On my recent trip to China I was constantly amazed by the signs of just how fast China was accelerating in so many ways from the increase in the number of cars, through to their burgeoning business and industrial sectors. When it comes to branding, the Chinese are also keen to be up-to-date, which can lead to some charming translation of western branding. At World Expo in Shanghai I came across the beauty, a Chinese fast food brand called ‘Uncle Fast Food’. It seems to hit all the cues – a Confucian character, leveraging the trust of a close and respected relative, red and yellow brand colours, but as the queue of local customers snaked past the entrance of Uncle Fast Food from the KFC next door I was left wondering where the brand translation had gone wrong.
Archive for October, 2010
Making Sweet Brand Music Together
There’s nothing so rewarding as the point in a brand project when the client picks-up on the definition work we’ve completed and begins to bring it to life in their own way, putting their own stamp on their brand communication and taking control of their brand’s destiny.
I’m loving this ad from the New York City Health Department. Apart from really nailing the issues with soft drinks and juices. It’s a great example of a location brand voice ringing true in a communication. Clear, no-nonence, to the point, current and stylish but with a wit and spirit that’s very New York. See the full ad after the jump…
Place Branding on a Global Scale
Just last week I was in Shanghai for World Expo and was reminded of what a stunning example of place brand design it collectively represents.
The Commonwealth Games in Delhi are in full swing. And while all the action goes on, the lead up to The Games have the city buzzing with activities, preparing for international media focus. It is a unique time for a city to wrap its cultural, aspirational and significants around a sporting event.
So many brands big and small fall short when it comes to communication with their market. Businesses become so focused on being a business they seem to forget the first order of brand communication is engagement. Brand relationships are alot like those we have with people, when you meet an engaging person with an authentic and honest personality you are far more likely to connect and wish to re-connect with them than if you meet someone who just wants to tell you about how great they are. Add-in a sprinkle of humor, and you have a great pick-up line for your brand.
Dave Ansett, Brandamentalist
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Engaging, Authentic and Occasionally Humorous Brand Designer
When Brand Design Duty Calls
Occasionally in this life we lead as brand designers we all need to make sacrifices, to take a hit for the team so to speak. When the call came for me to travel to Shanghai to accept our silver Pentaward for our packaging design work for Gelati Sky, I’m proud to say I was up to the task. This year’s Pentawards ceremony was held in the Belgium pavilion at World Expo in Shanghai, and as you might expect was a truly international affair.
Two days ago we published a blog championing the ingenuity of a brand experience around the party bike or beer bike in Germany. I had recently observed the phenomenon in two German cities ( see A brand experience with a difference! ) and the obvious fun it was generating. A great concept for a beer brand, but as we said, never likely to get up in Victoria, Australia, because of the high levels of Government regulation.
In Australia we like to think that we know a thing or two about the beer market. Certainly we have a propensity for the ‘big’ beer TV ads, big budgets and big creative ideas. But in an experiential sense we are rather timid, probably more of an outcome of Government regulations than a lack of inspiration from beer brand owners. Whatever it is, it does not hold the German’s back. Even non beer drinkers are very familiar with Munich’s Oktoberfest. It has been running since 1810 and pulls (more than beer) a mere 6 million people each year. A festival with beer and traditional foods at its heart.