Tag: branding strategy

7 dimensions of a world class brand

August 14, 2015 • Business and Management • 1 comment

Power Brands

Have you wondered why top brands like Coca-Cola, Google, Nike and Apple are so successful? How do they leapfrog their competition despite operating in hyper-competitive markets?

The answer lies in the power of their brand essence. This is defined by Brand Focus as follows:

“Brand essence is the single most compelling thing we can say about the brand that differentiates it from competitor brands as perceived by the consumer. The most powerful brand essences are rooted in a fundamental consumer need.”

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5 Reasons why Frozen is Fabulous

February 9, 2014 • Content Marketing • 1 comment


Courtesy of Disney

Disney’s latest blockbuster movie Frozen was a blast, freezing the competition in their tracks this winter.

Taking top prize at the 41st Annie Awards for best animated film, the film is nominated for two Oscars, and has heated up box offices worldwide. Costing US$300 million to make, Frozen is anticipated to generated some US$1 billion when it completes its big-screen run. The movie did so well that it helped Disney to report a 33% increase in quarterly profits and has been lauded by Disney’s CEO Bob Iger as a “turnaround for animation”.

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Coca-Cola Celebrates Its 126th Birthday

June 2, 2012 • Public Relations • no comments

Coca-Cola's 126th Birthday Party

Thanks to June, Tiffany and Laura of the Coca-Cola Singapore team, I was invited to the cosy 126th birthday party for Coca-Cola held at the Dallas Restaurant and Bar at Boat Quay. As a marketer and a publicist, I’ve always admired how the world’s largest beverage company continually reinvented its flagship Coca-Cola brand despite having such a long heritage.  It was fascinating to see how the brand associates itself with values such as fun, happiness and enjoyment through activities that resonate with its customers.  

At the thematic party adorned with Coca-Cola’s unmistakeable reds and whites, I learned how the company continually innovated its marketing and PR efforts.  Other than traditional advertising on mainstream channels, Coke experimented successfully with guerrilla marketing, emotional marketing, buzz and viral marketing, co-branding, sponsorship (Coke has sponsored the Olympics movement for 84 years in total!) as well as immersive experience rich events and showcases (such as the party itself). The company further embraced its role as a corporate citizen by sponsoring and encouraging sustainable and civic-minded practices such as recycling and caring for the less fortunate.

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Advertising Taglines from Heaven (or Hell)

November 30, 2010 • Blog • 1 comment


Do you consider this a good slogan?

In the world of branding and advertising, developing a catchy slogan or tagline is probably considered the Holy Grail of the craft. They can be found in practically anything and everything, from shampoo to milk powder, movies to museums, cities to churches, and cars to condos to credit cards.

Almost any organisation or institution worth its corporate salt would purvey these one or two liners, in the hope of raising mindshare, deepening heartshare, improving top-of-mind recall, and of course growing brand equity.

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