In the market, many brand and advertising agencies have their own proprietary brand planning tools. (If you can afford to pay premium fees for their services then you probably can receive high quality studies and input) Amongst those, they may have different terminology, jargon and presentation, however they all have similar processes and development steps. Here are a few ideas to guide Hong Kong marketers in the first step of “Exploration” in brand strategy development

Many marketers in Hong Kong have experienced digital marketing such as campaigns on social networks, set-up own-brand websites and focused on communications via facebook, as well as tried mobile marketing and mobile apps. A key question is how to optimize the performance of digital marketing elements to gain solid business results? When massive amounts of campaign data are collected, what’s the best way to do benchmarking and measurement when everything is evolving? How to

Nivea Sun Kids launched their sunblock products for kids in 2014 with an app to help parents track their kids while they are playing at the beach, park or club. The idea came from a strong consumer insight about parents’ anxiety about letting their children play outdoors. While sunblock protects kids from the harmful effects of the sun, Nivea went a step further. Tracking bracelets help parents use their smartphones to see where their kids are – giving parents added peace of

Intermarché, a French supermarket chain, launched a campaign of “Inglorious Fruits and Vegetables”. The campaign generated 24% more traffic and sold 1.2 tons per store during the first two days alone. All while garnering significant free media coverage and publicity. The idea came from the concern about food wastage. While many tonnes of “not good looking” but consumable fruits and vegetables were being thrown away, the supermarket decided to collect them and sell at lower p