This Branding topic will be very board in a sense that we propose holistic branding, which is represented by both visual and context. Visual part may be things about good identity encountered. Context part consists of global trends about corporate responsibility and marketing.
[ Hong Kong – May 4, 2020 ] Out of 3820 submissions from 50 countries, “Unlike Individuals :: Idea Behind” has been awarded the prestigious Silver recognition for the 2020 MUSE Creative Awards competition. The winning piece was created by our Creative Director, Alan SO, for an Asia-wide digital marketing agency, Innovative Digital Media based in Hong Kong.
“It’s been our great, great, great honour to gain the recogination of our performance in 2019 .”
Alan SO, Creative Director of Drezier Communications
[Hong Kong – May 14, 2019] Out of more than 2,000 submissions from 42 countries, “Future To Be” has won Gold recognition in the 2019 Muse Creative Awards competition. The winning work was created by Alan TF So for Mr. H. Tang.
^ [ Infographic | Directory of all Tasks in Holistic Branding ] Created by Drezier Communications | CC BY-NC-ND 4.0
Previously, the massive tasks enlisted of holistic branding of a brand or a corporation or a person may frighten people. Every task has its purpose however. Some are used to countercheck previous thoughts that you have made, and to proceed to another task. Once you put something into words, you naturally think logically… Alright, you may argue that it depends on what language you are using. Here, I am referring to use English in general.
“A brand is the intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” – David Ogilvy, founder of Ogilvy & Mather Advertising
Holistic branding consists of numerous tasks, both tangible and intangible. Drezier Communications approaches with five steps. By each step, neccessary tasks have to be accomplished. Here and now we suggest how to start. Continue reading →
First of all, it is sensible to answer the question: “What is branding?”
“Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the to and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding.” – Alina Wheeler, brand consultant
I make the above quote in modern times to reinforce that it is not easy to define an ever-developing concept of a complicated business process in a few words. Branding has been evolved to a more comprehensive collective of marketing practices since 1981, in which Al Ries and Jack Trout’s “Positioning: The Battle for Your Mind” was published. At that time, Ries and Trout invented a new approach of communication called positioning. They referred to position a product, a piece of merchandise, a service, a company, an institution, or even a person in the mind of prospects. Although they had not literally mentioned a brand, they did have a branding concept behind. Also, positioning has been ever since a very important component of any branding or marketing system of ideas.
Apart from launching a sole outlet in Minami Aoyama, the Shikoku Towel Industrial Cooperative Association (STICA) still actively participated oversea trade shows. In 2014, they first joint the London 100%-design trade show. Continue reading →
Till the point where the subsidization from “Japan Brand Incubation Supporting Programme” was finished, Imabari Towel still did not have a sole outlet in Tokyo. There were only three collaborating outlets – Mitsukoshi department store, official gift shop in The National Art Center and Isetan Shinjuku department store. So what to do next? Continue reading →
In Mr. Kashiwa Sato’s mind, the “Imabari Towel Japan” mark not only functions as an anti-bogusness, it would be an endorsement of high quality to merchandise. Starting from it’s launch in 2007, a set of identity are required to be applied to every qualified towels made by members of ITIA. Since launching, a member, whom a batch of unqualified towels were affixed “Imabari Towel Japan” identity, was requested to withdraw membership. Continue reading →
At first, Mr. Kashiwa Sato was not comfortable to accept their invitation because of the lesser-than-enough budget accomplishing a real branding project. What did Mr. Toyama do to convince Mr. Sato? Continue reading →