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There’s a Monkey in us all


Chinese New Year has arrived and this annual festive atmosphere is here to stay! At least, for the next two weeks. We’ve worn our new clothes, we’ve received (or if you’re married, given) ang pows, indulged in steamboats and cookies, played chor tai dee and also firecrackers. But what we will continue to do throughout this festive season, is to catch up with friends and family over a packet of Yeo’s chrysanthemum tea! Unless you’re an adult, then you won’t be needing anything from Yeo’s.

As reunion dinners are the most important activity of the celebration, we’re bound to meet relatives and friends of all sorts of personalities, or should we say, species. Since it’s the Year of the Monkey, we’d like to glorify the many types of monkeys where each of their distinct characteristic ties in with particular brands. Here’s what we came up with:

1.    Gibbons – Loves to sing

Gibbons communicate through singing various songs, where each song lasts about 10 to 30 minutes. Both males and females perform them with the main purpose of announcing presence of the group on a certain territory. In our opinion, the singing competition and reality TV show ‘American Idol’ pretty much fits the monkey’s characteristic, where the contestants display their love for music and performances.

2.    Orang Utan – Humble and gentle

The orangutans are humble and gentle in nature. For the first two years of an infant orangutan’s life, they are completely dependent on their mothers. And we couldn’t think of a better brand than Johnson’s baby, specializing in baby cosmetics and skin care products that possess the quality of gentleness.

3.    Proboscis monkey – Attractive and charming

Proboscis monkeys are also called the monyet belanda (Dutch monkey) and are known for their unusually large nose. The purpose of its large nose is to attract the females in searching for a suitable mate. The same can be said for Axe, a brand of male grooming products where the products are portrayed in their advertisements to help men in attracting women as well as giving geeky men the confidence to dance to get women.

4.    Patas monkey –  Fast and agile

The patas monkey is the world’s fastest primate that can run on the ground at speeds up to 55 km per hour. Their lengthy limbs, hands and feet are what make them fast runners. Similarly in the business world, DHL Express is a company that provides international express mail services.

5.    Howler monkey – Loud and energetic

The howler monkeys are the loudest animals in the New World Monkeys. They’re able to make a call loud enough that it can be heard for a distance of up to 10 miles and use a variety of sounds to communicate with each other. Heavy metal music does just that; it communicates with its audiences through highly amplified distortion, extended guitar solos, emphatic beats, and overall loudness. An example of a heavy metal band would be Metallica.

6.    Capuchin monkey – Intelligent

Capuchins are considered the smartest New World monkeys and their intelligence is shown in their use of tools. The monkeys will use boulders to crack open the fruit to get to the nut inside. And when it comes to intelligence, IBM’s Watson computer is hailed as the world’s smartest computer when it won a Jeopardy match against two human contestants and landed a job at WellPoint health insurance as a consultant recently.

7.    Japanese macaque – Thick and furry

Japanese macaque is also known as Snow Monkey. The macaque’s thick fur allows the monkeys to withstand temperatures as low as -4 degrees Fahrenheit, and they can live at elevations of up to 9600 feet above sea level. For this, we thought North Face would fit the bill, an American outdoor product company specializing in outerwear and outdoor equipment. The rationale behind the brand’s name is said that the north face of a mountain in the northern hemisphere is generally the coldest, iciest and most challenging route to climb.

8.    Gorilla – Huge and strong

The gorillas are known as a symbol of strength since they’re the world’s largest primates. In the corporate world, the gorilla of all companies is currently Alphabet, Google’s parent company with a total market value of 558 billion US Dollars, surpassing the Silicon Valley rival, Apple.

No matter how different or what monkey you are, we’re all still family in the end. Let’s continue to have a Happy Chinese New Year, everyone! Gong Xi Fa Cai!

Which monkey does your brand personify?

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