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Marketing Strategy

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 [...]

Fire, then no embers: How Uber’s first brand crisis in Asia fizzled out | Marketing

Uber has been a regular magnet for bad press in the US due to its tendentious former CEO Travis Kalanick and other self-inflicted scandals. Then, last week, The Wall Street Journal reported  that Uber knowingly rented out defective Honda Vezel cars to drivers in Singapore since 2016, one of whom narrowly escaped unhurt when his vehicle caught fire in January this year.  The number of Singapore riders who found Uber’s first brand crisis in Asia to be an issue though, [...]

Move and win roundup: Geometry Global, DAN, Isobar, McCann, BBC and more | Advertising

PEOPLE MOVES Geometry Global Singapore appointed Jane Perry as managing director, reporting to Diana Cawley, Asia Pacific CEO. Perry has 17 years of experience and was most recently MD for APAC at The Client Relationship Consultancy. Prior to that, she was MD of WPP retail and branding agency Fitch Southeast Asia.  BBC World Japan named Dan Inamoto as its managing director.  Inamoto comes to BBC from AKQA Japan where he was business director.  With a background in digital activation, he [...]

See the winners from the Branded Shorts film festival in Tokyo | News

A stubborn holdout of the celebrity-focused TV commercial, Japan is gradually waking up to the possibilities of online video content. Branded Shorts, a two-day festival that takes place in Tokyo, aims to spur things along by showcasing and awarding some of the best work from Japan and abroad. On 7 June, two winners were announced for 2017: For Japan, ‘The World is One’ by Toyota; and internationally, ‘Notes’ for Take Note, a Canadian stationary retailer. The brands are at [...]

Selling Products Online?

Imagine going to Target, filling your cart with products, then ditching it by the door and walking out empty-handed. That’s what ecommerce shoppers do more often than not. Unfortunately for Internet merchants, most are Looky Lous who never actually buy what they put in their carts. This year alone, online shopping cart ditchers will bail on some $4 trillion dollars worth of potential purchases. The proof is in the virtual wasteland of deserted online shopping carts. A staggering [...]

The Holy Grail of Marketing

The Holy Grail of Marketing

People influence people. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.– Mark Zuckerberg, Founder and CEO, Facebook The goal of referral marketing is simple: To harness the power of authentic word-of-mouth to drive a steady stream of high-quality referrals to your business (and grow revenue as a result). Executing against that goal, however, is a little bit more complicated. For referral marketing to work, you need to have a [...]

starting an ecommerce business

The Top 5 Reasons You Should Start an Ecommerce Business

Whether you’re a bootstrapper or an investor with a bit of extra money to start a new enterprise, ecommerce is a great field to get into, especially today. Even as a beginner in ecommerce, the tools and resources are all laid out for you. All you need is a strong work ethic and a desire to succeed. Here are five reasons to start an ecommerce business now. 1. Worldwide, ecommerce is expected to grow by as much as 13 to 25 [...]