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© Digital Luxury Group 1
The Art of Branding
Through Digital Innovation
The digital partner of forward-thinking luxury brands

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© 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.

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© Digital Luxury Group 3
Branding Through Digital Innovation
A DLG and Montblanc Case Study

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© 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

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© Digital Luxury Group 5
Digital Branding
Best Practices

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Digital Branding Best Practices
1.
Have a RELEVANT brand name
2.
Be EMOTIONNALY connected
3.
Be CONSISTENT and OMNIPRESENT
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Get ENDORSED
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No branding without STORYTELLING
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Develop ADVOCACY

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1. Have a RELEVANT Brand

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© 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

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© 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

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1. Have a RELEVANT Brand
daban
(literally “big boss”)
Meisterstück

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© Digital Luxury Group 11
2. Be EMOTIONALLY Connected

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2. Be EMOTIONALLY Connected
Leverage on existing and (ideally) engaging notions to develop your message
What is a Daban?

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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

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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

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3. Be CONSISTENT and OMNIPRESENT

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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

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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

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3. Be CONSISTENT and OMNIPRESENT
WeChat to directly reach your core audience Push messages to a highly qualified audience of followers

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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

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4. Get ENDORSED

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Montblanc leveraged on the voice of trusted influencers…
… by inviting them to tell our audience, who they believe is a Daban.
4. Get ENDORSED

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5. No branding without STORY TELLING

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© Digital Luxury Group 23
5. No branding without STORYTELLING
Series of tips from influencers on how to be a Daban in your daily life

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6. Develop ADVOCACY

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6. Develop ADVOCACY
A WeChat game to engage the audience to participate in defining who they consider is a Daban.

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6. Develop ADVOCACY
Montblanc WeChat followers are invited to submit their picture

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The community determine the Daban Index by voting Daban or Tuhao
6. Develop ADVOCACY

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Users are ranked according to their score, the ultimate Daban being rewarded by Montblanc
6. Develop ADVOCACY

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Users can share their score, or ask their friends to vote for them to improve it
6. Develop ADVOCACY

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Additional TAKEAWAYS

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Additional TAKEAWAYS
1. The digital audience is young

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1. The digital audience is young
 Speak to them
Additional TAKEAWAYS

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1. The digital audience is young  Speak to them 2. Netizens are craving for novelty
Additional TAKEAWAYS

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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

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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

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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

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Thank You
Pablo MAURON General Manager China
pmauron@digital-luxury.com
+86 138 1829 4844
www.bonjourDLG.com
www.linkedin.com/pmauron
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