Breaking Through Commoditization: Strategic Brand Positioning in Saturated Markets

How milk tea brands in Singapore reveal universal principles for competitive differentiation.

When every competitor sells essentially the same product, smart brands create meaningful differentiation through strategic positioning. Singapore's bubble tea market—with over 20 major chains competing in a city you can drive across in 45 minutes—provides a fascinating case study for understanding competitive advantage in commoditized categories.

 The lessons extend far beyond flavored beverages. Whether managing software platforms, fashion retailers in B2C or B2B world, the fundamental challenge remains identical: creating sustainable competitive advantage when customers perceive offerings as interchangeable.

 The Commoditization Challenge

Market saturation creates predictable dynamics. Competitors often end up converging on similar features, pricing becomes the primary battleground, and differentiation attempts focus on increasingly marginal product variations. In Singapore's milk tea scene, this sometimes manifest as bewildering choices that customers struggle to meaningfully distinguish.

 Consider the basic offering: tea, milk, sugar, and toppings served in similar cups at comparable prices. Functional differences between brands often prove negligible in blind taste tests. Yet some chains command premium pricing and inspire loyalty while others struggle for relevance.

The difference lies not just in what they sell, but in how they position what they sell.

 Cultural Heritage as Strategic Moat

CHAGEE's market entry demonstrates how authentic cultural positioning creates defensive advantages. Rather than competing directly with established Taiwanese bubble tea brands, CHAGEE leveraged its Yunnan origins to reframe the entire category conversation around traditional Chinese tea culture—premium leaf quality, brewing expertise, and heritage craftsmanship.

 This positioning transforms commodity tea leaves into cultural artifacts. Customers aren't buying beverages; they're accessing centuries of tea tradition. Authentic heritage narratives prove difficult for competitors to replicate without appearing derivative.

 This cultural moat strategy applies across industries. Enterprise software companies leveraging Silicon Valley innovation narratives or fashion brands drawing on Italian craftsmanship heritage, all create similar positioning advantages.

 Experience Design as Differentiation Engine

While competitors focus on product features, market leaders redesign the entire customer experience. HEYTEA transformed milk tea consumption from quick transactions into social experiences with Instagram-worthy aesthetics and community-building elements. CHAGEE created "tea bars" emphasizing craft and quality, positioning closer to specialty coffee than traditional bubble tea.

 When products commoditize, experiences differentiate. Experience design proves harder to replicate than product features—competitors can copy drink recipes overnight, but rebuilding store concepts, developing extensive supply chains or distributorship access and shifting customer expectations requires significant time and investment.

 Innovation Through Strategic Constraint

Counter-intuitively, effective differentiation sometimes comes from deliberately limiting options. CHAGEE's decision to avoid pearls and traditional toppings initially seemed disadvantageous but became its positioning strength, signaling focus on tea quality over condiments while appealing to health-conscious customers.

 Hollin demonstrates another constraint-based strategy: daily rotating pearl flavors create artificial scarcity that generates more engagement than unlimited choice. Strategic constraints force clarity—brands trying to serve everyone end up serving no one particularly well.

 The Marketing Investment Reality

Strategic positioning without proper marketing investment is wishful thinking disguised as strategy. Successful differentiation requires substantial upfront investment, go-to-market knowledge and sustained commitment across multiple fronts.

 CHAGEE's Singapore re-entry demanded comprehensive investment in store design, staff training, brand communication, and operational systems. The controversial Dior-like packaging design likely required significant design investment, legal review, and risk management—hardly marketing work from an intern or entry level marketer.

 Critical Investment Areas:

• Brand Infrastructure: Store design standards, operational systems, and quality control mechanisms

• Consumer Education: Sustained campaigns that build customer understanding of differentiation

• Experience Consistency: Training systems and performance monitoring across all touchpoints

• Competitive Intelligence: Market monitoring and response capabilities

 Most positioning failures with good strategies stem from under-investment. Brands develop compelling concepts then allocate insufficient budget for proper execution, resulting in muddy market perception and price-based customer decisions.

 Financial Reality: Investment vs. Returns

Premium-positioned brands command 15-30% price premiums while maintaining similar or higher retention rates. CHAGEE's jasmine milk tea sells for more than equivalent competitor offerings, yet are seeing consistent demand.

 However, maintaining differentiation requires ongoing investment in brand communication, experience consistency, and competitive response. Brands that slash marketing budgets during growth phases inevitably see positioning advantages erode.

 View positioning investment as competitive moat construction rather than marketing expense. Companies treating brand differentiation as operational necessity consistently outperform competitors in saturated markets.

 Defensive Strategies and Scalability

Strong positioning creates natural defensive advantages. When CHAGEE owns "premium Chinese tea culture" in customers' minds, competitors face uphill battles attempting similar positioning. Brand equity becomes self-reinforcing as success validates original positioning choices.

