Blog | Cooler Insights

Freudian Slipping (Warning: Long and Disturbing)

November 6, 2009 • Blog • 1 comment

As a current student in humanities, I have generated an interest in its various fields like sociology, psychology, anthropology and geography. Being a marketer and communicator, my focus is to see how these wider fields in social sciences influence the outcomes of consumers and markets. By understanding the various dimensions of human behaviours in individual, group and community settings, I hope to devise strategies and tactics that can match those characteristics.

After viewing the blockbuster exhibition Liquid Desires featuring Salvador Dali at the NGV, I learnt that much of his art was influenced by ideas which stemmed from Sigmund Freud. Being curious to learn more about Freud’s theories and influences – without going too deep into the intricacies of psychology – I picked up a slim volume titled Introducing Freud by Richard Appignanesi and Oscar Zarate. Heavily illustrated in a highly whimsical fashion, the book described the life of Freud as well as his major contributions as the father of the psycho-analytical movement.

Applying Integrated Marketing Communications

October 23, 2009 • Blog • disabled comments

Transe Express Performing Mischievous Bells at Festival Opening

It is currently the season for the Melbourne International Arts Festival, which is the city’s most internationally oriented showcase of its vibrant and diverse art scene. Major roads in Melbourne’s city centre are festooned with its characteristic purple and white banners, flapping on flagpoles in the wind. At many of the busy street corners like Swanston and Flinders Street, one can also find the festival posters pasted on billboards, tram-stop shelters and other public places.

By adhering to a strong thematic design aesthetic that is woven through all elements of the festival’s brand touchpoints, the Melbourne International Arts Festival has embraced the principles of Integrated Marketing Communications or IMC. Through this, it is able to reinforce awareness, recognition and interest across multiple platforms by applying a consistent message through both visual and textual means. This is important for a short-lived (17 days) event, and requires significant investments to gain the greatest amount of visibility in the most cost effective way.

Marketing to One’s Ego

October 21, 2009 • Blog • disabled comments

Like peacocks, we all have our pride (beautifully shot by ClaraDon)

There is nothing worse in the marketing rulebook than to humiliate one’s potential customers. Or to make them look or feel inadequate, insecure, or just plain stupid.

Often, these outcomes are unintentional and accidental, but they result in an eroding of a company’s goodwill and trust amongst its customer base. They also result in negative word-of-mouth, which is an affliction that can result in untimely corporate morbidity.

Indulging Your Customers

October 18, 2009 • Blog • disabled comments

Courtesy of Garron Nicholls

What is indulgence?

It is the ability to act according to one’s whim and fancy, whenever and wherever one feels like it. It is the availability of multiple choices which offer varied sensorial experiences, steeped in delicious decadence. It is about being able to savour the moment, untouched by the ravages of life.

Why Context is so Critical

October 14, 2009 • Blog • disabled comments

Context helps one understand where and how consumers purchase (Russian Market in Phnom Penh, courtesy of Larpoon)

We have all been caught in the wave one way or other. The rush towards speed and efficiency in business – partially abetted by the global craze over social media – has led many to forget about the foundational strategies of marketing. There is such an emphasis on tactics (10 ways to be richer, 7 tips to make your wife happy, 15 of the most important ideas in social media marketing…) that people forget about that all important factor.

Namely, context.

Whisked Away to Wilsons Prom – Part 4

October 10, 2009 • Blog • 1 comment

After a monumental hike across the width of Wilsons Prom spanning almost 20 km and 6 hours of hard walking, we decided to up the ante – literally and figuratively – by climbing up the 558 metre tall Mount Oberon to catch the sunset. Fortunately, the trek up and down the mountain (or hill?) is broad and well-paved as it caters to vehicular traffic. As we were keen to catch the sunset that day, we wasted almost no time in tackling the relatively shorter 3.4 km route after a short rest at the Oberon Car Park.

Our vertical ascend began at the foot of Mount Oberon, with a sign showing the only path up and down.

Whisked Away to Wilsons Prom – Part 3

October 9, 2009 • Blog • disabled comments

On the second morning of our trip to Wilsons Promontory, we made two pretty long hikes covering a total combined distance of almost 27 km in a day. The first, which I would label as a “Journey to the East” as it brought us from the Western side of Wilsons Prom to the East, was monumental in many ways. It not only brought us through winding passages covering a multitude of forested and rocky terrains, but showed us the awesome beauty of God’s green Earth, enhanced by the endorphins elicited through endurance exercise! While this post will try to capture the essence of our extended walk, nothing beats experiencing the real thing.

Put on your hiking boots, fill up your water bottles, and go!

The first part of our journey was a fairly easy saunter through open bushlands like this.

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