Its the journey and not the destination (courtesy of dadadreams)
What is the best way to capture your customer’s hearts and minds? How do you make them feel a sense of ownership for your brands, products and services?
The secret lies in getting them involved as much as possible.
Leon Comber – polymath and overall great guy. (Courtesy of Chinatownology)
Yesterday afternoon, I had an enjoyable time meeting Dr Leon Comber, an honorary research fellow at the Monash Asia Institute of Monash University.
A charming man with a wry sense of humour and a twinkle in his eye, Leon is a polymath of diverse interests and talents.
Multi-sensorial branded luxury in SIA’s first class cabin (courtesy of Richard Moross)
What do leading brands like Apple Computer, Singapore Airlines and Disney have in common?
Answer? These brands represent some of the world’s most multi-sensory brands.
As part of my family’s recent driving holiday from Melbourne to Adelaide, we coasted along the Great Ocean Road from the 12 Apostles to the Limestone Coast areas (like Robe, Beachport and Kingston where our hotel was). It was quite a monumental drive in more ways than one, peppered with lots of beautiful sights, sounds (of seagulls calling and waves lapping against the shore), scents (especially of the sea), and tastes (sandwiches and burgers!). The drive was long but fortunately not too difficult as the route was pretty straightforward.
For those of you who have followed my blog for a while, you would recall that this is the second time we took the GOR. The first time in September 2007 was from Geelong to Bells Beach, Lorne all the way to Apollo Bay. In a way, this second trip was a continuation of sorts from our previous journey.
Here’s a photographic record of our journey for your viewing pleasure. Enjoy!
Came across this series of 15 of the most creative outdoor advertisements seen in the world from this fascinating compilation of superlatives called oddee. The above advertisement was apparently one from Nationwide Insurance which specialises in automobile insurance services. Well, it has certainly proved a point with this amazing visual spectacle.
I wonder if it got the approval of the authorities in doing that? Hmmm…..
We have all been victims at one point or other. Apparently, the older one gets, the more one suffers from it.
This syndrome is manifested in a periodic penchant for the past. Life was more carefree then, unfettered by the stresses and strains of modernity and technology.
In a city like Melbourne where the streets are often chock full of people, it is important for brands to invest in outdoor marketing to gain visibility, awareness and affinity, especially those targeting end consumers. Depending on the objective of the advertiser, these can be highly brand-oriented without any calls for action or be tactical and hard-selling if they are focused on specific groups.
Due to the limited amount of time which one has to glance at them, outdoor advertising creatives and messages must be immediately impactful and to capture one’s attention in the blink of an eye. They should be easy to digest and readily appreciate by the (literally) man-in-the-street. Creatives that are too visually cluttered or that contain too clever messages tend to get lost in the sea of images, failing to resonate with one’s potential target audience in a highly competitive market.
Here are some advertisements that I came across recently while taking a walk through the city. Do feel free to give me your views on whether they work or don’t work for you.
Courtesy of Sebastian Song
By now, you would have probably read, listened or viewed about Dennis Kweh, a Singapore librarian who suffers from the rare genetic disorder called Morquio Brailsford Disease, Spinal Sclerosis and is blinded in one eye due to Glaucoma. Because of his condition, Dennis has to get around in a motorised wheelchair, which can be hazardous if you consider the high vehicular and human traffic in practically every corner of our city.
At 47 years of age, Dennis decided to do something meaningful and ventured on a journey of 200 km around Singapore – aptly named Adventure 200 – on a motorised wheelchair. His intention is to raise a total of $200,000 for the Spastic Children’s Association of Singapore (SCAS), and the math works like this = a dollar each for every metre traveled, ie $200,000 for 200,000 metres covered (which is 200 km). Management of the fundraising effort comes from the Start Centre Pte Ltd, and support was provided by various sponsors including the NLB, NParks, and several companies.
It was the best of times, it is the worst of times in this tale of two culinary crises. The first has the potential to be truly cataclysmic, while the second could balloon into a major corporate catastrophe.
How both incidents have rippled through the social media world makes for an interesting study.
Treetop walks seem to be a common feature of nature parks these days, and we certainly enjoyed our very own along the Southern Ridges of Singapore. Being hardcore outdoor lovers, we decided to check out the Otway National Park on our way to the Great Ocean Road and Port Campbell (near where the 12 Apostles stood) and had an acrophilic (opposite of acrophobic!) time walking amongst some of the tallest trees in the Southern Hemisphere at Otway Fly.
Stretching for 600 metres long at heights up to 25 metres above the ground, Otway Fly is a steel girded treetop walk weaving through age-old primary temperate forests with a 45-metre high observation tower. Apparently, the tree top walk here is the world’s highest and longest, and is nestled amongst temperate rainforest species like Mountain Ash (the world’s tallest flowering plant), Myrtle Beech and Blackwood. Other than the canopy high attraction, one could also take a prehistoric walk through ancient ferns and other species along the 1.9 km long forested path.
Hitting the long and winding road to Otway via Geelong and the M1 Freeway.