5 well‐established brand equity measures

1. Harris Interactive’s EquiTrend
2. Young & Rubicam – BrandAsset Valuator
3. Interbrand
4. Prophet (David Aaker) – Managing Brand Equity
5. Research International Equity Engine

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CRM vs. IMC #foodforthought

Although CRM can be thought of as a sub-part of IMC, there is no question CRM has achieved a much higher level of awareness and acceptance in the C-suites of companies. This is because there are external CRM champions – global software and hardware companies who have great economic motivation to sell CRM. One of the challenges facing IMC is finding businesses who will be economically motivated to sell IMC. The most logical are the advertising holding companies, but to date they have not been able to package integration in a way that attracts top management attention. Until the holding companies have an internal financial compensation system to negate family agencies from competing against each other, they will never be able to successfully package a genuine integrated communication and brand building product for clients.

– Duncan & Mulhern, 2004. A white paper on the status, scope and future of IMC.

ANZ reveals their new branding – Your world. Your way.

In this post, I aim to consolidate articles that have been written to announce or comment on the new branding revealed by ANZ in May (2015).

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What’s your take?

Singapore Airlines – The Lengths We Go To

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Launched on 2 Sept, The Lengths We Go To is a global brand campaign by Singapore Airlines which runs on television, print and digital platforms.

Not going to be yaya (even though why not right?!) but just stating the fact, I was a small part of this, really small tiny part 😛 Was so happy and grateful to have an opportunity to work with all the best people.

On a random note, check out this video by the Vietnamese sand artist Tri Duc, awesome possum right?

love seat @cokesingapore

Love how Coke ads always put a smile on my face 🙂

Title: Love Seat
Brand: Coca-Cola
Office: O&M Singapore
Category: Promo & Activation

Since Coca-Cola is all about bringing people together, why not apply that thinking to a place where people do their best to keep their distance: a public bench. Coca-Cola created the Love Seat, an angled bench that brings people together…literally.

– From Ogilvy Facebook

the unconscious consumer

Have you ever heard any friends complaining about their kids not following their instructions and tending to do the opposite?

I guess my parents are one of them, until now. I remember when I was younger, there were umpteen times I wanted to do something on my own and a second after my parents told me to do exactly that, I ended up not carrying it out. Or there were times my parents advised me to do or not to do certain things, I went with the opposite. Those are things that are as ordinary as sweeping the floor, once I just grabbed the broom and my Mom said: sweep the floor and I put the broom down; to things that are as life-shaping as picking courses for college; my parents wanted me to do business-related courses, I went all in for computing.

And I thought it was only me being stubborn.

Perhaps I am really that stubborn. Or I’m just having the ‘unconscious consumer‘ behaviour? Check out the presentation by Prof. Gavan Fitzsimons as he speaks about The unconscious consumer here.

Two things:

  1. He mentions he himself has the tendency of not following what his wife wants him to do. It hits me BINGO! So he pointed out that there are folks when being told what to do by their loved ones, we do the exact opposite, sometimes way out of our consciousness. It’s the psychological reaction to backlash against what we are told to do when our freedom to do something is constrained by an ‘instruction’. A lot of us don’t like to be told what to do in certain spaces and as we are exposed to a number of those messages, for some of us, we build up a resistance to those messages to actually do the opposite.
    • I can totally relate to this. In fact I think it happens every time with whatever initiative I pick up. Initially I would be super motivated to execute it as I know there can be only 2 results. a: If I do it well, I get credits, b: If I don’t do it well, I learn. And I’m the only one responsible for the outcomes. But when I’m already half-way on it and I’m told to do exactly what i’m doing, instantly it’s not my initiative anymore, it becomes a task or a chore that associates with an enforced responsibility that I have to do it and my motivation is overshadowed by responsibility.
    • As this ‘unconscious consumer’ behaviour happens for a number of times, without any awareness, I have developed a defense mechanism of backing from requests/instructions from certain names or on certain areas that i have already registered in my mind. Eg: my mom doesn’t want me to do wakeboarding as she thinks it’s dangerous for girls and she was traumatized by the sight of people fall into the water when they do cable ski. But to me, it’s like it’s a sport and it’s water sport, how much can it hurt? (The silly me thinks that water would have more mercy than ground). Although i’m all ears for the reasons she gave and i somehow agree to those, every time she mentions hey, don’t go wakeboarding again okay? (sometimes just randomly she mentions it to ensure that I’m reminded), I have a sudden urge of going out for it immediately. *facepalm #maybeiamnotgrownupyet.
  2. “For creativity, intelligence or just any of desirable aspirational goal you might have. Surround yourself with consumer goods that strongly associate with that and activate that in your mind and it can lead you to be a successful strategic user of brands, products etc rather than letting you have brands, products etc change you are, who you are and the way you behave in a certain random way. So think strategically and surround yourself with objects, brands and products that are gonna make you a strategic unconscious consumer.”
    • Now this is gonna be personal but I would see myself a consumer of daily information, knowledge, work, relationships, my emotion and others’ emotions, my agenda and others’ agendas etc and etc. What kind of unconscious consumer I am now? What kind of strategic unconscious consumer I would like to be? How to be that strategic unconscious consumer? And finally what and who i should surround myself with?
    • Talking about ‘random behaviour’, I’m think i’m quite a random-er. So does this mean that I’m being consumed non-strategically by random things that I’m exposed to?


thinking about brands on facebook

So I heard something like “We can never get more than 10 likes on Facebook for any of our posts. Look at the Thailand side, every time a post goes up, instantly there are above 100 likes. How do they do it?

