Photo: Ray Ally

Clients in China often ask me “how long should a logo last; 5, 10, or even 20 years or more”. The answer is always the same—it depends.

As long as your brand strategy is aligned to your business strategy and there is no major shift in your business, then there is no reason to change. And if your brand idea remains the same, then your logo can last a very long time, like; GE, Coca Cola or Mercedes Benz. Although most brands will refresh their identity from time to time to make sure that their image is still relevant and modern.

I am sure this question has been faced by many companies in China and by organisations like the World Wildlife Fund (WWF). Their iconic panda logo is well known throughout the world, but in China people think that they just save pandas. So despite its strong recognition, it also has some limitations.

To help compensate for this issue, WWF launched a series of print and outdoor campaigns. Highlighting some of its other conservation programmes in China, specifically in wildlife, wetlands and forestry. Cleverly the key visuals used the panda logo, which was manipulated to illustrate the campaign ideas. Designed by BBH Shanghai, they build on the logo recognition to create these impactful black and white graphic posters. The copy reads:

“Saving pandas is not our only mission. Over 10 million hectares of forests have been protected through our forest certification and sustainable forest management programs. Take a closer look at what we do and where you can make a difference.”

The original panda logo was designed in 1961, by Sir Peter Scott, a naturalist and painter and one of the founding members of  the WWF. He based his design on Chi Chi, a panda from Sichuan China, that had recently be acquired by London Zoo. The logo reflected the organisations focus on endangered species and gave it an appealing and emotional connection to Chi Chi, which was a much loved attraction at the zoo.

Over the years the logo has been updated, more noticeably in 1986 for the organisations 25 anniversary. The panda was changed from being an illustration to a more harmonious graphic symbol and the acronym WWF was included. Interestingly, the story is that it was designed by Walter Landor himself, the founder of Landor Associates, my current employer. More recently in 2000, the WWF typeface was modernised but the panda symbol remained the same.

The most recent WWF ad campaign in China again uses the iconic panda logo. However, this time it is illustrated showing other endangered animals from around the world. This is to highlight WWF’s recent strategy of restoring 36 endangered species, which it deems important to the ecosystem of the world.

Next year will be the 50^th anniversary of the WWF, which is now the world’s largest independent conservation organization. It operates in over 100 countries and has over 2000 programs; protecting endangered species, promoting sustainability in natural resources and reducing pollution. Despite the diversity of its work, the panda image is still a strong, differentiated and relevant icon for the brand.

So I think the future of the WWF panda logo is very safe and not in danger of extinction. However, the same cannot be said for some of the animals that the organisation is trying to save.

Photo: Ray Ally

Earlier this month Zhejiang Geely Holdings Group, got its second green light from the Chinese government for its buyout of Volvo cars. The deal cost Geely, China’s biggest private automaker US$1.8 billion, to buy the iconic Swedish brand.

Despite the time and hurdles it’s taken to be approved, this is the easy part of the deal. The real challenge is how Geely manages the integration of Western and Chinese management, which is where the branding high hurdles start.

Fortunately, they only have to look to Ford’s disastrous takeover of Britain’s Jaguar cars to learn what not too do. In that situation, Ford failed to understand the unique nature of the luxury brand and car culture it was buying. Subsequently, trying to cut production costs and ultimately the quality of the car, which almost killed off the Jaguar brand.

I was interviewed by Miho Nagano, from Investors Business Daily who wanted some insight on the deal from a branding perspective. Her article was written before the deal was fully completed, but you can read her full story and my comments here.

Geely’s Volvo Management Challenge: Selling Made-In-China Volvos

If a strong brand name is key to business success, a critical event has happened: One of the world’s most famous auto brands, Volvo of Sweden, is now owned by a little-known Chinese automaker named Geely.

This month, Zhejiang Geely Holding Group, China’s biggest privately run carmaker, received EU approval for the $1.8 billion takeover of Ford’s (F) Volvo car unit. It’s the largest purchase to date of a foreign automaker by a Chinese company.

Geely, listed in Hong Kong, now faces big challenges: It needs to maintain Volvo’s premier safety image. At the same time, it needs to cut costs to make loss-making Volvo profitable.

Volvo’s reputation for safety has been well earned over its long 83-year history. So lets hope that the 13-year old Geely has a plan in place, not only to preserve, but also to build on the brands unique heritage.

