Filed under sales

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

Stop your product joining the 95% club

According to an Ernst & Young study, the failure rate of new U.S. consumer products is 95%. 95%! Imagine if Boeing or Airbus had a 5% success rate! Yet despite this appalling return, companies spend approximately US$1.5 trillion on marketing, and in particular advertising, annually! A couple of years ago, (before the explosion of social … Continue reading

Malaysians haven’t changed since 2003

Omnicom Media Group (OMG) announced yesterday that newspaper advertising in Malaysia is as effective as it was six years ago. The report also states that readers ‘take note’ of 57% of newspaper ads and that this figure has not changed, I repeat, has not changed since 2003. The sample size was 1,023 readers aged between … 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

Tips for building a retail brand

In terms of service, Christmas shopping this year has been a roller coaster ride from the highs of the interactions in the luxury stores of Pavillion to the lows of the interactions in the wannabe Malaysian fashion store in Mid Valley. And even though approximately 85% of the interactions have left me frustrated, I want … 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