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 … Continue reading »
Tagged with emotional …
The top 1,000 brands in Asia – so what!
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 … Continue reading »
Brand communications is no longer about broadcasting a company position across multiple mass communication platforms.
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 … Continue reading »
How to build a brand in Asia today
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, … Continue reading »
Building a 400 year old brand is a strategic initiative
Shepherd Neame, the oldest brewer of beer in the UK was established in 1608 or 402 years ago! An amazing heritage and the brewer likes to play on this heritage with its advertising campaigns for brands such as Spitfire, Canterbury Jack and Bishops Finger. The brewer allocated its entire 2006 advertising budget, which was about … Continue reading »
You cannot build a brand with advertising alone
86% of Malaysians don’t trust advertising. The Star) . 78% of Malaysians trust the recommendations of other consumers. There are more than 1,500,000 Malaysians on Faceboook. 80% of affluent Malaysians (those with a household income (HHI) above RM5,000) use social networking sites. Nine of the Top 20 websites in Malaysia are social networking sites. These … Continue reading »
Singapore Airlines Suites, branding blunder or recession victim?
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, … Continue reading »
Does shock and awe advertising still work?
This is a brutally graphic public service announcement from Australia’s Transport Accident Commission (TAC). Viewer discretion is advised. This is an immensely powerful piece of work beautifully executed. And it had an emotional impact on me. All the characters resonated with me as I imagined myself as many of them at various stages of my … Continue reading »
It failed once so let’s try it again
According to a Ministry of Health (Malaysia) survey carried out in 1996, there were 2.4 million smokers in Malaysia. This was a rise of 41% over the number of smokers in 1986. Today the country has about 5 million smokers, about double the number in 1996. One can deduce therefore that the number is doubling … Continue reading »
Pitching for a bank name change in Malaysia
Last Friday we were pitching against 4 advertising agencies to a Malaysian bank. Essentially, the brief was for a name change and to create awareness of the name change in Malaysia. We were invited to pitch despite being a data driven brand consultancy. In fact I had personally discussed this fact with one of the … Continue reading »
