Filed under data driven branding

Branding requires you to get to know your customers

This is the start of an ad hoc series of personal experiences I have with brands and some recommendations to help improve the experience. Running a small retail business is tough, particularly in today’s climate. It’s even tougher in the competitive retail wine business in a small muslim country with high taxes on alcohol. Key … Continue reading

How to brand a city like Ipoh

Senior Executive Councillor Datuk Hamidah Osman of The Perak state government in Malaysia announced on a trade and investment mission to China recently that the state government, in an effort to boost its tourism industry, intends to brand Ipoh, the capital of Perak as the “City of White Coffee”. Datuk Hamidah was quoted by Bernama … Continue reading

Outstanding performance by Tourism Malaysia

Tourism Malaysia should be commended for its performance last year. A total of 23.65 million visitors in 2009, beating the target set by Putrajaya by an impressive 4 million. In fact the 2010 target of 23 million visitors was beaten by over 500,000 visitors. This generated over RM50 billion for the country despite the difficult … 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

Case study – How a Malaysian Company built its brand from the inside

Senior executives at a Malaysian technology related firm were frustrated. Sales growth was not meeting expectations, despite the firm’s 20-plus year track record, strategic partnerships with top international firms, excellent service and high profile advertising campaigns. To boost sales, the firm had explored common alternatives – price cuts and an expensive marketing campaign. But although … 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

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