SlideShare a Scribd company logo
1 of 37
Download to read offline
© Digital Luxury Group 1 
The Art of Branding 
Through Digital Innovation 
The digital partner of forward-thinking luxury brands
© Digital Luxury Group 2 
Digital Luxury Group is an international company pioneering the digital luxury revolution. Active in digital agency services and business intelligence solutions, the company has offices in New York, Paris, Geneva, and Shanghai, and benefits from a unique blend of technology and luxury savoir-faire.
© Digital Luxury Group 3 
Branding Through Digital Innovation 
A DLG and Montblanc Case Study
© Digital Luxury Group 4 
Meisterstück is… 
About Meisterstück… 
Montblanc’s iconic collection for 90 years Umbrella for 4 key product segments: Timepieces Writing Instruments Leather Goods Jewelry A key part of the brand DNA, promoting universal values of elegance, sophistication and leadership
© Digital Luxury Group 5 
Digital Branding 
Best Practices
© Digital Luxury Group 6 
Digital Branding Best Practices 
1. 
Have a RELEVANT brand name 
2. 
Be EMOTIONNALY connected 
3. 
Be CONSISTENT and OMNIPRESENT 
4. 
Get ENDORSED 
5. 
No branding without STORYTELLING 
6. 
Develop ADVOCACY
© Digital Luxury Group 7 
1. Have a RELEVANT Brand
© Digital Luxury Group 8 
1. Have a RELEVANT Brand 
Meisterstück 
Meis·ter·stück 
das <Meisterstücks (Meisterstückes 
1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 
2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss
© Digital Luxury Group 9 
Meisterstück 
Meis·ter·stück 
das <Meisterstücks (Meisterstückes 
1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 
2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss 
1. Have a RELEVANT Brand
© Digital Luxury Group 10 
1. Have a RELEVANT Brand 
daban 
(literally “big boss”) 
Meisterstück
© Digital Luxury Group 11 
2. Be EMOTIONALLY Connected
© Digital Luxury Group 12 
2. Be EMOTIONALLY Connected 
Leverage on existing and (ideally) engaging notions to develop your message 
What is a Daban?
© Digital Luxury Group 13 
2. Be EMOTIONALLY Connected 
In 2013, one of the buzz word in China was 土豪 (“tuhao”)… 
… a nickname given to the “new rich”, associated to lack of taste, understanding of luxury values and a too show-off attitude 
80’000 daily searches on Baidu in September 2013
© Digital Luxury Group 14 
2. Be EMOTIONALLY Connected 
Leverage on existing and (ideally) engaging notions to share your message 
Sophisticated and elegant leader 
DABAN 
TUHAO 
Tasteless and vulgar follower 
The Modern Rich 
The New Rich
© Digital Luxury Group 15 
3. Be CONSISTENT and OMNIPRESENT
© Digital Luxury Group 16 
3. Be CONSISTENT and OMNIPRESENT 
Sina Weibo as a broadcaster 
Montblanc leveraged on its massive audience to introduce the concept of Daban and arouse interest around this new term
© Digital Luxury Group 17 
3. Be CONSISTENT and OMNIPRESENT 
Douban to build the discussion 
A chat room was created to invite the users to exchange about their perception and understanding of Daban
© Digital Luxury Group 18 
3. Be CONSISTENT and OMNIPRESENT 
WeChat to directly reach your core audience Push messages to a highly qualified audience of followers
© Digital Luxury Group 19 
3. Be CONSISTENT and OMNIPRESENT 
Baidu Baike (Wikipedia-like) as a reference for the official definition 
The existing Daban page (referring to a movie character) was updated in order to provide the audience with information about the semiology and the origin of the term
© Digital Luxury Group 20 
4. Get ENDORSED
© Digital Luxury Group 21 
Montblanc leveraged on the voice of trusted influencers… 
… by inviting them to tell our audience, who they believe is a Daban. 
4. Get ENDORSED
© Digital Luxury Group 22 
5. No branding without STORY TELLING
© Digital Luxury Group 23 
5. No branding without STORYTELLING 
Series of tips from influencers on how to be a Daban in your daily life
© Digital Luxury Group 24 
6. Develop ADVOCACY
© Digital Luxury Group 25 
6. Develop ADVOCACY 
A WeChat game to engage the audience to participate in defining who they consider is a Daban.
© Digital Luxury Group 26 
6. Develop ADVOCACY 
Montblanc WeChat followers are invited to submit their picture
© Digital Luxury Group 27 
The community determine the Daban Index by voting Daban or Tuhao 
6. Develop ADVOCACY
© Digital Luxury Group 28 
Users are ranked according to their score, the ultimate Daban being rewarded by Montblanc 
6. Develop ADVOCACY
© Digital Luxury Group 29 
Users can share their score, or ask their friends to vote for them to improve it 
6. Develop ADVOCACY
© Digital Luxury Group 30 
Additional TAKEAWAYS
© Digital Luxury Group 31 
Additional TAKEAWAYS 
1. The digital audience is young
© Digital Luxury Group 32 
1. The digital audience is young 
 Speak to them 
Additional TAKEAWAYS
© Digital Luxury Group 33 
1. The digital audience is young  Speak to them 2. Netizens are craving for novelty 
Additional TAKEAWAYS
© Digital Luxury Group 34 
1. The digital audience is young 
 Speak to them 
2. Netizens are craving for novelty 
Being innovative starts to become a USP in itself for luxury brands 
Additional TAKEAWAYS
© Digital Luxury Group 35 
1. The digital audience is young  Speak to them 2. Netizens are craving for novelty Being innovative starts to become a USP in itself for luxury brands 3. Digital innovation is hard to drive by technology 
Additional TAKEAWAYS
© Digital Luxury Group 36 
1. The digital audience is young  Speak to them 2. Netizens are craving for novelty being innovative starts to become a USP in itself for luxury brands 3. Digital innovation is hard to drive by technology  Innovative ideas are much more relevant to develop 
Additional TAKEAWAYS
© Digital Luxury Group 37 
Thank You 
Pablo MAURON General Manager China 
pmauron@digital-luxury.com 
+86 138 1829 4844 
www.bonjourDLG.com 
www.linkedin.com/pmauron 
37

