This infographic shows how spending on advertising on social networks is growing at a phenomenal pace. Whilst this is an area that any brand should be looking in to, it is important to understand that consumer behaviour in these environments is very different and the approach to content must take this into account. A recent … Continue reading »
Filed under advertising …
Stop advertising and start branding
Are you happy with your branding activities? Or do you find the money you spend does little to build your brand? 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 … Continue reading »
Stop giving creative advertising agencies responsibility for your brand
This article is worth reading, especially this paragraph, “You’ll find many ‘marketers’ pushing their social and interactive expertise with little true marketing experience in their backgrounds. This results in tactically driven campaigns that do not support a company brand promise or any kind of overarching strategy. It’s talking for the sake of having a mouth … Continue reading »
Building a country brand requires more than just a well executed advertising campaign
If you are responsible for a country or destination brand, read on. As cheap air travel and the package tour (as well as the devaluation of the Spanish Peseta and the abolition of currency controls in the UK) helped jump start international travel in the 1960s, 1970s and 1980s, the world was still a fairly … Continue reading »
Dove commercial raises a laugh but will it increase sales of the brand?
Every now and then a television commercial appears that brings a smile to the viewers face. And Unilever brand Dove tends to make us laugh more than many other brands. Their new commercial, created for the Brazil market is creating a bit of a stir . It features a conversation between two men in an … Continue reading »
Cross platform marketing to build a brand
It is accepted now that consumers are paying less attention to traditional media. Although the TV or the radio may be on, it doesn’t mean they are viewed or heard. And with the proliferation of ads and trailers, more consumers are reaching for other screens during a break in programming. But marketers still insist on … Continue reading »
Good consumer generated content will build destination brands better than any corporate commercials
It’s well documented how numerous companies waste huge amounts of money on ineffective advertising. Generally the advertising is ineffective because it is poorly written, isn’t tested or has been developed to appeal to as many vastly different segments as possible. This is especially true of country brands. If I had £1 for every ‘me too’ … Continue reading »
All the XLVIII Superbowl ads in one place
As the XLVIII Superbowl kicks off in New Orleans, attention turns to the numerous (some would say infuriatingly repetitive) commercials that can cost up to US$4 million (RM12 million) for a thirty second slot – that’s just for the airtime, not the production and other costs. I’ve had a look at this year’s ads and … Continue reading »
Sabah criticised for low growth in tourist arrivals, is it justified?
One of the less mainstream online newspapers carried a scathing attack on Sabah Tourism Board today. You can read the article here The paper carried extensive comments from a local activist who slammed the State government for recording what he called a ‘paltry’ 1.1% growth in arrivals for 2012 and blames this growth on a … Continue reading »
Consumers have changed, has your marketing strategy?
Doe this sound familiar? You need to spend time creating a position that is driven by the corporation. Once created, the position must be communicate across traditional media (with a nod toward social media, but a nod only) to as many people as possible and hope that some of it sticks. If it doesn’t, create … Continue reading »
