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© Digital Luxury Group 1 
The Art of Branding 
Through Digital Innovation 
The digital partner of forward-thinking luxury ...
© Digital Luxury Group 2 
Digital Luxury Group is an international company pioneering the digital luxury revolution. Activ...
© Digital Luxury Group 3 
Branding Through Digital Innovation 
A DLG and Montblanc Case Study
© Digital Luxury Group 4 
Meisterstück is… 
About Meisterstück… 
Montblanc’s iconic collection for 90 years Umbrella for 4...
© Digital Luxury Group 5 
Digital Branding 
Best Practices
© Digital Luxury Group 6 
Digital Branding Best Practices 
1. 
Have a RELEVANT brand name 
2. 
Be EMOTIONNALY connected 
3...
© Digital Luxury Group 7 
1. Have a RELEVANT Brand
© Digital Luxury Group 8 
1. Have a RELEVANT Brand 
Meisterstück 
Meis·ter·stück 
das <Meisterstücks (Meisterstückes 
1. e...
© Digital Luxury Group 9 
Meisterstück 
Meis·ter·stück 
das <Meisterstücks (Meisterstückes 
1. eine sehr gute Leistung Dam...
© Digital Luxury Group 10 
1. Have a RELEVANT Brand 
daban 
(literally “big boss”) 
Meisterstück
© Digital Luxury Group 11 
2. Be EMOTIONALLY Connected
© Digital Luxury Group 12 
2. Be EMOTIONALLY Connected 
Leverage on existing and (ideally) engaging notions to develop you...
© Digital Luxury Group 13 
2. Be EMOTIONALLY Connected 
In 2013, one of the buzz word in China was 土豪 (“tuhao”)… 
… a nick...
© Digital Luxury Group 14 
2. Be EMOTIONALLY Connected 
Leverage on existing and (ideally) engaging notions to share your ...
© Digital Luxury Group 15 
3. Be CONSISTENT and OMNIPRESENT
© Digital Luxury Group 16 
3. Be CONSISTENT and OMNIPRESENT 
Sina Weibo as a broadcaster 
Montblanc leveraged on its massi...
© Digital Luxury Group 17 
3. Be CONSISTENT and OMNIPRESENT 
Douban to build the discussion 
A chat room was created to in...
© Digital Luxury Group 18 
3. Be CONSISTENT and OMNIPRESENT 
WeChat to directly reach your core audience Push messages to ...
© Digital Luxury Group 19 
3. Be CONSISTENT and OMNIPRESENT 
Baidu Baike (Wikipedia-like) as a reference for the official ...
© Digital Luxury Group 20 
4. Get ENDORSED
© Digital Luxury Group 21 
Montblanc leveraged on the voice of trusted influencers… 
… by inviting them to tell our audien...
© Digital Luxury Group 22 
5. No branding without STORY TELLING
© Digital Luxury Group 23 
5. No branding without STORYTELLING 
Series of tips from influencers on how to be a Daban in yo...
© Digital Luxury Group 24 
6. Develop ADVOCACY
© Digital Luxury Group 25 
6. Develop ADVOCACY 
A WeChat game to engage the audience to participate in defining who they c...
© Digital Luxury Group 26 
6. Develop ADVOCACY 
Montblanc WeChat followers are invited to submit their picture
© Digital Luxury Group 27 
The community determine the Daban Index by voting Daban or Tuhao 
6. Develop ADVOCACY
© Digital Luxury Group 28 
Users are ranked according to their score, the ultimate Daban being rewarded by Montblanc 
6. D...
© Digital Luxury Group 29 
Users can share their score, or ask their friends to vote for them to improve it 
6. Develop AD...
© Digital Luxury Group 30 
Additional TAKEAWAYS
© Digital Luxury Group 31 
Additional TAKEAWAYS 
1. The digital audience is young
© Digital Luxury Group 32 
1. The digital audience is young 
 Speak to them 
Additional TAKEAWAYS
© Digital Luxury Group 33 
1. The digital audience is young  Speak to them 2. Netizens are craving for novelty 
Additiona...
© Digital Luxury Group 34 
1. The digital audience is young 
 Speak to them 
2. Netizens are craving for novelty 
Being ...
© Digital Luxury Group 35 
1. The digital audience is young  Speak to them 2. Netizens are craving for novelty Being inn...
© Digital Luxury Group 36 
1. The digital audience is young  Speak to them 2. Netizens are craving for novelty being inn...
© Digital Luxury Group 37 
Thank You 
Pablo MAURON General Manager China 
pmauron@digital-luxury.com 
+86 138 1829 4844 
w...
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The Art of Branding Through Digital Innovation: A DLG China Presentation

