Covid-19 reports compilation for Marketers and Agency

Found a helpful Singaporean folk sharing his compilation of reports for Marketers & Agency. Thanks much, Ci En Lee!

Here is the link to the report folder:

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Creating product enthusiasm, not just product satisfaction

Great brand starts from thinking how to create product enthusiasm, not just product satisfaction. Product enthusiam is more than just product differentiation. It must be the on-steroid version of “differentiation” of Al Ries and Jack Trout.

According the Adam Morgan on “Eating the big fish”, product enthusiasm comes from product over-performance, not just product performance. It must come with an excessively strict standard that seems unnecessary.

For example, an excessively strict standard for a hotel’s customer service, would be a free chauffeur-driven limousine to take you to the check-in desk, even though it would take a 3-minute walk.

An excessively strict standard of a Land Rover is the ability to drive 4,000 miles continually off-road south of the Arctic Circle. Even though, Land Rover purchasers perhaps would never do this, but they understand the machine’s extraordinary capabilities.

An excessively strict standard of Lexus is the ability to balance three tiers of champagne glasses on one’s hood as the engine approaches 6,000 rpm.

An excessively strict standard of the Volvo trucks with Volvo Dyanamic Steering is the ability drive in reverse at a precise and stable level that Van Damme can split between the 2 trucks.

For Patagonia Clothing, Yvon Chouinard has an excessively strict standard in mind: “You should be able to wash travel clothes in a sink or cooking pot, then hang them out to dry in a hut and still look decent for the plane ride home”. I don’t know if ever have to wash my clothes in a sink or cooking pot, but I would choose Patagonia as my standard for travel clothes.

Such excessively strict standard shows that the company is obsessed with the product’s performance, which is an added value, or in other words, an added soul to the product itself.

So for the next time, when your brand ever claims a “differentiation”, try to push it to a “product enthusiasm” level. If a yoghurt brand is really healthy, would it pass the test of the the extreme health gurus or athletes? If a bank is really safe, would it pass a test of a high-level group of hackers and thieves. Or if you position yourself as an expert in your industry, what at great length would you do to show that you have an excessively strict standard?

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Build the Brand from and before the Product, not around the Product

Many people think building a brand is pretty much about building the image around a product. I think otherwise. Building a great brand starts from building a great product. And I strongly believe that a great and sustainable brand is determined mostly by the product itself: its performance, design, its specific attributes. The product, or the real performance is what lasts after consumers experience it. The brand in consumers’ mind is only complete after people have experienced it, not before.

The implication is that brand thinking must better be born before the product itself. Thus the job should not be left alone for the R&Ds or the Marketing team, but the whole team to input their own POVs of how to great exceptional product that people desire for.

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A Concept/ Idea should be able to be explained in 1 sentence


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Scent by Glade- new medium for fragrance sampling

Glade introduces a new medium to sample its fragrance: the delivery packaging

For videos, visit:

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KFC Pocket Franchise Case study

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Durex Poppin- Case study

Durex Poppin Case study

A very smart campaign that bases on the inseparable relationship between the Gen Z and their phones to solve the embarrassment of carrying condoms in the wallets. Clear problem definition and impressive creative solution!

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