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Take for ex­am­ple Tai­wans Gi­ant Man­u­fac­tur­ing Co. Ltd. Rec­og­nized as the worlds largest man­u­fac­turer of bi­cy­cles, they wanted to pro­mote them­selves as an in­ter­na­tional brand but not nec­es­sar­ily Tai­wanese. Although Tai­wan has an in­ter­na­tional rep­u­ta­tion for making good prod­ucts, it doesnt have the cul­ture of cy­cling, Mr. Stocker elab­o­rates. Peo­ple dont just buy good prod­ucts, they buy into the cul­ture what it means to ride a bike, the feel­ing of rid­ing a bike. And its a cul­ture that the Tai­wanese didnt cre­ate. Although cy­cling is very pop­u­lar in Tai­wan now, it has re­ally just come up over the last 10 years.

About five years ago, Gi­ant Bi­cy­cles turned to DDG for help with Liv Cy­cling, its brand ded­i­cated to women. Launched in 2008, Liv Cy­cling had ac­counted for less than five per cent of Giants busi­ness. Given that the mar­ket for women is 50 per cent of the to­tal ad­dress­able mar­ket, it should be much big­ger, Mr. Stocker points out.

We helped them fo­cus on an idea a brand cat­a­lyst: What needed to hap­pen was for some­body to make cy­cling ap­peal­ing and ap­proach­able to women. No brand has ever done that on the cy­cling space.

The idea got (Liv) to fo­cus on how to make cy­cling ap­peal­ing to women, qui ckly rec­og­niz­ing the changes needed to de­sign the shops, to ad­ver­tise, and to do events. And in the act of making cy­cling ap­peal to women the busi­ness be­gan to count. It was not sim­ply a mat­ter of lets have a nice ad­ver­tis­ing mes­sage and ad­ver­tise, its about the brand about some­one do­ing and achiev­ing some­thing. And thats what we help com­pa­nies do, even though theyre al­ready suc­cess­ful with the prod­uct, some of them havent qui te fig­ured out the brand part.

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