https://youtu.be/WhZheHdKfxQ Digital media has changed consumer expectations and tolerances. We live in a world of unprecedented consumer choice. Consumers expect to be able to consume content whenever and wherever they want, on the device of their own choosing. In such a world, consumers prefer to pay a subscription fee for quality content – whether news, music or... Continue Reading →
The challenge for brands in the age of consumer choice is this: create content that my target audience will seek out and willingly consume, rather than avoid.
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.
Influencers are just another touchpoint in the customer journey and not some kind of magic bullet.
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.
