Filed under creative driven branding

Top tips for successful city branding

I know I’ve said this before and I am probably beginning to sound like a broken record but advertising agencies do advertising. And advertising is a tactical initiative driven, on the whole by creativity. Using advertising across one or more channels is a series of tactical initiatives known as a campaign. It is not a … Continue reading

Branding is more than a communications exercise

The most common definition of a brand that I hear is: “A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific good (product), service, or business” This comes from the respected American Marketing Association. The problem is that this definition belongs to an era of limited … Continue reading

Take control of your ad placement

I’ve decided to make these real time observations of branding blunders/negative brand association individual posts instead of putting them all together. This latest one is a real gem. Essentially it is an argument between the British meat industry and the World Cancer Research Fund about the the dangers (or not) of red meat. The article … 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

Organisational excellence required to build global Asian brands

Not too long ago, the Michigan (U.S.) State Business School reported that every US$1 (RM3.36) invested in marketing earned US$5 (RM16.80). By contrast, for every US$1 (RM3.36) invested in operational excellence, returned revenue was US$60 (RM201.75). Despite such data, the majority of Asian firms have been slow to grasp the importance of everyday operational excellence … Continue reading

Negative brand association

Watching news videos on the bbc website. One is on child prostitution (every father’s nightmare) in the US. I won’t go into the details. The video is preceeded by a commercial for HSBC. It reminded me of a breaking news report on a TV news channel that I saw not that long ago. The story … 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