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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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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This Is How You Should Use 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. Selling based on price alone is no longer 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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Some Tips on Corporate Blogging

November 14th, 2007   •   no comments   

Melvin, Preetam, Ian and I shared our views yesterday afternoon on a panel speaking session on business blogging recently by the Institute of Public Relations Singapore (IPRS). After some time away from social media gatherings, it was quite refreshing to share my thoughts and experiences in corporate blogging once again. The lunch talk was held at Geek Terminal, which seem to be the de facto venue for all things 2.0-ish.

The session got off pretty well and I enjoyed the animated exchanges between the panellists and the floor. Some of the key lessons which I shared were as follows:

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Writing to Save Your Life

April 23rd, 2007   •   14 comments   


Image courtesy of DiscoverySchool.com

I came across this post by Kian Ann recently on the need to write well on the Internet. While crafting some suggestions to him on the comments section, I decided that I might as well expand this into a blog post.

How does one write well? Is there a secret formula that you can apply in order to be a wicked wordsmith?
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Love & Attraction in the New Age

April 9th, 2007   •   7 comments   


Paris Hilton – just a fad or an enduring icon in the age of attraction?

I have been reading Derrick Daye’s awesome blog for its unique branding insights and came across the idea of the Attraction Economy and its accompanying concept of Lovemarks. Both were created by CEO of Saatchi and Saatchi, Kevin Roberts.

According to Kevin,

“Human attention was the principal coinage of the Attention Economy; human emotion is what funds the Attraction Economy. Emotion is tough to nail down because its complexities are beyond measure. Just take that at face value. Our facial muscles can move in 10,000 possible combinations to reveal what we are feeling. The Attraction Economy is not “one hit and you’re it.” Attraction demands emotion, but emotion with purpose.”
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