14 Brand Considerations for Advertising in China


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Someday, China will be the biggest consumer market in the world. So no wonder many of the world's leading Brands are looking at ways to develop effective Brand strategies to impact the Chinese marketplace.

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14 Brand Considerations for Advertising in China

  1. 1. The  Digital  Marke.ng  Experts  14 Brand Considerations in ChinaLooking  at  the  Chinese  Brand  picture  and  recognizing  the  landscape  is  the  same  but  different  to  the  West.  
  2. 2. The Eastern Factor Marketing appeal in China hs different elements •  Brighter colors •  Lots of information •  Celebrity endorsements •  Advertising that reflects a glamorous lifestyle.©  2011  SinoTech  Group  (China)  Limited
  3. 3. Same Brand Model.. Chinese Context©  2011  SinoTech  Group  (China)  Limited
  4. 4. Same Brand Pathway… Bought Media Earned       Media (Social) Owned Media Listen: Leverage social analytics and understand your motive and influence universe. Learn: Uncover patterns of traffic, influence, conversation and engagement and use them to extend or power campaigns. Participate: Define & execute an engagement strategy. Engage through media combination, measure & refine.©  2011  SinoTech  Group  (China)  Limited
  5. 5. Insight Planning©  2011  SinoTech  Group  (China)  Limited Compe.tor  analysis Key  brand  interview Strategic  inves.ga.on Visual  audit  &  analysis Strategy Brand  architecture   Brand  idea   Naming   Evolu.on        Concept  design       Revolu.on design Concept    &   Design  development   Design  refinement   Plan Design  applica.on   Design     Valida.on development Finished  art   Technical  specifica.on   Brand  Advantage   Brand  guidelines   Design  and  implementa.on  controls   Produc.on Project  management   Execu.on Tender  process   Quality  control   Procurement Same Brand Framework Implementa.on Review  implementa.on   Review  success  against  objec.ves   Review  success  against  evolved  business   Review  success  against  evolving  marketplace   check Health   Measure Define  way    forward      
  6. 6. But… consider the Chinese perspective •  Consumers around the world have different taste profiles and different wants and needs, and it’s really important that companies recognize these differences across all types of industries. Brand Evangelists  ©  2011  SinoTech  Group  (China)  Limited
  7. 7. Tailoring Products for China  ©  2011  SinoTech  Group  (China)  Limited
  8. 8. Tailoring Products for China   Case study: Oreo biscuits in China In China, the market for Oreo biscuits was relatively small a few years ago. Why? Oreos are too sweet for the Chinese palate. Kraft did an enormous amount of testing and re- configured the flavour profile and today, they quadrupled the China Oreo business in four years and it is now the number 1 biscuit in China. •  Another example: biscuits and sweets snacking tends to be a "cold weather phenomenon", meaning that sometimes consumption tends to slow down if the temperature gets very hot. With this insight, Oreo IceCream is developed. The fillings in the biscuits have different ice-cream flavours. It give out an amazing cooling sensation in the mouth as though the customer is eating an ice cream. The product is very successful in China. •  Companies a global understanding of trends, but they should be also very local in the understanding of what the consumers need.©  2011  SinoTech  Group  (China)  Limited
  9. 9. 1. Brand Evangelists©  2011  SinoTech  Group  (China)  Limited
  10. 10. 1. Brand Evangelists •  A clear brand strategy promotes convergent thinking by uniting stakeholders behind a common vision. •  A large portion of people who work for an organization are often not directly employed by it, and if they arent aligned to the brands vision and values, the brand promise will be eroded. •  Companies are making increased efforts to involve employees in managing the companys image. For emerging markets where a service culture is rare, this is even more vital.  ©  2011  SinoTech  Group  (China)  Limited
