Filed under awareness

Is Positioning still relevant today? Part two

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

Build a brand with the basics

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, … Continue reading

The Maldives is ‘rebranding’. Why?

I read here that the Maldives is starting a major rebranding initiative. The republic of the Maldives is an island nation in the Indian Ocean and consists of about 26 atolls with about 1,200 islands spread over approximately 90,000 square kilometers. Of those islands, about 200 are inhabited. Its area and population of 300,000 make … 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

A is for Advertising

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 … Continue reading