We’re involved in the development of the Asean Social Business Summit to be held in Kuala Lumpur in May 2013. You can read more about the event here and visit the official site here But there is a lot of confusion over what is and what isn’t social business. Social Business refers to enterprise collaboration … Continue reading »
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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 »
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 »
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 »
How Tourism Malaysia should have approached its social media strategy
Twitter, facebook and other social media communities have been buzzing with comments related to the RM1,800,000 (US$600,000) Tourism Malaysia (TM) is spending on Social Media (SM). Here’s a little background on the story. Initially, the deputy minister of tourism was quoted as saying that the RM1,800,000 “covers the cost of hosting various activities on the … Continue reading »
Direct Mail, Email and your brand
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 … Continue reading »
Advertising campaigns need to be integrated across the organisation
Recently I wrote a post about my experiences when I called the number on a billboard selling a luxury automotive brand. You can read the full article here Basically I talked about how I rang this brand after seeing a billboard outside my office. I got through to the receptionist who asked for my number … 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 »
Building brands requires CEOs to understand branding
95% of products fail to become brands, despite over US$1.5 trillion spent on marketing of which about US$500 billion is spent on advertising. And most of that is spent on awareness, reach and other mass market mass economy mass media tactics. Advertising is important and always will be important to brand building but ‘getting your … Continue reading »
Lead generation key to brand building
Many brands in Malaysia believe acquisition is key to brand building and are always trying to speed up the sales process. They focus on trying to close a deal as soon as possible. Qualification doesn’t exist, there is no attempt to build rapport and lay the foundations for a relationship. All that matters is closing … Continue reading »
