Moral Trend
“Design is the silent ambassador of your brand”
For over a decade, Moral Trend has been helping major corporate clients in Hong Kong, Mainland China, and around Asia and the Pacific get their brands to the rest of the world.
What is global marketing?
Global marketing is defined as the process of adjusting the marketing strategies of your company to adapt to the conditions of other countries. This involves a process of planning, creating, positioning, and promoting your products or services in a competitive global market.
Many big businesses often have offices around the world. Currently, with the proliferation of the internet, even smaller businesses can reach consumers anywhere in the world.
If a business chooses not to extend globally, it can face domestic competition from international companies that are extending their international presence. They can also lose control of their brand. The presence of this competition almost makes it a requirement for many businesses now to have an international presence.
From humble beginnings
Many great companies, including Apple and Hewlett-Packard, were started in garages. Moral Trend started in a small office in Kowloon over 12 years ago and has grown to be a major consultant on brand and global marketing. Our clients include many blue-chip companies in China and Asia Pacific.
Your brand is you
It conveys the positive and negative associations of the customers. At Moral Trend, our consultants will carefully plan a fully focused strategy to provide just what your business needs to grow. We bring all essential brand management techniques and tools to deliver a winning strategy.
Airbnb
Airbnb is for people who book and list accommodations all over the world. Airbnb became very successful globally because of social media. Airbnb began a social media campaign using the #OneLessStranger hashtag.
This social experiment had Airbnb asking its community to do random acts of hospitality for people they did not know, take a photograph or video with them, and share it by making use of the hashtag. In only 3 weeks after the campaign was launched, more than 3 million people created content, engaged with, or talked about the campaign.
Amazon
Who could have foreseen that back in 1994, when Jeff Bezos started an online bookstore in his garage in Seattle, his idea would go on to become the largest internet retailer in the world? Amazon has taken the world by storm, and it all started with an offering billed as ‘Earth’s biggest book store’.
Our notion of convenience has been reinvented and will continue to be challenged by Amazon. Bezos sends out the same 1997 Annual Report Letter to Shareholders, highlighting a relentless focus on ‘obsessing over customers’ and the desire to make bold rather than timid decisions.
McDonald’s
Even though McDonald’s keeps its branding consistent, it tries to bring in some local flavor to particular menu items. McDonald’s has the McArabia in the Middle East—this is a flatbread sandwich. It also introduced France to its macaroons and included McSpaghetti in the Philippines.
In Mexico, they have a green chili cheeseburger, and in South Korea, they have bulgogi burgers.
Coca-Cola
Even though Coca-Cola is a big corporation, it also concentrates on programs in small communities and infuses a lot of funds and time into small charities. 。
Case in point: Coco-Cola built 650 clean water installations in Beni, Suef, Egypt, and sponsored meals (Ramadan) for children in the Middle East. Moreover, the brand goes with an emotion that everyone knows—happiness.
Brand vs Branding
Brand is the sum total of how someone perceives a particular organisation.
Branding is about shaping that perception.
Adapt & Survive
It is not the strongest of the species that survives, nor the most intelligent that survives.
It is the one that is most adaptable to change ~ Charles Darwin
A customized plan
When marketing products globally, companies must recognize that a marketing mix that works in the domestic market may not have the same success in another market.
Local knowledge
Local knowledge is vital, and sometimes this requires changing a name (for example, the Chevy Nova didn’t sell well in Spain, as “no va” in Spanish means “no go”).
Make the connection
In today’s digital marketplace, businesses have less than 10 seconds to make a lasting personal connection with their customer base.
Moral Trend - Our Process
We help you define your brand Goals. Our brand consulting services team starts with defining your business first. They define it by creating a checklist of its core strengths and weaknesses.
We look at brand positioning. Before embarking on your branding initiatives, our brand consultants differentiate your brand from your nearest competitors. To do this, our brand management services team creates a unique value proposition in the minds of your consumers that goes beyond branding using colors, logos, or other important identity elements. Our brand positioning strategies push your business in a manner that will help consumers see and appreciate the real value of your service.
Let us not forget about brand promotion. This is a better-known step in establishing your corporate identity. It illustrates the way in which creative brand consultants position products and services to be represented in the outer world. Once we get a clear picture of the brand’s identity, our Digital Brand Management Services team develops a solid promotional strategy that involves both digital marketing and traditional advertising approaches.
Finally, there is brand personalization. Brand personalization deals with giving consumers an opportunity to connect and participate directly with your product or service. Consumers can see and experience your brand in its entirety for a brand personalization campaign to be considered successful. Our brand management services team encourages consumer-brand interaction by putting their core focus on personalizing products. When branding goes personalized, consumers find a reason to participate and engage with that particular brand.
A company goes through transitions in its lifetime. There are several events, changes, and circumstances that may develop challenges and opportunities that it faces. Our brand monitoring team is keenly watching these challenges to improve the viability of your branding initiatives.
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