In any other country, would such a portrayal not be considered offensive? Apparently not in Singapore.
Why I have managed to constantly adapt to different industries and reinvent my career over more than two decades is because I find there is always something new to learn. And more often than not, those lessons come from people much younger than myself.
If the consumer feels a brand adheres to the same principles that he himself holds dear, then he is more likely to remain loyal to that brand.
The magical 90-120 sec video formula is a myth propagated by companies who want to sell you 90-120 sec videos (and the platforms that carry them). What most consumers are unwilling to watch for longer than a couple of minutes...is bad content.
One of the most often invoked phrases is the need for companies to “fail fast.” Too often, this is pure lip service.
Last week I talked about why brands must master storytelling and take their lead from Hollywood with Click2View's Simon Kearney for their inaugural podcast. The podcast is available on iTunes here. You can also play it below: https://soundcloud.com/simon-kearney-1/the-click2view-content-hour-episode-1
With the rapid growth in social media and content marketing, there is greater interest than ever among brands to embark on “influencer” campaigns. Recently, I participated in a panel discussion at Content 360 in Singapore where this topic was discussed. Here are a few things for brands to consider before working with influencers: Look beyond... Continue Reading →
If you were blindsided by the results of the US elections, it's probably because you relied on your social media news feed for your news. I woke up this morning fully expecting to watch the election returns from the United States show a strong mandate for Hillary Clinton. But if you were like me, by midday (Asia... Continue Reading →