Of course this statement was given in a casually joking manner but it triggered me to think about it.

So here go my thoughts:

1. Facebook is perceived as a ‘playground’ where anybody can get there and engage in some fun (hopefully!), have ‘a conversation’. I can’t speak as an adviser for all brands but for me, personally I would only be interested in a ‘conversation’ if
– it has something for me. The key here is ‘for me’.
– it’s funny.
– it’s controversial.

I used to ‘like’ all my favourite brands and I then get tired of see all brand-centric content that doesn’t have anything ‘for me’. I become indifferent to all the promotions going on (oh why would one need to stock up many products right?), events, activities etc etc and the list goes on. I just can’t relate.

The last I checked, I have Starbucks, Bodyshop, Burger King, Estee Lauder, Groupon etc no more on my Facebook. Instead I have, in no particular order The Ellen DeGeneres Show, Ad Freak, Mashable, Simply Zesty, Ads of the world, Pick the brain, SGEntrepreneurs… Obviously you can tell most of the pages listed that i subscribe to are more towards to the news stuff.

However, if i could use my preferences as a gauge of what i would like to get from brands, i would love to have something like “The Bodyshop – your best galfriend‘ (talking about healthcare, how to take care of my skin, make-ups, tutorials for smokey eyes maybe? all the girly stuff) or “Starbucks – the cup of coffee you need everyday” (showing me motivation quotes, inspirations, life contemplation or whatever that can reach the innermost corner of my mind – that i always neglect in these hectic days). Of course once in a while you can inject your promotions, announcements for product launch, events whatever whatever whatever but that should only be strategically and tactically done.

And if you think you want to use Facebook to publicize just any of your press releases, allow me to ask: Give me 5 reasons for why I should like your Facebook page just to read your press releases?

And I’m saying all this as a consumer, not an agency person. Of course, after finishing this post, i will have to go to the other side of the table and tackle this ‘consumer’ issue. #solvemyownproblem.

2. What exactly do ‘likes’ mean? If you ever saw any tragic photos of disabled kids, miserable people having hard lives, abused animals, didn’t you also notice there are 98372837198 likes for those photos? Does that mean those 98372837198 people really ‘like’ what they see? I doubt so.

Having that said, I don’t think ‘likes‘ should be taken as a definitive measurement for customers’ response. In a way, yes, if it’s combined and formulated with other factors such as comments, impressions (how many people does the post get exposed to?), expressions (sentiments shown via comments).

3. Absolute comparisons should only take place when all parameters are ‘almost’ the same. That said, I don’t think the comparison is valid when you compare the performance of posts between brand X in Singapore and brand X in Thailand, taken into consideration of different markets, different fan base, different demographics, different branding exercises etc and etc.

Not long ago, I heard something similar from a friend of mine who’s managing content for an app targeting property sector. He mentioned that during evaluation, his app failed in some areas such as downloads, visits, engagement points and all that. I asked ‘why does it fail?‘ and he replied ‘because it doesn’t meet certain benchmarks taken from average performances of all other apps‘. Thing is property is a niche market, it’s not that everyone has a need to buy a house or rent a room everyday. It’s not like Groupon where i can visit literally everyday to check out those daily attractive deals, see what i can get some good deal today. So obviously, you cannot use Groupon’s performance as an expectation to set for a property-focused app.

On a side note, some other considerations include: the nature of brand/business (B2B vs B2C), your brand image (it is something dead serious or funky fun? traditional or innovative?), engagement frequency (are you putting something informative/funny/thought-provoking/emotion-trigger? are you posting something daily or once every 2 months?) … all this would be a factor to render different results of customers’ reactions across various brands.

Often times I have heard so many statements along the line “Let’s go Facebook“, “Just put it on Facebook“, “Like us on Facebook” (without giving people a reason to do so) etc without a proper long-term plan of how you’d like to sell your thing there or integrate it with other marketing efforts.

To conclude, I guess there’s no need to freak out when you are not getting that much of love on Facebook where everyone else seems getting it (i hope people do give real love on Facebook though!). Maybe take a deep breathe, look at the situation as a whole and figure out why you are where you are, then you might be able to come across some ideas to improve it.