A business needs a plan or as I prefer to call it, an organisational framework. But the content of that plan and the way the plan is executed is changing. That is because the world is so fluid. Today, personnel have to be recruited not for their ability to sit an exam based on a … Continue reading »
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Use real life experiences to build your brands
Most advertising industry professionals will tell you that consumers are finding it hard to pay attention to traditional advertising. As a simple example from the automotive industry, in 2009, General Motors spent US$2.2 billion on advertising just in the United States. Despite this colossal investment, total 2009 sales were down 30 per cent on the … Continue reading »
Is Pinterest right for my brand?
Is Pinterest right for my brand?.
Even iconic brands need to do the basics
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 … Continue reading »
Case study: Use research to form the foundations of a tourism brand strategy
A powerful country brand developed from a meticulously planned strategy that has at its heart the concept of providing specific value to specific identified segments and meticulously executed and measured can yield massive benefits for investment, domestic industries and culture. And for most South East Asian countries, tourism will have a prominent role to play … Continue reading »
More effective brand communications required to build the Volvo brand in Malaysia
Building a brand in any country requires more than a series of tactical initiatives to create awareness and ‘get the name out there’. It takes a meticulously planned and integrated strategy that incorporates the participation of numerous stakeholders and initiatives, both internal and external. Internally to ensure the whole organisation is on brand and externally … Continue reading »
Retention is key. Low cost carriers must learn from the mistakes of legacy carriers
The legendary Peter Drucker said it best: “The purpose of business is not to make a sale but to make and keep a customer”. This is what branding is about. It’s not about aquisition, it’s about retention. And the airline industry, and in particular, Low Cost Carriers (LCCs) need to realise this soon otherwise they … Continue reading »
In a social media world, are Billboards a necessity or expensive exercise in vanity?
We all accept that the way consumers source and absorb data has changed dramatically in the last 10 years. Instead of listening to brands and what they have to say about themselves, consumers now listen to other consumers and buy brands based on data sourced from those other consumers. The way consumers partition their worlds … Continue reading »
Does Air Asia need to be a brand?
Whenever I find a brand that matches its offerings to my requirements for value, I become not only a brand loyalist but also a brand ambassador. For years I was a Marco Polo member and sang the praises of Cathay Pacific to anyone who would listen. Then about 15 years ago I moved to Malaysia. … Continue reading »
The organization is the brand
This is a classic example of how a brand that spends millions on external branding, needs to also look at internal branding. BMW has a number of dealers in Malaysia however, as far as I can determine, there are only 2 main dealers in the Klang Valley. We bought a BMW 3 series new from … Continue reading »