More Related Content

What's hot

World Luxury Index Russia - Top 50 Most-Searched For Luxury Brands in Russia
World Luxury Index Russia - Top 50 Most-Searched For Luxury Brands in RussiaWorld Luxury Index Russia - Top 50 Most-Searched For Luxury Brands in Russia
World Luxury Index Russia - Top 50 Most-Searched For Luxury Brands in RussiaDigital Luxury Group
 
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in ChinaWorld Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in ChinaDigital Luxury Group
 
Decoded Fashion Milan
Decoded Fashion MilanDecoded Fashion Milan
Decoded Fashion MilanLiz Bacelar
 
Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016
Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016
Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016Gabriela Otto
 
Final brandstorm 2016 : Team #Instawest
Final brandstorm 2016 : Team #InstawestFinal brandstorm 2016 : Team #Instawest
Final brandstorm 2016 : Team #InstawestMarie Fabre
 
Cristal Festival 12th Edition
Cristal Festival   12th EditionCristal Festival   12th Edition
Cristal Festival 12th EditionADC Group
 
Familiarity & Interest In World Expo 2010 Shanghai By Ogilvy
Familiarity & Interest In World Expo 2010 Shanghai By OgilvyFamiliarity & Interest In World Expo 2010 Shanghai By Ogilvy
Familiarity & Interest In World Expo 2010 Shanghai By OgilvyMichael Darragh
 
Luxury & Influence Marketing In China
Luxury & Influence Marketing In ChinaLuxury & Influence Marketing In China
Luxury & Influence Marketing In ChinaAlexia Michel
 

What's hot (11)