Maintaining differentiation during rapid expansion requires systematic discipline:

• Operational Consistency: Standardized protocols that preserve brand experience across locations

• Cultural Integration: Embedding positioning into organizational culture, not just marketing materials

• Continuous Innovation: Ongoing investment in differentiation rather than resting on initial success

 Universal Strategic Principles

Singapore's milk tea market reveals differentiation principles applicable across industries:

• Authenticity trumps fabrication—genuine heritage creates stronger positioning than manufactured uniqueness.

• Experience design matters more than product features—customer journey differentiation becomes primary competitive advantage when core offerings commoditize.

• Constraints enable focus—strategic limitations often create stronger positioning than unlimited options.

• Marketing investment determines execution quality—positioning requires sustained financial commitment to infrastructure, education, and consistency.

• Segment clarity drives precision—brands serving everyone serve no one particularly well.

 The Path Forward

Commoditization isn't inevitable market destiny—it's strategic choice. Brands that actively manage positioning, invest in experience design, and maintain differentiation discipline can thrive in saturated markets.

 Success requires moving beyond feature competition toward strategic differentiation that resonates with specific customer segments. In increasingly commoditized markets, survivors will understand positioning as strategic imperative, not marketing afterthought.

The question isn't whether your market will commoditize—it's whether you'll be ready with positioning strategies that transcend commodity competition. The fundamentals remain timeless: know your customers, understand your competition, create authentic value that competitors cannot easily replicate, and invest sufficiently in a consistent manner to make that value visible to your market.

 Even the most mundane products can support premium positioning and customer loyalty. The brands that master this reality will define the next era of competitive advantage.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.

Starbucks in Vietnam: Brand Power and Strategic Localization

In the decade since Starbucks first entered Vietnam in 2013, the global coffee giant has navigated a market with deeply entrenched coffee traditions and fierce local competition. Their journey offers valuable lessons in strategic adaptation while maintaining brand integrity.

Leveraging Core Competencies While Acknowledging Limitations

Starbucks entered Vietnam with a clear understanding of its strengths: premium branding, distinctive store ambiance, and global recognition. Rather than attempting to displace Vietnam's robust coffee culture, Starbucks positioned itself as a complementary experience.

Strategic Clarity:

• Premium Positioning: Starbucks maintained its upscale branding rather than competing on price with local shops offering coffee for as little as $0.25.

• Targeted Expansion: With over 90 stores nationwide as of 2023, Starbucks pursued measured growth rather than aggressive market saturation.

• Global-Local Balance: The partnership with Hong Kong Maxim's Group brought operational expertise while allowing for market-specific adaptations.

This approach reflects a sharp self-awareness. Starbucks recognized that directly challenging Vietnam's Robusta-centred coffee traditions with its Arabica-based menu would be futile. Instead, it capitalized on its strengths as a premium global brand while acknowledging the limitations of its standard offerings in this unique market.

Consumer Intelligence: Understanding Vietnamese Preferences

The Vietnamese coffee market presented Starbucks with distinctive challenges:

Market Realities:

• Strong cultural attachment to Robusta beans and traditional brewing methods (particularly the phin filter)

• Established local competitors with deep cultural relevance and lower price points

• A thriving street coffee scene offering authentic flavors at a fraction of Starbucks prices

Starbucks responded by refining its consumer targeting. Rather than pursuing the entire market, it focused on urban professionals, students, and expatriates seeking a premium café experience. The company understood that many Vietnamese visitors valued its stores more for ambiance and status than for coffee itself.

This consumer intelligence informed a critical insight: in Vietnam, Starbucks would need to be more than a coffee shop to succeed.

Localization Without Brand Dilution

Starbucks' approach to localization in Vietnam demonstrates the delicate balance between adaptation and brand consistency:

Targeted Adaptations:

• Introduction of the Asian Dolce Latte, designed specifically for regional preferences

• Seasonal beverages inspired by Vietnamese traditions, including Tet-themed drinks with festive packaging

• Expanded selection of non-coffee options like smoothies and bubble tea

• Smaller portion sizes catering to local preferences

What's particularly notable is what Starbucks chose not to change. The company maintained its core brand pillars—premium atmosphere, personalized service, and signature preparation methods—while selectively adapting its menu.

This selective approach to localization protected brand integrity while acknowledging market realities. Starbucks remained distinctively Starbucks, even as it incorporated elements relevant to Vietnamese consumers.

