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Asian trends, creative MR and the myth of global brands: Insights from the ESOMAR Asia Pacific conference
Manfred Mareck, Event Reports, ESOMAR Asia Pacific, April 2013
This round-up of the ESOMAR Asia Pacific conference has the guiding theme of the need to differentiate approaches across Asian markets and not to treat the region as a monolithic bloc of like-minded consumers.
This round-up of the ESOMAR Asia Pacific conference has the guiding theme of the need to differentiate approaches across Asian markets and not to treat the region as a monolithic bloc of like-minded consumers. Among the themes covered by individual presentations are co-creation, the "myth" of global branding, female empowerment, research and rationality, the use of online communities and the rise of people-centric research. The report concludes with discussion of client views on MR, with advice for what clients want to see more of from their agencies.
Brazil leads in BRICs brands
Jerry Clode, Admap, March 2013, pp. 24-26
In terms of leveraging economic success to create international brands, Brazil is streets ahead of its BRICs rivals.
In terms of leveraging economic success to create international brands, Brazil is streets ahead of its BRICs rivals. Compared with India and China, whose brands tend to be 'culturally odourless' and do not advertise signs of their national origins, Brazilian brands positively celebrate their heritage and 'Brazilian-ness'. Using successful examples from sandal brand Havaianas to Brahma beer, this article examines why Brazil has the confidence to create brand narratives that focus and communicate the country's human and natural energies, where China and India do not. It offers advice on how India and China can lose their conservatism to excite global consumers.
The true story... behind Japanese creativity
Dave McCaughan, Research on Warc, McCann Worldgroup Asia Pacific, January 2013
Despite all the seemingly bad news about Japan that appears in the global press, people around the world continute to see Japan as a hub of creativity.
Despite all the seemingly bad news about Japan that appears in the global press, people around the world continute to see Japan as a hub of creativity. In a global study, Tokyo matched the San Francisco Bay area in being seen as a city that created transformative innovations. However, people within Japan have a much lower opinion of their own creativity: just 19% of people in Japan describe themselves as creative, compared to more than half of their USA counterparts. The Japanese people also believe that low incomes contribute to a decrease in national creativity, believing that it is too difficult to feed excellent talent. The Japanese also do not see creativity as the product of an individual spark of imagination, but instead as a societal desire for perfection, affected by group dynamics and a shared collective vision.
Journey to the West. A three point plan for repositioning 'Made in China' in Western markets
Pete Heskett, WPP Atticus Awards, Winner, 2011
Over half of China's own consumer goods manufacturers claim they will be ready to launch in the US by 2015, which will require a major repositioning of what 'Made in China' means to people in the West.
Over half of China's own consumer goods manufacturers claim they will be ready to launch in the US by 2015, which will require a major repositioning of what 'Made in China' means to people in the West. Research shows that Chinese brands suffer from a lack of awareness in the West and that those Westerners who are aware of Chinese products have negative perceptions around quality, trust and originality. Chinese manufacturers are therefore recommended to reinvent perceptions of quality through ethical standards and strong brand philosophies; build likeability and challenge stereotypes through messaging; and use 'Chineseness' as a strategic difference.
Practical tips for global brand success - EffectiveBrands at the Cannes Lions International Festival of Creativity
Joseph Clift, Event Reports, Cannes Lions, July 2011
Report from an EffectiveBrands workshop at the 2011 Cannes Lions. Simon Clift, ex-CMO at Unilever, offers a run-down of what, to him, are the three crucial components of a successful global brand: it tells a universal truth, has a purposeful positioning and offers a total brand experience.
Report from an EffectiveBrands workshop at the 2011 Cannes Lions. Simon Clift, ex-CMO at Unilever, offers a run-down of what, to him, are the three crucial components of a successful global brand: it tells a universal truth, has a purposeful positioning and offers a total brand experience. EffectiveBrands' own research is also discussed: this shows that global brands are becoming an area of increased focus for large advertisers, and central planning of marcomms for these brands is also increasingly popular. Clift also discusses how brands can strike an appropriate balance between global and local.
