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Archive for the ‘trust’ Category

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 [...]

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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 [...]

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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 [...]

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As far as I am concerned, Apple is one of the finest brands on the planet. It ticks just about every box for me. Design, product innovation, user interface, image, brand culture, service, communications and so on. But when the iPad launched, I wrote a piece about it and gave 8 reasons why I thought [...]

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A brand is built not on acquisition but on retention. And retention requires a relationship. And a relationship is based primarily on ‘Trust and an ongoing, sustained engagement, on customer terms that provides economic, experiential and emotional value to the customer’. That’s what branding is all about. It’s not a communications exercise. It won’t happen [...]

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The Advertising Standards Authority (ASA) in the UK has received complaints that print ads for Louis Vuitton created by Ogilvy and Mather suggest that the products were made by hand. Certainly looking at this ad that shows a woman creating the lines for the folds of a wallet and also this ad that appears to [...]

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