World Luxury Index Russia - Top 50 Most-Searched For Luxury Brands in Russia
World Luxury Index Russia - Top 50 Most-Searched For Luxury Brands in RussiaWorld Luxury Index Russia - Top 50 Most-Searched For Luxury Brands in Russia
World Luxury Index Russia - Top 50 Most-Searched For Luxury Brands in Russia
 
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in ChinaWorld Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
World Luxury Index China - Top 50 Most-Searched For Luxury Brands in China
 
Decoded Fashion Milan
Decoded Fashion MilanDecoded Fashion Milan
Decoded Fashion Milan
 
Online Advertising Strategy for a Haute Horlogerie Brand
Online Advertising Strategy for a Haute Horlogerie BrandOnline Advertising Strategy for a Haute Horlogerie Brand
Online Advertising Strategy for a Haute Horlogerie Brand
 
Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016
Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016
Wealth report (Relatório sobre o Mercado de Luxo) 2015-2016
 
Final brandstorm 2016 : Team #Instawest
Final brandstorm 2016 : Team #InstawestFinal brandstorm 2016 : Team #Instawest
Final brandstorm 2016 : Team #Instawest
 
Branded creds
Branded credsBranded creds
Branded creds
 
Virgin
VirginVirgin
Virgin
 
Cristal Festival 12th Edition
Cristal Festival   12th EditionCristal Festival   12th Edition
Cristal Festival 12th Edition
 
Familiarity & Interest In World Expo 2010 Shanghai By Ogilvy
Familiarity & Interest In World Expo 2010 Shanghai By OgilvyFamiliarity & Interest In World Expo 2010 Shanghai By Ogilvy
Familiarity & Interest In World Expo 2010 Shanghai By Ogilvy
 
Luxury & Influence Marketing In China
Luxury & Influence Marketing In ChinaLuxury & Influence Marketing In China
Luxury & Influence Marketing In China
 

Viewers also liked

Drive to store & Digitalisation of POS - Benchmark by EBG - London 2017
Drive to store & Digitalisation of POS - Benchmark by EBG - London 2017Drive to store & Digitalisation of POS - Benchmark by EBG - London 2017
Drive to store & Digitalisation of POS - Benchmark by EBG - London 2017EBG
 
China Global Ecommerce Leadership
China Global Ecommerce LeadershipChina Global Ecommerce Leadership
China Global Ecommerce LeadershipIn Hsieh
 
PowerPoint Auchan
PowerPoint AuchanPowerPoint Auchan
PowerPoint AuchanLauryneee
 
Brochure of 11th Asia Conference on Healthcare & Health Insurance, March 2016...
Brochure of 11th Asia Conference on Healthcare & Health Insurance, March 2016...Brochure of 11th Asia Conference on Healthcare & Health Insurance, March 2016...
Brochure of 11th Asia Conference on Healthcare & Health Insurance, March 2016...Nikash Deka
 
Ecommerce experience - Digital China
Ecommerce experience - Digital ChinaEcommerce experience - Digital China
Ecommerce experience - Digital ChinaIn Hsieh
 
Technology and Business Innovation in China: Presentation and Discussion at S...
Technology and Business Innovation in China: Presentation and Discussion at S...Technology and Business Innovation in China: Presentation and Discussion at S...
Technology and Business Innovation in China: Presentation and Discussion at S...Mark Mueller-Eberstein
 
GTC China 2017 Highlights
GTC China 2017 HighlightsGTC China 2017 Highlights
GTC China 2017 HighlightsNVIDIA
 
Edith Yeung - Make Startup Investing Great Again @ Cyberport - Nov 2017
Edith Yeung - Make Startup Investing Great Again @ Cyberport - Nov 2017Edith Yeung - Make Startup Investing Great Again @ Cyberport - Nov 2017
Edith Yeung - Make Startup Investing Great Again @ Cyberport - Nov 2017Edith Yeung
 
An Inspector Calls Revision
An Inspector Calls RevisionAn Inspector Calls Revision
An Inspector Calls RevisionM Taylor
 