  11. 11. 1.Brand Evangelists Case Study: Starbucks Starbucks is without a doubt, one of the most successful retail stores in America, and one of the most prominent brands in the world. –  Starbucks achieved its success not only by providing brilliant coffee; it also won the hearts and minds of the consumers through a brilliant service strategy. –  This Strategy aims at instilling all of Starbucks’ brand values into their employees –  The healthy staff attitude created pleasant contact experiences for the customer, and in turn they spread their good experience at Starbucks with others. –  At Starbucks, employees are not called workers or staff, they are referred to as partners, since they are seen as important contributors in the success of the business and therefore are stakeholders to be considered. –  Starbucks offers many services to the employees, which range from training and education to personalized benefits packages. –  Starbucks is one of the best companies in the world to work for, as rated by Fortune Magazine.©  2011  SinoTech  Group  (China)  Limited
  12. 12. 1.Brand Evangelists Case Study: Kulula.com Kulula.com is a South African based airline company, and has proven to be one of Comair’s greatest success stories. Kulula is a Zulu word, translated to mean “easy” - this captures the essence of the brand.–  Unlike other airlines Kulula focused on being less formal and providing a fun and friendly experience for their passengers.–  The overall idea of Kulula was transferred to its employees; firstly by giving them uniforms that are designed for greater comfort and functionality, this reflected more open and casual brand values. Secondly the staff was trained to provide more than just service that was not just good, but also appropriate to the brand, and when suitable – customers are addressed by their first names and staff were encouraged to make the most of their personalities and sense of humour.–  Although safety and professionalism are always tops – the in-flight antics of the staff prove to be an amazing source of word-of-mouth references.–  Kulula.com have received prestigious awards, thanks to the innovation of the staff, who are completely aligned to the brand.©  2011  SinoTech  Group  (China)  Limited
  13. 13. 2.The Rise of Regionalism & Anti-globalization©  2011  SinoTech  Group  (China)  Limited
  14. 14. 2. The Rise of Regionalism & Anti-globalization •  Emerging markets are no longer soft targets. Some really strong local brands are rising to challenge the giants. •  The clever global brands will marry global best practice with local relevance, with special focus on Eastern Cultures. •  Theyll redesign global images and messages for specific local markets. It may be too late for Nike and Coke in Asia where local brands, Li Ning and Yan Jing Beer are grabbing the high ground….fast. •  Yan Jing Beer although not a world-wide leader – yet. Yan Jing’s popularity grows day by day, and can now be found in larger retailers. •  Li Ning is Nike’s number 10 competitor worldwide, and is moving closer to poll as China grows economically.©  2011  SinoTech  Group  (China)  Limited
  15. 15. 2. The Rise of Regionalism & Anti-globalization Case Study: Beijng Beer Drinkers What upholds the Beijing beer drinkers’ brand loyalty is the favourable taste the domain brand able to offer; its ease of access at an affordable price; and the symbolic values that are closely attached to the personal traits and beliefs of Beijing consumer segment markets. In 2001, 89.4% of beer consumers in Beijing drank only the brand of YanJing, which was numbered as second after the national leader brand TsingTao in China. A successful domain brand is built on a good local brand essence. It is the ability of Yan Jing brand to bring forward a set of local values so closely attached to the personal traits and beliefs of segment beer consumers living in Beijing (92%). This proves that no matter how ‘Goliath’ the brand – if its values don’t correspond with the people, it will most probably be beaten by local ‘Davids’.©  2011  SinoTech  Group  (China)  Limited
  16. 16. 2. The Rise of Regionalism & Anti-globalization Case Study: Li Ning Li Ning is a China-based sports goods company, created by the famous Chinese Olympic gold medalist of the same name. Li Ning is leader in the Chinese market with a brand loyalty of 53.4%, while Nike and Adidas follow with 39.8% and 39.1% respectively. –  The reason for the brands success is not only because of quality or price, the reason is that – Li Ning means something more than just sports apparel, its background is distinctly Chinese and this creates resonance within the consumers life. Li Ning is perceived by Chinese consumers as a down-to-earth, value-for-money brand, with the likes of Nike and Adidas being regarded as premium designer labels. –  Analysis shows that well over 50% of Nike’s non-loyal consumers switch to local brands while less than that switch to other foreign brands. –  Nike sees Li Ning as it’s number 10 competitor worldwide and is moving up the polls FAST.©  2011  SinoTech  Group  (China)  Limited
