Tag: positioning

The Age of Antiheroes

May 1st, 2015   •   no comments   

The Age of Antiheroes - Hayao Miyazaki
Hayao Miyazaki’s movies are full of anti-heroes (courtesy of The Playlist)

Have you watched a Hayao Miyazaki movie like “Spirited Away”, “Howl’s Moving Castle” or “Princess Mononoke”?

If you did, you would have noticed something.

Miyazaki’s protagonists are anything but strong and heroic. On the contrary, they are often plagued by uncertainties, weaknesses and worries. However, we still love them! (Or at least I do)
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Be Real or Remarkable (Not Both)

August 23rd, 2008   •   9 comments   

Seth Godin recently shared about the problems which companies face when they try to be both authentic and slick at the same time. He created a nice looking chart (see above) and warned us about being caught in the dead zone which is between the twin peaks above.

According to Seth,

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A Rose By Any Other Name?

December 1st, 2007   •   2 comments   

Courtesy of krazykid933

Names have always been an important part of marketing (or life for that matter). How essential are they in the art and science of branding? Very much so.

Since time immemorial, organisations have agonised over what they should name their company, products, and services. Which one would resonate with their target audiences better?

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Putting the Spin on Classical Music

May 10th, 2007   •   17 comments   

Classical music never looked this good (Courtesy of www.tangquartet.com)

As a marketer for the arts and heritage, I am often faced with a conundrum when promoting culture. How far should we go to attract the masses? Is there a way to balance popular appeal with artistic finesse?

For the purposes of this post, let me focus on classical music which is a request by my heritage kaki Oceanskies who plays a mean double-bass. How does classical music, long considered the poorer cousin (at least in album sales) of other genres like rock, pop, jazz and electronica, make the mark with the masses?

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Lessons from TCM

March 17th, 2007   •   9 comments   

Our new ritual every Saturday noon is to drive up north to Yishun to visit a popular Traditional Chinese Medicine (TCM) shop there. My wife has been going there quite regularly lately, upon the recommendation of her boss, and has also brought my son to treat his runny nose and cough.

Despite the place being fairly ulu (out in the boondocks) at Yishun Street 71, there was already a queue when we went there recently.

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