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Marketing Strategy

The art of Storytelling

In the epic classic “One Thousand and One Nights” a young woman named Scheherazade devises a brilliant plan to save her life. Each night, she tells the Sasanian king a story so enthralling that he must postpone her execution another night to hear the ending. So it goes for 1,001 nights, until the king decides he cannot execute Scheherazade. The power of storytelling is more than a fairy tale, though, and businesses could learn a lot from Scheherazade. It is one [...]

Mindshare sweeps Campaign South Asia AOY 2017 | Advertising

Mindshare swept the Campaign South Asia Agency of the Year Awards 2017 bagging 14 awards including four Golds and the South Asia ‘Media Agency of the Year’ title.  In the people categories, Mindshare bagged two winners and three runner-ups awards with a total dominance in categories like the ‘Engagement planner of the Year’.

digital marketing

3 of the Top Opportunities and Challenges for Digital Marketing in 2018

Augmented reality, live video streaming, data visualization: There’s plenty of hype about which digital marketing trends will hit the big time in 2018. But, in your rush to jump onto the latest trend bandwagon, don’t overlook the importance of battle-tested strategies, like local listing optimization, or online reputation management. Recently, I sat down with Peter Handy, CEO of Dallas-based digital marketing agency Advantix Digital, to discuss the future of digital marketing trends in 2017. Because Advantix, founded in 2001, was [...]

offline retail presence

The Importance Of Offline Retail Presence In An Online World

Today, the World Wide Web is ingrained as part of the day-to-day experience for all of us. From communicating with colleagues and banking online to personal entertainment and staying in touch with friends, “logging on” is now an intrinsic human behavior. The movement has completely reimagined the retail industry, with the rise of online shopping materializing as a convenient, and cost effective way to consume. Yet, while the latest research from Verdict Retail predicts that UK online retail sales will hit [...]

luxury strategy

Marketing To A High-End Consumer, Using The Luxury Strategy

40 years ago, a group of European luxury brands, famous but small at the time, decided to use the opportunity of globalization to grow significantly beyond the small circle of their happy-but-few historical customers. To do so, they needed to implement a marketing strategy, but they quickly discovered that while the usual marketing strategies would help them grow, they would also put them out of the luxury bracket. So, they decided to implement a totally new business strategy, which [...]

The Kooples launches in Greater China | Advertising

Luxury French fashion brand The Kooples will enter Greater China under distribution by Swire Resources. Its flagship store is opening in high-end Hong Kong shopping mall Pacific Place this month. Branded as accessible luxury fashion for Parisian street chic and androgynous designs, The Kooples was founded by brothers Alexandre, Laurent and Raphaël Elicha in 2008. Its name is a French slang term for couples and most of the brand’s campaigns feature real-life couples. The brand…

Big brands aren’t dying and young people don’t hate them: Research | Analysis

Big brands are dying. Small brands are growing. Brand loyalty is declining. Young people distrust and reject big brands. Small brands command high loyalty. Digital media has leveled the playing field for small brands. Small brands don’t need advertising. Ecommerce makes it easy for small brands to grow.  Wrong, wrong, wrong, wrong, wrong, wrong, wrong and wrong, according to a new report published today by the Ehrenberg-Bass Institute for Marketing Science at the…

storytelling marketing strategy

5 Places to Use Storytelling in Your Marketing to Drive Sales

Most people absolutely hate selling, and for good reason. The entire idea of bothering someone, trying to talk them into buying something they’re probably not interested in learning about in the first place, completely repulses most people. Yet selling is essential to business, business is essential to making money, and money is essential to life. So the question is, how can you sell more without bothering people and being “salesy”? The truth is, there are plenty of great companies that [...]