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Creative campaign not the solution to smoking issues in Singapore
As with many issues, Singapore has a zero tolerance approach to smoking and in particular, teen smoking. Get caught selling cigarettes to minors and you face a fine of over US$6,000. Anyone under the...
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Philippines “brand strategy” disaster
The three most common mistakes companies make when embarking on a branding exercise are 1) They carry out the wrong research or research the wrong things 2) They believe it is a creative driven...
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In a social media world, should an advertising agency be responsible for your...
CEOs need to accept that in a crowded, dynamic, mobile market place, their brand is too important for a traditional approach to marketing. It is time to stop wasting funds on one off campaigns that are...
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Brand communications is no longer about broadcasting a company position...
In today’s always on world, an important part of any brand strategy is the communications strategy but if Asian brands are going to be taken seriously, Asian CEOs must understand that times have...
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First rule of auto advertising – keep it real!
We are carpet bombed with messages from the moment we wake up till the moment we go to sleep. Little wonder then that studies show we are increasingly oblivious to these messages. As a result...
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How important is a logo in the destination branding process?
Findings from a number of empirical studies carried out at various times over the past twenty or so years would suggest that a destination logo is an important element of the destination identity and...
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10 Principles to build the Malaysia Nation Brand
Minister in the Prime Minister’s department, Datuk Seri Idris Jala announced yesterday that the Prime Minister, Datuk Sri Najib Razak has a team in place and they are working full time to create a...
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IS YOUR INTERNET STRATEGY WORKING FOR OR AGAINST YOUR BRAND?
I’ve heard a lot of good things about the Naumi hotel in Singapore and as I’m travelling down south, I thought it would be a good opportunity to try the place. Sadly when I attempted to book online,...
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Stop advertising and start branding part III
According to medical anthropologist Dr. Michael L. Tan, “Smoking will kill more people in the next twenty years than HIV/AIDS, accidents, homicides, and suicides combined.” One report estimates that...
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Malaysia Airlines won’t return to profitability with bland, boring TV...
I don’t like to kick a man (or an airline) when he’s (or it’s) down, and despite a couple of good quarters, Malaysia Airlines (MAS) is certainly down. The good quarters (following six straight quarters...
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Old fashioned marketing won’t help Wonda achieve 20% market share in Malaysia
Wonda Coffee, owned by Asahi Group of Japan used The New Straits Times (NST) a Malaysian daily to launch its hallmark canned coffee with what the NST called “its first 5D advertisement campaign.”...
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How Malaysia Airlines can rebuild its troubled Brand
Malaysia Airlines (MAS) embarked on a massive restructuring plan towards the end of 2011 with the goal being to reduce costs and return to full year profitability in 2013. At the same time, the airline...
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IF MASS MARKETING IS NECESSARY TO BUILD A BRAND, WHY DID BARISAN NASIONAL...
A Q&A with Marcus Osborne, our CEO & author of ‘Stop Advertising, Start Branding‘ Q. THE BARISAN NASIONAL INVESTED HEAVILY IN TRADITIONAL COMMUNICATIONS BEFORE & DURING THE ELECTION...
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