The issue or issues I have with positioning are well documented in this blog. But I still get a lot of resistance when I try to explain to companies that they are wasting their money relying on advertising agencies to manage their brands by developing a positioning strategy. This is because another issue that is … Continue reading »
We are carpet bombed with messages from the moment we wake up till the moment we go to sleep. Little wonder then that studies show we are increasingly oblivious to these messages. As a result advertising agencies are increasingly hard pressed to cut through all the clutter and make us look, listen and absorb. To … Continue reading »
After the domestic travel trade complained repeatedly that it doesn’t spend enough money promoting the country internationally, The Sri Lanka tourism development Authority (SLTDA) announced that it will launch a new tourism campaign in the next few months to increase visibility in key source markets. The campaign is expected to be in addition to existing … Continue reading »
Traditionally, Tourism Malaysia has had the responsibility of raising the awareness and promotion of Malaysia. And Tourism Malaysia has worked hard to build awareness of the country as a tourist destination and on the whole, it has been reasonably successful. But in an increasingly competitive world, Malaysia is not just in a global competition to … Continue reading »
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 »
A fascinating survey by Digital Clarity in the UK of 1,300 under 25 mobile Internet users reports that a large number of them are talking to friends about the show they are watching. 80% of the survey participants said that they used Facebook, Twitter or other mobile applications to actually comment on the programme and … Continue reading »
I expect most people around the world recognise international paint brand Dulux. In its early days Dulux wasn’t available through retail channels because painters and decorators were the firm’s main customers. However in the 1950s, the firm still spoke to consumers in its advertising, telling them to, “Say Dulux to your decorator”. The goal of … Continue reading »
When the logo for the 2012 London Olympics was launched back in June 2007, Seb Coe, the London 2012 organising committee chairman announced, “This is the vision at the very heart of our brand.” Continuing his speech, with just a hint of advertising industry spin, “”It will define the venues we build and the Games … Continue reading »
Here are some thought starters related to my belief that positioning is generally a pointless exercise: According to Industry Week magazine, 70% of today’s manufactured goods will be obsolete in six years. There are estimated to be more than 30,000 new product introductions in the US alone every year, just in the packaged goods market. … Continue reading »
Recently I wrote a blog post questioning the relevance of positioning today. You can read the full post here. A fellow blogger called Pepita responded with some well thought out and pertinent comments. Below are her comments, taken from the comments section and re posted here together with my responses embedded within the questions. Pepita: … Continue reading »
