Bloom Consulting has just published the 2012 Bloom Consulting Country Brand Ranking which classifies countries based on the effectiveness of their country brand strategies and the impact this has on GDP. In an email to me the Ranking was explained as having a different methodology to other indexes such as the Futurebrand or Simon Anholt … Continue reading »
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Direct marketing and your brand
More and more companies are moving toward a direct to consumer sales model. There are a number of reasons for this and it can be a tricky process to implement without upsetting the existing distribution ecosystem but let’s not go there for now. But this move will see an increase in Direct Marketing. Direct Marketing … Continue reading »
It’s getting easier to advertise luxury brands
Newsweek’s announcement that it will transition to an all digital format in 2013 is hardly a surprise. Such global magazines are increasingly expensive to produce and in a niche world, less relevant. But the bigger impact will come in the way advertisers communicate with consumers. According to research carried out by comScore, more tablet users … Continue reading »
IS YOUR INTERNET STRATEGY WORKING FOR OR AGAINST YOUR BRAND?
I’ve heard a lot of good things about the Naumi hotel in Singapore and as I’m travelling down south, I thought it would be a good opportunity to try the place. Sadly when I attempted to book online, the hotel was full. The next day I was reading an online newspaper and noticed an ad … Continue reading »
Despite falling sales, Volvo still trying to use advertising to build its brand
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. … Continue reading »
Isn’t it time you valued – not measured — customer satisfaction?
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 … Continue reading »
A definition of branding that will help you to build a global brand
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 … Continue reading »
BRAND AUDITS: Key for consistency and integration
How effective are your branding activities? Are they aligned for the future? Unfortunately, most branding initiatives revolve around a creative campaign developed by an advertising agency. Depending on budget, the creative campaign will be implemented with a one-size-fits-all message communicated to all and sundry and across multiple mass media platforms for as long as budget … Continue reading »
The top 1,000 brands in Asia – so what!
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 … Continue reading »
Should you measure Brand Equity or Customer Equity?
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 … Continue reading »