The last thing Geely wants to do is cut corners or try and jump a red light, which are both common practices in China. Otherwise, the biggest takeover of a foreign brand by a Chinese automaker could turn into a car crash, which would definitely write-off the future of the Volvo brand.

Chinese boys 119, Chinese girls 100. No this isn’t a basketball score, but the imbalance of the sexes of babies being born in China. In rural areas this number raises to 140 boys to 100 girls. In western countries, a normal ratio should be around 107 boys to 100 girls. In China this is becoming a serious social problem, which I touched upon last week in my story Feng Shui Baby Girls.

I was also interviewed by CNN’s Emily Chan who covered this issue. Her story was about China’s one child policy and how selective abortions have lead to a surge in bachelors. Her story ‘Chinese men find it tough to find mate’ includes my quote:

“Over the years that imbalance has been caused by parents wanting sons and historically and culturally a son is more valuable to have in a family because they can earn more money and can look after the parents when they get old.”

An interesting story, which highlights China’s ‘marriage parks’, which are becoming more popular in the big cities. Especially among anxious parents, wanting to find suitable marriage partners for their single children. Carrying photos, examination certificates and curriculum vitaes of their child to show and swap with other parents in a similar situation.

The average age for marriage in China is 27 for women and 28 for men. A trend which is steadily rising, so parents are worried that their children will stay unmarried. However, more importantly what they really want is grandchild. Which hopefully will be a boy, so just perpetuating this problem further.

Photo: Found on the web England vs Argentina.

The World Cup kicked off this week in South Africa, without China who failed to qualify. Despite this football is a hugely popular spectator sport in the country. In Beijing, many of the bars and restaurants have been packed with fans watching the games late into the night.

A recent survey in the city reported that 45% of people would put football ahead of work. Three-quarters of those interviewed intended to watch matches during the month long competition. A further 23.8% planned to take periods of leave and even 2.8% said they would quit their jobs.

Because of the time zone difference between South Africa and China, the games start in the evening here at 7.30pm. However, others don’t start until 10.00pm or even 2.30am in the morning. So employers are expecting the World Cup to have a negative effect on employee performance and attendance.

In a bar this week I was watching a game with my Chinese friend, Ozark, who made an obvious yet interesting observation.

“We have 1.5 billion people in China, yet we can’t find 11 people that can kick a bloody football”

He went on to add it was all down to China’s one child policy, (see previous post) which has created a country of Little Emperors. Individual competition and being the best is promoted at school and university over the idea of cooperation and teamwork.

This bar stool philosophy may have some relevance, especially when you look at the last Olympic games in Beijing. Yes, China did win 51 Gold Medals, the most for any country. However, on closer inspection it was for mainly individual sports. It would appear China does excel at gymnastics, diving, table tennis, badminton, shooting and other singular sports more team-based games.

Well that may explain China’s bad performance, but not sure how to explain England’s poor start. A terrible fumbling goalkeeping error cost us the game against the USA. Newspaper writers in the UK had a headline frenzy ‘Shock N Awe’ the ‘Hand of Clod’. The latter headline being a reference to the ‘Hand of God’. The goal that Diego Maradona scored with his hand to knock England out of the 1986 World Cup quarterfinals.

To cheer me up Ozark sent me a web link to these World Cup Beauties. 32 Chinese models wearing painted on football kits, one for each of the competing teams. Well China may not be among them, but there is no end of support for the World Cup competition in China.

So this weekend I will be back in the bars with Ozark and my Chinese friends cheering “Yingguo Jia You” (Come on England). Hoping 11 English men can not only kick a bloody football, but keep it out of our own goal.

Photo: Ray Ally

Many regular readers have asked why I haven’t posted so frequently over the last few months. The simple answer is – I was having a baby. Well actually not me, but my wife.  So I am happy to report that two weeks ago today, she delivered a healthy baby girl by Caesarean section (C-section).

In China, C-sections account for 46% of babies being born. A number three times higher than the World Health Authority’s (WHO) alarm level of 15%. An increasingly rising world epidemic, which the WHO is rightly concerned about. Especially, as the vast majority are elective operations, rather than performed out of medical concerns for the mother or child.

Many women in China, especially professional career women choose to have C-sections as they are seen as fast, painless and predictable. The operation is also perceived as having less effect on their future sex life.  With these reasons in mind, my wife too wanted a C-section. It also meant she could choose the day of birth, so had consulted her Feng Shui Master to make sure of an auspicious day.

