Jaslyin Qiyu 6/4/25 Jaslyin Qiyu 6/4/25

Breaking Through Commoditization: Strategic Brand Positioning in Saturated Markets

How milk tea brands in Singapore reveal universal principles for competitive differentiation.

When every competitor sells essentially the same product, smart brands create meaningful differentiation through strategic positioning. Singapore's bubble tea market—with over 20 major chains competing in a city you can drive across in 45 minutes—provides a fascinating case study for understanding competitive advantage in commoditized categories.

The lessons extend far beyond flavored beverages. Whether managing software platforms, fashion retailers in B2C or B2B world, the fundamental challenge remains identical: creating sustainable competitive advantage when customers perceive offerings as interchangeable.

The Commoditization Challenge

Market saturation creates predictable dynamics. Competitors often end up converging on similar features, pricing becomes the primary battleground, and differentiation attempts focus on increasingly marginal product variations. In Singapore's milk tea scene, this sometimes manifest as bewildering choices that customers struggle to meaningfully distinguish.

Consider the basic offering: tea, milk, sugar, and toppings served in similar cups at comparable prices. Functional differences between brands often prove negligible in blind taste tests. Yet some chains command premium pricing and inspire loyalty while others struggle for relevance.

The difference lies not just in what they sell, but in how they position what they sell.

Cultural Heritage as Strategic Moat

CHAGEE's market entry demonstrates how authentic cultural positioning creates defensive advantages. Rather than competing directly with established Taiwanese bubble tea brands, CHAGEE leveraged its Yunnan origins to reframe the entire category conversation around traditional Chinese tea culture—premium leaf quality, brewing expertise, and heritage craftsmanship.

This positioning transforms commodity tea leaves into cultural artifacts. Customers aren't buying beverages; they're accessing centuries of tea tradition. Authentic heritage narratives prove difficult for competitors to replicate without appearing derivative.

This cultural moat strategy applies across industries. Enterprise software companies leveraging Silicon Valley innovation narratives or fashion brands drawing on Italian craftsmanship heritage, all create similar positioning advantages.

Experience Design as Differentiation Engine

While competitors focus on product features, market leaders redesign the entire customer experience. HEYTEA transformed milk tea consumption from quick transactions into social experiences with Instagram-worthy aesthetics and community-building elements. CHAGEE created "tea bars" emphasizing craft and quality, positioning closer to specialty coffee than traditional bubble tea.

When products commoditize, experiences differentiate. Experience design proves harder to replicate than product features—competitors can copy drink recipes overnight, but rebuilding store concepts, developing extensive supply chains or distributorship access and shifting customer expectations requires significant time and investment.

Innovation Through Strategic Constraint

Counter-intuitively, effective differentiation sometimes comes from deliberately limiting options. CHAGEE's decision to avoid pearls and traditional toppings initially seemed disadvantageous but became its positioning strength, signaling focus on tea quality over condiments while appealing to health-conscious customers.

Hollin demonstrates another constraint-based strategy: daily rotating pearl flavors create artificial scarcity that generates more engagement than unlimited choice. Strategic constraints force clarity—brands trying to serve everyone end up serving no one particularly well.

The Marketing Investment Reality

Strategic positioning without proper marketing investment is wishful thinking disguised as strategy. Successful differentiation requires substantial upfront investment, go-to-market knowledge and sustained commitment across multiple fronts.

CHAGEE's Singapore re-entry demanded comprehensive investment in store design, staff training, brand communication, and operational systems. The controversial Dior-like packaging design likely required significant design investment, legal review, and risk management—hardly marketing work from an intern or entry level marketer.

Critical Investment Areas:

Brand Infrastructure: Store design standards, operational systems, and quality control mechanisms
Consumer Education: Sustained campaigns that build customer understanding of differentiation
Experience Consistency: Training systems and performance monitoring across all touchpoints
Competitive Intelligence: Market monitoring and response capabilities

Most positioning failures with good strategies stem from under-investment. Brands develop compelling concepts then allocate insufficient budget for proper execution, resulting in muddy market perception and price-based customer decisions.

Financial Reality: Investment vs. Returns

Premium-positioned brands command 15-30% price premiums while maintaining similar or higher retention rates. CHAGEE's jasmine milk tea sells for more than equivalent competitor offerings, yet are seeing consistent demand.

However, maintaining differentiation requires ongoing investment in brand communication, experience consistency, and competitive response. Brands that slash marketing budgets during growth phases inevitably see positioning advantages erode.

View positioning investment as competitive moat construction rather than marketing expense. Companies treating brand differentiation as operational necessity consistently outperform competitors in saturated markets.

Defensive Strategies and Scalability

Strong positioning creates natural defensive advantages. When CHAGEE owns "premium Chinese tea culture" in customers' minds, competitors face uphill battles attempting similar positioning. Brand equity becomes self-reinforcing as success validates original positioning choices.

Maintaining differentiation during rapid expansion requires systematic discipline:

Operational Consistency: Standardized protocols that preserve brand experience across locations
Cultural Integration: Embedding positioning into organizational culture, not just marketing materials
Continuous Innovation: Ongoing investment in differentiation rather than resting on initial success

Universal Strategic Principles

Singapore's milk tea market reveals differentiation principles applicable across industries:

Authenticity trumps fabrication—genuine heritage creates stronger positioning than manufactured uniqueness.
Experience design matters more than product features—customer journey differentiation becomes primary competitive advantage when core offerings commoditize.
Constraints enable focus—strategic limitations often create stronger positioning than unlimited options.
Marketing investment determines execution quality—positioning requires sustained financial commitment to infrastructure, education, and consistency.
Segment clarity drives precision—brands serving everyone serve no one particularly well.