China Internet Report 2017 by Edith Yeung
China Internet Report 2017 by Edith YeungChina Internet Report 2017 by Edith Yeung
China Internet Report 2017 by Edith YeungEdith Yeung
 
Tracxn Research - B2B Ecommerce Report June 2017
Tracxn Research - B2B Ecommerce Report June 2017Tracxn Research - B2B Ecommerce Report June 2017
Tracxn Research - B2B Ecommerce Report June 2017Tracxn
 
Digital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing WorldDigital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
 
Revolutionizing Radiology with Deep Learning: The Road to RSNA 2017
Revolutionizing Radiology with Deep Learning: The Road to RSNA 2017Revolutionizing Radiology with Deep Learning: The Road to RSNA 2017
Revolutionizing Radiology with Deep Learning: The Road to RSNA 2017NVIDIA
 

Viewers also liked (15)

Drive to store & Digitalisation of POS - Benchmark by EBG - London 2017
Drive to store & Digitalisation of POS - Benchmark by EBG - London 2017Drive to store & Digitalisation of POS - Benchmark by EBG - London 2017
Drive to store & Digitalisation of POS - Benchmark by EBG - London 2017
 
China Global Ecommerce Leadership
China Global Ecommerce LeadershipChina Global Ecommerce Leadership
China Global Ecommerce Leadership
 
PowerPoint Auchan
PowerPoint AuchanPowerPoint Auchan
PowerPoint Auchan
 
DUSS Activities
DUSS ActivitiesDUSS Activities
DUSS Activities
 
Brochure of 11th Asia Conference on Healthcare & Health Insurance, March 2016...
Brochure of 11th Asia Conference on Healthcare & Health Insurance, March 2016...Brochure of 11th Asia Conference on Healthcare & Health Insurance, March 2016...
Brochure of 11th Asia Conference on Healthcare & Health Insurance, March 2016...
 
For Universities
For UniversitiesFor Universities
For Universities
 
Ecommerce experience - Digital China
Ecommerce experience - Digital ChinaEcommerce experience - Digital China
Ecommerce experience - Digital China
 
Technology and Business Innovation in China: Presentation and Discussion at S...
Technology and Business Innovation in China: Presentation and Discussion at S...Technology and Business Innovation in China: Presentation and Discussion at S...
Technology and Business Innovation in China: Presentation and Discussion at S...
 
GTC China 2017 Highlights
GTC China 2017 HighlightsGTC China 2017 Highlights
GTC China 2017 Highlights
 
Edith Yeung - Make Startup Investing Great Again @ Cyberport - Nov 2017
Edith Yeung - Make Startup Investing Great Again @ Cyberport - Nov 2017Edith Yeung - Make Startup Investing Great Again @ Cyberport - Nov 2017
Edith Yeung - Make Startup Investing Great Again @ Cyberport - Nov 2017
 
An Inspector Calls Revision
An Inspector Calls RevisionAn Inspector Calls Revision
An Inspector Calls Revision
 
China Internet Report 2017 by Edith Yeung
China Internet Report 2017 by Edith YeungChina Internet Report 2017 by Edith Yeung
China Internet Report 2017 by Edith Yeung
 
Tracxn Research - B2B Ecommerce Report June 2017
Tracxn Research - B2B Ecommerce Report June 2017Tracxn Research - B2B Ecommerce Report June 2017
Tracxn Research - B2B Ecommerce Report June 2017
 
Digital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing WorldDigital Trends in 2017: Making Business Impact in a Changing World
Digital Trends in 2017: Making Business Impact in a Changing World
 
Revolutionizing Radiology with Deep Learning: The Road to RSNA 2017
Revolutionizing Radiology with Deep Learning: The Road to RSNA 2017Revolutionizing Radiology with Deep Learning: The Road to RSNA 2017
Revolutionizing Radiology with Deep Learning: The Road to RSNA 2017
 

