A GIANT LEAP
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.