Author Archives: Chris J Reed

Diesel stretch their brand like their jeans

Diesel_Successful_Living_Moroso_foscarini_Milan_09_yatzer_13You may think you know the brand Diesel but you may be surprised how far they have stretched their brand through innovative partnerships with much larger more traditional companies desperately trying to be cool.

 

 

 

 

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Singaporean super-brand “Ah Boys to Men” shows how to market the army

m_ah-boys-to-menWhen the first Singaporean armed forces coming of age film “Ah Boys To Men” hit the cinemas and was instantly a monster success it genuinely resonated with Singaporeans. The film had such a fundamental effect that it really made a difference to the way Singaporeans felt about their armed forces in a very positive way. It also created a Singaporean super brand franchise.

 

 

 

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How marketing people inspire others – A Dozen Words of Wisdom

3d-bookA new book by Matt Parkes looks to shed some light on marketing wisdom. Matt asked thousands of people to give advice in a dozen words and from that came an inspirational book “A Dozen Words of Wisdom”. Here are some highlights.

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AIA’s unhealthy Vitality rewards program

aiaAIA have launched Vitality Rewards for every insured customer. Basically the concept is very positive. They want to reward you for being healthy. How this is being done is open to question though with some serious gaps in the program and some questionable creative.

 

 

 

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Are Chevrolet and StarHub in the same sponsorship fix?

Chevrolet Global Football Announcement EventSponsoring a football team is tricky business. Past success does not equal future success. Just ask Chevrolet how they currently feel about spending almost a billion Singapore dollars on sponsoring Manchester United from next year.

A billion dollars to be on the front of a shirt of a team that won’t even be in the Champions League next year let alone being champions of England’s Premier League. They may as well as sponsor Newcastle United.

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Orient Express comes off the rails with rebrand

SNLV000ZWhen brands rebrand it’s normally to try and lose their history or change negative perception or reposition. Quite why the Orient Express have rebranded all their properties barring some of the more famous iconic train journeys to the terrible named Belmond is beyond me.

Orient Express conjures up wonders and mystical magical train journeys, Agatha Christie and luxury, properties that ooze quality and premium brand values. Orient Express says we’re a brand worth paying the extra money for to treat your loved one or just pamper yourself.

 

 

 

 

 

 

 

 

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Festival of Media Asia promises a Festival of Agile Content

festival of mediaThis year’s Asia Pacific Festival of Media (FOM) being held in Singapore 16-18 March promises a huge array of content about the theme agility.  As one of the official FOM bloggers I spoke with a few of the star presenters to get their views on what they would be focusing on.

Damien Cummings, newly appointed CMO and VP of Marketing for Philips in ASEAN and Pacific will be giving us his views on how brands can create relevant, real-time content to engage with empowered digital consumers who expect the brands and businesses they interact with to always be relevant and ‘always on’.  Using his vast experience he will be discussing what Philips are planning on doing to ensure that marketing agility can occur, why it needs to happen and what needs to happen operationally to enable it to be activated successfully. Read more on Festival of Media Asia promises a Festival of Agile Content…

Shazam debuts new Linkin Park content exclusively

Screen Shot 2014-03-07 at 10.46.48Rapidly becoming known as the hardest working rock bank in the world Linkin Park have created a partnership with Shazam to debut their new single “Guilty All The Same”.

Not content with a remix album out merely a few months ago and not one but two differently themed festival tours in 2014 Linkin Park have found time to record a new album and used the power of Shazam to debut the first track.

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Even Jack Ryan can’t save some brands when product placement goes wrong

legoProduct placements in films are one of those things that can work extremely well or make your brand look very foolish. There is no shortage of films with product placement in them at the moment. Some are very obvious and clunky and some are very cool and in keeping with the story and film brand.

Oracle recently pulled the plug on their product placement of Jack Ryan: Shadow Recruit. The reason was the association between technology and spying as brought to real life by the Edward Snowden revelations. Oracle had paid quite a large sum of money to have several brand opportunities in the film but got very cold feet by the espionage connection.

 

 

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Can your LinkedIn company page replace your corporate website?

LinkedInSSThere is a raging debate amongst marketing and corporate communications professionals as to what is more engaging and important. Is it your company’s LinkedIn page or your company’s website? Undoubtedly I believe that it is your LinkedIn company page and here‘s why:

 

 

 

 

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