Similar to The Art of Branding Through Digital Innovation: A DLG China Presentation

Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Falcon.io
 
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
9 Ways to Create an Engaging, Easy, and Affordable Content StrategyFashion's Collective
 
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
9 Ways to Create an Engaging, Easy, and Affordable Content StrategyTamar Koifman
 
Social Branding for Luxury in China (L'Atelier Presentation)
Social Branding for Luxury in China (L'Atelier Presentation)Social Branding for Luxury in China (L'Atelier Presentation)
Social Branding for Luxury in China (L'Atelier Presentation)L'Atelier BNP Paribas
 
Future of Social Media + Trends 2016
Future of Social Media + Trends 2016Future of Social Media + Trends 2016
Future of Social Media + Trends 2016Brie Stewart
 
Brandlogist Credentials
Brandlogist CredentialsBrandlogist Credentials
Brandlogist CredentialsBrandlogist
 
Three Habits of Culturally Fluent Brands
Three Habits of Culturally Fluent BrandsThree Habits of Culturally Fluent Brands
Three Habits of Culturally Fluent BrandsVirtueWorldwide
 
Social Media Aggregation
Social Media AggregationSocial Media Aggregation
Social Media AggregationEd Lee
 
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010SocialMedia8
 
Social Media for Business v.21.12.2011
Social Media for Business v.21.12.2011Social Media for Business v.21.12.2011
Social Media for Business v.21.12.2011MarketingatBahrain
 
Social Media For Business V.21.12.2011
Social Media For Business V.21.12.2011Social Media For Business V.21.12.2011
Social Media For Business V.21.12.2011Ali SABKAR
 
Diptyque Paris - Social Marketing Case Study
Diptyque Paris - Social Marketing Case StudyDiptyque Paris - Social Marketing Case Study
Diptyque Paris - Social Marketing Case StudyAffinitive
 
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGGOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGZaheer Nooruddin
 
Multifamily Social Media Summit
Multifamily Social Media SummitMultifamily Social Media Summit
Multifamily Social Media SummitDylan Sellberg
 
Social Media Best Practices For Luxury Brands
Social Media Best Practices For Luxury BrandsSocial Media Best Practices For Luxury Brands
Social Media Best Practices For Luxury BrandsBLACKSTONE DIGITAL AGENCY
 
The Business of Social Business
The Business of Social BusinessThe Business of Social Business
The Business of Social BusinessSpring Creek UK
 
The Conversation - An Introduction to Social Media
The Conversation - An Introduction to Social MediaThe Conversation - An Introduction to Social Media
The Conversation - An Introduction to Social MediaTactica Interactive
 
Unruly - NOAH15 Berlin
Unruly - NOAH15 BerlinUnruly - NOAH15 Berlin
Unruly - NOAH15 BerlinNOAH Advisors
 

Similar to The Art of Branding Through Digital Innovation: A DLG China Presentation (20)

Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022
 
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
 
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
9 Ways to Create an Engaging, Easy, and Affordable Content Strategy
 
Social Branding for Luxury in China (L'Atelier Presentation)
Social Branding for Luxury in China (L'Atelier Presentation)Social Branding for Luxury in China (L'Atelier Presentation)
Social Branding for Luxury in China (L'Atelier Presentation)
 
Duke Greenhill Partners - Luxury Brand Digital Marketing
Duke Greenhill Partners - Luxury Brand Digital MarketingDuke Greenhill Partners - Luxury Brand Digital Marketing
Duke Greenhill Partners - Luxury Brand Digital Marketing
 
Future of Social Media + Trends 2016
Future of Social Media + Trends 2016Future of Social Media + Trends 2016
Future of Social Media + Trends 2016
 
Brandlogist Credentials
Brandlogist CredentialsBrandlogist Credentials
Brandlogist Credentials
 
Three Habits of Culturally Fluent Brands
Three Habits of Culturally Fluent BrandsThree Habits of Culturally Fluent Brands
Three Habits of Culturally Fluent Brands
 
