Are you still using outdated online marketing methods? Are they becoming less effective? As times change, audience habits evolve, and online marketing strategies continue to adapt. For small and medium-sized enterprises (SMEs) with limited resources facing increasing competition, having an excellent product or service means nothing if no one knows about it.
August’s Digital Academy featured advertising industry master KK Tsang, founder of The Bees, and online marketing copywriting genius Chung Tsz-shun, founder of Durian HK, who shared insights on how SMEs can stand out in the new environment and achieve maximum exposure with minimal costs!
Branding Sets the Difference
KK believed that branding will only have growing influence in the age of going online, as every industry is becoming increasing competitive due to a lowered entry barrier. At the same time, because of technological advancements and information transparency, competitors can easily copy one another; as such, company branding will be the differentiator.
KK also pointed out a strong brand will attract customers to search for you with your brand name, instead of searching with a product category name, which constitutes a competitive advantage. In other words, branding can draw customer loyalty and bigger bargaining power, leading to repeated purchases.
Brand Repositioning with Examples
Another speaker Chung-tsz also shared a number of practical case studies to reposition a brand. Brand image takes years to build, but repositioning can often twist customers’ behaviours gradually. Examples demonstrated include the famous condom brand Durex, and condiment manufacturer Lee Kum Kee etc.
For more digital marketing insights, please register at the Digital Academy website to view!
About the Speakers
KK Tsang / CEO, The Bees
KK Tsang is the founder and CEO of The Bees. He is a seasoned advertising professional who previously served as the CEO of GroupM Hong Kong. In 2012, he left GroupM to establish The Bees, a marketing services group. Under his leadership, The Bees has become one of the major marketing services groups in Hong Kong, offering comprehensive marketing services to brands. The group has 27 subsidiary companies with an annual turnover of over HK$300 million. In addition to running The Bees, KK is also a columnist for am730 and Sky Post.
Chung Tsz-shun / Founder, Durian ltd.
Chung Tsz is a creative copywriter and the founder of Durian ltd., one of The Bees. He specializes in crafting precise and engaging messages for brands in the fragmented era. His clients include Durex, IKEA, Dettol, MOVE FREE, SONY, Tiger Brokers, Mead Johnson, and Lee Kum Kee.
About the Moderator
Bernie Wong / Founder, Social Stand Limited
Dr Bernie Wong is a creative digital and social media marketing professional. He has worked with such Fortune 500 brands as Marks & Spencer, GAP, Adidas, and Disney, serving as the Founder of Social Stand Limited and helping clients tell their stories, engage with their audiences and unleash the power of their brands. He is also a radio programme presenter, newspaper columnist and lecturer in academic institutes.
Meanwhile, don’t forget to visit hktdc.com Sourcing powered by AI to source your favourite items!
Disclaimer
This website may contain material sent to the HKTDC by third parties. Without prejudice to any rights, remedies and interests that HKTDC may have, HKTDC is not responsible for any error, omission or inaccuracy in the material. HKTDC reserves the right to omit, suspend or edit any material submitted. The opinions, findings, conclusions and recommendations expressed in such material are those of the authors thereof, and do not necessarily reflect the views of HKTDC.
