Interaction is powerful because it helps strengthen brand associations in memory. The more your customers interact with your brand the stronger the connection between your brand and its category becomes, i.e. increase in synaptic efficacy. This is why ruthless consistency and repetition is key. Coca-Cola and happiness is a classic example.
The divide between theory and practice is often discussed and even disputed in managerial and academic circles, so it was great to be invited by Dr Sally McKechnie to deliver a very practical session on brand experiences to MSc Marketing students at The University of Nottingham Business School.
A brand strategy driven purely by price indicates a short-term mentality that is frequently shaped by shallow customer insight.
On the back of delivering our Advanced Marketing Programme for Maybank we were invited to deliver a talk to Maybank’s executive and senior management team in Kuala Lumpur, Malaysia. The talk focused on how to build emotionally charged brand experiences in the banking sector.
Values are important because they influence our beliefs, which in turn influence our behaviour. Brands try to influence behaviour by aligning with key stakeholders’ values.
It’s been a while since we were in the Kingdom of Saudi Arabia with BUPA so it was a pleasure to spend time with the management team of Saudi Telecom Company (STC) working on a range of strategic marketing issues encompassing customer profiling, brand experiences, customer lifetime value and marketing metrics.
For the first time we took our Brand Strategy Masterclass to the bright lights of Bangkok. Participants from airline, e-commerce & food sectors from Thailand, Malaysia and Indonesia attended the two day session. The smaller group meant we could delve into more of the detail.
It was a pleasure to work through the challenging topic of brand experience delivery with the good folk of Yas Island (home of Abu Dhabi’s Formula 1). Yas Island is owned by Miral Asset Management provides asset management and development services to the government of Abu Dhabi.
We were recently invited to deliver a talk for UK Trade & Investment (UKTI) on how Wavelength has grown its business in Europe, the Middle East and South East Asia. UKTI is the UK Government department that helps ambitious British businesses develop international markets.
We were absolutely delighted to win the contract to deliver an executive education programme for Maybank. The Programme will take several months to design and will be delivered at Maybank’s specialist training Academy just outside in Kuala Lumpur, Malaysia.
