At least three times in my career, while being hired to join the "digital transformation" team, I have heard the following analogy: "We want you and your team to be the virus that infects the rest of the organization." The analogy always sounds great. But the success of a virus is always determined by the... Continue Reading →
"The Red Stain" demonstrates everything I like to talk about when it comes to excellent brand storytelling.
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.