Branding Category

Jun28No Comments

When it’s time to rebrand

Brands are living, breathing entities. You give birth to it, nurture and raise it to the best of your ability, hoping it grows big and strong, and watch it bloom into maturity. At different stages of its lifespan, you may need to take a step back and...
Jun10No Comments

Understanding your target audience

How well do you know your target audience? These are some key essentials to get you started and give your marketing efforts that extra leverage to succeed. Are you already putting into practice some of it? Time to pull out your notes and compare! Look...
Jul23No Comments

5 tips to a successful brand community

Brand communities aren’t entirely new as many have bonded over their love for a service or product. The difference between then and now is that brands have started hosting their own communities online through social media platforms and even websites....
May14No Comments

3 reasons why brands are becoming publishers

  We’ve spoken about branded content/content marketing in our previous blogpost. Following this, it only makes sense to explore the notion of ‘brand as publisher’ and why it’s now popular for brands to take on the role as a content publisher....
May12No Comments

Brands: Think global, act local

Think global, act local The world right now is a diverse place. And for global brands, this means providing a global experience but with local relevance. The best approach to understand this is, “different voices singing the same tune” where each...
Jan151 Comment

Air Asia: Getting it right when something goes wrong

As Air Asia grapples with the crash of Flight QZ8501, we consider that the airline has taken a humanizing stance in its communication during the crisis. Air Asia’s communication strategies are commendable and a sharp contrast from that of Malaysia Airlines’...
Mar24No Comments

Why truth matters

by Carmen Chan I remember with fondness, the excitement I had when I tore open a packet of Ding Dang as a kid. I had seen the ad on television, with plastic helicopters hovering about, as good-looking kids launching them into the air. I put the chocolates...
Jan20No Comments

Zoom-in 2014 – Marketing trends for next year: Engagement Marketing

Marketers have always been pre-occupied with loyalty of consumers. While loyalty is a good gauge of consumers’ sentiments towards a brand, we need to move on to increase engagement, beyond the scope of “telling the consumers what to buy”. Today,...
Dec03No Comments

Why the Volvo Truck ad might be a miss

The world is abuzz with the latest Volvo truck commercial featuring an impressive stunt by Jean Claude Van Damme. In the commercial, Jean Claude Van Damme is seen pulling off a split between, wait for it, two Volvo trucks driven backwards. Here’s an...
Sep14No Comments

A brand is like a friend

It doesn’t take a genius to know that building a brand is akin to building a friendship. It takes time, effort, money, thought and sincerity. Read on to see the similarity. 1. The friend that doesn’t meet up with others to catch up –...