Posts By: Chris J Reed

Can the Chelsea FC brand ever be globally admired?

Chelsea FCIt must be a nightmare being the brand director of Chelsea Football Club.

No sooner do you recover from one crisis that affects the brand perception then you’re propelled into another one, none of which is helped by the management. Is the Chelsea Football brand too toxic to ever be as popular globally as the Manchester United, Liverpool, Barcelona or Real Madrid no matter its success?

Last week brought revelations of Chelsea fans in Paris twice stopping a black man from getting on a train before their match with Paris Saint Germain (PSG). This was coupled with chants of “we are racists”. Unfortunately for them the whole incident was filmed and The Guardian took great delight in using this to highlight how racist Chelsea and football in general still is.

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Can Hilton change its business brand to play image with concert tie-up?

9809_10152706266472901_6845446520882119386_nHilton has created a partnership with leading concert promoter Live Nation to try and change its rather stuffy brand image to one that is cool, contemporary and in touch with Gen Y and Gen X, in fact, anyone outside of the baby boomers generation. Good luck with that.

This partnership gives their Hilton Honours (I’m spelling it the English way, sorry) Members exclusive concerts, meet and greets and experiences by using their loyalty points. Hilton replaces Starwood who created a similar partnership and called it “SPG: Hear the Music, see The World”. It featured bands like Imagine Dragons and One Republic. That must have worked well.

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Chinese Year of the Sheep (or is it goat or ram?) makes brands follow each other

cheap-car-rental-for-chinese-new-year-2015I love Chinese New Year (CNY). Every year is different, a different animal for marketers to wrestle with. This Lunar New Year is the Year of the Goat. Although some say it’s the Year of the Sheep as apparently they are the same in Chinese. Some even say the Ram, which I guess is in between the two.

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Why do QR codes work in China and not in the West?

Disney-CodesOn a recent trip to China I was amazed by the amount of QR codes I saw. Why have they taken off in China and not in the West or even in Singapore? Simple answer, mobile.

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A State Of Trance – the ultimate multi-channel music brand

armin-van-buuren-msg-2014-by-letkemann-650Armin Van Buuren’s amazing music superbrand A State of Trance (ASOT) celebrates 700 shows this week with a massive show and celebratory events in Sydney and Melbourne.

What started as a dance genre has become a multi level marketing operation unparalleled in global music for the strength of it’s brand, loyalty of its fans, variety of its interactive aspects and longevity of it’s brand strength.

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New year: New personal brand and 15 reasons why you need one

linkedin is ten years old this weekMany people make New Year’s resolutions which are well intentioned but fall away.

If you want to achieve your business objectives in 2015 you should make a new years resolution to focus on developing your personal brand on LinkedIn and keep it going throughout 2015. It’s now more important than ever.

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Linkedin and Taken 3 connect for innovative partnership

Picture1c20th Century Fox has created a very innovative Linkedin-based promotion for the new Liam Neeson film Taken 3. In what I think is a first, it has created a profile for the character Bryan Mills and a showcase page for the film itself and asked you to connect with Mills to enter a competition.

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Singapore50 celebrates a pioneering country

SingaporeI was recently presenting at a conference when I was asked what the most important thing that was going to happen in 2015 was. Without hesitating I said Singapore50 (SG50).

For such a young country like Singapore to be where it is in the world in only 50 years is truly remarkable and certainly worth celebrating. What I love about the SG50 campaign is the branding campaign all themed around the “pioneering spirit”.

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Why are brands like IBM so bad at B2B marketing?

MinionsI recently chaired a B2B Marketing conference in Kl and we had the marketing director of IBM do a very interesting presentation. Before he did this he asked everyone in the room whether they thought IBM was cool or not. Out of 100 people only one said yes.

Then he did a presentation where he explained all the different companies and brands that IBM were either responsible for or were a catalyst for or were the power behind.

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Can Crocs empire strike back with Star Wars partnership?

CrocsIn a cool, cool galaxy far, far away Star Wars became the greatest movie franchise ever made. Many years later the Empire has taken over the asylum and started doing corny brand partnerships with gimmicky shoes that even Jar Jar Binks would turn down.

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