Humanising your brand on social media

Just about every survey I read suggests social media marketing will take a larger piece of marketing budgets over the next 5 years. One recent survey suggested social media spending will increase 144% over current levels by 2019. But few companies in SE Asia really know how to use Social Media, especially when it comes … Continue reading

Customer loyalty builds brands

One of my favourite branding blogs is truly deeply from Australia and I recommend it to anyone even if you are not based in Australia. This morning the author David Ansett Tweeted a link to a post from last year called customer loyalty, the holy grail for brands. It’s a short, thought provoking post. It … Continue reading

15 things you didn’t know about TripAdvisor

TripAdvisor is 15 years old today. TripAdvisor has been at the heart of the revolution in destination branding and is responsible for changing the culture of travel and the travel related decision making process. It has ripped up the hospitality industry manual and forced the industry to focus on delivering value to customers rather than … Continue reading

Rebranding Malaysia Airlines starts here

It has been scientifically proven that almost everyone remembers negative events more clearly than positive ones. Apparently it is something to do with spending more time processing negative information more thoroughly than positive information. This probably explains why most of the mass media and consumer generated content about Malaysia Airlines is negative. Of course its … Continue reading

I hate Thailand

Tourism accounts for about 10% of the Thai economy, employs hundreds of thousands of people and generates as much as US$65 billion in foreign currency. But the ongoing political crisis that saw the military junta’s National Council for Peace and Order (NCPO) take power and the brutal murder of two British tourists in Phuket has … Continue reading

Brands have a responsibility to tell consumers the truth about their products

Numerous papers have been written on the influence of advertising in developing countries. Most of the papers suggest that historically advertising influences consumers more in the developing world than it does in developed countries. This probably stems from a ‘traditional suspicion towards the ‘middleman’ as opposed to a belief that manufacturing or production is more … Continue reading

Can a cynical Christmas TV commercial save a luxury brand?

Luxury brands are beginning to feel the effects of slowing economic growth in Asia, political protests in Thailand and Hong Kong, political confrontation in Russia and Ukraine, political instability in the Middle East and the threat of Ebola. Demand from Asia for luxury goods, especially expensive bags and other leather products appears to be on … Continue reading

Working with the police to build a brand

Few people know that just about everything we buy is owned by 10 jumbo companies such as Kraft, P&G, Nestle and Unilever. Last year Unilever spent more than US$10 billion (that’s about the same as the GDP of Iceland) on advertising and still managed to see a drop in sales of around 3%. Unilever is … Continue reading

‘Sexist’ safety video helps build airline brand

A few airlines have started thinking out of the box when developing their brands. Over the last couple of years Virgin and Air New Zealand have gained a reputation for creating innovative safety videos that go viral and build positive brand reputation. You can see some of the videos in this earlier blog post. Combined, … Continue reading

Do Nation or City Brand rankings offer any real value?

Florian Kaefer who owns the excellent Place Brand Observer Blog drew my attention to a cracking Blog post written by Eduardo Oliviera on the Place Brands Blog. In his post, Eduardo writes extensively on the number of country and city brand indexes and barometers as well as newspaper ‘best place to be’ and ‘best place … Continue reading

How Malaysia Airlines can rebuild its troubled Brand

Malaysia Airlines (MAS) embarked on a massive restructuring plan towards the end of 2011 with the goal being to reduce costs and return to full year profitability in 2013. At the same time, the airline reported a staggering RM2.52 Billion (US$850 million) loss for 2011. MAS didn’t realise its stated goal because in late February … Continue reading

How to get the competition to advertise your brand

DHL understands better than most that a traditional advertising campaign is expensive and ineffective. But it still wanted to market itself, especially in the face of more efficient and effective competition. So the firm decided to trick its competitors into advertising DHL across a city in the US. DHL sent packages via competitors such as … Continue reading

5 Global Brands that will fail in 2014

5 Global Brands that will fail in 2014

Business today is brutally competitive. Many brands that have done the hard graft to get to the top of their industry, fail to stay there. It used to be that if you made it to the top you were sitting pretty. Not anymore, getting to the top is the easy part. Staying there is now … Continue reading

A round up of the top Christmas ads from the UK

In the UK, the Christmas advertising season has begun and all the major retailers have pushed the creative envelope in an attempt to create both memorable and effective above the line advertising that will increase awareness, drive visitors to stores and improve sales at the most competitive time of the year for retailers. In November … Continue reading

Is this the scariest tyre commercial of all time?

This Japanese commercial for tyre manufacturer Autoway comes with a health warning that recommends those with a heart condition, physical or mental problems or those who visit their doctor on a regular basis should not watch it. It’s a clever if rather radical attempt to sell tyres. I’ve written about ‘shock and awe’ advertising here. … Continue reading

Endless possibilities have ceased to be endless

It’s official, the new tagline that was supposed to launch the Malaysia Nation Brand will not now be used. The official launch for “Endless Possibilities” was supposed to be yesterday however it was cancelled. You can read more about the cancellation here. My sources tell me that McKinsey, Futurebrand, Leo Burnett, McCann Erickson and O&M … Continue reading

How to develop a measurable content marketing plan

As the corporate driven creative message is assigned to the advertising graveyard, and content becomes the key tool to engage consumers the ability to use content to build a story around your brand is more important than ever before. If you know and understand your customers and are able to create content that resonates with … Continue reading

Back to the drawing board for Brand Malaysia

Word reaches me from reliable sources that “Endless possibilities” the Nation Brand tagline chosen for Malaysia and scheduled for an official launch on 17th September will not now be used. The tagline was panned from the outset, primarily because it was used by Mongolia and Israel. Trying to communicate a Nation brand promise in a … Continue reading