  17. 17. 3. Forget the X&Y Generation: Experience Matters©  2011  SinoTech  Group  (China)  Limited
  18. 18. 3. Forget the X&Y Generation •  Marketing is obsessed with youth. •  The advertising and communications industry is growing old trying to stay young. Yet experience matters. •  The size of the older generation is growing while the younger generation is shrinking. •  The wrinklies have the spending power, and this dramatically affects to whom and how we plan both our marketing strategies and our products.©  2011  SinoTech  Group  (China)  Limited
  19. 19. 3. Forget the X&Y Generation •  The purchasing power and consumption levels of Chinas 143 million elderly people are on the up •   Consumption by seniors will likely reach 1.4 trillion yuan (US$175 billion) by 2010 and 4.3 trillion yuan by 2020, accounting respectively for 11.39 percent and 15.43 percent of the countrys total •   Currently about 11 percent of Chinas population is over the age of 60. Chinese seniors make up half the total elderly population in Asia. •   In terms of consumption, the aging population will have a huge influence on Chinas future social and economic development •  Boost the development of industries that serve the aging population, such as pharmacy, health care, insurance and tourism," he added. •   China will remain an aging society throughout this century©  2011  SinoTech  Group  (China)  Limited
  20. 20. 3. Forget the X&Y Generation Case Study: Virgin Megastores. Virgin began to recognise the importance of appealing to older music lovers, by analyzing the ticket sales of concerts such as the Eagles, which are the one of the biggest-grossing acts at $100- plus ticket prices. –  The contrast between younger age groups, who download most of their music for a low-cost or for free. –  Virgin constructed sections that appeal to older consumers, such as: a jazz section, which was reconstructed to look like a 1930’s jazz club; a “mind, body and spirit” section, which is focused at relaxation and spiritual growth as well as physical well-being. –  Although Virgin did not only plan to sell the mature customer only old music, instead the already existing information kiosks also served a purpose of recommending new artists to older people who are similar to their favourite musicians. –  The experimental store is outperforming the company’s other 21 U.S. locations. Several sites are set to get the same makeover.©  2011  SinoTech  Group  (China)  Limited
  21. 21. 4. Brands as Assets •  A  massive  por.on  of  the  market  capitalisa1on  of  top   companies  is  comprised  of  intangibles  -­‐  primarily  brands.       •  Research  shows  that  over  15  years,  heavily  brand-­‐dependent   companies  consistently  outperformed  the  FTSE  350  by   between  15  and  29%.       •  Research  also  shows  that  marke1ng  ac1vity  can  add  up  to   25%  to  a  companys  share  price.           •  Performance-­‐based  remunera.on  for  brand  managers  must   follow.  ©  2011  SinoTech  Group  (China)  Limited
  22. 22. 5. Brand Extension: DIVERSIFY OR DIE!©  2011  SinoTech  Group  (China)  Limited
  23. 23. 5. Brand Extension •  Versace  hotels.  The  Ferrari  Laptop.  Caterpillar  watches.    What   next?   •  Brands  face  compe..on  from  the  most  unexpected  quarters.     And  if  their  brand  is  iden.fied  with  a  single  product,  theyre   at  the  greatest  risk.    Chances  are  theyll  go  out  of  fashion  or   someone  will  replicate  or  improve  on  their  product.       •  Compe11on  no  longer  has  boundaries.    It  comes  from  any   organisa.on  that  wants  to  leverage  its  brand  profile  and   reputa.on.  ©  2011  SinoTech  Group  (China)  Limited
