If you read your online news, you might be excused for thinking the brave new world is already upon us – with digital channels outperforming traditional ones, artificial intelligence moving driverless cars and robots about to replace your job sometime soon. It’s just that in branding and advertising, this change has gone unnoticed. And the …
Has the pitch process become self-destructive and obsolete? Read More »
When you developed your brand positioning, you probably thought about heritage, cultural factors and how you are different from the competition. And that’s all good. But if someone asked you for your brand’s mission, what would you say? Make money for the shareholders? Sell as much as possible? Nothing wrong with those goals, and everybody …
In previous episodes, we talked about touchpoints – those occasions where the consumer meets, or touches, the brand. We looked at logo and naming, at uniforms and front line staff, at storefronts and how to talk on the phone. On top of all this, there is still one important touch point we haven’t talked about …
So you found the right positioning for your brand (relevant and differentiated), made sure all touchpoints are consistent and got all your staff of the board. Now it’s time to tell the world. But how, given there are so many channels and, always, a limited budget? The answer takes us back to an area we …
So you’ve built your brand, found a differentiator, looked at all touchpoints – now it’s time to tell your brand story to the world, right? Wrong. Before you tell everybody outside the company, you need to get everybody inside the company on board. Why? Because every single person that works for your brand, not just …
When you think about branding, what do you think about? A name? A logo? A portion of the budget sitting in your marketing department? You’re not wrong, but branding is much more than that. The thing is, we tend to work in silos. Someone looks after production. Another one is responsible for logistics. HR. Finance. …
When building your brand, it’s often a good idea to look at how others did it before you, especially if they were successful. One of my favourite brands in Singapore is Eu Yan Sang. It has everything a great brand needs: a great and long history – the story of how the founder came here …
Hello. Every brand needs to be relevant to its customers’ lives, and it needs to be differentiated. But how to let the public know about how are you different? You need to write your brand story. Maybe your brand already has a story – you did not start if from scratch but inherited it from …
So you have a business. You thought about your product or service, about pricing and where you want to sell it. You have a business – but do you have a brand? Think about how you make decisions about which clothes to buy. Or which watch. What resort in Bintan to choose for your next …
The life or a marketer has never been easy. These days, it’s almost impossible. Yesterday, in a meeting with my publisher, we spoke about book titles. I suggested something with ‘Mad Men’, my favourite TV series of all times. “Nah,” he replied. “Most people are too young to remember.” Sad, but true. Gone are not …
