Brands in Hong Kong – Start Making People Feel

“It’s more than advertising. It’s a form of entertainment. I think that advertising has realised after 30 years that it must shift back to entertainment and stop treating their customers like demographics.”
— Ridley Scott

Everybody in branding and marketing has something to learn from Ridley Scott. He’s a master of emotion, storytelling, and scale, and his words are a timely reminder: brands aren’t just competing for attention; they’re competing for feeling. It’s not about selling, it’s about resonating.

In the fast-evolving landscape of brand building, especially in a vibrant city like Hong Kong, it’s time we shift our approach.

Too often, brands continue to treat consumers as data points or segmented demographics. But people aren’t spreadsheets, they’re audiences. And audiences crave more than just a product or service. They want connection, aspiration, and a sense of belonging. They want to feel something.

Hong Kong is a city that thrives on this energy. It’s not just a commercial hub; it’s a cultural amplifier. As Asia's World City, it doesn’t simply deliver products or experiences; it stirs emotion. The kind that can’t be captured in a photo or a pitch deck. It’s what’s felt, not just seen.

Try describing Hong Kong to someone who’s never been: the skyline, the culture, the energy. Chances are, your words will fall short. Because everyone ends up saying the same thing, “you have to be here to experience it truly”.

That’s the benchmark.

As brand builders, creatives, and marketers in Hong Kong, we must meet that standard. We should strive to create brands that don’t only communicate, but resonate. That doesn’t just tell people what they do, but shows people how it feels to be a part of them.

This means rethinking how we approach campaigns and touchpoints, not just as functional tactics, but as opportunities to spark emotional intent, build cultural value, and create unforgettable brand experiences. Done right, the result is a long-lasting impression, one that endures.

Let’s make people feel.