Tag: social marketing
Courtesy of United Nations’ Photo
Human trafficking is a major global problem. About 2.5 million people are victims of trafficking according to the UN’s International Labour Organisation. Over half of these people are in Asia and the Pacific. Approximately 800,000 people are trafficked across national borders (Source: US Government). Over 80% are women and up to 50% are children. Victims often suffer physical and emotional abuse, rape, threats against self and family, and even death.
Human trafficking is so common now that it is the 3rd most profitable criminal activity in the world after illegal drugs and arms trafficking. Criminals earn a staggering US$10 billion every year through buying and selling human beings!
All manner of freakish weather phenomena has been happening around the world. Sea levels are rising in Southeast Asian islands, floods are becoming more common, and temperatures are rising not only during summer but all year round. Habitats and livelihoods of entire island communities were decimated while fishing stocks of favourite sushi fishes (bluefin tuna) are now severely depleted.
In a desperate bid to get my son to sleep on his own, my wife and I decided to venture to Ikea at Alexandra Road to shop for a “tent”. Well, actually we were looking for a bed canopy which my son Ethan said will help him sleep on his own at night. The current arrangement was that one parent had to spend the night with him in his bed room. This obviously isn’t ideal as you would imagine.
Ikea is one of the world’s leading furniture retailer. It is founded in Sweden by Ingvar Kamprad, who is the fourth richest person in the world with a net worth of US$33 billion. The chain is huge, with 254 stores around the world in 35 countries, and adopts a franchising model of business. One of its key strengths is in “democratic design” which integrates efficient manufacturing and design to capture economies of scale and consumer preferences.
Courtesy of Grameen Foundation (http://www.grameenfoundation.org/)
At the recent PR Academy Conference, I had the treat of listening to Pak Hermawan Kartajaya, who is one of the thought leaders in the asian marketing scene. He spoke about how principle based marketing can lead to greater revenue and consumer goodwill in the longer term.
There are four factors which determine the sustainability of organisational branding:
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