Positioning is dead. Seriously! One of the toughest and singularly most important hurdles in the brand journey is the point at which its strategy is mobilised. And most businesses rely on a two dimensional, static brand model to do the job. Brand tools like onions, bullseyes and keys are what we’ve used for years to distil brands down to their core, their most clear articulation. But there in lays the rub. As the market gets more competitive, these tools just aren’t adequate and worse still, leave too much open to interpretation.
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HONG KONG: The Beijing Olympics 2008 have begun. With the world watching, there is a real opportunity for brands to capitalise on one of the most widely covered and attended sport events in the world. And with China booming, the event almost stands as a symbol of introduction between the developed, branded markets of the west and the relatively uncharted territory of the east.
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“Un país, dos sueños”
Magdalena Wong, CEO, Oracle Added Value
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Ordinary people in China are not that proud of the slogan “One world, one dream”. It’s a politically correct slogan and well crafted in both languages, but “one country” is always more important than “one world”. They are not that proud of the five mascots (Fuwa in putonghua) either, indeed it is often heard consumers saying the look and design of these five Fuwa are so clumsy that even kids don’t feel like buying them.
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