• Powerful insights start with bold perspective

  • What do you wish more people understood about branding?

    This is part of an ongoing series of articles sharing our thoughts, insights, and conversations on brand-related topics including brand strategy, communications, and design. The term “brand” is ubiquitous in today’s world of design savvy start-ups and digital marketing magicians. And yet, a deep understanding of the concept...

  • Three insights to winning young consumers’ hearts with brand purpose

    Today’s young consumers are more socially and politically active than previous generations. Social and political inclinations of today’s youth have also been noted to have spillover effects on their purchasing decisions. Research findings indicate an overwhelming majority of Millennials and GenZs gravitate towards brands that have a cle...

  • Winning in Southeast Asia: Taiwanese companies are embracing the power of branding

    Recently there has been a lot of media coverage about Taiwanese companies exploring new markets in countries like Malaysia, Singapore, Thailand, and Indonesia. When Taiwanese companies enter Southeast Asian Markets, it often means that they have to compete against larger and more recognized brands from Japan, Korea and China that already have an es...

  • What is branding? Why should companies care about it?

    This is part of an ongoing series of articles sharing our thoughts, insights, and conversations on brand-related topics including brand strategy, communications, and design. Branding has clearly evolved. What originally served as a simple way to identify one product over another has grown into an asset so valuable that it has the potential t...

  • What is a good brand? How do they use brand catalyst?

    This is part of an ongoing series of articles sharing our thoughts, insights, and conversations on brand-related topics including brand strategy, communications, and design. There are good brands, and there are brands that could be better. But what does it mean to be a good brand? How is it that some brands seem to make all the right decisio...

  • Who puts the performance in performance sportswear?

    Outdoor sports are all the rage in Taiwan today. Interest in running, cycling, hiking, and camping has experienced tremendous growth in recent years. Last year alone there were more than 600 running races hosted on the island—that’s the equivalent of a staggering 1.7 events per day! Taipei City is now home to hundreds of micro-gyms and ...

  • Brand marketing lessons from Nike and Colin Kaepernick: Is it time to let your inner rebel out?

    In early September, Nike aired an ad featuring Colin Kaepernick, a former quarterback for the 49ers who gripped the United States in a nationwide controversy in 2017 when he knelt during the national anthem as a way of peaceful protesting police brutality. Immediately after the ad debuted, social media blew up. Many Americans regarded Kaeper...

  • Taiwan is a global leader in recycling, it's a shame so few seem to know it

    A concerted effort by the government and private enterprises to market Taiwan's green achievements abroad would not only benefit the nation's image, it would also create more business opportunities for Taiwan's brands, products and services. When one is asked to identify the nations that lead the world in the greening of their econom...

  • The missing key: Taiwan's cultural and creative businesses need to understand international PR if they want to thrive

    Fifteen years ago, the Ministry of Economic Affairs launched a series of policies to aid the development of the Cultural and Creative Industry (CCI). According to an industry report, the CCI, which spans visual and performing arts, music, film, publishing, advertising, broadcasting, handcrafts, and design, consisted of over 62,000 enterprises in 20...

  • Six mistakes to avoid in 2018 for better marketing results

    With 2017 less than a week away, your company may well be looking to invest in new marketing or branding initiatives. A new year and new budget will rightly bring optimism and enthusiasm. However, for the past eight years spent working with Taiwanese companies, I’ve identified a few common pitfalls that can render any amount of goodwill and m...

  • Taiwanese companies must learn to value communications

    Anyone who has attended an industry exhibition at the Taipei Nangang Exhibition Center knows it can be an overwhelming experience. There are scores of exhibitors on each floor with only minor restrictions on how much noise, light or showgirl flesh each can parade in a bid to attract footfall to their booth. The result is a dizzying assault on the s...

  • The time is now for marketers to engage with VR—here's where to start

    DDG invited marketing managers and executives to our office in Beimen for our 5th GREATivities event. The aim was to share thoughts on the use of virtual reality (VR) as a brand marketing tool. As well as representatives from a host of Taiwanese companies in the audience, the speakers included DDG branding experts, leading VR developers HyperBot St...