In a crowded digital market, small and medium-sized enterprises rarely struggle because they have nothing valuable to offer. More often, they struggle because customers do not notice or remember the difference.
On 8 August 2024, Dr Bernie Wong moderated an HKTDC Digital Academy hybrid seminar on online marketing, advertising creativity and brand building for SMEs. Held at Blueprint in Taikoo Place and streamed online, the two-hour Cantonese programme attracted more than 3,300 registrations.
Advertising and brand-building insights for Hong Kong SMEs
The session featured KK Tsang, Founder and CEO of The Bees, and Chung Tsz-shun, Founder of Durian HK. Drawing on advertising and copywriting cases, the speakers explored how SMEs can strengthen visibility without relying on large media budgets.
- How brand positioning creates meaningful differentiation
- Why content marketing must connect creative ideas with customer needs
- Ways to improve exposure when marketing resources are limited
- How established brands can gradually reposition audience perceptions
- What SMEs can learn from campaigns for brands including Durex and Lee Kum Kee
Dr Wong guided the discussion as moderator, connecting the speakers’ agency experience with the practical questions facing SME owners and marketing teams.
Branding is a competitive advantage, not decoration
Digital tools have lowered the barrier to entering many markets. They have also made it easier for competitors to observe and reproduce product features, campaign formats and promotional tactics. In that environment, branding becomes more—not less—important.
A recognisable brand helps customers search for a company by name rather than compare only by category or price. That familiarity can improve trust, repeat purchase and bargaining power. For SMEs, brand building therefore means consistently communicating who the business serves, what it believes and why its offer matters.
Turning creative campaigns into a repeatable marketing system
A memorable campaign can attract attention, but sustainable growth requires a repeatable system. Teams need a clear audience definition, useful content themes, channel roles, an efficient production process and meaningful measures of success.
- Positioning: articulate the customer problem and the brand’s distinctive point of view.
- Story: translate product features into an outcome audiences understand and remember.
- Content: adapt the same strategic idea for social media, video, search and sales conversations.
- Evidence: support claims with cases, demonstrations, testimonials and credible expertise.
- Measurement: track qualified interest and conversion, not only reach.
Marketing training and moderation for business events
Dr Bernie Wong is a Hong Kong digital marketing trainer, keynote speaker and event moderator. He helps organisations turn complex topics in AI, marketing, branding and social media into practical discussions for business audiences.
Explore corporate training in Hong Kong, brand storytelling training, or contact Dr Bernie Wong about a customised programme or event.
Event information
- Date: 8 August 2024
- Time: 3:00–5:00 pm
- Venue: Blueprint, 2/F Dorset House, Taikoo Place, Quarry Bay, Hong Kong
- Format: In-person seminar and online livestream
- Language: Cantonese
- Organiser: HKTDC Digital Academy
- Moderator: Dr Bernie Wong
Frequently asked questions
Who spoke at the HKTDC Digital Academy seminar?
The featured speakers were KK Tsang of The Bees and Chung Tsz-shun of Durian HK. Dr Bernie Wong moderated the discussion.
What topics did the seminar cover?
The programme covered SME advertising ideas, content marketing, brand-building frameworks, low-cost approaches to gaining exposure, campaign cases and audience questions.
References: official HKTDC Digital Academy event page, HKTDC NewsBites recap and event-related LinkedIn posts.