Asian advertising: Asia's creativity gap
Tim Broadbent, Admap, July/August 2011, pp. 10-12
Asian ads are more likely to feature product demos and less likely to appeal to the emotions than Western ones.
Asian ads are more likely to feature product demos and less likely to appeal to the emotions than Western ones. But research shows that ads that use emotions and brand buzz are, in fact, more effective with Asian audiences. Three fallacies are preventing creativity from being recognised as the key to effectiveness in Asia: that Asians are less ad literate; that they are less responsive to creativity; and that TV is the only way to reach them. As Asian economic growth slows, overcoming these myths will be crucial.
Can a single ad work across China?
YeeMei Chan, Sacha Cody and Sirius Wang, Millward Brown Asia, March 2011
Despite the known diversity of the Chinese market, brand owners typically run a single advertisement across the nation.
Despite the known diversity of the Chinese market, brand owners typically run a single advertisement across the nation. This article explores whether a single ad really can appeal universally across the different cultures and markets of China. Its conclusions are based on analysis of Millward Brown's pretesting databases as well as inputs from several specific qualitative studies. Factors that limit the transferability of advertising are discussed, including differences across China in advertising literacy levels, culture and the status of individual brands. It argues that ads that are more likely to be effective across the nation posses strong creative content, universal emotional triggers and portray their brands as 'big'. It concludes with some final words of advice for marketers.
Real women on real beauty: Self-discrepancy, internalization of the thin ideal, and perceptions of attractiveness and thinness in Dove's Campaign for Real Beauty
Kimberly Bissell and Amy Rask, International Journal of Advertising, Vol. 29, No. 4, 2010, pp. 643-668
This experiment tested the effectiveness of manipulated images of a Dove model, of varying shapes and sizes, to assess how or if exposure to an average or plus-size model would decrease women’s short-term internalisation of body image ideals.
This experiment tested the effectiveness of manipulated images of a Dove model, of varying shapes and sizes, to assess how or if exposure to an average or plus-size model would decrease women’s short-term internalisation of body image ideals. The objective of this study was to assess adult women’s beliefs about beauty and attractiveness in themselves and in others using several variables as possible predictors: exposure to thin-ideal or plus-size models, social comparison and societal views of thinness. Using an image of a model from the Dove Campaign for Real Beauty and three manipulated images of the same model, this study tested participants’ evaluations of each model’s attractiveness and thinness, and further tested participants’ level of self-discrepancy and societal views of thinness to assess if the campaign was at all effective in influencing the way women perceive beauty and attractiveness in themselves and in others. While exposure to the Dove model versus an ultra-thin model was not related to decreased levels of self-discrepancy across experimental groups, numerous other statistically significant relationships emerged based on exposure to the Dove or plus-size model. These and other findings are discussed.
Negotiating subcultural authenticity through interpretation of mainstream advertising
Ilona Mikkonen, International Journal of Advertising, Vol. 29, No. 2, 2010, pp. 303-326
This paper explores how subcultural authenticity is constructed and negotiated as members of a subculture interpret mainstream advertising images.
This paper explores how subcultural authenticity is constructed and negotiated as members of a subculture interpret mainstream advertising images. A reader-response theory approach was adopted, and empirical material was conducted through open-ended interviews of homosexual women. Four processes through which ‘lesbian authenticity’ are constructed were identified: (1) defining the proper lesbian look; (2) problematising both heterosexualised and oversexed media representations of homosexual women; (3) constituting being lesbian as an intrinsic part of one’s being; and (4) constructing heterosexual women as the Other.
Western Union Marketing: Multicultural in 80,000 Different Ways
Geoffrey Precourt, Event Reports, ANA Multicultural, October 2009
The rationale, strategy and execution of the first global advertising campaign by the money transfer company, Western Union, is the focus of this report from the Association of National Advertisers' 2009 Multcultural Marketing Conference.
The rationale, strategy and execution of the first global advertising campaign by the money transfer company, Western Union, is the focus of this report from the Association of National Advertisers' 2009 Multcultural Marketing Conference. Geoffrey Precourt, Warc's U.S. editor, describes how the company came to adopt the universal campaign theme of "Yes" to appeal across its diverse range of customers (principally immigrant workers and their families back home) in over 200 countries.
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