Social Media Aggregation
Social Media AggregationSocial Media Aggregation
Social Media Aggregation
 
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
Social Media Marketing - Deep Dive - IAB Spain Madrid 2010
 
Social Media for Business v.21.12.2011
Social Media for Business v.21.12.2011Social Media for Business v.21.12.2011
Social Media for Business v.21.12.2011
 
Social Media For Business V.21.12.2011
Social Media For Business V.21.12.2011Social Media For Business V.21.12.2011
Social Media For Business V.21.12.2011
 
Diptyque Paris - Social Marketing Case Study
Diptyque Paris - Social Marketing Case StudyDiptyque Paris - Social Marketing Case Study
Diptyque Paris - Social Marketing Case Study
 
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGGOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONG
 
Multifamily Social Media Summit
Multifamily Social Media SummitMultifamily Social Media Summit
Multifamily Social Media Summit
 
Social Media Best Practices For Luxury Brands
Social Media Best Practices For Luxury BrandsSocial Media Best Practices For Luxury Brands
Social Media Best Practices For Luxury Brands
 
The Business of Social Business
The Business of Social BusinessThe Business of Social Business
The Business of Social Business
 
The Conversation - An Introduction to Social Media
The Conversation - An Introduction to Social MediaThe Conversation - An Introduction to Social Media
The Conversation - An Introduction to Social Media
 
The Honey Partnership - Super Creds
The Honey Partnership - Super CredsThe Honey Partnership - Super Creds
The Honey Partnership - Super Creds
 
Unruly - NOAH15 Berlin
Unruly - NOAH15 BerlinUnruly - NOAH15 Berlin
Unruly - NOAH15 Berlin
 

More from Digital Luxury Group

WorldWatchReport™ 2014 Key Findings
WorldWatchReport™ 2014 Key FindingsWorldWatchReport™ 2014 Key Findings
WorldWatchReport™ 2014 Key FindingsDigital Luxury Group
 
WorldWatchReport™ 2014 - Haute Horlogerie Preview
WorldWatchReport™ 2014 - Haute Horlogerie PreviewWorldWatchReport™ 2014 - Haute Horlogerie Preview
WorldWatchReport™ 2014 - Haute Horlogerie PreviewDigital Luxury Group
 
WorldWatchReport™ 2013 - Haute Horlogerie Preview
WorldWatchReport™ 2013 - Haute Horlogerie PreviewWorldWatchReport™ 2013 - Haute Horlogerie Preview
WorldWatchReport™ 2013 - Haute Horlogerie PreviewDigital Luxury Group
 
WorldWatchReport™ 2012 Key Findings
WorldWatchReport™ 2012 Key FindingsWorldWatchReport™ 2012 Key Findings
WorldWatchReport™ 2012 Key FindingsDigital Luxury Group
 
WorldWatchReport 2012 - SIHH Haute Horlogerie Preview
WorldWatchReport 2012 - SIHH Haute Horlogerie PreviewWorldWatchReport 2012 - SIHH Haute Horlogerie Preview
WorldWatchReport 2012 - SIHH Haute Horlogerie PreviewDigital Luxury Group
 

More from Digital Luxury Group (6)

WorldWatchReport™ 2014 Key Findings
WorldWatchReport™ 2014 Key FindingsWorldWatchReport™ 2014 Key Findings
WorldWatchReport™ 2014 Key Findings
 
WorldWatchReport™ 2014 - Haute Horlogerie Preview
WorldWatchReport™ 2014 - Haute Horlogerie PreviewWorldWatchReport™ 2014 - Haute Horlogerie Preview
WorldWatchReport™ 2014 - Haute Horlogerie Preview
 
WorldWatchReport™ 2013 - Haute Horlogerie Preview
WorldWatchReport™ 2013 - Haute Horlogerie PreviewWorldWatchReport™ 2013 - Haute Horlogerie Preview
WorldWatchReport™ 2013 - Haute Horlogerie Preview
 
