There are lots of differing views on the use of celebrities to sell brands but if you have the money, it makes sense to explore this option. But tread carefully because celebrities after all are human and humans get injured or worse, make mistakes – think Tiger Woods, who was unceremoniously dumped by Tag Heur, [...]
Archive for the ‘sales’ Category
Should you use celebrities to promote your brand?
Posted in branding, brands, Retention, sales, tagged celebrity endorsements, david beckham adidas, increased, nike tiger woods, sales, victoria beckham socks on 11/10/2011 | Leave a Comment »
A definition of branding that will help you to build a global brand
Posted in accountability, branding, brands, buy-in, customers, Malaysia, marketing, sales, tagged banking, brand strategy, Datuk Seri Abdul Wahib Omar, definition of brand, emotional, experience, experiential branding, Maybank CEO, Maybank rebranding, Najib Razak, operational excellence, rebranding asian banks, rebranding exercise, Retention, what is a brand on 30/09/2011 | 1 Comment »
This article first appeared in the 30/09/2011 edition of The Malaysian Reserve Over the years, companies have invested phenomenal amounts of money in marketing and advertising activities such as sales calls, direct mail, TV, outdoor, indoor, print and other advertising, brochures, leaflets and more. Indeed, according to Nick Wreden in his book Profit brand, How [...]
Build a brand with the basics
Posted in advertising, awareness, billboards, branding, luxury branding, outdoor, Retention, sales, segmentation, service, tagged advertising, Audi, Audi R8, automotive, automotive brands, BMW X5, branding, branding cars, luxury, Malaysia, Retention on 09/01/2011 | 7 Comments »
Right near my office at Phileo Damansara in Petaling Jaya, a luxury German auto manufacturer has two billboards advertising its top of the range luxury autos. One is a saloon and the other is an SUV. I like this particular SUV so much that if I was still putting posters up on my bedroom wall, [...]
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 [...]
Asia is the darling of luxury brands
Posted in asia, branding, brands, luxury branding, retail branding, sales, tagged air asia, branding, brands, luxury, retail, shopping on 28/07/2010 | Leave a Comment »
As the effects of government stimuli wear off and with the global economy heading towards a double dip recession that will impact the traditionally wealthy economies of Europe, the US and Japan more than most, luxury brands have been looking to Asia for salvation. And they’ve probably found it. Despite the recession, the consultants, Bain [...]
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 [...]
Even iconic brands need to do the basics
Posted in branding, brands, customers, Malaysia, profitability, qualify customers, sales, service, Uncategorized, tagged branding, brands, experience, retail, sales, shopping on 13/07/2010 | Leave a Comment »
Since the first iMac came out back in the 1990′s, I have been a loyal mac user. I’m now on my third generation of iMacs, and currently have 7 macs in my office as well as 2 iPhones. At home my family uses 3 mac laptops, 1 iMac, 3 iPods and 2 iPod touch. We [...]
3 words that can ruin your brand in Malaysia and Singapore
Posted in branding, brands, customers, Malaysia, sales, service, Singapore, tagged branding, brands, experience, Malaysia, marketing, retail, sales, shopping, value on 28/04/2010 | Leave a Comment »
If you are in Malaysia or Singapore and you sell stuff to customers, there is one phrase that can ruin your brand. “No stock Lah.” Is repeated time again by poorly trained and disinterested staff. This seemingly innocuous phrase should be banned in your organization. While we’re at it, you should also ban the obligatory [...]
Don’t expect prospects to build your brand
Posted in asia, branding, brands, customers, Malaysia, sales, tagged branding, brands, sales on 06/04/2010 | Leave a Comment »
Yesterday I saw a video on the new sonos zone player. You can find the video on the site here but to brief you it is a cool looking internet radio and itunes player controlled by your iPhone that allows you to play music in all your rooms. Pretty cool so watch the video if [...]
A is for Advertising
Posted in advertising, asia, awareness, billboards, branding, brands, creativity, data, Malaysia, sales, service, tagged advertising, asia, branding, brands, Malaysia, marketing, operational excellence, Retention, sales, value on 25/03/2010 | 1 Comment »
This is a good place to start a compendium of branding terms because unfortunately, it is where many companies start their brand building. And that’s a shame, no tragedy because it is an expensive exercise in futility to try and build a brand using advertising alone. Advertising can be traced back to around the late [...]