The Path Forward

Commoditization isn't inevitable market destiny—it's strategic choice. Brands that actively manage positioning, invest in experience design, and maintain differentiation discipline can thrive in saturated markets.

Success requires moving beyond feature competition toward strategic differentiation that resonates with specific customer segments. In increasingly commoditized markets, survivors will understand positioning as strategic imperative, not marketing afterthought.

The question isn't whether your market will commoditize—it's whether you'll be ready with positioning strategies that transcend commodity competition. The fundamentals remain timeless: know your customers, understand your competition, create authentic value that competitors cannot easily replicate, and invest sufficiently in a consistent manner to make that value visible to your market.

Even the most mundane products can support premium positioning and customer loyalty. The brands that master this reality will define the next era of competitive advantage.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.

Jaslyin Qiyu 5/17/25 Jaslyin Qiyu 5/17/25

Starbucks in Vietnam: Brand Power and Strategic Localization

In the decade since Starbucks first entered Vietnam in 2013, the global coffee giant has navigated a market with deeply entrenched coffee traditions and fierce local competition. Their journey offers valuable lessons in strategic adaptation while maintaining brand integrity.

Leveraging Core Competencies While Acknowledging Limitations

Starbucks entered Vietnam with a clear understanding of its strengths: premium branding, distinctive store ambiance, and global recognition. Rather than attempting to displace Vietnam's robust coffee culture, Starbucks positioned itself as a complementary experience.

Strategic Clarity:

Premium Positioning: Starbucks maintained its upscale branding rather than competing on price with local shops offering coffee for as little as $0.25.
Targeted Expansion: With over 90 stores nationwide as of 2023, Starbucks pursued measured growth rather than aggressive market saturation.
Global-Local Balance: The partnership with Hong Kong Maxim's Group brought operational expertise while allowing for market-specific adaptations.

This approach reflects a sharp self-awareness. Starbucks recognized that directly challenging Vietnam's Robusta-centred coffee traditions with its Arabica-based menu would be futile. Instead, it capitalized on its strengths as a premium global brand while acknowledging the limitations of its standard offerings in this unique market.

Consumer Intelligence: Understanding Vietnamese Preferences

The Vietnamese coffee market presented Starbucks with distinctive challenges:

Market Realities:

Strong cultural attachment to Robusta beans and traditional brewing methods (particularly the phin filter)
Established local competitors with deep cultural relevance and lower price points
A thriving street coffee scene offering authentic flavors at a fraction of Starbucks prices

Starbucks responded by refining its consumer targeting. Rather than pursuing the entire market, it focused on urban professionals, students, and expatriates seeking a premium café experience. The company understood that many Vietnamese visitors valued its stores more for ambiance and status than for coffee itself.

This consumer intelligence informed a critical insight: in Vietnam, Starbucks would need to be more than a coffee shop to succeed.

Localization Without Brand Dilution

Starbucks' approach to localization in Vietnam demonstrates the delicate balance between adaptation and brand consistency:

Targeted Adaptations:

Introduction of the Asian Dolce Latte, designed specifically for regional preferences
Seasonal beverages inspired by Vietnamese traditions, including Tet-themed drinks with festive packaging
Expanded selection of non-coffee options like smoothies and bubble tea
Smaller portion sizes catering to local preferences

What's particularly notable is what Starbucks chose not to change. The company maintained its core brand pillars—premium atmosphere, personalized service, and signature preparation methods—while selectively adapting its menu.

This selective approach to localization protected brand integrity while acknowledging market realities. Starbucks remained distinctively Starbucks, even as it incorporated elements relevant to Vietnamese consumers.

Strategic Targeting: Finding the Right Audience

Perhaps the most significant lesson from Starbucks' Vietnamese operations is the power of precise market targeting. Rather than attempting to convert traditional Vietnamese coffee drinkers, Starbucks identified specific segments where its value proposition resonated:

Core Segments:

Young urban professionals seeking a premium work and meeting space
Status-conscious consumers who value the brand's global cachet
Non-coffee drinkers attracted to Frappuccinos and other sweet offerings
Expatriates and internationally-oriented Vietnamese seeking familiar comforts

This narrow targeting allowed Starbucks to carve out a sustainable niche despite holding just 2% of Vietnam's $1.2 billion coffee market. By focusing on segments willing to pay premium prices for a different experience, Starbucks secured profitability without requiring market dominance.

The Payoff: A Sustainable Business Model

Starbucks' approach in Vietnam demonstrates how thoughtful adaptation can create sustainable business models even in challenging markets. The company's focus on long-term investments, sustainability initiatives, and community engagement has strengthened its connection with Vietnamese consumers.

While Starbucks may never achieve the market penetration it enjoys in other Asian countries, its Vietnamese operation demonstrates that selective adaptation and precise targeting can create viable business models even against entrenched local competition.

Key Takeaways for Global Brands

The Starbucks Vietnam story offers valuable insights for any global brand entering culturally distinct markets:

Know your non-negotiables: Identify the core elements that define your brand and maintain them rigorously.
Adapt strategically: Make selective adaptations based on deep market understanding rather than wholesale changes.
Target precisely: Focus on segments where your unique value proposition resonates rather than pursuing the entire market.
Build for sustainability: Measure success against your specific strategy rather than against competitors with different business models.

These principles demonstrate that effective market entry isn't about being everything to everyone—it's about being something distinctive to someone specific.

Mad About Marketing Consulting

Ngoc Nguyen 5/15/25 Ngoc Nguyen 5/15/25

5 B2B Content Marketing Trends

Thought Leadership: A Content Trend That Helps Build Customer Trust

The decision-making process for B2B customers is typically longer than for individual consumers. This process can take from several months to even years. Since the buyer represents an entire organization or business rather than an individual, this entails greater responsibility when making purchase decisions.

