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How To Pick a Great Colour Palette and Make Sure It Stays Great in Print
Sarah Anderson Corporate Branding Team Colour is an important and fundamental element of the brand identity. It generates emotional response and long-term impression among consumers. A University of Loyola Maryland study found that the correct...
#IceBucketChallenge: When Charity Goes Viral, How Should Brands Handle It?
Echo Wang & Charlotte Zhang Corporate Branding Team The hashtag #ALSIceBucketChallenge went viral in recent weeks. The Ice Bucket Challenge was initiated by former Boston College baseball player Peter Frate, who was diagnosed with ALS (...
Digital in China: DS, Momo, Yves Saint Laurent
Digital Brand Strategy Team DS Crowdsourcing for Automobiles  Crowdfunding is a relatively new concept, and its origins relate back to crowdsourcing. The idea goes that a seemingly impossible goal can be accomplished with the strength of...
Why Customer Reviews are Important in China and How Brands Should Leverage it
Kevin Gentle Digital Brand Strategy Team It is commonly said that digital heralded a new age of brand transparency. In the pre-digital age, many businesses thrived based on an asymmetry of information (or in laymen’s term “consumers...
Micro Videos: How It Works and Why It Matters to You
Susie Kim & Kevin Gentle Digital Brand Strategy Team As the saying goes, “every good comes in small packages”. The history of social media seems to confirm this saying. Over the past 10 years we’ve gone from long-form blogs...
Have You Met Cortana’s Little Sister XiaoBing, the Jolly Chat Robot by Microsoft?
Charlotte Zhang Corporate Branding Team Late June, Microsoft “revived” its beloved chat robot XiaoBing (小冰) in China via Sina Weibo and Android app TouchPal. The robot girl named XiaoBing immediately attracted numerous followers...