A brand story should not be focusing on the brand. Relevance to the audience is key and the brand is NOT the hero in the story.
Part 2 of 4 in this series on Story Inception, I explore how to pull audience into your brand story
How to maximise the branding mileage for your red packets Many companies still print “ang pows” or red packets for distribution during Chinese New Year as a branding collateral. I suspect it may still take a couple more years before… Read More »Red packet design considerations
For many brands in the Chinese speaking world, the Chinese New Year (CNY) period is traditionally the next spike for sales after the Christmas. Advertising tends to be sales driven and tactical. If a brand, however, were to set up… Read More »How to set your brand apart during Chinese New Year with content?
A few years ago, a friend introduced me to the dish ?Power Mee Rebus?. For those who are unfamiliar, ?Mee Rebus? is a dish of yellow noodles in thick gravy with bean sprouts and a hard-boiled egg. One can imagine… Read More »Lessons in Creativity from hawker food vendors
Romance and hit pop songs are key ingredients that propelled Korean dramas to its current status. Apparently, McDonald’s in the Philippines deployed the same ingredients for a successful campaign (Write up by “Think with Google” here). In fact, there is… Read More »McDonald’s Philippines’ (short) love story
Maslow?s Hierarchy of Needs and Aristotle?s Seven Causes of Human Action are consumer behaviour concepts that should be considered when building the brand. Forbes contributor Susan Gunelius has a good article detailing the concepts. One additional point for consideration is… Read More »Psychology and Philosophy of Branding
Viewers distrust commercials nowadays because they are usually exaggerated and fictitious. Content ?based on true stories? seems to be getting more engagement. While writing on ?Where most go wrong? in our Content Marketing 101 resource, I came across this article?where… Read More »True Story!
Content marketing is all about storytelling isn’t it? Well, storytelling is an important way of executing content marketing. But not everyone knows how to craft a good story. And not everyone knows how to tell a good story well. Many… Read More »Common Misunderstandings on Content Marketing