The age of customization: You don’t own the idea. The consumers do.

You can tell a lot about a person by the apps on the front screen of their phones. For Apple, you can tell a lot about a person by the front cover of… Continue reading

When brand and culture collide: Adidas X Marina Abramović

We ought to be excited when we saw this video. Commissioned by Adidas, designed to be coincide with the World Cup season, it featured an artistic interpretation of the brand’s ongoing “All In or… Continue reading

The Airbnb identity: More than a trademark, it’s a movement.

Airbnb had just unveiled their new identity as part of a brand overhaul. Many people would say that it’s time for the brand to think global. Afterall, in 2013, it was reported that more than… Continue reading

Localize the product, not just the name.

When a western brand enters a foreign market, a lot of people will first set sight on the name. However, a name, as important as it seems, is just part of the defining… Continue reading

JOMO: The trend that leads us to a mindful way of living

It has become very difficult for us to think about just one thing at a time. In the process, we have all become self-confessed information junkie. We absorb everything from every sources, and… Continue reading

Building unique brand experiences in local markets

There is a subtle difference between brand pushing messages to consumers, and letting consumers discover what the brand represents. Recently, a giant pavilion in the shape of a Louis Vuitton suitcase emerged on… Continue reading

Is your brand ‘world-ready’?

Technology brands are not often good in coming up with their product names. They also tend to focus more on building the best products and put much more emphasis in communicating what the… Continue reading

Great idea is an idea well-shared

Great global ideas do not come about easily. There is always the challenge when an idea works really well in one market, but does not resonate with the consumers in another. There is… Continue reading

How traditional media innovates through partnership

I came across this campaign earlier this year. It was created by Print Power Europe, advocating the effectiveness of print media in the multi-media environment. Like any organisation exists to protect the role… Continue reading

Be an ‘ambassador of clarity’

It was a blast at the recent first ever Advertising Week Europe in London. There were truly diverse viewpoints from a wickedly broad representation of thought leaders in the industry. True, it was… Continue reading