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Discover 'The Art of Branding Through Digital Innovation': A Digital Luxury Group China presentation that Includes a Montblanc Case Study, Digital Branding Best Practices, and information about the Chinese Digital Consumer.

As presented by Pablo Mauron, General Manager for Digital Luxury Group China, at the 9th China Luxury Summit 2014, an annual event organized by the Chinese Luxury Industry Association (CLIA).

Digital Luxury Group: The digital partner of forward-thinking luxury brands

Publié dans : Marketing
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The Art of Branding Through Digital Innovation: A DLG China Presentation

  1. 1. © Digital Luxury Group 1 The Art of Branding Through Digital Innovation The digital partner of forward-thinking luxury brands
  2. 2. © Digital Luxury Group 2 Digital Luxury Group is an international company pioneering the digital luxury revolution. Active in digital agency services and business intelligence solutions, the company has offices in New York, Paris, Geneva, and Shanghai, and benefits from a unique blend of technology and luxury savoir-faire.
  3. 3. © Digital Luxury Group 3 Branding Through Digital Innovation A DLG and Montblanc Case Study
  4. 4. © Digital Luxury Group 4 Meisterstück is… About Meisterstück… Montblanc’s iconic collection for 90 years Umbrella for 4 key product segments: Timepieces Writing Instruments Leather Goods Jewelry A key part of the brand DNA, promoting universal values of elegance, sophistication and leadership
  5. 5. © Digital Luxury Group 5 Digital Branding Best Practices
  6. 6. © Digital Luxury Group 6 Digital Branding Best Practices 1. Have a RELEVANT brand name 2. Be EMOTIONNALY connected 3. Be CONSISTENT and OMNIPRESENT 4. Get ENDORSED 5. No branding without STORYTELLING 6. Develop ADVOCACY
  7. 7. © Digital Luxury Group 7 1. Have a RELEVANT Brand
  8. 8. © Digital Luxury Group 8 1. Have a RELEVANT Brand Meisterstück Meis·ter·stück das <Meisterstücks (Meisterstückes 1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss
  9. 9. © Digital Luxury Group 9 Meisterstück Meis·ter·stück das <Meisterstücks (Meisterstückes 1. eine sehr gute Leistung Damals vollbrachte sie ihr Meisterstück. 2. ein Werkstück, das ein Meister1 für die Meisterprüfung anfertigen muss 1. Have a RELEVANT Brand
  10. 10. © Digital Luxury Group 10 1. Have a RELEVANT Brand daban (literally “big boss”) Meisterstück
  11. 11. © Digital Luxury Group 11 2. Be EMOTIONALLY Connected
  12. 12. © Digital Luxury Group 12 2. Be EMOTIONALLY Connected Leverage on existing and (ideally) engaging notions to develop your message What is a Daban?
  13. 13. © Digital Luxury Group 13 2. Be EMOTIONALLY Connected In 2013, one of the buzz word in China was 土豪 (“tuhao”)… … a nickname given to the “new rich”, associated to lack of taste, understanding of luxury values and a too show-off attitude 80’000 daily searches on Baidu in September 2013
  14. 14. © Digital Luxury Group 14 2. Be EMOTIONALLY Connected Leverage on existing and (ideally) engaging notions to share your message Sophisticated and elegant leader DABAN TUHAO Tasteless and vulgar follower The Modern Rich The New Rich
  15. 15. © Digital Luxury Group 15 3. Be CONSISTENT and OMNIPRESENT
