There are debates on whether Differentiation or Distinctiveness is more important. In my opinion, both are essential and must work intandem for maximum impact. Local celeb Richard Low has both, which enables him to be nominated for the Most Popular Award yearly.
Lunar New Year is the period to celebrate kinship and family in many parts of Asia. It is a great opportunity for brands to use storytelling to create brand salience.
This year’s best ad (in terms of storytelling) captured the spirit of the season and the times perfectly.
How to maximise the branding mileage for your red packets Many companies still print “ang pows” or red packets for distribution during Chinese New Year as a branding collateral. I suspect it may still take a couple more years before… Read More »Red packet design considerations
For many brands in the Chinese speaking world, the Chinese New Year (CNY) period is traditionally the next spike for sales after the Christmas. Advertising tends to be sales driven and tactical. If a brand, however, were to set up… Read More »How to set your brand apart during Chinese New Year with content?
Maslow?s Hierarchy of Needs and Aristotle?s Seven Causes of Human Action are consumer behaviour concepts that should be considered when building the brand. Forbes contributor Susan Gunelius has a good article detailing the concepts. One additional point for consideration is… Read More »Psychology and Philosophy of Branding