I finally found time on this Friday night to read articles of interest to me. Came across this post by Valeria Maltoni: Leading Brands Lead.
She pointed out 3 things that leading brands have, which are
1) Ability to improvise
2) Focus on one or two things that set them apart: Niches
3) They spend more time on things that count: their customers.
It was a delightful post overall, and it truly brings out the beauty of marketing - simple to understand yet sophisticated to achieve.
The part of the post that grabbed my attention was this advertisement.
It was just so inspiring, about thinking differently. On the personal front, it provoke many thoughts in me, allowing me to relate what was said and applying it to my personal life. And now, whenever I think of doing something inspirational, I will think of this ad and I will think of Apple. Simply splendid.
Marketing is not about how great your product is, it's really about how you can connect with the customers with your products and bringing in positive associations, like what Apple did perfectly with the ad above.
Friday, March 14, 2008
Tuesday, February 26, 2008
Something about Brand Advocacy
Something about Brand Advocacy which I have keen interest in exploring. Will come back and touch on it when time allows. Let me know your views if any. Cheers!
http://www.webershandwick.com/Default.aspx/Insights/ThoughtLeadership/ThoughtLeadership/2007/Advocacy-TheNextWave
http://www.webershandwick.com/Default.aspx/Insights/ThoughtLeadership/ThoughtLeadership/2007/Advocacy-TheNextWave
Thursday, February 21, 2008
Brand Values versus Practicality
Currently doing a case study on a suncare brand in Singapore. Went for an session with the brand manager to gain an in-depth understanding of the brand's history, values and functions thus far.
The brand is actually looking at exploring into a whole new market: the youth market with a whole new product range. However, one distinctive point that struck me during the session was that the brand is extremely protective of its association with the pharmacies.
The original idea of venturing into the mass distribution channels immediately got sent packing. It led me to ponder, what roles do a brand's heritage play in formulating a brand's future approach to marketing?
No doubt, values add as the guiding principles for any brand to follow and adhere to. But does this discipline come at the expense of new opportunities left unexplored? I believe as marketers of the new age, values are meant to be shaped and reshaped as a company grows. I mean, what's the point of holding on to a value that is no longer feasible or practical to follow in the new world?
As marketers, should we be given the authority to break values and seek better positioning for our brands? What do you think?
The brand is actually looking at exploring into a whole new market: the youth market with a whole new product range. However, one distinctive point that struck me during the session was that the brand is extremely protective of its association with the pharmacies.
The original idea of venturing into the mass distribution channels immediately got sent packing. It led me to ponder, what roles do a brand's heritage play in formulating a brand's future approach to marketing?
No doubt, values add as the guiding principles for any brand to follow and adhere to. But does this discipline come at the expense of new opportunities left unexplored? I believe as marketers of the new age, values are meant to be shaped and reshaped as a company grows. I mean, what's the point of holding on to a value that is no longer feasible or practical to follow in the new world?
As marketers, should we be given the authority to break values and seek better positioning for our brands? What do you think?
Wednesday, February 20, 2008
Eunice Olsen - Redken's First Official Spokeswoman
Caught sight of news of Eunice Olsen being chosen as the spokeswoman for Redken in Singapore from Marketing Interactive. A press statement issued by L'Oreal Singapore said Olsen was the perfect choice with her graceful sophisticiation and perfect marriage of brain, beauty, attitude and style.
This kinda made me wonder, what goes into the criteria for selecting a face of a brand? For the Redken brand, I don't think Eunice Olsen is the first person that comes to my mind as a spokesperson. When selecting a brand's spokeperson, do we want to appeal to the masses or stay true to the brand's character and personify the brand?
I guess it's really a tough choice. Personally, I feel that the selection of the person must take into consideration what the targeted consumers are looking for. I think many people are not able to relate Ms Olsen to Redken, at least not to me. And if the relationship isn't there in the first place, the effect of the spokesperson is immediately diminished.
Another reasoning that I have came up with on why I don't seem to particularly like the choice by Redken is because Ms Olsen isn't a "pop" culture face. I associate her with Ms Singapore, a Nominated Member of Parliment, someone with a more serious profile to her name. I immediately thought of Takuya Kimura as the face of Gatsby. The appeal is there. He is a cool popstar with star appeal, he uses wax, and he is Japanese. The draw is definitely there for people to buy Gatsby products, with Kimura as the face of Gatsby.
