Cultural Insights Help Marketers Connect Universal Truths to Local Truths

Aug 21 2017 Published by neilgains under brand essense

Little by little the past few years have seen a weakening of the dominance of multinational brands in Asia, as local players win consumer’s hearts with greater understanding of local culture and its importance in consumer decision-making.

For example, beauty is big business in Asia, but in many countries local brands are the most popular with the highest penetration and market share, with international brands increasingly struggling to compete. In Indonesia, local brand Wardah has come from nowhere to take around one-third of the cosmetics market. It’s secret? Understanding the values of Indonesian women (and halal certification, something that has now been legislated to come into effect in the coming years). Read more »

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From Morning Lift To Nighttime Gift: Jakarta beauty routines

Jun 30 2017 Published by neilgains under brand essense

Two years ago, TapestryWorks collaborated with ABN Impact Indonesia to explore beauty goals among Indonesian women, and exactly two years’ later we went back to their Jakarta Beauty insight community to learn more.

In our earlier study, we learnt about a range of motivations that are important to Jakarta women and the beauty that they desire, including Confidence, Knowledge, Care, Belonging, Love, Fun and the desire to be (a little) Unique. In our latest study, we decided to look more deeply into these different motivations to understand how they relate to different aspects of women’s daily lives. Read more »

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Learning the Psychology of Online Persuasion

Jun 22 2017 Published by neilgains under book review

Webs of Influence is one of the most useful books on psychology you will ever pick up. It’s easy to use format covers swathes of research into the psychology of human behavior and what it means for designing marketing programs and websites that engage with people. The second edition has just been published with more useful content updated to reflect this fast-changing field. Read more »

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Is Anger the Emotion of the 21st Century?

May 25 2017 Published by neilgains under emotion

“Anger makes dull men witty, but it keeps them poor” – Elizabeth I

Why is there so much anger in the world today? Anger has been cited as playing a part in the often strange and surprising politics of the last year (by myself among others), and only today I switched on the news to see that a Republican candidate for US Congress has “body-slammed” a reporter. What is anger and why is it so prevalent? Read more »

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Understanding Muslim Beauty: The endless growing opportunity

Apr 25 2017 Published by neilgains under Asia trends

What is the real opportunity for Muslim beauty? Let’s start with the numbers, which are truly impressive, before sharing  some research on what Muslim women want from beauty and the relationship between beauty and Muslim values. Let’s then look at one beauty brand that I think has been successful in capturing these needs and values, before putting Muslim beauty into a broader context of global beauty trends. Read more »

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5 Ways Brand Stories Connect

Mar 31 2017 Published by neilgains under storytelling

We all understand the impact of stories in our lives, and increasingly businesses are taking storytelling more seriously as a skill to develop and nurture (I’ve recently run a Storytelling training program for one such business in China and have another public course running in May). But what is it about story that connects so powerfully with us, and how does the psychology of story mirror the psychology of brand choice? Here are five ways that stories tap into universal human behaviours.

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Putting on the Brakes: The Feeling of Fear

Feb 27 2017 Published by neilgains under emotion

If you read the newspapers or switch on the nightly news, you might conclude that there is a lot to be afraid of over the coming year, in keeping with 2016. Fear is primal and one of the most fundamental of human emotions. Charles Darwin believed that the emotion of fear went back to the origins of all species, writing, “we may confidently believe … Fear was expressed from an extremely remote period in almost the same manner as it is now by man”. Read more »

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The esSense of a new insurance brand? (The Importance of Brand esSense #6)

Feb 14 2017 Published by neilgains under brand essense

Walking through Singapore yesterday, I noticed for the first time the eTiQa insurance brand, owned by Maybank. Perhaps I should have noticed the brand before, but I was struck by the colours and naming of the brand which struck an immediate resonance for the category.

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Is Donald Trump a branding guru that market research should follow?

Feb 03 2017 Published by neilgains under brand essense

Perhaps the most important thing that Donald Trump has shown us all is the importance of being different and distinctive from your competitors. In a recent article on hbr.org, Roger Martin argues that Trump didn’t win because of a bad Clinton strategy, celebrity obsession or Russian hackers (although they may have contributed). Donald Trump won because people wanted change and he “positioned” his brand as the change and anti-establishment candidate. Read more »

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Which Tribe do you belong to?

Dec 27 2016 Published by neilgains under book review

Although Tribe is mostly written about war veterans and the process of coming home from war, it holds some profound lessons for all of us and how we cope with the modern world. The central argument is that recovery is strongly associated with a feeling of belonging to a group, something that war gives soldiers and then takes away from many of them when they return. Read more »

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