Why Every Employee Should Be a Blogger

July 25th, 2012   •   no comments   


Source of image

Lately, I’ve been perplexed by a paradox in the world of social networks and online influence:

Why are so few Singaporean brands gaining traction on social media platforms despite the huge number of Singaporeans online?

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The Role of Semiotics in Marketing

May 13th, 2012   •   15 comments   

semiotics-in-advertising-guns-and-lives

What does this ad tell you? (source of image)

What is the relationship between signs and marketing communications? Why do certain symbols and icons work more effectively as advertisements in reaching consumers than others?

A brand of cultural anthropology which looks at the use of signs and symbols as a means of communicating and conveying meaning, semiotics is a vital discipline in the science of marketing communications, advertising and branding. 
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What Do Sherlock Holmes and Consumers Have in Common?

February 16th, 2012   •   2 comments   

Teaser Marketing - Sherlock Holmes
We all love a good mystery! (courtesy of Sherlock Holmes: A Game of Shadows)

Answer? They love to be teased and challenged. Preferably every step of the way until the bounty is unearthed.

Sadly, however, most marketing efforts today hasn’t matched the rise in consumer sophistication and expectation. Our aggregated abilities to captivate and charm a potential customer hasn’t caught up with the explosive growth in always-on social tools and communication networks.

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The Strategic Value of Nuancing

February 24th, 2011   •   no comments   

The Value of Nuancing
The world of art, like Pierre Renoir’s Luncheon of the Boating Party, are full of subtle nuances

We’ve all been there before.

You spend weeks working hard on a purportedly kick-ass strategy or a revolutionary new product launch.
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How Coca-Cola Markets Holistically

May 2nd, 2010   •   2 comments   

Coca Cola Shanghai World Expo Pavillion
Coke Pavillion at Shanghai World Expo (Courtesy of Coca-Cola China)

Have you wondered how Coca-Cola became the world’s leading brand?

Well, thanks to Coca-Cola, I’m about to find out.

I’ve been selected by Coca-Cola to be one of two bloggers (the other is Alvinology) to fly to Shanghai for the World Expo to cover the launch of its pavillion, explore its new Global Innovation and Technology Center (GITC), and attend events such as its Founder’s Day ceremony and an Expo Celebration Concert.
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Are We Truly in a Marketing Revolution?

March 21st, 2010   •   2 comments   


Liberty Leading the People by Eugène Delacroix(Courtesy of Wikipedia)

In this current age of multi-tasking, multi-roles, multi-networks and multi-everything, a few things seem to stand out quite clearly.

Many appear to be the inevitable outcome of ever-increasing activity and interactivity across multi-platforms.
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Brand Storytelling Basics You Must Know

June 16th, 2009   •   no comments   

brand-storytelling-basics-you-must-know

What was the greatest company or brand story you’ve ever heard? Why were you enchanted by it?

Since time immemorial, mankind has always relied on stories to transmit information, values and ideas from generation to generation.
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Viral and Buzz Marketing the Burger King Way

June 9th, 2009   •   2 comments   

subservientchicken
Courtesy of viralblog.com

Humour works in advertising. It grabs your attention, makes you laugh, and gives you a nice endorphin rush.

It also makes you more positively inclined towards a particular brand, especially if its cleverly done without trying too hard. In fact, some commercials can be even more entertaining than comedy shows on television!
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Using Your Brain in Marketing

May 28th, 2009   •   no comments   

using-your-brain-in-marketing

Designed by Freepik

In the hyper-competitive world of marketing and sales, it isn’t sufficient just to push out an ad or a sales letter and hope and pray for a response.

Consumers and corporate buyers are increasingly spoilt for choice, and selling based on price alone is not sustainable in the long haul.
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Corporate Blogging Isn’t Just Fun and Games

May 28th, 2008   •   1 comment   


Hell Hath No Fury… (courtesy of Dinghy Blonde)

If you think being a personal blogger is difficult, wait till you try corporate blogging. It isn’t just a walk in the park. Just ask Coleman (a fellow media socialist), who wrote this excellent post on making your corporate blogs succeed.

But then, isn’t blogging just about shooting your mouth/fingers off and saying whatever you want to say. After all, it is the age of conversations, and everybody is a citizen journalist. Besides, people don’t want to just hear the filtered, fluffed up, fantastic stuff from the gatekeepers (like yours truly).
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