ThinkNoLimit Marketing Coaching

I was a loyal regular reader of Easyfinder in the past. It was once the magazine that gave me the news and information about what was in and out within the younger generation. It did occupy an unique positioning at that time but did know why it was changed to a gossip magazine, just like any other gossip magazines including those within the Next Media portfolio : 壹週刊 (book B) and 忽然１周. Since it changed its editorial direction to gossips, it left room for 東 TOUCH and U-Magazine which are now the magazines for younger readers. Now Easyfinder has been put into the grave and replaced by FACE. Thought there would be some positive changes but not really. They are pretty much the same in terms of editorial contents. It's just a change of the cover. What's the point ? Who you want to kid ?

Birth rate has been getting lower and lower over the years. Milk powder brands are competing for market shares in a shrinking market. On one hand, they are investing A&P in strengthening their market position. On the other, they are constantly improving their product formulae with new claims and propositions to stay update with the changing needs at different stages of child growth and development. And how about a milk powder for the mothers even before the baby is born ? I think it's definitely a good logical extension. It's said to help your baby's brain development which is the major concern of the mothers nowadays. In the past we only need our children 快高長大, 身體健康. Now we want them to be clever and smart to stay competitive. Changing expectations represent room for improvement and new ideas.

Just can't help talking more about this campaign. The more I watch the TVC, the more I feel the idea shouldn't be executed with advertising. There are real people and real stories, I suppose but they still give me the feeling of fake. Advertising lacks credibility. I can't help asking these question as a consumer : if there is a director, these people must have been directed to act in some way. The other name of advertising is "commercial". What motivated them to share their stories to the public ? I visited the let it out site where you can share your touching stories and photos to win a prize. I doubt there will be real or made-up stories for winning the prize. I think this campaign does have an idea but advertising as the vehicle is not working well for it. Other softer selling tools could be better, like product placement, program sponsorship, PR and so on.

Having read my comments about the Tenpo's campaign, a reader asked me how I feel about the latest Kleenex Let It Out campaign. First of all, it is always good to see ambitions in a campaign. Real people, real story, famous director and high emotional appeal. However, I think it runs into a common problem of emotional campaigns where it fails to connect back to what the brand already stands for or want to stand for. If you find an ad that potentially works the same for any other brands, it's not the campaign for your brand. Imagine what if the the end logo is replaced by Andrex, Scott or alike ? Emotions are generic in a way. The key is how to use the emotion to tie back to the product or the brand's USP. For example, if Kleenex equals tissues with high strength among other competitors, we can pick stories focused more on how people find strength to live on in adversities. And the line can be changed to "Kleneex gives you strength". Just some thoughts.

I may be too critical but to me, it's a rather strange ad. Zwilling is a German brand of high quality knives and scissors. I wouldn't say it is not logical to extend to manicure sets as it's still about "cutting". But is the demand for manicure sets that high ? High enough to make the fuss to advertise ? What's so special about this manicure set ? It is endorsed by Lufthansa (???) and it can 伴你傲遊天際 (!!!). Long haul flight on Lufthansa and got nothing to do ? You can cut and file you nails ! That's not too polite but you can "follow the heart", it says. BTW, are we allowed to take these shape metals into the cabin ?

This is quite an unique corporate image building initiative. Astronaut training is definitely an once-in-a-lifetime experience for the kids who are smart enough to win the chance to participate. It actually reminds me of the Cathay Pacific's "You Can Fly" program that also works in a similar way. Which one is a better program ? Well, both are good in its own right but what if we judge them based on image/positioning match ? "You Can Fly" is a program derived from what Cathay Pacific does and the association is strong. This Jr. Space Camp program, however, has a rather weak association with Mass Mutual, a lesser known insurance company compared with AIA, AXA and ING. In fact it is a perfect program for Mass Mutual to build a specialist image in children-related insurance and investment products (if it wants to). Apparently it has been running the same program for the last 7 years and too bad it hadn't leveraged on it.

As far as I know, Red Bull has been pretty successful. it's quite popular amongst the younger generation at the night outlets. It has become the in mixer with vodka, gin and whiskey at discos and bars for you to stay the night. In view of its popularity, there are imitations in attempt to share a spoonful of the market. Here is one of the examples. It simply shares the same positioning as Red Bull with a Japanese touch. And if you look at the copies which spell out the details of the products, you would reckon that this is pretty much the same as the faded brands, Amino Gear and Libogen (力保健). Will this brand/product win a good share in the battle of positioning ? I doubt it. Positioning, once again, is about differentiation. Selling parity will get you nowhere.