  24. 24. 5. Brand Extension Case Study: Tobacco Industries In many countries, tobacco advertising has been banned, putting a hold on all marketing communications and therefore creating a huge threat for all tobacco companies.   –  However cigarette companies began to diversify there brand offerings in order to survive. –  An example of this occurred in Malaysia, tobacco companies took advantage of the indirect advertising loophole and promoted their new services, that in turn promoted the sale of cigarettes – Marlboro, Peter Stuyvesant Travel, Benson&Hedges Bistro and Dunhill Accessories. –  In countries such as America were tobacco advertising is not banned, the brand-stretching into clothing for both adults and children, boosts not only current consumer loyalty but also increases the instances of new consumers. Research proves that children who wear clothing with cigarette brands on them are 4 times more likely to smoke than other children.©  2011  SinoTech  Group  (China)  Limited
  25. 25. 6. Dream Merchants: “Enterprise  survivors  in  chao.c  .mes  will  create  a  cause,  not  a  business.”      (Gary  Hamel)  ©  2011  SinoTech  Group  (China)  Limited
  26. 26. 6. Dream Merchants •  Great brands transcend product format. •  Its not about what the product is, but more about the beliefs the brand expresses. True brands connect with the consumer. •  Theyre in the relationship business. •  Think Absolut vodka. The success isnt about taste. Its about personality, identity and association.©  2011  SinoTech  Group  (China)  Limited
  27. 27. 6. Dream Merchants Case Study: Nippon Paint (China) Nippon Paint launched a new marketing strategy to connect with customer on a more personal level and create a personality that appeals to the target customer•  To transform Nippon Paint from an ageing trustmark into something that is both respected and loved, campaign was set out to connect with this new generation of consumer through an age old and powerful emotion - love.•  This ‘attraction strategy over the traditional ‘attention seeking strategy, was set to trigger the imagination.•  The core of creativity living in the colourful paint was encouraging the consumer to bring it to life by painting their dreams and creating their own unique space.©  2011  SinoTech  Group  (China)  Limited
  28. 28. 6. Dream Merchants Case  Study:  Vespa     –  Vespa  is  a  word  –rather,  a  concept  –  which  is  absolutely  interna.onal,  and   which  represents  the  dreams  and  the  desires  for  freedom  of  en.re   genera.ons.   –  The  Vespa  acer  50  years  is  s.ll  world-­‐renowned  for  it’s  con.nual  style,   elegance  and  revolu.on.   –  “Dolce  Vita”  –  Life  is  Sweet,  the  Italian  phrase  has  become  synonymous  with   the  brand.   –  Vespa  is  more  than  just  a  scooter;  it  is  a  way  of  being,  of  thinking  and  of   expressing  the  joy  of  living.   –  The  very  name  Vespa  evokes  memories  of  youth;  transports  the  mind  to   thoughts  of  free  .me,  beau.ful  weather,  the  pleasure  of  driving  in  the  open   air  with  the  sun  and  wind  on  the  skin  -­‐  as  shown  by  Gregory  Peck  and  Audrey   Hepburn,  riding  a  Vespa  around  the  Colosseum  in  the  1952  film  Roman   Holiday,  or  the  sensual  Anita  Ekberg  escaping  the  paparazzi  in  the  famous   shot  from  Fellinis  masterpiece,  La  Dolce  Vita.     –  It  is  extraordinary  that  the  Vespa,  having  been  involved  in  so  much  fashion,   never  passed  out  of  fashion.  At  first  it  was  green  and  not  wondrously   beau.ful,  a  symbol  of  transforma.on  from  war  to  peace.  Then  it  became   white  and  elegant,  a  product  that  imposed  the  ‘s.le  italiano’:  from  necessity   to  style,  the  recipe  for  the  good  life.  Then  it  dressed  itself  in  silver  and  was   transformed  into  a  myth  of  elegance,  youth  and  adventure.   –  Truly  an  Esperanto  among  objects,  the  Vespa,  ini.ally  presented  as  solid  (it  is   s.ll  made  of  metal),  long-­‐las.ng  and  adventurous,  appealed  to  pioneers   during  the  40s  and  50s.  In  the  60s  it  reflected  the  Italy  of  change,  of   pleasure-­‐seeking  children,  and  was  transformed  into  a  toy  with  real   performance,  expressing  novelty,  modernity  and  an.-­‐conformism.  In  the   70s  and  80s  it  turned  into  an  object  of  nostalgia;  and  in  this  decade,  with   technological  innova.ons  and  the  1996  launch  of  the  sleek  new  Vespa  ET2   and  ET4,  it  has  become  revolu.onary,  riding  with  all  its  appeal  intact  into  the   third  millennium.  For  very  many  people,  the  Vespa  is  the  perfect   combina.on  of  style,  design  and  elegant  func.onality.  The  Vespa  is  .meless:   it  transcends  the  capriciousness  of  fashion.    ©  2011  SinoTech  Group  (China)  Limited
