Posts Categorized: Uncategorized

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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The end of Google Glass?

Google GlassThe end of Google Glass, in its current incarnation – yes. As a future viable, perhaps watered down, consumer based product – I doubt it.

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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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How the Christmas ads fared on social

sainsbury's christmas the wallFor this year’s Christmas ads we’ve had the lot. Almost every major retailer has now released their ads, laying out their stall for what they can offer consumers this Christmas.

These have been closely followed by an onslaught of social media reviews, some good, some not so good.

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6 Reasons why social selling is replacing cold calling

IMG_20141128_063959Social selling is in the process of replacing phone selling/cold calling and here’s why:

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Customer experience changes brand perception

bad-customer-service-poor-business-lose-money-singapore-service-academyAccording to a recent survey in Singapore, 60% of people who suffer from bad service never complain. That means that for every four people who complain, another six are just as angry but never tell you about it.

This is a staggering number and should be a big worry for everyone in the customer experience sectors in Singapore and those who market the applicable brands.

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