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 ?
Reward points, bonus points, cash dollars, travel miles and so on, all these are different names invented in the different credit cards' loyalty programs. Coupled with those 2x, 3x or even 4x promotions, we are sometimes confused. Now that HSBC has come up with "Reward $" where you can redeem your bonus points to actual dollars that can be spent in some designated outlets. (In fact Compass Visa is the first one that launched similar redemption with instant dollars spending at the Hutchison owned shops like Park'n Shop, Fortress and Watson's). Usually the conversion rate is 250 points = HK$1 but you can get a more favourable conversion rate depending on the years of holding an HSBC credit card, down to as low as 99 points = HK$1. Is that a competitive offer ? I'll leave those smarter consumers to compare and do the calculations. Credit card has become a saturated market and every bank is fighting hard for market share. We are all lucky to be the consumers as all these programs and gimmicks are from the bottom-line profit. Look, 99 points = HK$1 is a 1% rebate, coming out straight from the transaction commission, usually at 1.x%. What's more, it has a promotion at Times Square giving you free ice-cream too.
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