  29. 29. 7. Brand Karma "The  next  big  thing  in  brands  is  social  responsibility.    It  will  be   clever  to  say  there  is  nothing  different  about  our  product  or  price,   but  we  behave  well."    Wally  Olins   ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  30. 30. 7. Brand Karma •  It will also be clever to demonstrate just how well your brand behaves. It must go beyond words. Consumers arent fooled by greenwashing. •  Increasing acceptance of triple bottom-line reporting and the move by many companies to align themselves to philanthropic causes will produce more truly ethical brands. •  Brands of the future will stand for product quality and desirable image and will have to signal something wholesome about the company behind the brand. •  Cause branding champions such as: The Body Shop, Aveda and Ben&Jerry’s, have only gained from their social involvements.©  2011  SinoTech  Group  (China)  Limited
  31. 31. 7. Brand Karma Case Study: BP With the launch of the new BP brand, along with it’s new slogan “Beyond Petroleum,” it became important to create a new image – constructed around environmental concern. –  Social involvements include: constructing wetlands which treat the effluent from the Bulwer Island refinery – this approach not only treats the pollution created from production- but also creates a wildlife habitat. –  It was important to integrate BP’s social responsibility into the new brand – the image is meant to show the difference BP makes, and in turn differentiates the brand by positioning it favorably in the mind of the market.©  2011  SinoTech  Group  (China)  Limited
  32. 32. 7. Brand Karma Case Study: Ben&Jerry’s Ben&Jerry’s social responsibility programme was more than just giving donations, it was integrated into their everyday business processes. –  Ben&Jerry’s always made sure that the raw materials bought to produce their ice-cream, was never at the cost of the local producers. At one time Ben&Jerry’s hired homeless people to come and work in their stores. –  They boycott any milk or cream treated with synthetic hormones, such as rBGH. –  They also care for the environment – by ensuring that their wastewater doesn’t pollute the water and kill wildlife. –  From the fact that Ben&Jerry’s have always done business with such social mindedness, and have a value of $326 Million today, proves that it does indeed pay to be good.©  2011  SinoTech  Group  (China)  Limited
  33. 33. 8.Brand Rejuvenation:       • Brands that have prospered have retained their core values, but have reinterpreted themselves to remain relevant. • Style lifecycles are becoming shorter. Think Madonna - the queen of brand rejuvenation. Think Burberry.     ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  34. 34. 8.Brand Rejuvenation  improve  is  to  change;  to  be  perfect  is  to  change  ocen.”   Winston  Churchill    ©  2011  SinoTech  Group  (China)  Limited
  35. 35. 8.Brand Rejuvenation Case Study: Burberry This London-based brand began in 1856, and has moved from being a functional form of clothing to a luxurious fashion brand.   –  Almost 200 years ol the trademark red,camel,,black and white checkered patterns are still well received by hippest pop icons of today. –  From Ernst Shackleton who wore Burberry to protect him from the Antarctic freeze, to Prince William, Kate Moss and Ja Rule. –  This evolution proves that a brand must adapt to suit the times and even the oldest of brands can remain fresh and New. ©  2011  SinoTech  Group  (China)  Limited
  36. 36. 9. Straight Talk. •  Don’t widen the gap – close it! •  Deal with complexity through simplicity. •  Declare war on complicated systems, procedures, products, services and design. Confusion is alienating. •  Demystify your offering and your communication.©  2011  SinoTech  Group  (China)  Limited