C-sections are also favoured by local hospitals in China for several reasons. Firstly, the operation costs two to three times as much as natural birth. This is substantially increased in private hospitals, so provides doctors with a strong financial incentive for persuasion. Secondly, given the huge population of women, C-sections make the process easier to control and manage. Hospitals become baby factories, with well-oiled production lines pulling out one baby after another.

My wife and I had much discussion over the birthing issue, as my Western and her Eastern perspectives did not always agree. However, after consulting many doctors, researching online and talking to other mothers she changed her point of view. Eventually realising that natural birth would be a better and healthier solution for her and our baby.

Unfortunately in our case, several complications set in with her pregnancy. The most serious was placenta previa, a low-lying placenta and the more dangerous placenta accreta. With natural birth these could cause severe blood loss and require a blood transfusion and hysterectomy to control the bleeding. Given these conditions, doctors recommended a C-section as our only option.

Three weeks earlier than planned, our baby was successfully delivered by C-section – and it was a girl. Now this was not a problem for me, as I wanted a girl, but my wife secretly would of preferred a boy. Our doctors had previously hinted it could be a girl, as it is illegal for doctors to tell you the sex of your unborn child. More importantly, we both wanted a happy and healthy baby regardless of its sex.

However in China, boys are still the preferred children that parents and even more so grandparents demand. This is because the One Child Policy introduced in 1979 is still in effect, so families only get one chance to have one child. The policy has resulted in an unnatural imbalance of boys being born. Or more accurately, a large number of girls being terminated either before or right after birth.

This terrible situation is well documented and far worse a problem in rural areas of China. Total abortions for various reasons in China are estimated at 13 million, compared to 20 million births. Selective sex abortions have lead to a gender imbalance that threatens the social harmony and demographics of the country. Latest reports by Chinese Academy of Social Sciences suggest that 20 million men could be without spouses by 2020.

Immediately our daughter was born, we already had an English name and called her Tanya. However, we didn’t have a Chinese name, which she will need being a Chinese citizen. Originally the name Tanya, came from the Chinese name Tian Ya 天 雅 (Sky and Beautiful). As we thought the idea of having a name that sounded similar in English and Chinese was a great one.

Unfortunately, Canthy’s Feng Shui Master was set against it.  As the name Tian 天 translated to ‘Sky’, which had a meaning too big for a girl. Especially for one born in the year of the tiger, as tiger women are supposed to be headstrong and difficult to control. He said the name would only give her more pressure to live up to and unhappiness in life.

Whilst not a total believer in Feng Shui, I do believe that many elements of this art and science are based on sound principles. Just like the superstition in the UK of ‘not walking under a ladder’. Which is based on the rational notion, if somebody was working overhead they might drop something onto you. Therefore I don’t pretend to agree or understand everything about Feng Shui, but I am sensitive to its cultural importance in China, with dates back thousands of years.

For now our daughter only has an English name, but my wife is taking Tanya to visit the Feng Shui Master next month. I joked to my wife that with the oversupply of men in 2020, she will be more valuable. So in the future she will have even more men to choose from. My wife quickly added, that maybe she could also ask the Feng Shui Master about Tanya’s  future husband.

At this suggestion I sighed and reminded her that Tanya is only a few days old, so a little too young to be marrying her off. And anyway she is already daddy’s little girl, so I don’t want to be thinking about her boyfriends or husbands, for at least another 20 years.

Photo: Ray Ally

Earlier this year Levi’s, the iconic American brand announced it is going to launch a new global brand in China. This is the first time the company had launched a brand outside the US, which highlights the importance of China to the company.

Despite Levis Strauss & Co. having a 150 year history, Levi’s has only been in China for the last ten years. Previously it pulled out its China operations and manufacturing in 1993 due ‘pervasive violation of human rights’ by its factory contractors making its garments. Since its return it has built a strong reputation and now has over 500 stores on the mainland.

The brand is well known in China as being fashionable and premium, but is also seen by many as being too expensive. So this new sub brand will help to grow its market share, as an entry point to the brand. This diffusion strategy is more common among the high end fashion brands, which Giorgio Armani was a pioneers of in the 80s.

Realising the market for couture fashion was shrinking Giorgio Armani, began creating a number of lower priced diffusion lines, to extend the brand to a wider market. The brand now stretches from the topline Giorgio Armani and Armani Collezioni, down thorough to Emporio Armani, Armani AX and lastly Armani Jeans.

