Be prepare : Skill & technique for Branding and publicity By Johnson Lo

Who are the Top 10s? First come to mind No Criteria Any Industries Either Local / International Brand

Top 10 in Hong Kong http://hk.emarketing.yahoo.net/emotive2015 http://www.hkbrand.org/topbrands/product/1 https://www.gs1hk.org/industry- recognition/top-10-ecommerce-website- award/winners http://www.marketing-interactive.com/the-top- 10-brands-hong-kong-women-love-the-most- revealed/

What is Brand? A brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

The right approach is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

Differentiation ≠ Attacking Others The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

Characterization Business branding characterization is one of the most important aspects of any branding. Missing out on what your brand stands for is like forgetting to fill up the pool before you go swimming. There’s just no point in branding yourself at all if you have no idea what characterization approach you should take.

Purist, Pioneer, Source, Conquer, Wizard, Rebel, Seducer, Straight Shooter, Protector, Entertainer, Emperor, Imaginer,

Which character type are they?

The Halo Effect Never Stop A cognitive bias in which one’s judgments of a person’s character can be influenced by one’s overall impression of him or her. We judge a person’s character based on their physical appearance and the things around them. It’s a quick judgement that is very likely inaccurate, but we all do it and are influenced by it, so it makes sense to become aware of it and use it to our advantage, especially in business.

How do you match these?

Orange + Mobile Network Any thoughts? http://youtu.be/UvL8kXAeH2w

Arising publicity of your Brand NOW!

Create a promotion web like a spider!

7 Most Effective Online Promo Here are 7 most effective ways that popular companies are leveraging to market their brand: Video tutorial Advertise on social sites Pictures and images Grow your Social Media Platform following Participate Content marketing Blogging (Guest / In-house)

Tipping Point Most bloggers say they had some kind of tipping point that “put them on the map”. It might be a certain article, or an interview or a video, or speaking at an event, or something they did or said on social media that brought in a whole bunch of attention. But that’s not enough!

Launch!! a lot to do with the Halo Effect. a proper big one with lots of affiliates and significant lead-in content, you stamp your authority in an industry. creates a Halo Effect that carries with you potentially for the rest of your life, but at least for as long as you remain in your industry. release a significant content resource, like a free report, and it’s promoted around the web by your affiliates, you get a lot of attention at once. people will very likely hear about it just from emails and blog posts that people publish about you.

Emotive Campaign - The LOVE Era The use of emotions can be an effective and powerful means of persuasion. Emotion is probably one of the least understood of mental activities. Indeed, until recently advertising researchers did not focus much on emotions. For example, anger, pride, affection, and sadness all imply certain levels and qualities of arousal. Love is human being’s basic instinct. Everybody have feeling.

Why is that so important? An society formed with People Internal & External stakeholders are all human being. (Some products or services are not such as pet’s toys, but do remember they can’t make their own choice but their owner!) Customer!

Case Sharing Love between a young couple: http://youtu.be/p7mB0gskXWQ Love memory: http://youtu.be/DiBz0nYBzso Love and learn between 2 generations: http://youtu.be/NE5tRkoQ6Do Classic Love Commercial: https://www.youtube.com/watch?v=wi4RI8joaQ0

Ws about being Sexy? Who? When? Why? How? Where? What?

Sexy is all about… Desire Innovative Surprise Extraordinary Fleshiness Attractive Seducing Temptation Mysterious

Case Sharing How about these? http://youtu.be/7GPoOmIeLC0 http://youtu.be/6XZhMSzjSfk Suumo https://www.youtube.com/watch?v=U5XbdC4BNyQ HSBC https://www.youtube.com/watch?v=bCSIlXLkIUM Tesla https://www.youtube.com/watch?v=YJaC1jGwddA

Remember these objectives Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty

Life is full of Love and desire. As long as human beings are still the majority of your target customer, a sexy brand with love would still be the emperor.

THANK YOU!!