Therefore, B2B marketers need to "build trust" with customers. Specifically, marketers must not only inform prospects about how their company's products and services solve particular needs, but also help them feel confident in their decision-making. This confidence stems from customers' assurance that you thoroughly understand your field, possess professional expertise, have extensive experience, and can help them address emerging challenges. Moreover, you can contribute strategic insights and forecast trends to help them stay ahead of the market. These factors are precisely what make new customers choose your company over competitors and what retains existing clients.

This is also why many industry leaders in the B2B segment like Google, McKinsey, or Kantar focus on developing "thought leadership" content and establishing themselves as "thought leaders." This content demonstrates that you truly understand your work; you are an expert in your field; and the lessons and advice distilled from your practical experience help customers believe you are capable of recommending optimal solutions and supporting them in making critical decisions.

According to a LinkedIn study, only about 50% of "thought leadership" content creators (i.e., B2B marketers) believe their content effectively builds customer trust, while this figure rises to 83% when the same question is posed to their customer groups (actual decision-makers).

In the same study, only about 17% of B2B marketers believe that "thought leadership" content impacts business results (through increased company referrals). Meanwhile, this percentage is twice as high (37%) among customer groups and reaches 41% among leadership groups (C-suite Executives).

This indicates that many B2B marketers have not properly evaluated the value and business impact of the "thought leadership" content they create.

Identifying "Blockbusters"

"Blockbuster" refers to attractive, effective content that successfully captures attention and builds customer trust, allowing marketers to continue leveraging it while phasing out bland, ineffective content. So how do you identify a "blockbuster"?

When implementing B2B Content, marketers typically develop different types of "thought leadership" content. These can be categorized as follows:

Short-form updates: This type of content primarily provides information and periodic updates, usually focusing on current affairs rather than depth (such as newsletters or blogs). Therefore, this content doesn't require significant production time and can use pre-made templates that repeat periodically.

In-depth analysis (long-form): These are detailed, comprehensive pieces such as insights, case study analyses, trend forecasts, and actionable recommendations that customers can implement. This type of content usually requires significant investment in research and development time.

Series: This type of content can be concise or in-depth but is typically compiled and divided into different parts spanning a certain period. This format helps create habits of anticipation and following among customers. For example, if you're interested in a company's "thought leadership" content, you'll subscribe to their newsletter to receive notifications when new content is released.

By tracking metrics such as views, downloads, and shares, marketers can analyze and measure customer interest in different types of content to determine which are the "blockbusters."

Google's "E-conomy SEA" report, Kantar's Brand Footprint ranking, and Vietcetera's "Have a Sip" show are examples of "blockbusters" that marketers can reference.

To ensure high quality and success probability, "blockbusters" require investment in production, sometimes consuming considerable resources (budget, personnel, time), but the business opportunities they generate typically deliver returns many times greater than the investment.

Investing in and Optimizing Blockbusters

When planning content production for a year, businesses can focus on leveraging and repurposing previously successful "blockbusters."

After identifying "blockbusters," what should marketers do next?

While B2C often requires continuous content production to keep pace with changing consumer preferences, B2B experiences fewer such fluctuations. From my experience working in market research, approximately 60-70% of content in consumer trend forecasts from 2015 remained valid in 2020, with only 30-40% requiring updates.

Therefore, when planning yearly content production, instead of investing resources in creating entirely new content with uncertain effectiveness, businesses should focus on leveraging and repurposing previously successful "blockbusters." This approach optimizes ROI.

Consider this example from a 2017 LinkedIn report on Walt Disney's Film Release Schedule:

You can observe that 80-90% of the broadcast schedule consists of blockbuster films that have been successful for many years, with only about 20% being newly released films intended to identify future blockbusters. This is Walt Disney's formula for sustained success. B2B marketers can apply similar principles.

Here are some suggestions for leveraging and refreshing "blockbuster" content:

Develop new installments or versions periodically—monthly, quarterly, or annually.
Build multiple series with the same format (motif), changing only the theme, such as season 1, season 2, etc.

These are two of many approaches to leverage and enhance "blockbuster" content that I have implemented. These strategies have proven effective not only in increasing brand value through greater recognition and trust but also in generating revenue by creating new business opportunities and enhancing current customer loyalty.

In the next section, I'll discuss another approach to leverage and optimize "blockbusters."

Replicating Blockbusters

Beyond creating new stories and installments for "blockbusters," diversifying formats also increases their value and maximizes reach across target audiences.

Consider "Star Wars" in the B2C segment as an example. With its success, "Star Wars" expanded beyond films into games, toys (Gundam, Lego), and merchandise (stationery, etc.). The characters have become influential figures with impact across fan communities. When new media formats emerge, established blockbusters like "Star Wars" have tremendous potential for adaptation to engage and attract target consumers. Specific examples include creating a metaverse virtual universe simulating the Star Wars world or developing Star Wars characters in virtual reality.

Similarly, in B2B, marketers can repurpose initial content ideas—articles, blog posts, or reports—into various formats such as videos, podcasts, infographics, or even develop them into books, webinars, or in-person events to connect with potential customers.

An important consideration when replicating "blockbusters" is maintaining consistency in imagery and messaging across all touchpoints: website, social media, email, in-person events, press releases, and all platforms. Rather than completely changing imagery and messaging, marketers should retain key elements of a product or campaign and maintain them over time to ensure consistent brand identity in the customer's mind. When customers encounter these familiar elements, they immediately associate them with your brand.

Additionally, marketers must ensure regular, consistent frequency of appearance. By ensuring these two factors—consistency and frequency—your brand is more likely to be top-of-mind when customers need related products or services.

Distributing Blockbusters

The final aspect concerns distribution channels. One of the most effective touchpoints is through people, specifically the company's own personnel. This is particularly important as personal branding receives increased emphasis, resonating with LinkedIn's growth and development—a platform where businesses and experts connect to exchange expertise and personal perspectives.

