Cool Designs, Food & Beverage Insights and China Trends
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Hey!
We’re hitting the half way mark in 2019, usually around this time those who’ve made new years resolutions and then fell off the wagon are wondering if they can kick start them again or make it more realistic. To them we say, good luck!
Don’t feel so bad though, sometimes you need a slip up before getting things right. Take for example Moutai, which just became the first Chinese stock to hit RMB 1000, they’re doing a 180 in their strategy by pulling back on a series of lower end sub-brands in an attempt to refocus the brand on it’s ultra-premium line of baijiu.
Then there’s Coke, who entered China in the 1920’s and originally named themselves 蝌蝌啃蜡 ‘tadpoles gnawing at wax’… ummm sounds refreshing right? And airbnb’s new Chinese name in 2017 - 爱彼迎 ‘welcome each other with love’, has been taking a ton of punches by netizens.
The good news? Rebrands or refreshes can breathe new life into an organization and it doesn't need to be perfect before it launches. Southeast Asia’s Grab is proof of this and we see it with our clients too. Successful brands are flexible and adapting, gone are the days where your agency hands over your Brand Book and you follow it to the T. By refreshing, revising or refocusing your brand, it ensures you stay relevant to your consumers.
How else do agencies support you? Read Adam’s latest article on Three unexpected areas where branding agencies help with market entry
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Oatly made up a Chinese character for plant-based milks
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World's most valuable distiller, Moutai, said to overhaul sales strategy and scrap brands
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11 Companies that tried to rebrand in Chinese, but failed
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Rebrands don’t have to be perfect to succeed
Southeast Asia, Grab:
Ride-Hailing Platform
Read more
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The two-year quest to rebrand Ikea for the digital age
Sweden, Ikea:
Home Furnishing and Retailer
Read more
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Grey Goose’s rebrand aims to strike a balance between premium allure and accessible
France, Grey Goose:
Vodka Brand
Read more
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Lessons Marketers Can Learn From 2018’s Many Rebrands
USA, Multiple Brands
Read more
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LAUNCHED: ALDI stores have opened!
Earlier this month, we celebrated with ALDI the opening of their first two stores in Shanghai. After choosing their Chinese name and putting the pieces of local brand guidance in place, we helped with their launch in 2017 when they introduced products on Tmall’s international marketplace, the cross border platform, and we’ve been helping them ever since. Read for more details
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ARTICLE: Three unexpected areas where branding agencies help with market entry
As a brand, it's easy to believe that an agency adds the most value by helping you figure what you should mean to your target consumer or how to create a customer experience that gets people to come back for more. However, you may be surprised about the other areas branding agencies support you in on your brand's road to success in China. Read for more details
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