How to Write a Social Media Marketing Brief

August 7th, 2012   •   3 comments   

how-to-write-a-social-media-marketing-brief

Have you wondered how you can work with a social media marketing agency? Well, help is here!

By now, we’ve all heard by now about the importance of having a social media marketing strategy to complement one’s marketing communications plan.

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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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Why Companies Should Think Like The Media

May 17th, 2011   •   no comments   


Larry Kramer of CBS MarketWatch (source of image)

In the hypercompetitive world of producing and peddling information, one finds that media companies are often compelled to innovate lest they perish.

The advent of multiple social media and networking channels, mobile connectivity, and citizen journalism have accelerated the need for the media constantly keep abreast of the latest developments in their reader’s, viewer’s and listener’s taste and preference.
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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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The Power of Personality

September 20th, 2010   •   1 comment   

Wish to improve your marketing effectiveness in the social age? Keen to develop a unique and distinct advantage for your business?

The answer to this may very well lie in one of the oldest traits of humanity. Namely, your personality.
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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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Anatomy of a Brand

January 14th, 2010   •   1 comment   


Are these brands or logos? (Courtesy of search-this.com)

What is a brand? How does one understand the art and science of branding in the digital driven age?

First, a brand is not a logo. Certainly, logos represent one dimension in the embodiment of corporate or product brands. However, they are just a visual representation and a signpost rather than the true meaning of the brand itself.
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