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Vono Mattress

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Speaking of mattress, Chinese New year is round the corner and it's the peak season for the selling furnitures. Vono, you may not have heard of this brand of Mattress. But you must have heard of Slumberland. Vono is in fact a lower range of mattresses produced in the same plants with similar technologies as Slumberland. So in a way, it's a poor-man Slumberland like Rolex vs Tudor. Different positioning, different brand and this is how we can avoid dilution of our core brand. The last thing we want to have is a brand that represents high price, low price, high-tech, low-tech, for kids, for adults, for the rich, for the poor, all at the same time. Don't have the money to start another brand ? That's your problem. Using your premium brand to sell lower-range products may be profitable in the short-run but it's a strategy proven unprofitable in the long-run.
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Giordano's frog

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One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
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What does it mean by Da咩"火羅" ? Da咩 is Japanese meaning No/Stop. "火羅" is Cantonese slang meaning embarrassment. So the ad is trying to say you are smart drinking Fanta and there is no more embarrassment. Yes yes yes you are clever enough to understand what Da咩"火羅" means and there is no need for me to explain. This was exactly what I had in mind when I heard the radio ad of Fanta explaining what Da咩"火羅" means ! The ad is intended to create some kind of new buzzword for the young in the hope that it will be a 潮語 among them. Yet it is feared that this new buzzword is not understood. So an radio ad is produced to explain. Who planned all these ? The adult marketers. Buzz is not created by advertising. It tells in your face. It's not quite the way of communications to the young.
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