The Art of Branding Through Digital Innovation: A DLG China Presentation

1 © Digital Luxury Group © Digital Luxury Group

The Art of Branding Through Digital Innovation

The digital partner of forward-thinking luxury brands


Digital Luxury Group is an international company pioneering the digital luxury revolution. Active in digital agency services and business intelligence solutions, the company has offices in New York, Paris, Geneva, and Shanghai, and benefits from a unique blend of technology and luxury savoir-faire.


Branding Through Digital Innovation

A DLG and Montblanc Case Study


Meisterstück is… About Meisterstück… Montblanc’s iconic collection for 90 years Umbrella for 4 key product segments:

Timepieces Writing Instruments Leather Goods Jewelry

A key part of the brand DNA, promoting universal values of elegance, sophistication and leadership


Digital Branding Best Practices


Digital Branding Best Practices 1. Have a RELEVANT brand name

2. Be EMOTIONNALY connected

3. Be CONSISTENT and OMNIPRESENT

4. Get ENDORSED

5. No branding without STORYTELLING

6. Develop ADVOCACY


1. Have a RELEVANT Brand



Meisterstück Meis·ter·stück das <Meisterstücks (Meisterstückes 1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss


Meisterstück Meis·ter·stück das <Meisterstücks (Meisterstückes 1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss




daban (literally “big boss”)

Meisterstück


2. Be EMOTIONALLY Connected


2. Be EMOTIONALLY Connected Leverage on existing and (ideally) engaging notions to develop your message

What is a Daban?


2. Be EMOTIONALLY Connected In 2013, one of the buzz word in China was 土豪 (“tuhao”)… … a nickname given to the “new rich”, associated to lack of taste, understanding of luxury values and a too show-off attitude

80’000 daily searches on Baidu in September 2013


2. Be EMOTIONALLY Connected Leverage on existing and (ideally) engaging notions to share your message

Sophisticated and elegant leader

DABAN TUHAO

Tasteless and vulgar follower The Modern Rich The New Rich


3. Be CONSISTENT and OMNIPRESENT


3. Be CONSISTENT and OMNIPRESENT Sina Weibo as a broadcaster Montblanc leveraged on its massive audience to introduce the concept of Daban and arouse interest around this new term


3. Be CONSISTENT and OMNIPRESENT Douban to build the discussion A chat room was created to invite the users to exchange about their perception and understanding of Daban


3. Be CONSISTENT and OMNIPRESENT WeChat to directly reach your core audience Push messages to a highly qualified audience of followers


3. Be CONSISTENT and OMNIPRESENT Baidu Baike (Wikipedia-like) as a reference for the official definition The existing Daban page (referring to a movie character) was updated in order to provide the audience with information about the semiology and the origin of the term


4. Get ENDORSED


Montblanc leveraged on the voice of trusted influencers… … by inviting them to tell our audience, who they believe is a Daban.

4. Get ENDORSED


5. No branding without STORY TELLING


5. No branding without STORYTELLING Series of tips from influencers on how to be a Daban in your daily life


6. Develop ADVOCACY


6. Develop ADVOCACY A WeChat game to engage the audience to participate in defining who they consider is a Daban.


6. Develop ADVOCACY Montblanc WeChat followers are invited to submit their picture


The community determine the Daban Index by voting Daban or Tuhao

6. Develop ADVOCACY


Users are ranked according to their score, the ultimate Daban being rewarded by Montblanc

6. Develop ADVOCACY


Users can share their score, or ask their friends to vote for them to improve it

6. Develop ADVOCACY


Additional TAKEAWAYS


Additional TAKEAWAYS 1. The digital audience is young


1. The digital audience is young Speak to them



1. The digital audience is young Speak to them 2. Netizens are craving for novelty



1. The digital audience is young Speak to them 2. Netizens are craving for novelty Being innovative starts to become a USP in itself for luxury brands



1. The digital audience is young Speak to them 2. Netizens are craving for novelty Being innovative starts to become a USP in itself for luxury brands

3. Digital innovation is hard to drive by technology



1. The digital audience is young Speak to them 2. Netizens are craving for novelty being innovative starts to become a USP in itself for luxury brands

3. Digital innovation is hard to drive by technology Innovative ideas are much more relevant to develop



Thank You

Pablo MAURON General Manager China

[email protected]

+86 138 1829 4844

www.bonjourDLG.com

www.linkedin.com/pmauron 37

Marketing

The Art of Branding Through Digital Innovation: A DLG China Presentation