Media magazine recently ran a story about Levi’s; Will Levi’s new global brand prove a good fit in China? As part of that piece, I was interviewed by journalistic Kenny Lim, on my thoughts.

“This new offering could work for Levi’s, as a lot more consumers are likely to get to know the brand now. In terms of strategy and the rollout, it must make a very clear distinction between its main and secondary brand.

The sub-brand must have a unique look and feel and consumers need to be able to see the difference, so this has to be supported by clear communications. In terms of a brand launch, there cannot be a better time than summer – as messages of vibrancy and youthful exuberance can be conveyed and is suited for the new brand.

The new line can’t just be a cheaper version of Levi’s but yet it must still reflect the overall heritage of the brand.”

A handful of other consultants were also interviewed and added some smart comments to the debate. You can read their responses and the full story here.

One big questions to be answered, is how the new brand will fit with the current brand lines of Levi’s® (est. 1873), Dockers® (est. 1986) and Signature by Levi Strauss & Co.™ (est. 2003). Also how will they brand it; using the Levi’s name, in part or full; or create a new name and identity?

Interestingly, the red and white Levi’s ‘bat wing’ logo that the brand currently uses, was designed in 1969 by Walter Landor the founder on my company Landor.

When Levi Strauss & Co. executives wanted a new garment label for their blue jeans in 1969, they came to Walter Landor, whose designers developed the distinctive red-and-white “batwing” to be placed on back pockets. The red shield mimicked the pocket’s stitch pattern and incorporated the Levi’s lettering. This was among the first designs to mix capital and lowercase letters throughout a single logo.

In the 1950s, blue jeans were a symbol of rebellion against society, which is very similar to how they were viewed in China in the early 80s. Nowadays, they have become a mainstream garment and a staple item in everyone’s wardrobes. However, I predict the new Levi’s brand might echo its rebel roots, to help differentiate itself and better connect with the urban youth in China.

Last week I did an interview with Jo Kent from CNN on a story about consumers in China ‘going green’. The story by Emily Chan,  focused on Tsingtao beer one of China’s leading brands who are accused of violating environmental standards.

Would Chinese consumers ‘go green’ — if given the choice?

Qingdao, China (CNN) — In Qingdao city on the eastern coast of China, Tsingtao beer is the pride of the people.

The brewery is the central attraction. More than 3,000 wide-eyed tourists visit every day, filing off buses to marvel at the production site of their favorite beer.

What many do not know is that the Tsingtao Brewery Group was recently accused of violating environmental standards. It is just one of 20 companies named on a “polluters’ blacklist,” including major companies such as Hitachi, Philips and China’s most popular instant noodle maker, Master Kong.

With concerns about health and product quality growing in China, consumers are looking to buy more safe green products. However companies need to make sure that they are not just jumping on the green bandwagon. And that their products are making a real and measurable effort to be environmentally responsible. Not only in terms of product quality and ingredients, but also in terms manufacturing processes and corporate employee behaviour.

Early next month Landor will be releasing its Green Brands survey for 2010. It will be interesting to see what issues Chinese consumers care most about and how many of the current brands are addressing these concerns.

Images from BrandZ

BrandZ Top 100 Most Valuable Brands 2010 was released yesterday. The survey asks over 1.5m consumers and professionals across 31 countries to compare 50,000+ brands from different industry sectors. Produced by Millward Brown Optimor, it measure and ranks the top brands in the world across category and region.

The survey has been running since 2006 and is now in its fifth year. Not surprisingly, the top ten brands today have performed been pretty consistently over the years. Although they jostle each other for position they remain with a few exceptions the same brands from five years ago.

What is interesting is to see the rise of China brands and how they have been increasing in brand value and position. In 2006 Asia was dominated by Japanese brand, with only one Chinese brand in the top ten. Today four of the top five brands in Asia are now from China, and India now has one brand in the top ten.

So, in a relatively short space of five years Chinese brands have come to dominate Asia. However it will take a lot longer for them to crack the Global 100, which is still dominated by American brands.

An interesting read and well worth visiting the website and downloading the PDF to get the full story.

Photos: Ray Ally

BMW has just launched its new global advertising campaign called ‘Joy’ in China. The launch coincides with last weeks, Shanghai Grand Prix and the opening yesterday of the 11^th Beijing International Auto Show.

