Nokia as a brand around the world, I was surprised the the Operaatio Elop hadn’t been translated and published in different language editions. Instead it was up to numerous Finns to crowdsource a translation into English for free and provide it on an as is basis.

    Has Nokia’s fall had been so complete that it literally fell out of interest for non-Finns?

    What becomes apparent is that a story more nuanced than the press coverage would allow. Elop comes out of it a flawed tragic figure – a one-trick pony; rather than a skilful trojan horse.

    Nokia’s feature phone line up where surprisingly a hero of the piece contributing positively to the business for longer than I would have expected and slowing down the business collapse precipitated in the smartphone business.

    Nokia’s board of directors and former management come out of it much worse.

    Fatal flaws

    Nokia’s strengths had become its weakness.

    • Smartphone manufacturing processes weren’t ready for mass adoption
    • MeeGo had been unfairly assessed
    • It blew its marketing budget on a bet on the North American market, ignoring other countries
    • The marketing budget was spent too early and all at once. What resulted was an ineffective and inefficient marketing campaign. By my reckoning it was roughly $100 per phone sold during the launch of the Lumia range in the US
    • Poor quality Windows Phone software, small Windows Phone application ecosystem and cheap Android phones were key issues
    • Chip technology partner issues from its relationship with Qualcomm to Intel’s failure in 4G as it focused on WiMax rather than LTE

    The more pertinent question would be is there any circumstances where Nokia stood a chance of staying on top in the mobile phone marketplace? Operaatio Elop is a compelling but balanced read and I can’t recommend it highly enough. More book reviews here.

  • Blazed & other things

    Blazed

    I was having an online conversation with friends in the game about our favourite advertising, and this one came up. I hadn’t seen it before. It’s a public service announcement from New Zealand: Blazed – Drug Driving in Aotearoa.

    Guinness Rutger Hauer ads

    I also managed to find all the Rutger Hauer ‘Pure Genius’ ads done for Guinness. A lot of it looks like fresh thinking but mainstream production now due to CGI and After Effects, but at the time it was like nothing else that you would have seen

    Nazira

    I have been listening to this mix by Nazira. Nazira is from Almaty, Kazakhstan and plays at Berlin’s Room 4 Resistance parties. There’s also a great interview with her on the Discwoman site

    Fieldnotes Newsletter

    First issue of Fieldnotes newsletter is out! | Chad Dickerson’s blog – I used to work at Yahoo! when Chad was there, so can vouch for the newsletter being all killer, no filler. Chad headed up Yahoo!’s incubator Brickhouse. I can also recommend a second newsletter Brain Reel by Gemma Milne.

    For A Few Dollars More

    Revisiting For A Few Dollars More – I love the pace, the way it was shot and the storytelling. It also has Lee Van Cleef and Clint Eastwood teaming up – EPIC. When I was a child I was confused the Lee Van Cleef playing two different characters in the ‘Dollars Trilogy’. In The Good, The Bad and The Ugly he plays a psychopathic gun for hire. In For A Few Dollars More he plays the honourable Colonel Mortimer looking for justice against a bandit.

    Gian Maria Volontè played both protagonists in A Fistful Of Dollars and For A Few Dollars More – and died both times. Leone didn’t intend for the films to be a trilogy, but they work quite well together. More related content here.

  • CNY 2018 ads that have made my day this week

    CNY 2018 – Chinese new year of the dog.

    CNY

    Whilst Christmas is the big ad time in the UK market and the Super Bowl dominates American advertising – the Sinosphere is dominated by lunar new year. You see Chinese new year adverts (in the Motherland obviously), Hong Kong, Singapore and Malaysia. They are generally exceptionally sentimental and mawkish, but beautifully shot. It is a time for for family get togethers and when childhood memories are made. Things that symbolise Chinese new year include special food, getting given money in red envelopes and wearing new outfits for the first day of the new year.

    Here are some examples I have found of this years ads.

    KFC

    A film director goes back in time to see his younger self and tries to give him advice. I found this interesting given the Chinese government’s ban on time travel in dramas.

    Apple

    This was done for Apple China by Peter Chan and reposted on Apple Singapore’s social channels. They’ve done a really good job of capturing the gruelling journey home that many Chinese make every year.  Shenzhen’s main railway station is anarchy at this time of year.If this one doesn’t wring your tear ducts out you’re one heartless bastard.

    Digi Telecommunications

    A mobile carrier in Malaysia. the largest shareholder is Telenor. This one has a slight twist in the tail. I was expecting it to be a family matriarch – but it touches on wider connections and childhood memories. Education is much more highly prized in Chinese culture than British or Irish culture.

    Maybank – Malaysia’s largest bank

    Nothing quite like a bit of TVB style family melodrama to be squeezed into this four and a half minute film. A family in financial hardship gets pulled apart as the daughter grow up and ambition put a rift in the tight family unit.

    AirAsia

    My favourite one is this ad by AirAsia, who managed to weave in a deft bit of storytelling through the camera PoV and reference the symbolism of the Chinese horoscope for this year through the main character Ah Boy.

    More CNY related posts here.