Hello Kitty...

In today's class, we discussed the Japanese animation figure, Hello Kitty, in class, and it reminds me that there are several popular culture phenomena, which were caused by Hello Kitty in Taiwan. The most well-know example is: McDonald‘s launched a promotional campaign with Hello Kitty for its Happy Meal in the summer of 1999. I still remember that the Hello Kitty Happy Meal package was so popular that the people had to wait in line for hours. These scenarios were broadcasted in the evening news of several television channels, which eventually turned out to be the so-called “Hello Kitty Mania” in Taiwan.

Taiwan has been colonized by Japan for 50 years, so Taiwanese people have strong emotional attachment to Japanese culture, which represents quality, creativity and elaboration. However, the Hello Kitty phenomena became a serious cultural concern that whether Taiwan is still culturally colonized by Japan.

Japanese cultural commodities have been pervasive in Taiwan for quite a long history. Japanese animation products have been popular for teenagers for decades, and Hello Kitty, along with other figures, such as Doraemon, are influential trends in children‘s and teenagers‘markets. These animation figures are as ubiquitous as Mickey Mouse in the U.S.

Hello Kitty almost challenged most of the intellectuals in Taiwan, with its unexpected popularity as opposed to the surprisingly simple-minded academic discussions. This Japanese figure has no expression, nor mouth, yet it is said to represent the secret-keeper for those kitty’s fans. However, Hello Kitty’s feminine image somehow shapes the gender stereotype and influences some female consumer’s personal identity.

My Grocery Shopping experience in the U.S

There is no Wal-Mart in Taiwan, so when my first time went shopping at Wal-Mart, I felt excited. However, all I got is spacious and bright shopping environment and felt alienated between Wal-Mart and I. 

The overall shopping environment made me understand that no wonder why Wal-Mart’s price is unbeatable because it sacrifice the maintenance of tidiness. Most of time, its products on the frozen food shelves are always messy. In Gobe’s book, he discusses some concepts to humanize brands; however, the retail environment at Wal-Mart is somehow dehumanized.

Yet, Wal-Mart still provides customers with features they value and creates something that will contribute to consumers’ life. Therefore, I still go grocery shopping at Wal-Mart because I can get cheaper price for the same products at Wal-Mart.

Compared to Wal-Mart, I like the overall environment at Martin’s because Martin’s designs the spaces that correspond to my tastes and desires. Though Martin’s is not very high-end grocery, it creates something of value and meaning for the customers, such as the service and quality. In conclusion, if the retail store can create the mood for customers to stimulate their buying, it will help develop the strong connection with its customers.

Pepsi Launched the new Logo Design in 2008

             

               In 2008, Pepsi released its new logo design and product packaging, which cost Pepsi several hundred million dollars. However, the public opinion did not favor the costly new design and most people figured they had just ripped off the Obama logo. People criticized that Pepsi had abandoned valuable equity in transforming its famous "wave" into the "smile." Most of the reaction I see on the web expressed disapproval over the makeover, feeling that much heritage was destroyed in an uninspired stroke.           

              Yet, I think I like the Pepsi's 2008 new design when the logo ran into my eyes.  Maybe it is because I don’t perceive the former design as a nostalgic logo, which will remind me of the past good old days, and I don’t even know the logo Obama used until I saw it via the website when people compare the Pepsi new logo and Obama’s. Further, the new design cans above have differing levels of “smiles”, which adds the atmosphere of happiness into the products, and these different smile

              The color Pepsi used and bottle design make me feel uncluttered and simple, which will immediately stand out in a busy and crowded beverage shelves. Product lives and dies on the shelf based on the packaging; therefore, I think when consumers walking into a store and seeing a wall of Pepsi logo, which is very clean, in the beverage isle, Pepsi can grasp customers’ attention right away.

