Sadly, too many firms believe, or are led to believe that the way to build a brand is through advertising or, more specifically a series of advertising campaigns that are ever more creative, cutting edge, out of the box, off the wall or any other cool catch phrase your agency cares to throw at you. [...]
Archive for the ‘accountability’ Category
Isn’t it time you valued – not measured — customer satisfaction?
Posted in accountability, branding, brands, customers, measurement, tagged brand strategy, branding, brands, measure customer satisfaction, measure value not satisfaction, smart branding, value on 01/11/2011 | Leave a Comment »
Recently I’ve met a couple of companies who couldn’t explain why they implemented a customer satisfaction survey and how they used the results! I hope this is the exception, not the rule. If you’ve carried out a customer satisfaction survey, you probably did it because you want to deliver great customer service and believe the [...]
A definition of branding that will help you to build a global brand
Posted in accountability, branding, brands, buy-in, customers, Malaysia, marketing, sales, tagged banking, brand strategy, Datuk Seri Abdul Wahib Omar, definition of brand, emotional, experience, experiential branding, Maybank CEO, Maybank rebranding, Najib Razak, operational excellence, rebranding asian banks, rebranding exercise, Retention, what is a brand on 30/09/2011 | 1 Comment »
This article first appeared in the 30/09/2011 edition of The Malaysian Reserve Over the years, companies have invested phenomenal amounts of money in marketing and advertising activities such as sales calls, direct mail, TV, outdoor, indoor, print and other advertising, brochures, leaflets and more. Indeed, according to Nick Wreden in his book Profit brand, How [...]
The top 1,000 brands in Asia – so what!
Posted in accountability, advertising, asia, awareness, branding, brands, Malaysia, research, segmentation, Thailand, trust, tagged advertising, asia top 1000 brands, Asia's top brands, branding, brands, emotional, experience, Marcus Osborne, research branding, Sony, Sony number one brand, top brands Asia, trust brands on 05/07/2011 | 2 Comments »
Following the completion of a research project carried out in conjunction with TNS, the Asia Pacific edition of the globally respected marketing magazine, Campaign Asia has named Sony as the top brand in Asia. According to the study the top 4 positions all went to power house North Asian brands – Sony retained its position [...]
Should you measure Brand Equity or Customer Equity?
Posted in accountability, advertising, asia, branding, brands, customers, data, Malaysia, measurement, profitability, research, Retention, sales, tagged advertising, air asia, brand equity, branding, brands, customer equity, measure brand equity, measure customer equity on 08/11/2010 | 1 Comment »
Malaysian and Asian firms can save themselves a lot of effort and resources by focussing on customer equity as they attempt to build brands. It’s almost 20 years since the launch of the landmark book “Managing Brand Equity: Capitalizing on the Value of a Brand Name” by David Aaker. David Aaker name may not be [...]
A solid brand is built from the inside out
Posted in accountability, advertising, asia, branding, brands, customers, profitability, tagged advertising, branding, brands, fusionbrand, Marcus Osborne, nation branding, Retention on 21/09/2010 | 2 Comments »
The chances are that you have discussed branding, what it is and whether it is important. You’ve probably agreed to ‘look into it’ and assigned someone from marketing to research brand consultants. Marketing will probably google something like ‘brand consultants’ or ‘how to build a brand’ or ask friends or associates if they can recommend [...]
Building brands requires CEOs to understand branding
Posted in accountability, asia, awareness, billboards, branding, Malaysia, measurement, tagged advertising, branding, brands, fusionbrand, Marcus Osborne on 17/08/2010 | Leave a Comment »
95% of products fail to become brands, despite over US$1.5 trillion spent on marketing of which about US$500 billion is spent on advertising. And most of that is spent on awareness, reach and other mass market mass economy mass media tactics. Advertising is important and always will be important to brand building but ‘getting your [...]
Lead generation key to brand building
Posted in accountability, branding, brands, customers, measurement, profitability, tagged branding, brands, fusionbrand, Malaysia, nation branding, sales on 19/07/2010 | Leave a Comment »
Many brands in Malaysia believe acquisition is key to brand building and are always trying to speed up the sales process. They focus on trying to close a deal as soon as possible. Qualification doesn’t exist, there is no attempt to build rapport and lay the foundations for a relationship. All that matters is closing [...]
