Far too many companies, whether Multi National Corporation (MNC) or Small, Medium sized Enterprise (SME) think or are led to believe that the fast track way to branding acceptance is to spend large amounts of money on high quality TV commercials, billboards or print advertising campaigns that showcase their products or services and communicate corporate [...]
Archive for the ‘service’ Category
Successful brand building is determined more by customer experiences than by slick advertising campaigns
Posted in advertising, asia, billboards, branding, brands, buy-in, customers, Malaysia, service, tagged asian customers more discerning than ever, unhappy customers, upset customers will leave, why it pays to keep customers happy on 07/03/2012 | Leave a Comment »
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, [...]
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 [...]
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 [...]
Case study – How a Malaysian Company built its brand from the inside
Posted in advertising, asia, branding, data, data driven branding, Malaysia, sales, segmentation, service, tagged branding, Malaysia, Marcus Osborne, marketing, sales, technology on 05/01/2010 | 4 Comments »
Senior executives at a Malaysian technology related firm were frustrated. Sales growth was not meeting expectations, despite the firm’s 20-plus year track record, strategic partnerships with top international firms, excellent service and high profile advertising campaigns. To boost sales, the firm had explored common alternatives – price cuts and an expensive marketing campaign. But although [...]
Tips for building a retail brand
Posted in asia, branding, customers, luxury branding, Malaysia, sales, service, tagged advertising, experience, retail, sales, service, shopping, tourists, value on 17/12/2009 | 7 Comments »
In terms of service, Christmas shopping this year has been a roller coaster ride from the highs of the interactions in the luxury stores of Pavillion to the lows of the interactions in the wannabe Malaysian fashion store in Mid Valley. And even though approximately 85% of the interactions have left me frustrated, I want [...]
Organisational excellence required to build global Asian brands
Posted in accountability, advertising, asia, awareness, branding, creative driven branding, creativity, customers, data driven branding, Malaysia, marketing, positioning, profitability, research, sales, service, tagged Acer, asia, brands, Coke, Ford, Malaysia, Marlboro, Pan Am, positioning, Sony on 30/11/2009 | 1 Comment »
Not too long ago, the Michigan (U.S.) State Business School reported that every US$1 (RM3.36) invested in marketing earned US$5 (RM16.80). By contrast, for every US$1 (RM3.36) invested in operational excellence, returned revenue was US$60 (RM201.75). Despite such data, the majority of Asian firms have been slow to grasp the importance of everyday operational excellence [...]
Developing a sales culture is key to brand building – part 1
Posted in branding, customers, data, Malaysia, marketing, measurement, profitability, sales, segmentation, service on 27/08/2009 | 2 Comments »
Malaysian economy is moving into unknown waters. Competition, from both local and international organizations is at an all time high