While B2C marketers are familiar with influencers, B2B operates similarly. This touchpoint is particularly effective because psychologically, individuals trust recommendations from peers or experts more than corporate advertisements (which are impersonal and unattributed). When that person can verify their identity on social media, or has established influence and a substantial following, their credibility increases further. Therefore, having at least one influential person with strong personal branding provides an advantage in amplifying the company's image and building value and trust.

The era of marketing exclusively through corporate accounts has ended; now, any company employee can serve as an effective touchpoint worth developing, especially key figures. When they share "blockbusters" along with personal views, perspectives, and evaluations, they add value to the content and help the company reach more people through their professional networks. Receiving newsletters or messages about a company from a specific individual's account (business owner, executive, or sales professional) has become commonplace. This approach helps increase email open rates and engagement, thereby improving conversion opportunities.

I increasingly observe individuals within companies developing their personal brands and becoming representatives for their organizations, similar to what I'm doing with this article.

Even when not explicitly promoting the company in the content, through my thought leadership posts, people learn about my company, and if interested, they begin exploring it further.

With regular visibility, when someone needs marketing consulting, multi-channel campaign implementation, or communication effectiveness measurement, they're likely to think of me and Mad About Marketing Consulting—my company—first.

Through this article on five B2B content marketing trends, I hope fellow marketers can extract valuable insights to apply to their work. For a comprehensive overview and deeper understanding of B2B marketing approaches, marketers can explore my B2B Marketing courses available here.

Mad About Marketing Consulting

Jaslyin Qiyu 5/8/25 Jaslyin Qiyu 5/8/25

The Dubai Chocolate Phenomenon: Lessons in Branding and Differentiation

In the ever-competitive confectionery industry, a single chocolate bar from Dubai has managed to create a global sensation, demonstrating the immense power of strategic branding and product differentiation. What began as a local treat has transformed into an international phenomenon, offering valuable insights for businesses across sectors.

The Viral Rise of Dubai Chocolate

The Dubai chocolate story began in 2022 when British-Egyptian entrepreneur Sarah Hamouda, inspired by pregnancy cravings, created a unique chocolate bar that would later be named "Can't Get Knafeh of It." Launched by FIX Dessert Chocolatier, this handcrafted creation combined milk chocolate with pistachio cream, tahini, and knafeh—a traditional Middle Eastern dessert made with shredded pastry.

What transformed this local specialty into a global sensation was a viral TikTok video posted by influencer Maria Vehera in December 2023, which sparked unprecedented demand. The combination of striking visuals—particularly the vivid green pistachio filling—and exclusive availability created the perfect recipe for social media virality.

Strategic Elements Behind the Success

1. Product Differentiation Through Cultural Fusion

The Dubai chocolate bar stands out by blending Western chocolate traditions with distinctly Middle Eastern flavors. This fusion creates a unique taste experience that can't be easily replicated, giving the product a clear point of differentiation in a saturated market.

The integration of regional ingredients such as pistachios, tahini, and knafeh not only creates a distinctive flavor profile but also tells a compelling story of cultural heritage. This narrative resonates with consumers seeking authentic, novel experiences.

2. Scarcity Marketing and Controlled Distribution

FIX Dessert Chocolatier initially produced just 25 handcrafted bars daily, later scaling to 500—still a minuscule number relative to demand. This limited availability, combined with exclusive distribution through Dubai's Deliveroo platform, created genuine scarcity.

When demand exceeds supply, perceived value increases dramatically. The difficulty in obtaining these chocolate bars transformed them from mere confections into coveted luxury items, with some buyers willing to pay significant premiums through unofficial resellers.

3. Visual Branding and "Instagrammability"

The Dubai chocolate bar was designed with visual impact in mind. Its chunky proportions and striking green pistachio filling create an instantly recognizable aesthetic that stands out on social media feeds. This visual distinctiveness made the product inherently shareable, driving organic promotion.

In today's digital marketplace, products must be designed not just for consumption but for content creation. The Dubai chocolate bar exemplifies how "Instagrammable" design can become a powerful marketing tool.

4. Authenticity and Artisanal Positioning

Despite growing demand, FIX maintained its commitment to handcrafted production methods. This dedication to authenticity and quality resonated with consumers increasingly drawn to artisanal products with genuine stories behind them.

In an age of mass production, the human touch becomes a powerful differentiator. The knowledge that each bar is individually crafted creates an emotional connection that transcends the physical product.

Challenges and Market Response

The sweet success of Dubai chocolate created significant challenges for FIX Dessert Chocolatier, including:

- Production capacity limitations: Scaling handcrafted production while maintaining quality proved difficult.
- Supply chain disruptions: The trend sparked a global pistachio shortage, affecting ingredient availability and cost.
- Market copycats: Major retailers and brands worldwide launched their own versions, creating intense competition.
- Generic branding overtaking creator identity: Perhaps most critically, "Dubai chocolate" itself became the generic product name, overshadowing FIX Dessert Chocolatier as the original creator.

The market response has been remarkable, with supermarket chains across the UK—including Waitrose, Lidl, and Morrisons—launching their own "Dubai chocolate" bars. Even established luxury brands like Lindt have entered the space, demonstrating the phenomenon's commercial impact.

