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All I wanted was a T-shirt souvenir but alas there was none.
It was the end of another wonderful trip to Dhaka. The meetings had been good, the presentations I had done had gone well, the hospitality as generous as it always is in Bangladesh, I had seen a lot of old friends and made many new ones. As any frequent traveler does I left for the airport with plenty of time to spare, “just in case”, and inevitably ended up getting there early with time to kill. Rather than go to a lounge or café I decided to shop. My son had his birthday coming up and he loves wearing and collecting t-shirts. It sounds like a simple enough thing.
I wandered around all the shops, looked at some cheap shoes, a few decorative pieces, less than spectacular duty-free shops, and various stores selling clothes. All I wanted was an XXL (my son is a big man now) T-shirt with some interesting Bangladesh design or logo on it. NONE!!
A country that makes 80% of its exports from garments, that is the second-largest garment industry in the world. But no good looking, easy- to find, a stylish T-shirt souvenir at the airport. It got me thinking.
Read More at: http://ibtbd.net/where-is-the-t-shirt/
Age. Experience. Lot’s of stories. You get to a point in life when these three inevitably mean people start asking for advice. Maybe for the wrong reasons, maybe just to be nice, maybe because they are desperate for advice. I am sure any of you who have reached a certain birthday or level of professional standing will have been asked for “magic elixir’s”. Someone comes up to you after you have given a presentation or chaired a meeting or been part of a brainstorming session and … “wow that was interesting, how did you get started in this” or “how do you know that?” or “I am just starting out, what books do you suggest I read?” or something similar.
Maybe it is because I spent the first decade of my working life as a librarian, or because I have been talking about the idea behind the word and decided to call my consultancy Bibliosexual but that last question pops up a lot. Or probably it is just that people like to have bibliographies of books they can say they have read when they are asked the same question. Whatever the reason, I have indeed been asked many times for suggested books to read. And inevitably who ever asks gets a couple of surprises. Because my reading has been eclectic and catholic and random. The ideas that have helped form the basis of my knowledge of marketing, market research, insights development, and strategy planning come less from textbooks and more from reading that has allowed me to (maybe) see the world in a broader way.
Read More At: https://www.researchworld.com/framing-thinking-6-books-that-made-a-difference/
This is Sweathead with Mark Pollard (@markpollard), a podcast where we discuss strategy and ideas - what these things are, how to get good at them, and how to earn money from being good at them.
Is it me or does the passing of big seasonal celebrations bring both disappointment and relief? I love the festivities, the food and mood, but don’t really want it to go on all the time.
A bit like the advertising of the season. It has become part of Christmas, Ramadan and Chinese New Year to look forward to what brands can do. But I am sure we don’t really want that all the time.
Like the season itself they are too full of emotion, formality and an expectation to be great all the time. Now I know many readers of Mumbrella like to heckle the paucity of originality in CNY advertising. Every year, we hear: “Where is the John Lewis of Asia?”
Read More At:www.mumbrella.asia/2019/02/the-verdict-on-the-chinese-new-year-ads-of-2019-why-is-fun-such-a-rare-commodity
Marketing Futures is an initiative of Ideamax Creatives limited. It is a platform which is all about shaping marketing success for Bangladesh businesses by bringing the global best practice to the market through workshops and seminars that provide real experiences, real exercises, real advice from globally experienced practitioners.
Not just speeches … real interaction, real participation, real learning!
Marketing Futures is an initiative to shape marketers for tomorrow to face the challenges that we cannot comprehend today. This will be done by bringing in international expertise, experience, and examples of today and tomorrows marketing communications to smart marketers in Bangladesh. Focused on marketing communication and it’s adoption of technologies, digital tools, integrated planning, and storytelling, Marketing Futures is the platform providing leading-edge training programs, workshops, seminars, brand consultancy and social learning. Recently, it organised Research Futures, a workshop event for marketers. ICE Business Times was a partner
THE ALLEGORY OF MAKING COMMERCE MAGIC
Could you detail the emergence of storytelling and the connections it makes?
Well, storytelling is nothing new of course. It is literally as old as recorded history and way beyond that. Storytelling in business has been used in all civilisations. Of course, as with most modern marketing techniques, the versions of storytelling we use in marketing really took off in the European Renaissance. That is when we saw the massive use of the times best storytellers commercially hired to tell stories on behalf of businessmen and political leaders. Most of the great artists of the time were hired to create stories that influenced audiences about the power, influence, strength of those sponsors.
Read More At: http://ibtbd.net/market-metrics-making-changing-future-business-business/
LESSON 6: PICK TACTICS THAT WILL BRING ALIVE YOUR STRATEGY, DON’T PICK TACTICS BECAUSE MAGAZINES LIKE THIS ONE ARE TALKING ABOUT THEM A LOT.
For example, using a celebrity, or influencers, or KOLs (key opinion leaders) are all tactics. Variations of the same idea. You want to use the importance of individuals to bring attention to your offer. Regardless of strategy one of these tactics may play a role :
Celebrity … using really famous faces and names gets quick awareness. It’s the tactic of “attraction”. It can be used to help bring all kinds of strategies alive. It can be used in all kinds of mediums. Often you hear criticism like “yeah, but it is lazy thinking and uncreative”. Often true. Using the most famous celebrity you can afford is just dumb. Finding a celebrity that reflects what your brand stands for and can add understanding of brand values while getting attention is great. Go look at Nespresso and George Clooney, a beautiful example of a brand character being projected through a globally recognized face. Most commonly and effectively used in strategies like “Look at me” or “We have a distinct style”.
Influencers … using people who have gained influence with your key audience. We get confused by thinking “influencer” is a product of the “social media” age. Not true. Using influencers is as old as marketing ( 1,000 of years ). But what is easier now is tactically finding different influencers for each of your current and potential audiences. Again don’t think “let’s pay this one influencer a lot and we can get her half million followers”. Think “who are our different audiences, which influencers are right to talk to each audience, how can that influencer add value to our strategy?”. It is a niche tactic or series of niche tactics best used when you want to bring alive a strategy like “we get you and your interests”.
Read more at: http://ibtbd.net/lesson-6/
A look into Thailand's brand in the context of its South East Asia neighbours.
Thailand is a brand. Like all brands, Thailand exists in a competitive world. Thai business people doing business internally or for export, foreign companies exploring or trying to break into the Thailand market — all must consider what the competition is doing and where their target market stands against those competitors.
In order to help a range of clients prioritise what matters about the Thailand brand, Ai.agency undertook a new look at the country in the context of its South East Asia neighbours.
To undertake the research we applied Significance Systems’ Significance Suite — online products which perform real-time research. These tools search the whole of the internet around the chosen subject area, analyse all relevant content, then apply quantitative narrative analysis to identify and understand the key narratives driving engagement with that subject. Or in other words: Significance Suite provides access to a bias-free machine expert, which reads everything relevant to a subject and then can tell us what really matters.
We used the platform to look at Thailand in comparison with Malaysia, Vietnam, the Philippines and Indonesia. The following is a short summary of some of the results with links to fuller reports.
Read More at: greenbookblog.org/2018/02/19/country-brands-the-narratives-which-drive-brand-thailand-and-its-competitors/
As an ex-librarian Dave loves to leave references for further reading. Here are a selection of articles and posts you might find of interest.