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HOT : Venetian Gondola Boat , Macau Tower , Galaxy 3 In 1 Package Branding professionals in the Asia-Pacific region attend Transform conference and awards events Hong Kong, Nov. 20, 2015 /PRNewswire/ -- There are so many components to a successful brand strategy that it can sometimes be difficult for branding professionals to ensure that they are abreast of industry trends. Meeting with peers and hearing from those who are excelling in this field provides professionals with an opportunity to stand back and get a feel for the wider market and industry trends, a conducive environment for valuable inspiration. The Transform conference Asia-Pacific and the Transform awards Asia-Pacific on 18 November gave delegates the opportunity to, respectively, hear about award-winning brand campaigns and speak with industry peers, and to hear who the latest Transform awards winners in the region are. The conference's location, Hong Kong, provided an excellent example for one of the workshops, relating to international branding. As a city with a diverse population, Hong Kong can be a challenge for brands hoping to engage with both local and ex-pat stakeholders. In other workshops, delegates discussed brand reputation, employer brand management and measuring success and return on investment. The branding professionals in attendance shared their personal experience in dealing with these professional challenges. The first speaker of the half-day event at the Harbour Grand Hotel, Hong Kong, was Paul Tam, executive director at Hong Kong Ballet. Tam had an engaging story to tell about the artistic brand's mission to compete on an international stage. He said how the former brand was unrepresentative of the company's assets, and that he had wanted to raise the profile of the Hong Kong Ballet dancers to 'stars'. The project used raw, urban photography to reposition the brand and had great feedback from its diverse and challenging stakeholders. Tam said that the new brand is a "A needle in my back". The high standard that it sets pushes employees to perform on a higher level. Other speakers on the day included Michelle Tan, senior manager of brand marketing at Hong Kong Tourism Board. Tan's fascinating story told of the organisation's decision to put experience at the heart of the Hong Kong nation brand. This sentiment was echoed by Marcus Lui, head of customer experience and design at Asia Miles, who also spoke at the event. Modern consumers tend to favour experiences over material possessions. Liu said, "It's the memories that really count in the end." The day ended with the Transform Awards Asia-Pacific. Also hosted at the Harbour Grand - by comedian Ryan Hynek - the awards provided an opportunity to celebrate the great work taking place in the Asia-Pacific region. Agencies, individuals and brands came together to congratulate each other and celebrate the strength of the industry. The Grand Prix award was won by Pizza Hut and Brand Union. The Transform awards and conferences celebrate professional, strategic branding work in four regions globally; Europe, Middle East and North Africa, Asia-Pacific and North America. Transform magazine is a globally-distributed magazine that covers the art of strategic branding in news and features from branding experts and industry leaders. The winners of the Transform awards Asia-Pacific 2015 are: The Winners Best use of a visual property Best brand architecture solution Best brand experience Best use of packaging PROCESS Best stakeholder relations during a brand development project Best implementation of a brand development project Best implementation of a brand development project across multiple markets STRATEGY Best creative strategy Best brand evolution Best strategic/creative development of a new brand TYPE Best corporate rebrand following a merger or acquisition Best brand development project to reflect changed mission/values/positioning Best rebrand of a digital property SECTOR Best visual identity from a charity or NGO or NFP Best visual identity from the education sector Best visual identity from the energy & extractives sector Best visual identity from the engineering & manufacturing sector Best visual identity from the financial services sector Best visual identity from the healthcare & pharmaceuticals sector Best visual identity from the professional services sector Best visual identity from the property sector Best visual identity from the retail sector Best visual identity from the technology, media & telecommunications Best visual identity from the travel & leisure sector Best overall visual identity Grand Prix Contact Person: News Sources
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Transform magazine: Brand strategy in Asia-Pacific
November 20, 2015
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