The campaign has been localised for the China market and the word Joy has been translated into the Chinese word Yue 悦. It expresses not only the feeling of joy, but also the action of giving joy. It is not an everyday word, but a high level translation that would be used in written Chinese. Consequently, it is a word that can be found in the ancient writings of Confucius.

This ad feature BMW’s latest green hybrid concept car. It uses new ActiveHybrid technology with innovative electric storage technology, lightweight engineering and consistently optimised aerodynamics. Which all means it can accelerate from zero to 100km/h in only 4.8 seconds.

However, just as striking is the use of Chinese culture, calligraphy, painting and Peking Opera masks to customise the brand image to a local market. The use of masks in theatre dates back many centuries in China. The different colours and patterns of the opera masks are used to communicate the actor’s character, so each colour has a specific meaning.

In this ad the blue, black and white of the opera mask not only matches the colour scheme of the car but also BMW’s corporate logo colours. In Chinese Opera masks the colours blue and black communicate strength, boldness and fierceness, so a good fit for BMW’s image in China.

The Joy campaign kicked of last year in Europe and America as a way to enhance the brands reputation and create a more emotional connection with its consumers. You can watch the full the Joy video, as well as other great videos on BMW Web TV.

China is now the largest and most important market for cars in the world. And although the China market is still immature, consumers are already saturated with car brands, models and options. So brands like BMW know that differentiating themselves in this market is critical for success and this new campaign will help sharpen its position.

Chinese auto brands can learn a lot from BMW, who know that emotional factors are as important if not more important than the rational factors. And that standing for one brand idea in the consumers mind is better than try to be all things to everybody. However, that focus on your brand positioning takes courage and a single-minded determination to drive home a multi-faceted brand experience. The copy on BMW’s latest ad says it the best:

Joy. On the back of this three-letter word we built a company. We do not build cars. We are the creators of emotions. We are the Joy of Driving. Innovation is our backbone, but Joy is in our heart. We will not stray from our three-letter purpose. We will push it, test it, break it–and then build it again. More efficient, more dynamic. And while others try to promise everything, we promise one. The very personal, cherished and human of all emotions. This is the story of BMW. This is the story of Joy.

At this weeks Beijing International Auto Show, BMW will be showcasing one world premier and nine new models will be making their Asian debut. Including, the new long wheelbase BMW 5, which has been specially developed for the China market, where consumers demand a bigger car with more legroom.

Last year BMW sold over 90,000 cars, making China its fourth largest market in the world. However, with its new line up of cars and a stronger brand positioning it expects to reach over 100,000 this year. So BMW is not just selling more cars, but building the brand and creating an emotional connection through joy to drivers in China.

Photos: Ray Ally

On a recent trip back to Beijing, I saw the newly launched China made MG6. It’s the brands first all new car design in 15 years and the first since MG was sold to Nanjing Automobile in 2005. Then in 2007 Nanjing Automobiles were bought by SAIC, which is now the third largest of China’s ‘big five’ automakers.

The original MG two-door sports car was a quintessential British brand. It is still loved by car enthusiasts around the world, including my brother. He has an original 1970’s MG, but with a wife and three kids, it’s been a while since he last drove it. I suppose the brand is now aimed at people like him. Those that want the thrill of the brand, but for practical family reasons can’t drive a two seater.

On first appearance this new sports hatchback looked stylish and quite striking. With flared arches and aggressive detailing it certainly looked modern and stylish, though I have no idea how it drives. However, it was the orangey gold colour that first caught my attention. Not that I like it, but it will certainly stand out in the sea of silver cars, which is the most popular car colour in China.

The new car was also sporting the new MG logo, which has been redesigned and appears in chrome. The brand also has a new corporate identity and uses the name Morris Garages in all its communication. The name Morris links back the founder of the company William Morris, and name of his first dealership.

Using this name will have little relevance to Chinese consumers, except to position the brand as English heritage and therefore more premium. However, I don’t expect they will use this name in the UK, where the word ‘garages’ has a more downmarket association.

This morning I saw the new MG6 television commercial, which was playing on the TV screens in my office lift lobby. The ad is shot in a ‘James Bond style’ with exotic location, sexy girl and fast paced action. It is a bit over the top, but this style often works well in China and is certainly memorable. I think it is suppose to reflect the brands historical routes, of being known for its sports car heritage.

Though it’s not an Aston Martin I guess the brand will appeal to those people who wish they were like James Bond. But with a family and kids it’s probably the closest they will ever get. And if it drives as fast as it looks, they wont be disappointed.