When industrialization is ongoing and the majority of the population has yet to enter the middle class, how meaningful can a global consumer brand be?
Some of my projects focused on social media, others on mobile, but all came back to the challenge of building brands in a rapidly changing society.
It’s only fitting during the holiday season – the peak time for retail – to reflect on the role of recreational shopping in Singapore.
I moved to Singapore in mid-2013 so that I could discover what it’s like to work and live in one of the world’s most dynamic regions.
To succeed in social media, marketers can embrace one of the things that the channel does best: the propagation of content. But can every brand realistically be a content brand?
Advertising can do a lot for a brand but there are times when a big spend on ads doesn’t do a brand any favours.
How marketers can get around the barriers to experimenting with new media channels.
Brands are most effective when all their elements come together as a single personality. Yet, in today’s world of marketing, communications have never been more fragmented.
Most marketing departments are not staffed or organized to produce content at the pace of a daily newspaper.
With the rise of social media, today’s marketing ecosystem has grown increasingly complex. This forces the question of whether a single brand idea can realistically address all the needs of the brand.