As marketers, I guess we often face the difficult situation of choice. Between what is a boring norm and a daring breakaway. But fortune favours the bold, and maybe Redken could just be spot on this time round.
This kinda made me wonder, what goes into the criteria for selecting a face of a brand? For the Redken brand, I don't think Eunice Olsen is the first person that comes to my mind as a spokesperson. When selecting a brand's spokeperson, do we want to appeal to the masses or stay true to the brand's character and personify the brand?
I guess it's really a tough choice. Personally, I feel that the selection of the person must take into consideration what the targeted consumers are looking for. I think many people are not able to relate Ms Olsen to Redken, at least not to me. And if the relationship isn't there in the first place, the effect of the spokesperson is immediately diminished.
Another reasoning that I have came up with on why I don't seem to particularly like the choice by Redken is because Ms Olsen isn't a "pop" culture face. I associate her with Ms Singapore, a Nominated Member of Parliment, someone with a more serious profile to her name. I immediately thought of Takuya Kimura as the face of Gatsby. The appeal is there. He is a cool popstar with star appeal, he uses wax, and he is Japanese. The draw is definitely there for people to buy Gatsby products, with Kimura as the face of Gatsby.
As marketers, I guess we often face the difficult situation of choice. Between what is a boring norm and a daring breakaway. But fortune favours the bold, and maybe Redken could just be spot on this time round.
Monday, February 18, 2008
Online Adverting - The Sequel
This is a follow up from my previous post about Online Adverts.
Today, while on MSN, at the bottom of the window displayed the words " Discover the NUS difference for yourself. Visit joinus.sg " Then while I was on Facebook, this large and rather noticeable ad by NTU caught my attention at the side.
Guess the competition is really tough these days among the Universities. They are indeed spending their budget wisely on targeted spots where the youths are most likely to visit. But what's the click through rate? And how effective are these adverts in pulling the top students to the local universities?
Honestly, I think if I were one of the target consumers, I might be abit put off by the Universities' overenthusiastic approach to invade into my private life. haha.
Then again, I can't help but applaud NUS and NTU's efforts in making their advertising count as much as they could. Now Now, where is SMU? guess they are trying to be different yet again. looking forward to another exciting campaign by them.
Today, while on MSN, at the bottom of the window displayed the words " Discover the NUS difference for yourself. Visit joinus.sg " Then while I was on Facebook, this large and rather noticeable ad by NTU caught my attention at the side.
Guess the competition is really tough these days among the Universities. They are indeed spending their budget wisely on targeted spots where the youths are most likely to visit. But what's the click through rate? And how effective are these adverts in pulling the top students to the local universities?
Honestly, I think if I were one of the target consumers, I might be abit put off by the Universities' overenthusiastic approach to invade into my private life. haha.
Then again, I can't help but applaud NUS and NTU's efforts in making their advertising count as much as they could. Now Now, where is SMU? guess they are trying to be different yet again. looking forward to another exciting campaign by them.
Sunday, February 17, 2008
Online Adverts - How effective are they?
While surfing on Soccernet, an advert caught my eye. The words "Our Army, The Decisive Force" flashed across the top of the webpage (Notice the black banner in the picture above). Not that I was any tempted to click on it, but a question popped in my head : Just how effective are these adverts?
Well, maybe it's the organisation in question here that is doing the marketing which is causing some uncertainty. But seriously, what's a ad meant for Singaporean males doing on an international Sports website?
No doubt, Soccernet could be one of the most popular website visited by the Singaporean males species for the latest on the world's favourite sports, but what is the ROI on the advert? I really wonder.
This instantly reminded me of a recent report by Fournaise Marketing, on the effectiveness of Global Marketing. It was found that almost 65% of B2C marketing spend has no effect on the consumers at all. According to Jerome Fontaine, CEO and Chief Tracker for the Fournaise Marketing Group "our report shows that 70% of Asian marketers are still not tracking the effectiveness of their spending at all,"
A further navigating on the Group's website led me to a discussion on the effectiveness of digital ads. Mr Fontaine certainly brought out the woes of digital ads over here. He seem to suggest that marketers have to keep a close eye on the figures that digital ads are generating.
Hmm, will tracking really solve the problem? I guess the more important issue here is to hit the ads at the places where consumers can relate to it most. Serve the Army on a soccer website? I don't think so.
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