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 »
Filed under creative driven branding …
10 Principles to build the Malaysia Nation Brand
Minister in the Prime Minister’s department, Datuk Seri Idris Jala announced yesterday that the Prime Minister, Datuk Sri Najib Razak has a team in place and they are working full time to create a national brand for Malaysia. Datuk Seri Idris said that the brand would involve Malaysian perspectives on national policy as well as … Continue reading »
How important is a logo in the destination branding process?
Findings from a number of empirical studies carried out at various times over the past twenty or so years would suggest that a destination logo is an important element of the destination identity and should match the destinations they represent. Other research would suggest the design of a logo is critical to the success of … Continue reading »
First rule of auto advertising – keep it real!
We are carpet bombed with messages from the moment we wake up till the moment we go to sleep. Little wonder then that studies show we are increasingly oblivious to these messages. As a result advertising agencies are increasingly hard pressed to cut through all the clutter and make us look, listen and absorb. To … Continue reading »
Brand communications is no longer about broadcasting a company position across multiple mass communication platforms.
In today’s always on world, an important part of any brand strategy is the communications strategy but if Asian brands are going to be taken seriously, Asian CEOs must understand that times have changed and that we are living in a new world order. And in that new world order, the success of a brand … Continue reading »
In a social media world, should an advertising agency be responsible for your brand?
CEOs need to accept that in a crowded, dynamic, mobile market place, their brand is too important for a traditional approach to marketing. It is time to stop wasting funds on one off campaigns that are not even noticed, let alone remembered. If you advertise in a daily newspaper or on TV, ask yourself which … Continue reading »
Philippines “brand strategy” disaster
The three most common mistakes companies make when embarking on a branding exercise are 1) They carry out the wrong research or research the wrong things 2) They believe it is a creative driven exercise 3) They begin the project with a creative driven communications campaign The Philippines Department of Tourism has managed to get … Continue reading »
Creative campaign not the solution to smoking issues in Singapore
As with many issues, Singapore has a zero tolerance approach to smoking and in particular, teen smoking. Get caught selling cigarettes to minors and you face a fine of over US$6,000. Anyone under the age of 18 caught carrying cigarettes, carrying not smoking, and it is an automatic fine of US$30. Get caught again and … Continue reading »
Top tips for successful city branding
I know I’ve said this before and I am probably beginning to sound like a broken record but advertising agencies do advertising. And advertising is a tactical initiative driven, on the whole by creativity. Using advertising across one or more channels is a series of tactical initiatives known as a campaign. It is not a … Continue reading »
Branding is more than a communications exercise
The most common definition of a brand that I hear is: “A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific good (product), service, or business” This comes from the respected American Marketing Association. The problem is that this definition belongs to an era of limited … Continue reading »
