There are debates on whether Differentiation or Distinctiveness is more important. In my opinion, both are essential and must work intandem for maximum impact. Local celeb Richard Low has both, which enables him to be nominated for the Most Popular Award yearly.
With more brands jumping onto the content marketing bandwagon, it is no surprise that there are more videos produced for this Chinese New Year (CNY) 2019. I have selected 3 from Singapore, 2 from Malaysia and 2 from China for… Read More »When can we see better CNY stories in Singapore?
The most powerful and commonly used equipment for content creation this days is the mobile phone. Capturing and editing capabilities are coupled with online connectivity. The scariest part? It is in the hands of all consumers out there. Meanwhile, the… Read More »Co-creating the Brand Story World
When a brand has successfully created a piece of branded content that has moved the audience and pulled them into the story, it is NOT the end of Story Inception… in fact, it is barely just the beginning. Resting on… Read More »Building a Brand Story World
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
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