Earlier this month, troubled Malaysian carrier, Malaysia Airlines (MAS) reported a staggering RM2.52 Billion (US$850 million) loss for 2011. Despite the tough economic climate, a number of competitor airlines – British Airways, Singapore Airlines and Cathay Pacific all reported a profitable year. Soon after, Group CEO of MAS Ahmad Jauhari announced that he will implement [...]
Archive for the ‘segmentation’ Category
5 branding tips for Malaysia Airlines to save its troubled brand
Posted in advertising, Airlines, asia, branding, brands, Malaysia, marketing, positioning, Retention, segmentation, tagged advertising not enough to save MAS, Malaysia airlines trouble, MAS appoints Ogilvy, MAS new marketing, MAS records huge losses on 09/03/2012 | 1 Comment »
ASTRO makes a small but significant branding blunder
Posted in advertising, branding, customers, Malaysia, Retention, segmentation, tagged Astro mistakes, Astro rugby, brand astro, Malaysia rugby tv, rugby on tv malaysia on 10/02/2012 | 4 Comments »
Rugby is an increasingly popular sport just about everywhere. According to a recent Mastercard report, the overall global growth in the sport is estimated at 15% per year. The main rugby event is the rugby world cup which is held every four years. The first rugby world cup was held in 1987 and attracted a [...]
The top 1,000 brands in Asia – so what!
Posted in accountability, advertising, asia, awareness, branding, brands, Malaysia, research, segmentation, Thailand, trust, tagged advertising, asia top 1000 brands, Asia's top brands, branding, brands, emotional, experience, Marcus Osborne, research branding, Sony, Sony number one brand, top brands Asia, trust brands on 05/07/2011 | 2 Comments »
Following the completion of a research project carried out in conjunction with TNS, the Asia Pacific edition of the globally respected marketing magazine, Campaign Asia has named Sony as the top brand in Asia. According to the study the top 4 positions all went to power house North Asian brands – Sony retained its position [...]
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 [...]
Advertising campaigns need to be integrated across the organisation
Posted in advertising, billboards, branding, brands, customers, luxury branding, Malaysia, marketing, measurement, positioning, segmentation, tagged advertising, Audi, audi r8 v10, automotive, BMW, branding, brands, effective outdoor advertising, Malaysia, organisational excellence, positioning on 19/01/2011 | 1 Comment »
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 [...]
Why are you still using positioning to build a brand?
Posted in advertising, billboards, branding, brands, customers, Malaysia, positioning, Retention, segmentation, tagged advertising, branding, brands, mass media, positioing is outdated, positioning on 17/01/2011 | 8 Comments »
Back in the late 1960s, Al Ries and Jack Trout published their first article on positioning. But the term didn’t really become advertising jargon until the articles entitled “The Positioning Era”, were published in Advertising Age in the early 1970’s. You can read the original articles here There are numerous definitions of what positioning is [...]
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, [...]
How to build a brand in Asia today
Posted in advertising, asia, awareness, billboards, branding, brands, customers, Malaysia, positioning, segmentation, tagged advertising, branding, brands, emotional, experience, experiential, positioning, value on 22/10/2010 | Leave a Comment »
Building brands has evolved from the one dimensional, top down era where the company controlled the relationship and essentially managed that relationship using broadcasts across mass media such as TV, Out of Home, print and radio with messages and content created to tell you what the company wanted you to know into the bottom up, [...]
Asian companies need to stop following the herd
Posted in advertising, asia, branding, profitability, Retention, segmentation, tagged advertising, asia, branding, brands, marketing, positioning, Retention on 06/04/2010 | Leave a Comment »
I’ve said it before, but I feel the need to say it again, according to Ernst & Young, up to 90% of products fail to become brands, despite US$1.5 trillion spent on marketing every year. Despite massive marketing budgets, global brands with extensive reach and high brand recall, numerous brands have died a painful and [...]
Singapore Airlines Suites, branding blunder or recession victim?
Posted in advertising, Airlines, asia, customers, luxury branding, Malaysia, positioning, segmentation, tagged advertising, airline, branding, brands, economic, emotional, experience, experiential, fusionbrand, Malaysia, Marcus Osborne, positioning, singapore airlines on 15/01/2010 | 1 Comment »
There have been numerous branding blunders and you can read about some of them here but rarely does Singapore Airlines feature. Singapore Airlines (SIA) consistently leads the industry in profitability and manages to ride out turbulent times better than most in its class. It has always been aggressive, acquiring aircraft and expanding its fleet quickly, [...]
