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 and, depending on budget will be implemented with a one-size-fits-all message communicated to all and sundry and across multiple mass media platforms. Chances are if it doesn’t work, the [...]
Archive for the ‘data’ Category
Email and your brand, part three
Posted in advertising, branding, customers, data, email, tagged bad email marketing, email mistakes, memory lane email on 21/06/2011 | Leave a Comment »
Sticking with the use of email as a tactic within your brand strategy, I came across this interesting graphic showing when are the best times to send emails. Thanks Chuan Choong for the heads up. But even if you get the timing right and the recipient does actually scan or even read the email, there [...]
Direct Mail, Email and your brand
Posted in branding, brands, data, data driven branding, Direct mail, email, marketing, measurement, profitability, tagged brand strategy, branding, brands, direct mail, email and your brand, email branding, experience, experiential, Malaysia, use email for branding on 24/05/2011 | 2 Comments »
Direct Mail and Email marketing are critical components of any branding strategy for either a business to business or business to consumer brand. And it is a growing business. But the quality of Direct Mail and Email marketing in Malaysia and the mining and management of the databases used is horrendous. If you own a [...]
Effective email campaigns must be part of your brand strategy
Posted in branding, brands, customers, data, email, marketing, technology, tagged advertising, advertising campaigns, brand strategy, branding, branding case study, brands, effective email critical for brands, email branding, email campaign, is email still relevant, malaysia branding case study, takaful malaysia branding exercise, takaful malaysia rebranding, using email to build brands on 29/04/2011 | Leave a Comment »
You’ve probably never heard of unsolicited bulk Email (UBE) or for that matter, unsolicited commercial email (UCE) but you have of course heard of junk mail or spam, the more common moniker. The earliest known spam was a message sent in 1978 and the earliest known commercial spam message was sent in March 1994. This [...]
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 [...]
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 [...]
Branding requires you to get to know your customers
Posted in branding, brands, customers, data, data driven branding, research, Retention, tagged branding, brands, retail, Retention, sales, shopping on 30/09/2010 | 1 Comment »
This is the start of an ad hoc series of personal experiences I have with brands and some recommendations to help improve the experience. Running a small retail business is tough, particularly in today’s climate. It’s even tougher in the competitive retail wine business in a small muslim country with high taxes on alcohol. Key [...]
How to sustain a family retail brand
Posted in asia, brand plan, branding, brands, customers, data, data driven branding, Malaysia, retail branding, sales, tagged branding, brands, experience, fusionbrand, Japan sme, Malaysia, malaysia sme, marketing, nation branding, shopping on 15/07/2010 | Leave a Comment »
The picture below was taken in 1912 in Oxford, UK a city about 60 miles to the North West of London. It features Gill & Co, an ironmongers and a branch of J. Sainsbury, a food store. Gill & Co was established in 1530 during Henry VIII’s reign. At the time it was the first [...]
Australia Unlimited. Genius or Garbage?
Posted in advertising, Australia, branding, brands, buy-in, data, nation branding, positioning, tagged advertising, air asia, Australia, destination, Marcus Osborne, nation branding, one size fits all, positioning on 23/05/2010 | Leave a Comment »
Someone sent me this link about the plans for the Australian government to use a new tagline to sell Australia Inc to the world. I’m sure you guys have lots to say and I welcome your thoughts on the article. To get the ball rolling here are a couple of thought starters. 1) Australia Unlimited [...]
