Filed under buy-in

Is this the scariest tyre commercial of all time?

This Japanese commercial for tyre manufacturer Autoway comes with a health warning that recommends those with a heart condition, physical or mental problems or those who visit their doctor on a regular basis should not watch it. It’s a clever if rather radical attempt to sell tyres. I’ve written about ‘shock and awe’ advertising here. … Continue reading

Proton must fast track core branding activities

Proton Edar CEO Hisham Othman stated recently that the company “Would pay greater attention to product quality and customer service”. That’s a suitably vague statement that can be open to multiple interpretations and I’ll be commenting on it in greater detail soon. In the meantime, here is a useful graphic from Teletech that should help … Continue reading

Stop advertising and start branding part II

A fascinating insight into the social media and mobile shopping habits of consumers in the United States, United Kingdom, Australia and Singapore has just been released by SDL in the UK. The survey size is a little small – 4,000 people in four countries – but the results unearth new data on how social media … Continue reading

Stop advertising and start branding

Stop advertising and start branding

Are you happy with your branding activities? Or do you find the money you spend does little to build your brand? Unfortunately, most branding initiatives revolve around a creative campaign developed by an advertising agency. Depending on budget, the creative campaign will be implemented with a one-size-fits-all message communicated to all and sundry and across … Continue reading

Great tips for using email to build your brand

More and more firms are using effective email campaigns in association with their social media initiatives to build brands. This is because an email campaign allows you to know who is opening your emails, which links they’re clicking on and how many of your them are forwarding your emails to their friends. The right product … Continue reading

Brand deflation in Asia

Luxury brands are working hard to keep up with a more dynamic environment with more discerning, knowledgeable customers who have different requirements for value. To retain these customers requires a greater understanding of the those requirements and less emphasis on the mass economy tools such as positioning, reach, awareness. Loyalty is also less of a … Continue reading