data driven branding

08 Jun: IF MASS MARKETING IS NECESSARY TO BUILD A BRAND, WHY DID BARISAN NASIONAL LOSE THE 2018 GENERAL ELECTION?

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

10 Apr: Enrich is not a channel to sell as much as possible, it’s a channel for the brand to build relationships

So I’m checking in online for a flight on Malaysia Airlines and I noticed that my Enrich membership (that’s the MAS Frequent Flyer Programme (FFP)) has been downgraded from gold to silver. That in itself is hardly a surprise because I rarely fly with them anymore (the 3 – 4 business class business trips I … Continue reading