WorldWatchReport™ 2012 Key Findings
WorldWatchReport™ 2012 Key FindingsWorldWatchReport™ 2012 Key Findings
WorldWatchReport™ 2012 Key Findings
 
WorldWatchReport 2012 - SIHH Haute Horlogerie Preview
WorldWatchReport 2012 - SIHH Haute Horlogerie PreviewWorldWatchReport 2012 - SIHH Haute Horlogerie Preview
WorldWatchReport 2012 - SIHH Haute Horlogerie Preview
 
When Social Media Meets SEO
When Social Media Meets SEOWhen Social Media Meets SEO
When Social Media Meets SEO
 

Recently uploaded

Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfVWO
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfVWO
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFarrel Brest
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsCristian Manafu
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Marketing BRANDING
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMagdalena Kulisz
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfHigher Education Marketing
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Marketing BRANDING
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23Social Samosa
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptxswarajkoli3
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 

Recently uploaded (20)

Fueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdfFueling A_B experiments with behavioral insights (1).pdf
Fueling A_B experiments with behavioral insights (1).pdf
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdfResearch and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
Research and Discovery Tools for Experimentation - 17 Apr 2024 - v 2.3 (1).pdf
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
Fiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview AssignmentFiverr's Product Marketing Interview Assignment
Fiverr's Product Marketing Interview Assignment
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
Prezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media TrendsPrezentare Brandfluence 2023 - Social Media Trends
Prezentare Brandfluence 2023 - Social Media Trends
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMM
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdf
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdf
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
 
