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.
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 »
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 »
If there is an emotion that is most strongly associated with the Christmas and New Year holidays it must surely be Joy. In the text as well as performances of the Christmas carol ‘Joy to the world’, Joy is associated with singing and a very physical and spontaneous sense of well-being. [The carol was written by Isaac Watts, a pastor with a father who was jailed for his non-conformist views, in 1719 and with a famous musical setting written by George Frederick Handel.]
There are now many books about the application of behavioural science to branding and marketing (including Brand esSense). The Business Of Choice by Matthew Willcox is a recent edition is one of the more readable ones, summarising many of the core ideas of behavioural economics in a very business-focused and reader-friendly way. Uniquely, the coverage extends to thinking about the role of human nature and culture in shaping consumers’ decision-making.
Pantone have just announced their colour of the year, and it’s a “refreshing and vitalising” shade called Greenery (otherwise known as Pantone 15-0343), which they describe as “symbolic of new beginnings”. The colour is strongly associated with spring and is a shade of green that incorporates yellow to give a “fresh and zesty” feel that suits spring as a time to “revive, restore and renew”.
Reading Generation M recently (review here) made me think long and hard about the relationship between religious or spiritual beliefs and brand values. TapestryWorks’ research on Asian beauty has highlighted the gap between international brands and the aspirations of many Asian women. This gap is nowhere clearer than Indonesia, where many local brands “feel” much more in tune with local culture, a culture which is very strongly informed by Muslim values. Read more »
There has never been a better time to improve our understanding of Islamic traditions and Muslim values. Ignoring the current political climate in the US and elsewhere, the more important and long-term trend to know is the projection by PewResearchCenter that the number of Muslims in the world will increase from 1.6 billion in 2010 to an estimated 2.76 billion in 2050. The book Generation M could not be more timely. Read more »
In Emotional Rollercoaster, Claudia Hammond goes on a journey through the science of emotions, exploring nine different emotions on the way. Although harder going and less enjoyable than another book I have recently read and reviewed, this is still full of insights into the science behind emotions as well as anecdotes that illuminate how each emotion fits into our understanding of human behaviour. Let’s take a quick tour of each of the nine. Read more »
Why, oh why, oh why? Why would any brand manager take the most unique, distinctive and well known asset of a brand and change it?
Well Mondelez know better and have widened the spaces between the well known chunks of a Toblerone chocolate bar in order to save money (perhaps inspired by Brexit and rising ingredient costs). You can see the original and “gappy” versions of the product above.