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A guaranteed way for a new brand to die

A guaranteed way for a new brand to die

The reason I’m writing this post is because I’ve seen too many of these brands in the market, and as a brand building firm, we have worked with more than 100 brands over 23 industries. It is simple for us to spot and identify a…

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InteresThing Sharing 2013: Week 13

InteresThing Sharing 2013: Week 13

Today’s interesthing sharing mostly inspired us on making brands purposeful and engaging. Find out how  through the following videos. Title: UTEC – Potable Water Generator Summary: The University of Engineering and Technology in Lima, Peru, wanted to attract new students for the 2013 school year, so they…

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InteresThing Sharing 2013: Week 9

InteresThing Sharing 2013: Week 9

More interesting sharing are here. Let’s get ready and inspired! Title: Justin Bieber Launches Album with Blippar Summary: The latest Bieber album offers fans an exclusive AR experience. This offering is a world first for an album launch of this size offering fans around the world…

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InteresThing Sharing 2013: Week 8

InteresThing Sharing 2013: Week 8

We’re back! It’s been a week of family and food time from the CNY holiday. Trust that everyone indeed had a fantastic and energizing week. Now everyone shares their interesthing sharing again which adds up to our excitement for the coming days of work. Let’s…

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InteresThing Sharing 2013: Week 6

InteresThing Sharing 2013: Week 6

Hooray! Everyone seems so excited.. hmm, not only that CNY holiday is coming but because we’ve come to our Week 6 of ITS. Yes. I guess ITS becomes more and more interesting and helpful to create world-class works.   Title: CURATORS OF SWEDEN   Summary: How…

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InteresThing Sharing 2013: Week 5

InteresThing Sharing 2013: Week 5

How great it is to be inspired weekly, so here’s our latest InteresThing Sharing! Title: HEINZ “GET WELL SOUP” Summary: A Facebook app where you can send your friend a can of Heinz soup with a Get Well personalize message to cheer them up. Title:…

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InteresThing Sharing 2013: Week 4

InteresThing Sharing 2013: Week 4

It’s another week of Interesthing Sharing again! This time around everyone shares an interesting campaign, knowledge or creative work based on their respective scopes. As usual we do this to expose and inspire everyone to do great works. Let’s start with Ivan. Our Facebook FJ Manager. Title: The…

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10 THINGS That Will Change Your Life

10 THINGS That Will Change Your Life

It’s the time of the year again to review our past goals and set the upcoming ones for a promising 2013. Joescher Adhaus just had its yearly “10 THINGS That Will Change Your Life” workshop. A goal setting and planning workshop where everyone inspires and gets…

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为品牌说故事

为品牌说故事

品牌就像人,你赋予它性格、人格,情感,价值观,梦想,塑造一些真挚动人的故事,它就不再是冷冰冰,没生命的产品,而是一个有灵魂,有希望,有梦想,像人一般的品牌。    创造故事,是为品牌建立联想的有效方式。 如果我们研究一些名人,会发现这些名人之所以出名,是因为他们留下了许多让人们津津乐道的小故事,这些小故事使他们得以流传,也成为我们对名人的联想之一。很可能,想到这个名人时,你就会想起那个故事。创造故事,是为品牌建立联想的有效方式。 例如: 肯德基的香辣鸡翅、原味鸡块、鸡腿汉堡……让人回味无穷,百吃不厌。1930年的时候,Sanders上校用11种香料调味品配出了今天的美味。“我调这 些调味品如同混合水泥一样”Sanders这样说道,这种有趣的说法本身就是一个可以流传的故事。而这个“混合水泥一样”却价值百万美圆的配方目前正放在 一个神秘而安全的地方。可口可乐的配方,到今天仍属于该公司的最高机密之一,据说价值数百万美元,这越来越引起了人们的兴趣。 所以 要品牌成功,就是品牌管理者要为品牌制定品牌故事。 当故事越吸引人品牌就越有价值。 做品牌其中最重要的一环就是要会说故事

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广告的定义

广告的定义

广告一词源于拉丁语Adverture,原意是“我大喊大叫”。后演变为英语中的广告Advertise,其含义是“一个人注意到某件事”,再以后演变为advertising指把信息传达到指定的人群得到其注意。广告这词不断随着时代演变进化,但其中一个最重要的一点始终没变:要吸引目光 “吸引目光”其实不是最难,更难的是要engaging .要“吸引目光”之时,同时要让顾客感受到品牌的魅力和所要传达的信息。 广告大师:大卫·奥格威(David Ogilvy) 曾经说过:“Every advertisement is part of the long-term investment in the personality of the brand.”,:每个广告都是对品牌形象的长期投资。我们要为品牌所建立不只是个只有话题性的广告而已,因为话题性是一时的,形象却是一世的。其实建立品牌就是最好的广告。我们也相信 “Good advertising is advertising that build brands.”“建立品牌的广告才是好的广告”  举个例子:近期香港一位美食家,到来大马推荐香港的美食时,讲了一句:大马美食真难吃。这件事引起广大注意,在引起话题上,他是成功了。现在很多人都知道那间美食店的存在,提高了该美食店的知名度。问题是,现在该美食店的形象下滑,模糊了该品牌要带出的信息。 所以该品牌的广告到底是成功还是失败了?你自行判断吧。

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