  37. 37. 9. Straight Talk. Case Study: Nando’s –  Nando’s has flourished in it’s home market, South Africa, and continues to grow internationally in neighboring African countries and further abroad in Europe and Asia. –  The simplicity of communication has always been a major competitive advantage for Nando’s. The simplicity in it’s mass communication, has always carried across the values of hospitality, fun and the warmth of a traditional Portuguese experience. Apart from it’s mass communications, Nando’s also keeps it simple with regard to communication of it’s offerings – simulating McDonald’s in this respect. The simple truth of the brand is defined and unambiguous, making the Nando’s brand ring true to the public.©  2011  SinoTech  Group  (China)  Limited
  38. 38. 9. Straight Talk. Case Study: Nokia Nokia is the number one cell phone brand world-wide, and this position was gained mainly through their unique brand identity.   –  Nokia spoke to the world in human terms and not in technological jargon. –  People understood Nokia products because they could ‘connect’ with the brand better than any of it’s competitors. –  Nokia also avoided the mistake of diluting it’s brand with hundreds of sub-brands, giving individual products a generic brand personality, only numeric descriptors are used – which don’t actually appear on the products themselves. –  The clear and concise phrase of “human technology,” leaves the rest of Nokia’s competitors talking gibberish.©  2011  SinoTech  Group  (China)  Limited
  39. 39. 10. Has advertising had its day? "I  wish  more  and  more  .me  was  spent  on  designing  an   excep.onal  product,  instead  of  trying  to  psychologically   manipulate  percep.ons  through  expensive  adver.sing."    (Phil   Kotler)  ©  2011  SinoTech  Group  (China)  Limited
  40. 40. 10. Has advertising had its day? •  Designers will become the brand custodians of the future. What good is a great advertising campaign if the product image is weak? Good design is everything. •  Advertising agencies have seen their share of marketing spend slashed to around 50%. •  Strategic companies are being recognised. The trend is to be more tactical, more strategic and taking long-term responsibility for the brand.©  2011  SinoTech  Group  (China)  Limited
  41. 41. 10. Has advertising had its day? Case Study: CellC In the South African market, competition was stiff between the two only cellphone providers, mainly MTN and Vodacom. When CellC entered this highly competitive arena, it was foreseen as having little or no chance of survival. While it could not compete on the level of it’s two competitors with   regard to mass media, it had to find other ways of communicating the service offered in order to create hype strong enough for market penetration to be successful. CellC used one of the most innovative below the line campaigns ever seen in the South African cellular industry. Their ‘Paint the Town Red’ campaign penetrated the lives of the consumer, by going to grassroots level, they communicated to the consumer in completely unique ways. By linking their communication to social responsibility, they achieved differentiation by being more human and caring.   ©  2011  SinoTech  Group  (China)  Limited
  42. 42. 11.Ethnic craft and culture: The  technology  revolu.on  has   moved  from  hi-­‐tech  to  high-­‐touch.    ©  2011  SinoTech  Group  (China)  Limited
  43. 43. 11.Ethnic craft and culture •  The  human  element  is  back.    China  is  fashionable.     •  Theres  a  groundswell  of  apprecia1on  for  the  value  of   Chinese  art  and  crac.      ©  2011  SinoTech  Group  (China)  Limited
  44. 44. 12.Women Rule:   "Tomorrow  belongs  to  women."       Tom  Peters     ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  45. 45. 12. Women Rule •  Women own the present and the future. They make the majority of purchasing decisions from homes to holidays, cars to consumer electronics. •  Branding needs to reflect this. Why the masculine DIY stores? Why are female products designed by men? •  Successful brands will be sensitive, intuitive, empowered and understanding. •  Bridgestone is just one of the traditional male brands that have recognised the importance of women.©  2011  SinoTech  Group  (China)  Limited