Lessons for Brands and Marketers

The Dubai chocolate phenomenon offers several valuable lessons for businesses seeking to differentiate their products:

1. Cultural fusion creates unique value propositions: Blending diverse cultural elements can create products that stand out in homogenized markets.
2. Controlled scarcity builds desire: Limiting availability can dramatically increase perceived value and create buzz.
3. Visual distinctiveness drives social sharing: Products designed with visual impact in mind can generate organic social media promotion.
4. Authenticity resonates with modern consumers: Genuine stories and artisanal approaches create emotional connections with consumers.
5. Adaptability is crucial when scaling: Businesses must balance growth with quality maintenance when demand surges.
6. Brand Identity is essential: When a product goes viral, establishing and protecting a distinctive brand identity—not just a descriptive product name—becomes critical to maintaining market position and preventing generic commoditization.

Local businesses in Dubai have responded to this trend by investing in innovation, including advanced production technology, sustainable sourcing practices, and further experimentation with regional flavors. Some have embraced ingredients like camel milk, which offers nutritional benefits and lower lactose content compared to traditional dairy.

The Generic Name Trap and The Importance of Brand Differentiation

The Dubai chocolate case study presents a cautionary tale in brand identity management. While FIX Dessert Chocolatier created the original viral sensation, the product quickly became known simply as "Dubai chocolate"—a generic, location-based descriptor rather than a protected brand name. This nomenclature shift has allowed countless competitors to market their own "Dubai chocolate" products with minimal differentiation from the original.

When a product category name overshadows the creator's brand identity, the innovator risks becoming just another player in the market they created. This phenomenon echoes other historical examples like Kleenex (facial tissues), Xerox (photocopiers), and Google (internet searching)—though in those cases, at least the generic terms were the companies' actual brand names, providing some protection.

The lesson is clear: viral success without corresponding brand identity reinforcement can lead to market dilution and lost opportunity. Innovators must move quickly to establish their brand as the definitive version of the product, rather than allowing geographical or descriptive terms to become the default identifier.

The Dubai chocolate phenomenon demonstrates that even in mature markets, opportunities exist for dramatic differentiation. By combining cultural authenticity, strategic scarcity, visual distinctiveness, quality execution, and—critically—strong brand identity protection, companies can create products that transcend their category while maintaining market leadership.

As markets become increasingly saturated, these principles of differentiation will only grow in importance. The most successful brands will be those that can tell authentic stories, create genuine scarcity, design products that demand to be shared, and ensure their brand identity remains firmly attached to their innovation.

The Dubai chocolate bar may be a sweet treat, but the business lessons it offers are a blended mix of flavors indeed—showing that with the right combination of innovation, authenticity, and strategic marketing, even the most established markets can be disrupted by newcomers with a fresh approach. The challenge for innovators is ensuring they don't become victims of their own success by allowing their creation to become a generic category rather than a distinctive brand.

Mad About Marketing Consulting

Jaslyin Qiyu 1/13/25 Jaslyin Qiyu 1/13/25

The Walmart “Wirkin”: When Luxury Meets Mass Market - A Study in Brand Dynamics

The social media viral sensation of Walmart's $78 Birkin-inspired bag, cheekily dubbed the "Wirkin," offers fascinating insights into brand positioning, market segmentation, and the evolving landscape of luxury fashion. Let's unpack the strategic implications of this trend.

The Enduring Birkin Mystique

The Hermès Birkin has maintained its position as the ultimate status symbol not merely through its price point ($9,000 to $500,000) but through masterful brand cultivation. The bag represents more than leather and craftsmanship - it embodies exclusivity, heritage, and a particular form of cultural capital that transcends mere ownership.

Distinct Market Dynamics: A Tale of Two Audiences

What's particularly interesting about the Wirkin phenomenon is how it demonstrates the clear delineation between mass market and luxury segments. The Wirkin buyer isn't necessarily aspiring to fool anyone into thinking they're carrying an authentic Birkin. Instead, they're participating in a cultural conversation about accessibility and fashion democratization.

Consider this market segmentation:

The Wirkin Consumer:

- Seeks trend participation and social media engagement

- Values practical accessibility and immediate gratification

- Understands and embraces the "dupe" positioning

- Participates in viral social phenomena

The Birkin Consumer:

- Invests in heritage and craftsmanship

- Values exclusivity and authentic luxury experiences

- Seeks long-term investment pieces

- Participates in traditional luxury culture

Beyond Price: The Power of Brand Equity

The Wirkin trend actually reinforces, rather than diminishes, Hermès' brand power. Here's why:

- It highlights the original's iconic status

- Creates clearer market differentiation

- Potentially expands awareness of the original among new audiences

- Demonstrates the Birkin's cultural influence

The Aspirational Pipeline

Perhaps most intriguingly, the Wirkin phenomenon might actually contribute to Hermès' future customer base. The accessibility of the Wirkin allows younger consumers to:

- Develop appreciation for the Birkin silhouette

- Participate in luxury aesthetics

- Build aspirational connections with the Hermès brand

- Create future purchase motivation

Today's Wirkin enthusiast might well be tomorrow's Birkin collector - not despite their current purchase, but partially because of it. The affordable alternative serves as an entry point into luxury fashion consciousness, potentially creating a pipeline of future Hermès customers who have developed a deep appreciation for the original through their early exposure to its mass-market interpretation.

In essence, what we're witnessing isn't market cannibalization but rather a sophisticated example of market stratification. The Wirkin trend demonstrates how different price points can serve distinct market needs while potentially strengthening, rather than diluting, the original luxury proposition.

For marketers, this case study offers valuable lessons in brand positioning, market segmentation, the power of viral social media and the complex dynamics of luxury versus mass market appeal. It's a reminder that true luxury brands derive their value not just from price points, but from a complex web of cultural capital, heritage, and carefully cultivated exclusivity.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Jaslyin Qiyu 11/5/24 Jaslyin Qiyu 11/5/24

From Brand Love to Brand Relevance: A New Paradigm in Brand Building

In the evolving landscape of brand marketing, we often hear about the pursuit of "brand love" – that magical connection where consumers don't just buy your product but fall in love with your brand. But what if we're asking the wrong question? What if the goal isn't to be loved, but to be genuinely understood and valued?

