10 May 2016
Celebrity Endorsement in Technology Still Requires Innovation to Succeed
Johansson, with her own tech credentials in Her and as the indestructible enigma in Lucy, is a credible weapon in Huawei’s armoury, whose current mobile device market share equates to 7.3% (making it the third largest mobile handset manufacturer behind Samsung and Apple in global shipments). Yet in the West, ask anyone about the brand or how to pronounce it, and it would seem that few have heard or know about the most innovative tech firm to come out of China.
Cleverly, Huawei has not only scored with its choice in celebrities, but also in bringing the brand closer to the psyche of its users. For instance, by partnering with Leica, the German lens and camera manufacture of premium photography devices, they add traditional Western brand credentials to what, in tech terms, is a relative newcomer with ambitious plans. As Richard Yu, CEO, Huawei Business Group, comments, “We believe in cultural technology, born out of people’s curiosity and desire to be creative by changing the way they experience the world around them. With the P9, working with Leica, we have challenged the norm of what was possible in lens technology – a game-changer for smartphone photography.”
In comparison to other brands, its challenges are huge: How do you engage with an audience who has likely never heard of your brand? Leica, Scarlett, and Henry are good starts to carving out positioning to a wide audience and extending the brand appeal through these partner choices, but it’s the look, feel, and ability of the product that ultimately wins through.