  46. 46. 12. Women Rule Case Study: Charles Schwab Research proves that women actually out perform men at investing, as they are more focused than men.   –  Other analysis shows that all female investing clubs are the most common kind of club, and outperform both co-ed and all male clubs. –  Charles Schwab, has definitely taken advantage of this overlooked market, by creating “Women Investing Now,” which provides women with a suite of tools and resources connecting women to the investing world. –  The main aim of this project was to instill confidence within potential women investors, since most of them lack the belief that they are capable of investing. –  3 months after it’s inception, “Women Investing Now”, attracted over 5000 women to it’s first educational seminar.©  2011  SinoTech  Group  (China)  Limited
  47. 47. 13. Brand Traditions •  Known fact: People appreciate tradition. •  Tradition has a strong enduring impact on people, by being heartwarming thus stirring emotion. •  Simple current brand practices can evolve into powerful traditions that integrate into popular culture, and resonate within the consumers lifestyle. •  Perfect in todays modern consumer culture, demographics – more singles who are away from home. •  Sears created a new tradition out of an ordinary period – ‘The Autumn of Love’, which boosted sales compared with the same period in previous years.©  2011  SinoTech  Group  (China)  Limited
  48. 48. 14. Sensory Branding:    “Where  sense  is  wan.ng,  everything  is  wan.ng.”     ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited  Benjamin  Franklin    
  49. 49. 14. Sensory Branding •  Brands have moved from just appealing to 1 or 2 senses, to appealing to all 5 - or even 6. •  With each sense activated, memorability of your brand increases exponentially. •  Sense has in fact become so important that new trademark legislation, actually places copyrights on less traditional sensorial appeals – smell, taste, touch.©  2011  SinoTech  Group  (China)  Limited
  50. 50. 14.Sensory Branding Case Study: WOW! Jeans Wow, transcended typical jean sense appeals. They produce jeans impregnated with arginine, an amino acid said to keep the skin youthful. Fatty acids in the fabric used to make the jeans, developed by Teijin Wow, also moisturize the skin, smell nice (who needs perfume anyways?) and fight bacteria. –  These jeans promote collagen production and fight the free radicals, which   actually slows the aging process. –  The smell and feel of the jeans are completely different to anything on the market, these unique appeals quickly accelerate the jeans to a completely new level of awareness in the consumer’s mind. –  The jeans were initially launched in Japan where they were sold out within 24 hours, now the jeans have spread like wild fire through the East and have also began to move into European markets.©  2011  SinoTech  Group  (China)  Limited
  51. 51. About Digital Jungle©  2011  SinoTech  Group  (China)  Limited
  52. 52. Digital Jungle Fast Facts •  Socially Led, digital marketing specialists •  Global reach •  Offices in Beijing, Shanghai, Hong Kong, Sydney •  Spun out of SinoTech Group in 2011©  2011  SinoTech  Group  (China)  Limited
  53. 53. World Class Digital Marketing Experience•  Delivering digital strategy and execution services: –  Customer and competitor insight –  Digital strategy –  Social Media Marketing –  Search Engine Marketing –  Affiliate Marketing –  Media Buying•  We work for global and domestic organisations, across various market sectors, helping our clients: –  Engage with their key audiences –  Transform their business –  Maximise growthMarketing©  2011  SinoTech  Group  (China)  Limited
  54. 54. Our Commitment The mission of Digital Jungle is to help our clients improve their business position and gain real value from their digital marketing investments Through our expertise in social media digital marketing programs and the application of search, affiliate and online marketing, we commit to: • Driving incremental direct revenue Dr Matt McDougall, CEO, Digital Jungle • Generating ROI unrivaled by traditional media • Protecting your online reputation • Increasing your market share over your competitors • Building your brand awareness We look forward to working with you. ©  2011  SinoTech  Group  (China)  Limited
  55. 55. Thank You! <your  name>|  <your  email>@digitaljungle.com.cn Follow  on  Twiser   Email   @digitaljunglecn   info@digitaljungle.com.cn   Connect  on  Linkedin   Presenta.ons  on  SlideShare   www.linkedin.com/company/digital-­‐jungle   www.slideshare.net/digitaljungle     Community  on  Facebook   Website   www.facebook.com/digitaljungle   www.digitaljungle.com.cn  ©  2011  SinoTech  Group  (China)  Limited