True brand building is needed to win a price war

Bold advertising builds brands that can withstand price wars and it takes a single minded approach to create great campaigns.… Read More True brand building is needed to win a price war

Celebrity endorsements are costly but with good return-on-investment

One of the things about highly competitive market segments is that brands tend to use the concept of ‘monkey see, monkey do’, in that they follow similar strategies for visibility, brand appeal and sales. The incremental one percent in advertising share doesn’t shift the needle even though it represents a substantial investment. To drive differentiation,… Read More Celebrity endorsements are costly but with good return-on-investment

Branding a multicultural organization depends on universal truths

During the ‘cola wars’ between Coke & Pepsi in the eighties, Pepsi launched a campaign dubbed ‘the choice of a new generation’. Unfortunately when translated to Chinese the same campaign tagline said ‘bring your ancestors back from the dead with Pepsi’. History is full of stories that highlight the challenges international brands face when creating… Read More Branding a multicultural organization depends on universal truths

It’s hard to uncover insights when you don’t know what questions to ask

I once had to train a mixed group of English and Japanese speakers which was a daunting task even though there was simultaneous translation running throughout the session. It was one of those training sessions where the facilitator gains much more than the participants do because I had the opportunity to observe certain cultural nuances… Read More It’s hard to uncover insights when you don’t know what questions to ask