A presentation outlining 14 key Brand considerations for companies wanting to market in China

1. The
Digital
Marke.ng
Experts
14 Brand Considerations in China
Looking
at
the
Chinese
Brand
picture
and
recognizing
the
landscape
is
the
same
but
different
to
the
West.

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. Same Brand Model.. Chinese Context
©
2011
SinoTech
Group
(China)
Limited

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. 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. 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. Tailoring Products for China
©
2011
SinoTech
Group
(China)
Limited

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. 1. Brand Evangelists
©
2011
SinoTech
Group
(China)
Limited

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 aren't
aligned to the brand's vision and values, the brand
promise will be eroded.
• Companies are making increased efforts to involve
employees in managing the company's image. For
emerging markets where a service culture is rare, this is
even more vital.
©
2011
SinoTech
Group
(China)
Limited

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. 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. 2.The Rise of Regionalism & Anti-globalization
©
2011
SinoTech
Group
(China)
Limited

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.
• They'll 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. 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. 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. 3. Forget the X&Y Generation: Experience
Matters
©
2011
SinoTech
Group
(China)
Limited

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. 3. Forget the X&Y Generation
• The purchasing power and consumption levels of China's 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 country's total
• Currently about 11 percent of China's 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 China's 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. 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. 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
company's
share
price.
• Performance-­‐based
remunera.on
for
brand
managers
must
follow.
©
2011
SinoTech
Group
(China)
Limited

22. 5. Brand Extension: DIVERSIFY OR DIE!
©
2011
SinoTech
Group
(China)
Limited

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,
they're
at
the
greatest
risk.
Chances
are
they'll
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. 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. 6. Dream Merchants:
“Enterprise
survivors
in
chao.c
.mes
will
create
a
cause,
not
a
business.”
(Gary
Hamel)
©
2011
SinoTech
Group
(China)
Limited

26. 6. Dream Merchants
• Great brands transcend product format.
• It's not about what the product is, but more about
the beliefs the brand expresses. True brands
connect with the consumer.
• They're in the relationship business.
• Think Absolut vodka. The success isn't about taste.
It's about personality, identity and association.
©
2011
SinoTech
Group
(China)
Limited

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. 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
Fellini's
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
60's
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. 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. 7. Brand Karma
• It will also be clever to demonstrate just how well your brand
behaves. It must go beyond words. Consumers aren't 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. 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. 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. 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. 8.Brand Rejuvenation
improve
is
to
change;
to
be
perfect
is
to
change
ocen.”
Winston
Churchill
©
2011
SinoTech
Group
(China)
Limited

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. 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. 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. 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. 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. 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. 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. 11.Ethnic craft and culture:
The
technology
revolu.on
has
moved
from
hi-­‐tech
to
high-­‐touch.
©
2011
SinoTech
Group
(China)
Limited

43. 11.Ethnic craft and culture
• The
human
element
is
back.
China
is
fashionable.
• There's
a
groundswell
of
apprecia1on
for
the
value
of
Chinese
art
and
crac.
©
2011
SinoTech
Group
(China)
Limited

44. 12.Women Rule:
"Tomorrow
belongs
to
women."
Tom
Peters
©
2011
SinoTech
Group
(China)
Limited
©
2011
SinoTech
Group
(China)
Limited

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. 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. 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 today's 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. 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. 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. 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. About
Digital Jungle
©
2011
SinoTech
Group
(China)
Limited

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. 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. 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. 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