Jacob Cass, author of Just Creative Design states that one of the most important elements of a good logo design is timelessness. However, if we look Pepsi’s history of logo redesign, you can figure out Pepsi logo has been evolved into remarkable designs with significant modifications. However, I think the frequently change of logo represents Pepsi’s creativity and innovation. Where Coke’s brand is built on nostalgia, Pepsi is the “choice of a new generation”.

Louis Vuitton’s First TV Commercial in 2008

Does the person create the journey or does the journey create the person? The journey is life itself. Where will life take you?--- Louis Vuitton

Louis Vuitton released its first TV commercial in 2008; however, I never watch it until today during a group discussion. The theme of this commercial is getting back to basics, the art of travel.

In this TV commercial, you only see a very few shot taking the LV’s products, and a LV bag makes only a fleeting appearance in the advertisement. This ad aims to promote the brand itself, rather than a specific product, and try to refocus on its travel heritage. After watching this commercial, I incorporate it into my personal experience, and try to link my personal definition of travel to the concept, which LV tries to convey. By doing so, I am so touched and start to transform my judgment to LV.

               The ad would be particularly useful in reaching new audiences in fast-growing markets, where the image of Vuitton may be less established than in Western countries. Most people in emerging market perceive LV as a status symbol, and they may not even know the history of LV. In fact, I was one of them, and I change my thoughts to LV through a branding strategy project. When I learn more with respect to LV’s intrinsic heritage, I begin to perceive LV not as a status symbol, but an innovator, who provides the innovative evolution of its luggage to influence people’s life style.

Secret Deodorant Golden Anniversary Marketing Campaign in 2005

When I was collecting the material and data for my Archive, I noticed that Secret deodorant marketing campaign in 2005, which got women to reveal their innermost secrets.  This campaign centered on secrets gave the company, which is often perceived as impersonal, a chance to address consumers in an approachable way, which can reinforce the trust, involvement and commitment between consumers and the company.

               Since Secret’s target audiences are female users, for most women, sharing secret is a great way to improve the intimacy between she and her friend(s). Once I share the secrets with you, it means letting someone into your mind, heart and soul. Furthermore, it takes a strong woman to share a secret, and the secret she revealed will reflect her character without any cover-up. For me, this campaign immediately caught my attention, it is because I was raised in a culture where people tend to be self-restraint and conceal his/her feelings and emotions. Some of the secret confessions included: I just bought a wedding dress but I’m not even engaged,” “I’m still in love with my high school sweetheart” and “I hate my job but I’m afraid to find another one”, which showed that woman can freely express her opinions and can be liberate herself from social norms. 

Some secrets are heartfelt and emotional, and some of them are really funny. These secrets disclose the secret-owner’s characters- flaws, vulnerabilities, intelligence and nerve.  This campaign gave its audience an opportunity to examine herself and provided her a channel to unleash her deep emotions or feelings.

Thoghts about the Darkside of Marketing

There have been some ethical issues in Marketing, and some people may blame that marketing contributes to some negative social outcomes. Advertising has been accused of depicting idealized images of people and their lives and it somehow create an idealized image of what one’s life should be like. Therefore, if there is a discrepancy between me and advertising, it may make people feel dissatisfied.

Models in the ads are young, smart and thin, because these ads represent society’s ideal concept of men and women and they exemplify traits that many men and women will never achieve. Therefore, it may lead to a comparison between ads and him/herself, which was driven by outside influence. According to research, young women do compare themselves with models in ads and that such self-comparison can affect self-esteem. Advertising can have an unintended but negative impact on how satisfied men and women are with their appearance.

Fortunately, some companies are trying to flipping the stereotype marketing campaign. In fashion industry, demand for plus-size models is up and you can see different types of women are showing in fashion products and ads. Dove’s campaigns for Real Beauty feature different types of women rather than the super-thin young women, intended to serve as a starting point for societal change and act as a catalyst for widening our definition of real beauty.

Five blogs I recommend

http://www.slashgear.com/

http://opinionator.blogs.nytimes.com/

http://kara.allthingsd.com/

http://gigaom.com/

http://www.geekosystem.com/