The Paradigm Shift: From Love to Relevance

The truth is, your brand isn't about making customers love you. It's about understanding what they need from you and delivering it consistently. Success isn't measured by how many hearts your brand can capture, but by being top-of-mind when your customers have a need, want, or aspiration.

This shift from pursuing brand love to building brand relevance isn't just semantic – it's strategic. Here's why it matters and how to make this transition effectively.

The Three Pillars of Brand Relevance

1. Define Your Value Proposition

Start with your "Why, What, and How." This isn't just about crafting a clever mission statement – it's about crystallizing the value you bring to your target customers. What problems are you solving? Why should they choose you? Your value proposition should answer these questions clearly and convincingly.

2. Embrace Your Specific Audience

One of the biggest mistakes brands make is trying to be everything to everyone. Remember: You can't – and shouldn't – try to appeal to everyone. Your brand's strength isn't measured by universal appeal but by its resonance with those who matter most to your business. Are you building a brand that demands attention, or one that earns it through consistent value delivery?

3. Foster Organic Brand Presence

Think about brands like Panadol, Pampers, or Coca-Cola. When people have a headache, need diapers, or want a cola, these brands come to mind automatically. Why? Because they've established themselves not just through advertising, but through consistent delivery of value. It's what customers say about you when you're not advertising that truly defines your brand.

The Integration Imperative

When leaders ask me about improving brand perception and scores, they're often asking the wrong question. Instead, ask: "What broke down for our customers?" Because brand relevance requires holistic integration across:

- Sales interactions

- Customer service

- Employee behavior

- Leadership visibility

- Digital presence

When any of these touchpoints fails, customer trust erodes. Why? Because you're no longer doing right by them. You're not giving them what they want or need. They feel betrayed.

Building Sustainable Brand Value

1. Maintain Unwavering Consistency

- Across all channels

- Through time

- In messaging and delivery

2. Align with Your Target Audience

- Speak their language

- Address their specific needs

- Show up where – and when – they need you

Think of it as a relationship where loyalty is as good as your ability to serve their needs.

3. Demonstrate Value Continuously

Don't fall into the "too big to fail" mindset. Instead:

- Prove your worth through actions

- Deliver meaningful solutions

- Create tangible impact

Remember: It's a perpetual courtship.

4. Recognize and Reward Loyalty

Too many companies focus on acquiring new customers at the expense of existing ones. Build sustainable value by:

- Rewarding continued engagement

- Building long-term relationships

- Creating organic advocate communities

The Bottom Line

The question isn't whether your brand is loved – it's whether your brand is relevant. In today's market, relevance beats romance every time. Your brand's strength lies not in universal appeal but in its ability to consistently deliver value to those who matter most.

Are you building a brand that demands attention, or one that earns it through consistent value delivery? The answer to this question might just be the key to your brand's future success.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Jaslyin Qiyu 11/1/24 Jaslyin Qiyu 11/1/24

B2B Marketing Excellence: 8 Pillars for Strategic Transformation

In today's rapidly evolving B2B landscape, success demands more than just traditional marketing approaches. It requires a strategic transformation that embraces both time-tested approaches and innovative thinking. Let's explore the eight essential pillars that can revolutionize your B2B marketing strategy.

1. Content Marketing: The Foundation of Thought Leadership

True market leadership isn't claimed—it's earned through valuable insights. By creating data-driven research reports, detailed case studies, and educational content, you're not just marketing—you're elevating industry discourse. The key lies in translating complex insights into actionable approaches that drive real business results.

2. Lead Generation: An Art Backed by Science

Moving beyond basic lead capture requires a coordinated effort in terms of insightful content, compelling call-to-action and compelling landing pages, intelligent lead scoring, and personalized lead nurturing campaigns. It's about creating a journey that resonates with your prospects' needs while maintaining a clear path to meaningful business conversations.

3. Digital Presence: Your Virtual Self

Your digital presence isn't just a website—it's your organization's digital personality. In the B2B space, this also means crafting a mobile-responsive experience that speaks directly to your audience's challenges, backed by client testimonials and industry recognition.

4. Account-Based Marketing: Precision at Scale

ABM represents the convergence of strategic thinking and personalized execution. By aligning marketing and sales efforts around high-value accounts, you're not just reaching audiences—you're creating tailored stories that address specific business challenges and opportunities.

5. Relationship Building: The Human Element

In an increasingly digital world, human connections matter more than ever. From customer advisory boards to strategic partner programs, successful B2B marketing hinges on building and nurturing authentic win-win relationships that transcend traditional business boundaries.

6. Sales Enablement: Bridging the Gap

Empower your sales team with more than just collateral—provide them with intelligence. From comprehensive competitor analyses to ROI calculators, sales enablement should focus on tools that facilitate meaningful business discussions and demonstrate clear value propositions.

7. Analytics & Measurement: The Pulse of Performance

True transformation requires clear visibility. By focusing on metrics that matter—from customer acquisition costs to lifetime value—you create a feedback loop that drives continuous improvement and strategic refinement.

8. Customer Experience: The Ultimate Differentiator

In B2B, customer experience isn't just about satisfaction—it's about enabling success. From streamlined onboarding to comprehensive education initiatives, every touchpoint should reinforce your commitment to your clients' success for sustainable growth.

The Path Forward

These pillars don't operate in isolation—they form an interconnected framework for B2B marketing excellence. The key to success lies not just in implementing each pillar, but in orchestrating them harmoniously to create sustainable competitive advantages.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Jaslyin Qiyu 10/29/24 Jaslyin Qiyu 10/29/24

Much Ado About Labubu: How a Quirky Doll Became Asia's Must-Have Collectible

In the ever-evolving landscape of collectible toys, few items have captured the imagination of Southeast Asian consumers quite like the Labubu doll of late, perhaps almost out beating Action City Be@rBrick toys. Created by artist Kasing Lung in 2015, these impish creatures with their distinctive pointy ears, sharp teeth, and mischievous smiles have transformed from niche collectibles into a cultural phenomenon that's reshaping the luxury toy market starting this year.

