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 →
Why Brands must also be good storytellers
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.
How Culture is Key to Successful Digital Transformation
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 Francis Ford Coppola Winery’s “The Red Stain” is an example of cinematic content marketing at its best
"The Red Stain" demonstrates everything I like to talk about when it comes to excellent brand storytelling.
Singapore’s MOF campaign shows how little is understood about influencer marketing
Influencers are just another touchpoint in the customer journey and not some kind of magic bullet.
Singapore, is racism really funny?
In any other country, would such a portrayal not be considered offensive? Apparently not in Singapore.
The Kids Are Alright: the Mutual Benefits of Mentoring
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.
Brand Storytelling is Crucial to Achieving Loyalty
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.
Debunking the short-form content myths
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.