CO-OP’s very own Creative Partner, Paul Newman, enlightens us on how the power of brand investment has both sustained and created growth in certain companies through a downturned economy. (more…)
CO-OP sat down with Martin Jansen, Head of International Equities (U.S.) at ING Investment Management, to discuss why, even in a downturned economy, investing in your brand is one of the smartest moves you can make. (more…)
We all know the “go big or go home” attitude of the larger than life Superbowl advertisements that captivate us between kick-offs and touchdowns. But who would’ve thought the spoofs of such ads would be equally as awesome, and quite possibly have even more of an impact. (more…)
See, listen, touch, taste, smell and feel.
We tend to design just for the eyes and we need to move beyond that to make a difference in how we communicate.
http://answer.nttdocomo.co.jp/touchwood/
As the economy in China booms, and consumer spending power increases, we are seeing more demand for luxury and mid market brands. Western brands are being seduced by the opportunities in China and if they haven’t already, they are actively putting together expansion plans for the east.
Rather than re-purpose their brand for the Chinese consumer, some brands are going the extra mile to create new brands that would better connect with the audience. Leading this trend are Hermes with Shang Xia and Levis with Denizen.
A product re-design or re-shaping shows a commitment and a long term vested interest in China. Leading this trend are BMW and Audi.
A simple insight – wealthy Chinese have chauffeur driven cars, led them to re-design their cars to better suit smoother ride for the passenger in the back seat. BMW and Audi control majority of the luxury car sales in China.
The consumer needs to be top of mind from the beginning of business strategy through to brand vision and expression. That means everything from understanding the environment they live in, their habits and behaviors, the music they listen to, the food they eat, their social settings, their ancestral history and how that impacts them in society today. You need to empathize with your consumer and the only way to do that is by being and getting local.
Let’s take Chinese food as an example. Chinese food is popular around the world – it is likely that no matter what country you visit you will find it. But in each country it tastes different. Why? Cause it’s been adapted to the local flavors and the palette.
There is no formula to enter the Asian market – we can’t say it’s right to launch a new brand, or to have a new product or to adjust your marketing strategy. What we can say, is do your due diligence, listen to your audience and understand where they come from.
Sources: Financial Times, Shang Xia, Denizen, Ad Age, BMW, Audi, Business Week
In the past, the “What’s Branding?” section has featured our clients, friends, architects and various industry professionals. Today we would like to share with you insights from Jane Simmonds, Managing Partner of Conran Design Group and a leading member of Havas Design+.
Jane Simmonds, Managing Partner, Conran Design Group
‘Helping businesses create and maintain an attractive and meaningful conversation with their target audiences, to build preference and loyalty’
‘It’s easy to say Google or Apple but taking ‘favourite’ to mean something more personal, I like Chanel – the brand remains resolutely and fabulously chic, protecting limited lines in perfume and clothing while being a household name. For a brand that delivers products that make a difference I love Clarins and for an unpretentious brand with products that do what they say they’re going to do with the minimum of fuss, Boots Botanics range.’
‘Amazon continues to set the pace, keeping up healthy dialogue with their customers through being fast, easy, uncomplicated and above all, helpful. But surprisingly also Ford, who last year launched the new Fiesta in China using social media to terrific effect.’
‘Lots…a hard economy ensures change is inevitable and pretty constant. One in particular is that branding agencies are really starting to own ‘tone of voice’ and the word is now as central to brand as the graphic.’
After a successful ‘Be Stupid’ Campaign, Diesel is taking it up a notch with their new campaign ‘Diesel Island’. Get ready for a visual feast as this campaign unfolds. Taking its cue from ‘Lost’, Diesel created its own island where rules are written by skimpy youngsters, taking showers together and running around naked. Its what they call ‘the land of the stupid, home of the brave.’
www.diesel.com/island
I recently read a Wallpaper article about Uniqlo’s CEO – Tadashi Yanai. While the man behind the company is brilliant, what interested me more about Uniqlo was their game-changing approach to the fashion industry. As Yania stated, “We are at the cultural and economic crossroads of the modern world.” And so true they are. Why - the brand appeals to a myriad of audiences by marrying high quality and style, great prices and service, and an accessible approach. Their business approach is also threatening the traditional business model of fashion. Read the article (in the March 2011 print edition) and learn. Watch out Milan, Paris, London and New York.
Images from: NYTimes.com, Uniqlo.com
From the stop-frame film makers of Creature Comforts and Wallace & Gromit, Aardman creates yet another ground breaking short film. This microscopic masterpiece is all done with a mobile phone – Nokia N8 using its 12MP camera.
If you thought the film was great, just watch the making of it! Talk about painstaking attention to detail, this shows the dedication, passion and talent of this amazing studio.
For more:
http://www.aardman.com/
Content © CO-OP 2011.