In this case study, I would like to share some insights around the phenomenal rise to fame of the Labubu toy.

The Power of Celebrity Influence

The Labubu craze reached new heights in early 2024 when BLACKPINK's Lisa shared photos of herself with Labubu plushies on social media. This single action triggered a dramatic chain reaction across Southeast Asia, particularly in Thailand, where the dolls quickly became must-have accessories. The impact was immediate and substantial—prices soared from their original THB 550 (USD 16.3) to an astounding THB 10,000 (USD 296.3) in resale markets.

More Than Just a Toy. It’s a Cultural Statement

What makes Labubu's success particularly fascinating is its evolution from what seems like a simple toy to a multifaceted cultural icon. Today, Labubu dolls serve several distinct purposes:

Fashion Statement
- Commonly seen adorning luxury bags like Birkins and Kellys; lending a somewhat quirky touch
- Used as sophisticated accessories by fashion influencers
- Integrated into personal style statements that consumers consider as being representative of their personality
Status Symbol
- Limited editions create exclusivity, which in turn create demand
- Rare pieces command premium prices similar to luxury bags
- Ownership signals cultural awareness and sophistication of a different level
Investment Asset
- Collectors view certain editions as investment opportunities, perhaps no different from say a Louis Vuitton Vivienne Doll
- Limited releases drive speculative purchasing
- Secondary market values continue to appreciate due to scarcity

Labubu Rise to fame across of SEA

The spread of Labubu fever across Southeast Asia reveals interesting market dynamics:

Thailand
- The first Labubu-themed store in Bangkok generated USD 1.4 million on opening day
- This was backed by strong celebrity and influencer adoption
- Plus clever integration with tourism promotion initiatives
Singapore
- Successfully localized through special editions (e.g., Merlion Labubu keychain)
- Backed by strong retail presence
- Supported by high engagement among young professionals, where it was reported someone spent as much as $10,000 a month on the dolls!
Malaysia and Indonesia
- Seeing growing market penetration
- Especially rising popularity among 18-35 consumers
- Backed by increasing presence through pop-up stores and online platforms

The Psychology Behind the Phenomenon

The unprecedented success of Labubu can be attributed to several psychological factors:

Emotional Connection
- It bears design elements that trigger protective instincts
- Its features appeal to both childlike wonder and adult sophistication
- All this invoke strong nostalgic elements
Community Building
- Active online collector communities encourage its spread and rise to fame
- Rampant online sharing of experiences and increase in trading platforms
- Driven by active social media engagement
Fear of Missing Out (FOMO) Effect
- Limited releases create sense of urgency
- Blind box format adds to excitement and mystery
- Exclusive collaborations with other brands and artists further drive demand

Business Strategy Insights

The Labubu phenomenon offers valuable lessons in product marketing and brand building:

Successful Elements:
- Strategic use of scarcity
- Effective celebrity partnerships
- Strong social media presence
- Local market adaptation
- Quality control and authentic design

What’s Next Labubu?

As Labubu continues to capture hearts and wallets across Asia, several trends are worth watching:

Market Expansion
- Growing presence in new regional markets outside of SEA
- Potential for global reach
- Diversification of product lines
Cultural Impact
- Integration into local fashion scenes, including luxury fashion
- Influence on collector culture, including more cross-collaborations
- Evolution of luxury toy market
Brand Development
- New collaborations and partnerships with other prominent influencers, designers and artists
- Product line expansions for more Labubu merchandise
- Digital presence enhancement, including Labubu games or metaverse

Key Takeaways

The Labubu phenomenon demonstrates how a well-designed product, combined with strategic marketing and cultural relevance, can transcend its original purpose to become a cultural touchstone, if it addresses a customer’s emotive need or desire. Not just that, when the opportunity strikes, as in the case of the organic endorsement by BLACKPINK's Lisa, the brand cleverly capitalizes on that burst of fame to quickly take the market by storm.

Its success offers valuable insights for brands looking to create similar impact:

Authenticity in design matters
Celebrity endorsements can catalyze growth and often, organic endorsements are becoming even more powerful than paid ones
Local market adaptation is crucial (e.g. merlion Labubu)
Community building drives sustained engagement
Scarcity can create value due to FOMO when managed and timed properly

As the collectible market and social media landscape continues to evolve, Labubu stands as a testament to the power of combining artistic vision with strategic market development, powered by clever use of social. Its journey from a simple toy to a cultural phenomenon provides a fascinating case study in modern brand building and consumer behavior.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

[1] https://www.tatlerasia.com/lifestyle/entertainment/the-rise-of-labubu-plush-toy-trend

[2] https://www.thestar.com.my/news/nation/2024/10/21/labubu-doll-craze-drives-enthusiasts-to-spend-thousands

[3] https://says.com/my/lifestyle/what-is-labubu

[4] https://www.prestigeonline.com/th/lifestyle/art-plus-design/what-is-labubu-faq-where-to-buy-origins-price-kasing-lung-lalisa-manobal/

[5] https://cnalifestyle.channelnewsasia.com/trending/things-know-about-labubu-pop-mart-409246

[6] https://www.tatlerasia.com/lifestyle/entertainment/celebrities-labubu-collection

[7] https://www.reddit.com/r/askSingapore/comments/1ftj7mt/whats_with_the_labubu_craze/

[8] https://novelship.com/news/8-fun-facts-about-labubu-the-toy-that-stole-hearts-worldwide/

[9] https://kr-asia.com/southeast-asia-is-the-next-playground-for-trendy-toys-and-brands-are-cashing-in

[10] https://e.vnexpress.net/news/business/companies/vietnamese-spend-big-on-limited-art-toy-labubu-4779257.html

Jaslyin Qiyu 6/28/24 Jaslyin Qiyu 6/28/24

Are You Selling a Product or a Solution?

