Want your brand to be successful in China? It’s essential to read this story of the Hua Brothers and their approach to branding.
Super Signs is the first publication by China’s leading branding and strategy consultants, the HUA brothers. The book helps you understand the fundamental processes in creating globally iconic brands. This is achieved by using the power of the five senses, language and symbols, to inspire thoughts and actions from your employees, look no further. The Hua Brothers, Sam and Nan, speak out for the first time on the secret to their infamous ‘H&H methods’.
Super Signs is out now!
There is a form of creativity so powerful that it only takes one look, one listen, for millions of consumers to remember it, like it and buy it, and tell others about it. These are the so-called super signs – the brands that are embedded in human culture and which are hidden deep in our subconsciousness.
This book takes a fresh approach to branding and explores how to turn brands into super signs in today’s competitive world. Supersigns are the most effective and powerful means of influencing consumer’s actions. From a branding point of view, super signs are the ultimate level that your brand can reach. A level where the brand triggers an instinctive reaction in thought and action from the consumer. This is the first publication on the ‘H&H methods’ which have created numerous marketing miracles in the Chinese market and helped many enterprises achieve compelling leapfrog development.
About the authors
Sam Hua and Nan Hua are the founders of HUA&HUA, China’s leading branding and strategy consultancies.
Sam Hua is board chairman and founding partner of Shanghai H&H Marketing Consulting Co., Ltd. Well-known expert in creating strategic marketing and Chief brand adviser of National Real Estate Manager Alliance. He has been dedicated to marketing strategies and creative marketing services for nearly 20 years. He established the first systematic marketing methodology – “H&H Methodology” – in the domestic marketing circle.
Nan Hua is the founding partner of Shanghai H&H Marketing Consulting Co., Ltd. He is also the board chairman of Dook Media Group Ltd. and co-producer of movies such as So Young.
Praise for Super Signs
Chiang Jeongwen, Ph.D, Professor of Marketing at China Europe International Business School
When I received the manuscript of this book, I took a quick look at the table of contents and I was immediately impressed. I could not resist reading it, and once I started I could not stop. The end of the book left me wanting even more, and I was inspired to write a little about what I read, to share my thoughts and discuss them with readers and our colleagues in the business.
There has been no lack of bestselling books discussing marketing and branding, either in China or abroad. In recent years, marketing and brand management has become a hot topic. So many books claim to be the source of all the answers for readers and practitioners who are hungry for knowledge and insight. But behind the hype of these books, there always seems to be something missing – something that the reader can really put into practice. I’ve taught marketing for many years ina business school, and I see a real desire for a practical approach to brand marketing among my students.
This is the biggest difference between this book and other bestsellers and textbooks on marketing. First, its language and ideas are simple and easy to understand. Its advice is direct and actionable. The authors have spent over a decade doing marketing consultancy, and their experience can be clearly seen.
The book contains a clear analysis of the consumer’s multifaceted role as both the starting point and ultimate objective of marketing. The analysis is both insightful and well-founded. I particularly like one passage: “Never count on your customers being loyal to you. You need to be loyal to your customers. Customers have no obligation to be loyal to you. Your entire responsibility is to be loyal to the customer.” Just think about how Nokia once had a loyal base of customers who were always willing to buy their products, and yet now they are no longer part of the mobile phone market. This is a warning that we particularly need to remember.
In the chapter on brand strategies, the authors have described and reinforced Hua and Hua’s real-world experiences from top-level design to practical implementation, taking the reader through numerous innovative case studies and the wisdom of their solution: when signs and language are taken to the ultimate level, they become super signs and super language.
As the Chinese economy has continued to develop and new and innovative methods for interactive marketing, such as social media have emerged, companies and marketers now have even more tools at their disposal. If these tools are used well, then the company can even more effectively put their products and brands into the best position in customers’ minds. But one thing we cannot forget is that the fundamental rules of marketing and appealing to the customer have never changed -= how do you rapidly make customers aware of you, and persuade them to buy your product? Every company is looking to lower the cost of gaining customer awareness and persuading customers to action. Every company is looking for more effective and efficient ways to invest its resources into raising awareness. Hua and Hua’s super sign approach is focused on using creativity to lower the cost of marketing and directly trigger customer behaviour.
This book is highly Chinese in its characteristics, with some classic cases of how to engage with the local market here. Yet at the same time, it has a clear international perspective and its methods are universal.
This book was clearly not written to win applause or admiration as a best seller; it was written to guide readers to think deeply and the author’s unique perspectives on management deserve praise. If we can all be more open-minded in our values, we can create a ‘platform ecosystem’ that can truly drive industry growth and increase the general level of marketing knowledge in China.
After you read this book, try asking yourself: What is your brand’s super sign?
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