BOSE
Bose, a brand renowned for its high-quality audio products since 1964, is celebrated for its exceptional sound technology, elegant design, and durability. With a formidable reputation, particularly in noise-cancelling headphones and wireless speakers, Bose has established itself as a leader in the audio industry.
However, the brand needs help in maximizing sales within the complex Chinese e-commerce environment and addressing cultural relevance without compromising its global brand consistency.
Year
2018
My role
Project management
Company
Landor
Client contact
Creative Director, Greater China
BOSE
Bose, a brand renowned for its high-quality audio products since 1964, is celebrated for its exceptional sound technology, elegant design, and durability. With a formidable reputation, particularly in noise-cancelling headphones and wireless speakers, Bose has established itself as a leader in the audio industry.
However, the brand needs help in maximizing sales within the complex Chinese e-commerce environment and addressing cultural relevance without compromising its global brand consistency.
Year
2018
My role
Project management
Company
Landor
Client contact
Creative Director, Greater China
BOSE
Bose, a brand renowned for its high-quality audio products since 1964, is celebrated for its exceptional sound technology, elegant design, and durability. With a formidable reputation, particularly in noise-cancelling headphones and wireless speakers, Bose has established itself as a leader in the audio industry.
However, the brand needs help in maximizing sales within the complex Chinese e-commerce environment and addressing cultural relevance without compromising its global brand consistency.
Year
2018
My role
Project management
Company
Landor
Client contact
Creative Director, Greater China
BOSE
Bose, a brand renowned for its high-quality audio products since 1964, is celebrated for its exceptional sound technology, elegant design, and durability. With a formidable reputation, particularly in noise-cancelling headphones and wireless speakers, Bose has established itself as a leader in the audio industry.
However, the brand needs help in maximizing sales within the complex Chinese e-commerce environment and addressing cultural relevance without compromising its global brand consistency.
Year
2018
My role
Project management
Company
Landor
Client contact
Creative Director, Greater China
Challenge
Challenge
Navigating Global and Local Requirements
Balancing localization with brand consistency is a nuanced task, particularly for a globally established brand. Diverse cultural contexts result in different interpretations of colors, language, and symbols. Additionally, marketing and sales teams require the flexibility to promote effectively in a highly competitive market.
Harmonizing Brand Consistency and Local Adaptation Meeting the global brand team's stringent consistency standards while accommodating the local marketing team's promotional strategies.
Coordinating Internal Agencies Ensuring seamless operations among various internal agencies as Bose, a WPP Group client, necessitates synchronized efforts.
Efficient Bilingual Communication Delivering results proficiently in a bilingual (Chinese/English) work environment.
Navigating Global and Local Requirements
Balancing localization with brand consistency is a nuanced task, particularly for a globally established brand. Diverse cultural contexts result in different interpretations of colors, language, and symbols. Additionally, marketing and sales teams require the flexibility to promote effectively in a highly competitive market.
Harmonizing Brand Consistency and Local Adaptation Meeting the global brand team's stringent consistency standards while accommodating the local marketing team's promotional strategies.
Coordinating Internal Agencies Ensuring seamless operations among various internal agencies as Bose, a WPP Group client, necessitates synchronized efforts.
Efficient Bilingual Communication Delivering results proficiently in a bilingual (Chinese/English) work environment.
Challenge
Navigating Global and Local Requirements
Balancing localization with brand consistency is a nuanced task, particularly for a globally established brand. Diverse cultural contexts result in different interpretations of colors, language, and symbols. Additionally, marketing and sales teams require the flexibility to promote effectively in a highly competitive market.
Harmonizing Brand Consistency and Local Adaptation Meeting the global brand team's stringent consistency standards while accommodating the local marketing team's promotional strategies.
Coordinating Internal Agencies Ensuring seamless operations among various internal agencies as Bose, a WPP Group client, necessitates synchronized efforts.
Efficient Bilingual Communication Delivering results proficiently in a bilingual (Chinese/English) work environment.
Solution
Solution
Act as a Mediator, then a Consultant
Often, professional service providers rush to solve problems to create value, but they sometimes overlook the need to mediate differing opinions and find common ground. By resolving differences and forming a consensus, progress can be made.
Build trust by delivering early project successes to establish an impartial image.
Engage stakeholders by sharing information in smaller, informal settings.
Develop an internal approval process to ensure all presentations align with various agencies within the group.
Allocate time in project management to ensure all client communication materials are bilingual.
Act as a Mediator, then a Consultant
Often, professional service providers rush to solve problems to create value, but they sometimes overlook the need to mediate differing opinions and find common ground. By resolving differences and forming a consensus, progress can be made.
Build trust by delivering early project successes to establish an impartial image.
Engage stakeholders by sharing information in smaller, informal settings.
Develop an internal approval process to ensure all presentations align with various agencies within the group.
Allocate time in project management to ensure all client communication materials are bilingual.
Act as a Mediator, then a Consultant
Often, professional service providers rush to solve problems to create value, but they sometimes overlook the need to mediate differing opinions and find common ground. By resolving differences and forming a consensus, progress can be made.
Build trust by delivering early project successes to establish an impartial image.
Engage stakeholders by sharing information in smaller, informal settings.
Develop an internal approval process to ensure all presentations align with various agencies within the group.
Allocate time in project management to ensure all client communication materials are bilingual.
Solution
Act as a Mediator, then a Consultant
Often, professional service providers rush to solve problems to create value, but they sometimes overlook the need to mediate differing opinions and find common ground. By resolving differences and forming a consensus, progress can be made.
Build trust by delivering early project successes to establish an impartial image.
Engage stakeholders by sharing information in smaller, informal settings.
Develop an internal approval process to ensure all presentations align with various agencies within the group.
Allocate time in project management to ensure all client communication materials are bilingual.
Outcome
Outcome
Comprehensive VI Guidelines Integrating Global Brand and Local Market Insights
This visual guideline covers:
Guidelines for traditional festivals in Greater China.
It includes color and graphic usage guidelines for collaborations with various e-commerce platforms.
This guideline has been implemented since 2019.
Comprehensive VI Guidelines Integrating Global Brand and Local Market Insights
This visual guideline covers:
Guidelines for traditional festivals in Greater China.
It includes color and graphic usage guidelines for collaborations with various e-commerce platforms.
This guideline has been implemented since 2019.
Outcome
Comprehensive VI Guidelines Integrating Global Brand and Local Market Insights
This visual guideline covers:
Guidelines for traditional festivals in Greater China.
It includes color and graphic usage guidelines for collaborations with various e-commerce platforms.
This guideline has been implemented since 2019.
Review
Review
“Jim has the ability to win clients’ trust in a short time. He reinforces and rewards that trust through consistently outstanding work performance over the long run. "
-Hao Dong, Creative Director, BOSE Greater China
“Jim has the ability to win clients’ trust in a short time. He reinforces and rewards that trust through consistently outstanding work performance over the long run. "
-Hao Dong, Creative Director, BOSE Greater China
Review
“Jim has the ability to win clients’ trust in a short time. He reinforces and rewards that trust through consistently outstanding work performance over the long run. "
-Hao Dong, Creative Director, BOSE Greater China
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