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 

The Art of Branding Through Digital Innovation: A DLG China Presentation

  • 1. © Digital Luxury Group 1 The Art of Branding Through Digital Innovation The digital partner of forward-thinking luxury brands
  • 2. © Digital Luxury Group 2 Digital Luxury Group is an international company pioneering the digital luxury revolution. Active in digital agency services and business intelligence solutions, the company has offices in New York, Paris, Geneva, and Shanghai, and benefits from a unique blend of technology and luxury savoir-faire.
  • 3. © Digital Luxury Group 3 Branding Through Digital Innovation A DLG and Montblanc Case Study
  • 4. © Digital Luxury Group 4 Meisterstück is… About Meisterstück… Montblanc’s iconic collection for 90 years Umbrella for 4 key product segments: Timepieces Writing Instruments Leather Goods Jewelry A key part of the brand DNA, promoting universal values of elegance, sophistication and leadership
  • 5. © Digital Luxury Group 5 Digital Branding Best Practices
  • 6. © Digital Luxury Group 6 Digital Branding Best Practices 1. Have a RELEVANT brand name 2. Be EMOTIONNALY connected 3. Be CONSISTENT and OMNIPRESENT 4. Get ENDORSED 5. No branding without STORYTELLING 6. Develop ADVOCACY
  • 7. © Digital Luxury Group 7 1. Have a RELEVANT Brand
  • 8. © Digital Luxury Group 8 1. Have a RELEVANT Brand Meisterstück Meis·ter·stück das <Meisterstücks (Meisterstückes 1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss
  • 9. © Digital Luxury Group 9 Meisterstück Meis·ter·stück das <Meisterstücks (Meisterstückes 1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss 1. Have a RELEVANT Brand
  • 10. © Digital Luxury Group 10 1. Have a RELEVANT Brand daban (literally “big boss”) Meisterstück
  • 11. © Digital Luxury Group 11 2. Be EMOTIONALLY Connected
  • 12. © Digital Luxury Group 12 2. Be EMOTIONALLY Connected Leverage on existing and (ideally) engaging notions to develop your message What is a Daban?
  • 13. © Digital Luxury Group 13 2. Be EMOTIONALLY Connected In 2013, one of the buzz word in China was 土豪 (“tuhao”)… … a nickname given to the “new rich”, associated to lack of taste, understanding of luxury values and a too show-off attitude 80’000 daily searches on Baidu in September 2013
  • 14. © Digital Luxury Group 14 2. Be EMOTIONALLY Connected Leverage on existing and (ideally) engaging notions to share your message Sophisticated and elegant leader DABAN TUHAO Tasteless and vulgar follower The Modern Rich The New Rich
  • 15. © Digital Luxury Group 15 3. Be CONSISTENT and OMNIPRESENT
  • 16. © Digital Luxury Group 16 3. Be CONSISTENT and OMNIPRESENT Sina Weibo as a broadcaster Montblanc leveraged on its massive audience to introduce the concept of Daban and arouse interest around this new term
  • 17. © Digital Luxury Group 17 3. Be CONSISTENT and OMNIPRESENT Douban to build the discussion A chat room was created to invite the users to exchange about their perception and understanding of Daban
  • 18. © Digital Luxury Group 18 3. Be CONSISTENT and OMNIPRESENT WeChat to directly reach your core audience Push messages to a highly qualified audience of followers
  • 19. © Digital Luxury Group 19 3. Be CONSISTENT and OMNIPRESENT Baidu Baike (Wikipedia-like) as a reference for the official definition The existing Daban page (referring to a movie character) was updated in order to provide the audience with information about the semiology and the origin of the term
  • 20. © Digital Luxury Group 20 4. Get ENDORSED
  • 21. © Digital Luxury Group 21 Montblanc leveraged on the voice of trusted influencers… … by inviting them to tell our audience, who they believe is a Daban. 4. Get ENDORSED
  • 22. © Digital Luxury Group 22 5. No branding without STORY TELLING
  • 23. © Digital Luxury Group 23 5. No branding without STORYTELLING Series of tips from influencers on how to be a Daban in your daily life
  • 24. © Digital Luxury Group 24 6. Develop ADVOCACY
  • 25. © Digital Luxury Group 25 6. Develop ADVOCACY A WeChat game to engage the audience to participate in defining who they consider is a Daban.
  • 26. © Digital Luxury Group 26 6. Develop ADVOCACY Montblanc WeChat followers are invited to submit their picture
  • 27. © Digital Luxury Group 27 The community determine the Daban Index by voting Daban or Tuhao 6. Develop ADVOCACY
  • 28. © Digital Luxury Group 28 Users are ranked according to their score, the ultimate Daban being rewarded by Montblanc 6. Develop ADVOCACY
  • 29. © Digital Luxury Group 29 Users can share their score, or ask their friends to vote for them to improve it 6. Develop ADVOCACY
  • 30. © Digital Luxury Group 30 Additional TAKEAWAYS
  • 31. © Digital Luxury Group 31 Additional TAKEAWAYS 1. The digital audience is young
  • 32. © Digital Luxury Group 32 1. The digital audience is young  Speak to them Additional TAKEAWAYS
  • 33. © Digital Luxury Group 33 1. The digital audience is young  Speak to them 2. Netizens are craving for novelty Additional TAKEAWAYS
  • 34. © Digital Luxury Group 34 1. The digital audience is young  Speak to them 2. Netizens are craving for novelty Being innovative starts to become a USP in itself for luxury brands Additional TAKEAWAYS
  • 35. © Digital Luxury Group 35 1. The digital audience is young  Speak to them 2. Netizens are craving for novelty Being innovative starts to become a USP in itself for luxury brands 3. Digital innovation is hard to drive by technology Additional TAKEAWAYS
  • 36. © Digital Luxury Group 36 1. The digital audience is young  Speak to them 2. Netizens are craving for novelty being innovative starts to become a USP in itself for luxury brands 3. Digital innovation is hard to drive by technology  Innovative ideas are much more relevant to develop Additional TAKEAWAYS
  • 37. © Digital Luxury Group 37 Thank You Pablo MAURON General Manager China pmauron@digital-luxury.com +86 138 1829 4844 www.bonjourDLG.com www.linkedin.com/pmauron 37