  16. 16. © Digital Luxury Group 16 3. Be CONSISTENT and OMNIPRESENT Sina Weibo as a broadcaster Montblanc leveraged on its massive audience to introduce the concept of Daban and arouse interest around this new term
  17. 17. © Digital Luxury Group 17 3. Be CONSISTENT and OMNIPRESENT Douban to build the discussion A chat room was created to invite the users to exchange about their perception and understanding of Daban
  18. 18. © Digital Luxury Group 18 3. Be CONSISTENT and OMNIPRESENT WeChat to directly reach your core audience Push messages to a highly qualified audience of followers
  19. 19. © Digital Luxury Group 19 3. Be CONSISTENT and OMNIPRESENT Baidu Baike (Wikipedia-like) as a reference for the official definition The existing Daban page (referring to a movie character) was updated in order to provide the audience with information about the semiology and the origin of the term
  20. 20. © Digital Luxury Group 20 4. Get ENDORSED
  21. 21. © Digital Luxury Group 21 Montblanc leveraged on the voice of trusted influencers… … by inviting them to tell our audience, who they believe is a Daban. 4. Get ENDORSED
  22. 22. © Digital Luxury Group 22 5. No branding without STORY TELLING
  23. 23. © Digital Luxury Group 23 5. No branding without STORYTELLING Series of tips from influencers on how to be a Daban in your daily life
  24. 24. © Digital Luxury Group 24 6. Develop ADVOCACY
  25. 25. © Digital Luxury Group 25 6. Develop ADVOCACY A WeChat game to engage the audience to participate in defining who they consider is a Daban.
  26. 26. © Digital Luxury Group 26 6. Develop ADVOCACY Montblanc WeChat followers are invited to submit their picture
  27. 27. © Digital Luxury Group 27 The community determine the Daban Index by voting Daban or Tuhao 6. Develop ADVOCACY
  28. 28. © Digital Luxury Group 28 Users are ranked according to their score, the ultimate Daban being rewarded by Montblanc 6. Develop ADVOCACY
  29. 29. © Digital Luxury Group 29 Users can share their score, or ask their friends to vote for them to improve it 6. Develop ADVOCACY
  30. 30. © Digital Luxury Group 30 Additional TAKEAWAYS
  31. 31. © Digital Luxury Group 31 Additional TAKEAWAYS 1. The digital audience is young
  32. 32. © Digital Luxury Group 32 1. The digital audience is young  Speak to them Additional TAKEAWAYS
  33. 33. © Digital Luxury Group 33 1. The digital audience is young  Speak to them 2. Netizens are craving for novelty Additional TAKEAWAYS
  34. 34. © Digital Luxury Group 34 1. The digital audience is young  Speak to them 2. Netizens are craving for novelty Being innovative starts to become a USP in itself for luxury brands Additional TAKEAWAYS
  35. 35. © Digital Luxury Group 35 1. The digital audience is young  Speak to them 2. Netizens are craving for novelty Being innovative starts to become a USP in itself for luxury brands 3. Digital innovation is hard to drive by technology Additional TAKEAWAYS
  36. 36. © Digital Luxury Group 36 1. The digital audience is young  Speak to them 2. Netizens are craving for novelty being innovative starts to become a USP in itself for luxury brands 3. Digital innovation is hard to drive by technology  Innovative ideas are much more relevant to develop Additional TAKEAWAYS
  37. 37. © Digital Luxury Group 37 Thank You Pablo MAURON General Manager China pmauron@digital-luxury.com +86 138 1829 4844 www.bonjourDLG.com www.linkedin.com/pmauron 37

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