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 [...]
Archive for the ‘creative driven branding’ Category
How important is a logo in the destination branding process?
Posted in advertising, asia, branding, city branding, creative driven branding, destination branding, logo, Malaysia, Philippines Department of Tourism, tagged branding malaysia, branding maldives, branding philippines, branding phuket, branding poland, destination branding logo, malaysia logo, maldives logo, phuket logo, poland logo on 20/03/2012 | Leave a Comment »
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 [...]
First rule of auto advertising – keep it real!
Posted in advertising, awareness, branding, creative driven branding, tagged advertising, misrepresentation in advertising, nation branding, outrageous advertising claims, positioning, volvo advertising, volvo malaysia, volvo naughty campaign on 20/09/2011 | Leave a Comment »
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 [...]
Brand communications is no longer about broadcasting a company position across multiple mass communication platforms.
Posted in advertising, branding, brands, buy-in, creative driven branding, customers, data, data driven branding, Malaysia, positioning, Retention, segmentation, trust, tagged advertising, branding, brands, building brands in asia, developing communications strategy, digital advertising brands, emotional, experience, experiential branding, Marcus Osborne, marketing, positioning, positioning brands today, stop advertising on 31/03/2011 | 1 Comment »
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 [...]
Philippines “brand strategy” disaster
Posted in branding, brands, creative driven branding, destination branding, positioning, tagged branding, brands, destination branding, Marcus Osborne, nation branding, Philippines brand strategy, Philippines Department of Tourism, Philippines logo, positioning on 22/11/2010 | 3 Comments »
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 [...]
Creative campaign not the solution to smoking issues in Singapore
Posted in accountability, advertising, asia, brand plan, creative driven branding, creativity, Singapore, tagged advertising, branding, ogilvy, ogilvy singapore, singapore on 16/06/2010 | 3 Comments »
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 [...]
Top tips for successful city branding
Posted in advertising, asia, branding, city branding, creative driven branding, creativity, tagged advertising, branding, brands, destination, Marcus Osborne on 08/06/2010 | Leave a Comment »
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 [...]
Branding is more than a communications exercise
Posted in advertising, Airlines, creative driven branding, creativity, tagged advertising, Apple, branding, brands, Coke on 25/04/2010 | Leave a Comment »
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 [...]
