My thoughts on recovery branding for the tourism industry as well as some insights into what is required to build a robust destination brand.
Marcus Osborne
This is not a piece about the latest technological advances, gimmicks toys or 5G, 8K, robotics, foldables, AI and other buzz words. It’s about preparing your business to compete in 2020 and beyond! So what will be the big branding shifts in Malaysia in 2020? Here are ten developments that will help you take your … Continue reading →
According to the Skytrax world airlines awards for 2019, Qatar is the best carrier in the world, Emirates is 5th and Malaysia Airlines is 36. The Skytrax awards are based on the responses of 21 million participants from 100 nationalities. It is touted as the largest annual airline passenger satisfaction survey in the world. I … Continue reading →
We’re looking for an accounts executive who doesn’t mind doing a bit of administrative support work. The position is advertised on WOBB, a popular job portal in Malaysia. Last week we offered the job to an applicant and he accepted. The package meant a 25% increase over his previous salary and working with us meant … Continue reading →
Last week we lost a project to build a corporate website to a freelancer who quoted 5% of our figure. How can we compete with that? On the face of it we can’t. Freelancers are popular because they are cheap. But as I was reminded while discussing this loss, last year we bailed out three … Continue reading →
This morning, I read with interest Sarawak Deputy Chief Minister Datuk Amar Douglas Uggah’s comments about the price of pepper. You can read the full article here but the crux of it is that he’s talking about the dramatic price drop and appears upset (rightly so) that the solution offered by the Primary Industries Ministry … Continue reading →
In the mid 1980s, I was working in the Middle East and when it came to taking leave, we had 2 travel options. Head West for Europe or East for Asia. Whichever direction, the airline recommendations were always the same – try to fly on Singapore Airlines, Cathay Pacific or Malaysia Airlines. Why, because those … Continue reading →
Taxis are ubiquitous in Kuala Lumpur, just as they are in most cities in around the world. Unfortunately, years of poor public transport, viable alternatives, ineffective regulation and little or no oversight has created an industry that is a Frankenstein monster that has lost sight of it’s actual purpose. In other words, it has grown … Continue reading →
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 →
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 →