Brand purpose and value creation are two things that go hand in hand for a successful and sustainable business. A business does not sustain for long, based purely on the sole purpose of making money, instead of solving problems.

The former can capture a market quickly in the short term to capitalize on a specific trend or lowballing the competition with an attractive pricing or promotional incentive, but the latter will help the business with real customer value creation.

This is easier said than done of course, similar to carving out your brand purpose and why customers should care about you. Actually, they don’t and they don’t have to. They care about themselves and the value you bring to them, which in turn is also why your brand purpose is relevant to their needs and/or wants.

Many brands simply talk too much about themselves and how good they are. This is passe and no one cares, really. Your customers want to know why you are good for them. Period.

Many brands are also simply selling a product and it’s obvious when they just call out the product’s features but not their intrinsic benefits for their customers and how it solves their problems.

E.g. - if you are a tire company:

if you’re selling a product, you might say things like - we sell tires for your cars. Our tires are made of quality rubber made to last. Buy now for xx% discount for a limited time period.
If you’re selling a solution, you might say things like - we are the reason mummy and daddy can drive home safe during wet weather or we can save you up to xx% in annual cost since our wheels are made to last.

The above is just a generic example with the second point highlighting potential customer pain points around:

concerns with road safety and enhanced protection against wet weather road conditions where cars are more likely to skid and get into accidents
concerns with costs in maintaining their cars and saving them the hassle of having to swap out their tires too often

There could be more pain points thus it’s critical to first understand the problem you are trying to solve for on behalf of your target customers. Selling a product means they are solving your problem instead by lining your coffers but you are simply enticing them for the short term to get a quick purchase. It doesn’t always work for the discerning customer and your competition can easily out-do you with a better discount.

When you move on to think about value creation and solution selling, it changes the narrative and you become 100% focused on addressing your customers’ needs. You start thinking broader as well what else you can add to your slew of products and services that can more holistically address their pain points.

It’s not as simply as bundling a bunch of products and calling it a fancy name as that is ultimately still product pushing; worse, it’s pushing a bunch of products now that might not even be what they want or need.

It involves insights from customers and non customers. It includes consumer trends, their purchasing behaviour, feedback and proactive research to really tease out useful insights. It’s not a bunch of your internal stakeholders sitting down and narrating what they think. It requires empathy as well as a genuine interest in consumer behaviour.

So, are you selling a product or a solution?

About the Author

Mad About Marketing Consulting

Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Jaslyin Qiyu 3/15/24 Jaslyin Qiyu 3/15/24

Companies - Stop Launching Mediocre Products, Please.

Just as marketing is sometimes guilty of not going deep enough into the hoods of the true value proposition of what they are promoting on behalf of the company, business is just as guilty of launching mediocre products.

What is considered as a mediocre product? Is there such a thing as a bad product if it can sell?

In my experience, a mediocre product is one that is positioned largely on the following:

being first to market as its pure competitive advantage and nothing else
offering an incentive or price based positioning that can be easily displaced by its competitor who is willing to go lower or offer better
not making a real effort to tailor the products/services based on the needs of your target customers. Instead, you rely on marketing to position it and pretend that it is tailored for their needs when in fact, it is just a generic product/service that is catered for everyone

Based on above, it is telling that if a company focuses purely on quick wins and conversions, they are not looking to build a sustainable solution based product that addresses their customers’ actual needs. They are in it purely to make a quick buck from willing customers and what they usually end up with is a bunch of products/services that they have to keep topping up with more and more incentives/discounts/promotions/fancier taglines or creatives just to outdo their competition. I.e., they realize they don’t really have a truly unique selling point as they didn’t put in enough effort and thinking into developing something that cannot be easily replaced. Such approach will only work if you are the only seller or if the product and service is really hard to develop, thus you are confident most of your competitors are not able to achieve it..

Take for example, if you decide that there is a need currently in the market by for student aftercare services to support working parents who don’t have supportive company policies and flexible working arrangements. If you are offering a mediocre service, you will simply offer say - Free aftercare service for the first 3 months of signing up and 30% off if you sign up now for the next 3 months.

If you want to look at a more sustainable approach to avoid situations where a competitor offers say free aftercare for the first 4 months and 40% off if you sign up now, you will make an effort to find out more the other pain points associated with working parents and their children and try to bundle it into a more holistic “working parents aftercare services package” centered around - aftercare services, guided special out of school curriculum based on their children’s interests, customizable late afternoon snack option to cater for dietary preferences, access to resources for working parents and their children to adjust to such situations etc. Of these, some might be easily replicated but some like the out of school curriculum is not, as that’s unique to your company’s methodology and pedagogy.

It might take more effort and cost more but at least you won’t be caught in a pricing and promotional warfare with your competitors by tapping on your true strengths and unique capabilities. You might even be able to charge more or give less of a discount as you are selling the whole solution that addresses their pain points instead of a single, purely price/discount as-a-value based service/product that is more like a band aid that can be easily torn off and replaced.

The above is just a simple example of looking at why as marketers, we should pride ourselves as being valued business partners to bring the perspective of the customer to the table. Don’t be afraid to ask them hard questions, putting on the customer’s lens to ensure the outcome is a sustainable one, unless it’s part of the strategy to build something that is more seasonal or once-off to capitalize on a specific consumer trend.

About the Author

Mad About Marketing Consulting

Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

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