A Q&A with Marcus Osborne, our CEO & author of ‘Stop Advertising, Start Branding‘ Q. THE BARISAN NASIONAL INVESTED HEAVILY IN TRADITIONAL COMMUNICATIONS BEFORE & DURING THE ELECTION CAMPAIGN. WAS THAT THE RIGHT WAY FOR TODAY’S BRANDING ENVIRONMENT? A: As the dust settles on the extraordinary 14th General Election, the well known brand guru who … Continue reading →
advertising
Everyone at Fusionbrand is convinced that 90% of advertising is a complete waste of money. And in Asia it’s not helped by the fact that most CEOs think they are creative directors and most agencies won’t bother challenging CEOs in case they lose the business that they won because invariably, they were the cheapest. And … Continue reading →
Yes it looks like an irresponsible adult allowed a petulant child with a grudge against the creative fraternity loose on a very old software programme and yes, it should never have made it past the idea stage. It’s the creative equivalent of a train crash featuring trains carrying toxic chemicals or nuclear weapons. But does … Continue reading →
I’m sorry I haven’t posted for a while (I’m sure many of you are happy I’ve been quiet!) but we’ve been very busy with other brands, not to mention our own. We’ve had a crazy couple of quarters at the end of 2017 and 2018 has started off much the same way. However, after seeing … Continue reading →
Hot on the heels of the Marks and Spencer and John Lewis Christmas ads comes the Tesco one. And it’s winding up a few people in the UK. But despite the controvery, it’s not getting the viewing numbers. In a week it’s only had 132,000 views while the M&S ad has generated more than 4 … Continue reading →
Back in my day we knew Christmas was coming because the thick woollen shorts we wore through the winter term, yes shorts despite going to school in the wettest, darkest, coldest (well it felt like it in those shorts) part of England, began to rub the skin off your thighs because your legs were so … Continue reading →
Have you ever wondered how powerful the Internet really is? Have you ever wondered if video can really help increase sales? Have you ever wondered how to sell something for more than it’s worth? Would you like to turn US$499 into US$150,000 with …
Like the rest of the planet, Malaysian consumers are spending more time online and this has seen a dramatic fall in the circulation of newspapers. The New Straits Times, the oldest newspaper in Malaysia and once the pride of the industry has been through at least two ‘rebrands’ in the last 10 years but this … Continue reading →
In an ongoing attempt to reduce the growing use of cigarettes in Malaysia, the price of a typical pack of 20 is now more than RM21 (US$5). Still way below the US$15 in the USA or US$10 in Singapore but way up from about RM3.20 in 1996. In a survey carried out by the Ministry … Continue reading →
This interview with Mark Raine, Vice President Sales and Marketing Passenger Cars offers some excellent insights into what makes a global brand and should be compulsory reading for anyone in the automotive industry in Malaysia. Actually it should be compulsory for anyone in any industry. Everything MB says they are doing – the borderline obsessive … Continue reading →