[A version of this post was first published on FutureBrand's FBlog.]
FutureBrand Singapore is a regional hub, meaning we service clients not only domestically but also in Malaysia, Indonesia, Philippines, Thailand and Vietnam. That means a fair bit of travel for most of us, although sadly it’s all too often the kind of travel that involves less time site-seeing, meeting people and getting to know local cultures and more time on planes and in airports. (And in cities like Jakarta, Manila and Bangkok, a lot of time on the ground is spent in traffic.) But even with all the running around, there’s still plenty to see, do and photograph. Here are ten photos from around Southeast Asia—mostly shot from my phone, while on the go—all demonstrating some aspect of brand strategy. Check out the slideshow first and then read more about each photo/idea below.
Recent IPOs from LinkedIn, Groupon and Pandora have all eyes on the “social media” industry. While that label may be useful in contrasting from more traditional brick-and-mortar businesses or the dotcom darlings of the early 2000s, it does the companies it refers to a disservice by failing to recognize diversity within the group. Facebook, Groupon, Twitter, LinkedIn—while they all allow us to connect with each other online, they are otherwise quite different businesses. (In fact, doesn’t it feel a little funny to refer to Twitter as a “business” at all?)
The success of LinkedIn is based on a simple tenet of brand strategy, and something that Facebook, Twitter and even Google mostly lack. Namely, LinkedIn has a niche.
With last month’s announcement of Starbucks’ plan to offer tea in its hundreds of China-based stores, old questions are resurfacing about how Western brands should approach the Chinese marketplace. Chief among these questions is how to balance advantages of being perceived as a foreign brand with the increased relevance that comes from catering products to a local market.
As evidenced by mixed consumer and media reactions to Starbucks tea, there is no black and white answer to the question of whether brands should weight their product offerings more toward foreign or local attributes. Starbucks customers have been quoted as saying “How could a foreign newcomer satisfy us with our strict [tea] requirements?” while headlines like “Starbucks discovers that Chinese people like tea” suggest the company is late to the party—that it should have started selling tea closer to when it opened its first mainland store in 1999. Doubtless, many consumers will be delighted by the new option, while others will have legitimate complaints ranging from price, to concern for local teahouses, to the assumption that the American company can’t possibly make a good cup of Chinese tea.
But Starbucks is far from the first Western brand taking steps to localize its menu in China. Other local adaptations include
The most recent edition of McKinsey Quarterly includes an overview of “The Internet of Things”—countless tiny sensors embedded in physical objects, all linked and sharing data through wired and wireless networks. Many examples of networked devices have already gained mainstream awareness, such as RFID tags and smart electricity-use meters. But the article also details more obscure applications, such as continuous optimization of manufacturing processes and presence-based advertising. All in all, the article’s authors propose, the resulting network of information will have far-reaching implications for businesses across all industries, and executives should be aware of “the potential impact and opportunities likely to emerge.”
We agree that awareness of relevant emerging technologies is imperative for any business leader. But mere awareness is only the first step for organizations that wish to truly capitalize on opportunities afforded by the internet of things. The next step is determining which technologies are most likely to directly impact a given company or industry. Answering this question requires a deep understanding of one’s business, competitive landscape, and customers—an understanding indicative of a brand-led business. We believe, therefore, that:
Sorry, Nordstrom. I just canceled my subscription to your free email newsletter after receiving yet another “Not Your Daughter’s Jeans” edition. Last I checked, Nordstrom sells men’s clothes, too, but their email subscription doesn’t ask you to input your gender, what type of clothing you’re interested in, or any information whatsoever. This is a massive missed opportunity for targeted marketing, and in my opinion completely fails to take advantage of the point of email subscription lists.
You may have already seen this clip of Pattie Maes unveiling the “sixth sense” wearable technology at TED. If not, I recommend checking it out.
This clip, along with a great post by Steve Rubel about Open Web, has me thinking about what the future holds for technology, and how different organizations might be able to capitalize on it. Seems to me that Pattie’s talk and Steve’s post more or less point to the same trends:
You can always count on the checkers at Cold Storage to 3x bag any raw meat and generally use as many plastic bags as possible. #Singapore Saturday 04 February
"P&G perfected the modern art of branding with Crisco" NPR: Who Killed Lard?-More at http://t.co/uY4c7sBP Saturday 04 February
I’m not sure how I missed this, but the designer know as Velociraptor has updated his original Crayola Color Timeline that I posted about last year, into the the new Crayon-Bow (half rainbow - half rising su...
I missed this Inception Chair by Vivian Chiu because it was being exhibited in Noho during ICFF. It was a big regret of mine being unable to get to Noho to check out the great installations.The Inception Chair...
My friend Tina (AKA Swissmiss) has launched Tattly, a new online store for — get this — designy temporary tattoos! Yes, now you can wear your love of design right on your sleeve. Why get a permanent MOM whe...
