The Thrill of Chasing Shadow
In my previous post, I wrote that a brand name does not possess a magical power that would grant it a better chance of success… Read More »The Thrill of Chasing Shadow
In my previous post, I wrote that a brand name does not possess a magical power that would grant it a better chance of success… Read More »The Thrill of Chasing Shadow
When Nudie entered the Australian fruit juice market in 2003, the category was ready for a shake up. Prior to its arrival, consumers could only… Read More »Branding is just the beginning
I recently posted on LinkedIn about Apple’s emotive AirPods Pro 2 “Heartstrings” ad. Besides the emotive storyline that focuses on the product feature, there are… Read More »Serving the Right Song with your Brand
Before I began my first job at Citibank, N.A. in Jakarta in the late 1990s, I received an advice, “When you start at a new… Read More »Tough Times for Brewing and Dining
For marketing professionals working with prestigious brands, there seems to be a desire to keep the brand aspirational and desirable. You can see how this… Read More »Brand Prestige: an alluring trap
I was recently asked to catch up online to discuss product promotion by an Ehrenberg-Bass Institute contact, and without thinking I mentioned that I’d send… Read More »How the Sky Fell on Skype
Wouldn’t it be wonderful to design products by actively involving the consumers and get them to suggest the features and designs? This is essentially a… Read More »Launching is the easy part. Staying alive is hard.
Visiting different countries gives me the opportunity of experiencing different shopping environments, unfamiliar brands and product categories, and things that would make me go, “Hmm…”… Read More »What’s in a (brand) name?
There’s a problem brewing in Adelaide at the moment. A historic pub in the city is earmarked for a redevelopment into an apartment block. The… Read More »The Problem with Intentions