Strategic Targeting: Finding the Right Audience

Perhaps the most significant lesson from Starbucks' Vietnamese operations is the power of precise market targeting. Rather than attempting to convert traditional Vietnamese coffee drinkers, Starbucks identified specific segments where its value proposition resonated:

Core Segments:

• Young urban professionals seeking a premium work and meeting space

• Status-conscious consumers who value the brand's global cachet

• Non-coffee drinkers attracted to Frappuccinos and other sweet offerings

• Expatriates and internationally-oriented Vietnamese seeking familiar comforts

This narrow targeting allowed Starbucks to carve out a sustainable niche despite holding just 2% of Vietnam's $1.2 billion coffee market. By focusing on segments willing to pay premium prices for a different experience, Starbucks secured profitability without requiring market dominance.

The Payoff: A Sustainable Business Model

Starbucks' approach in Vietnam demonstrates how thoughtful adaptation can create sustainable business models even in challenging markets. The company's focus on long-term investments, sustainability initiatives, and community engagement has strengthened its connection with Vietnamese consumers.

While Starbucks may never achieve the market penetration it enjoys in other Asian countries, its Vietnamese operation demonstrates that selective adaptation and precise targeting can create viable business models even against entrenched local competition.

Key Takeaways for Global Brands

The Starbucks Vietnam story offers valuable insights for any global brand entering culturally distinct markets:

1. Know your non-negotiables: Identify the core elements that define your brand and maintain them rigorously.

2. Adapt strategically: Make selective adaptations based on deep market understanding rather than wholesale changes.

3. Target precisely: Focus on segments where your unique value proposition resonates rather than pursuing the entire market.

4. Build for sustainability: Measure success against your specific strategy rather than against competitors with different business models.

These principles demonstrate that effective market entry isn't about being everything to everyone—it's about being something distinctive to someone specific.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.

5 B2B Content Marketing Trends

Thought Leadership: A Content Trend That Helps Build Customer Trust

The decision-making process for B2B customers is typically longer than for individual consumers. This process can take from several months to even years. Since the buyer represents an entire organization or business rather than an individual, this entails greater responsibility when making purchase decisions.

Therefore, B2B marketers need to "build trust" with customers. Specifically, marketers must not only inform prospects about how their company's products and services solve particular needs, but also help them feel confident in their decision-making. This confidence stems from customers' assurance that you thoroughly understand your field, possess professional expertise, have extensive experience, and can help them address emerging challenges. Moreover, you can contribute strategic insights and forecast trends to help them stay ahead of the market. These factors are precisely what make new customers choose your company over competitors and what retains existing clients.

This is also why many industry leaders in the B2B segment like Google, McKinsey, or Kantar focus on developing "thought leadership" content and establishing themselves as "thought leaders." This content demonstrates that you truly understand your work; you are an expert in your field; and the lessons and advice distilled from your practical experience help customers believe you are capable of recommending optimal solutions and supporting them in making critical decisions.

According to a LinkedIn study, only about 50% of "thought leadership" content creators (i.e., B2B marketers) believe their content effectively builds customer trust, while this figure rises to 83% when the same question is posed to their customer groups (actual decision-makers).

In the same study, only about 17% of B2B marketers believe that "thought leadership" content impacts business results (through increased company referrals). Meanwhile, this percentage is twice as high (37%) among customer groups and reaches 41% among leadership groups (C-suite Executives).

This indicates that many B2B marketers have not properly evaluated the value and business impact of the "thought leadership" content they create.

Identifying "Blockbusters"

"Blockbuster" refers to attractive, effective content that successfully captures attention and builds customer trust, allowing marketers to continue leveraging it while phasing out bland, ineffective content. So how do you identify a "blockbuster"?

When implementing B2B Content, marketers typically develop different types of "thought leadership" content. These can be categorized as follows:

Short-form updates: This type of content primarily provides information and periodic updates, usually focusing on current affairs rather than depth (such as newsletters or blogs). Therefore, this content doesn't require significant production time and can use pre-made templates that repeat periodically.

In-depth analysis (long-form): These are detailed, comprehensive pieces such as insights, case study analyses, trend forecasts, and actionable recommendations that customers can implement. This type of content usually requires significant investment in research and development time.

Series: This type of content can be concise or in-depth but is typically compiled and divided into different parts spanning a certain period. This format helps create habits of anticipation and following among customers. For example, if you're interested in a company's "thought leadership" content, you'll subscribe to their newsletter to receive notifications when new content is released.

By tracking metrics such as views, downloads, and shares, marketers can analyze and measure customer interest in different types of content to determine which are the "blockbusters."

Google's "E-conomy SEA" report, Kantar's Brand Footprint ranking, and Vietcetera's "Have a Sip" show are examples of "blockbusters" that marketers can reference.

To ensure high quality and success probability, "blockbusters" require investment in production, sometimes consuming considerable resources (budget, personnel, time), but the business opportunities they generate typically deliver returns many times greater than the investment.

Investing in and Optimizing Blockbusters

When planning content production for a year, businesses can focus on leveraging and repurposing previously successful "blockbusters."

After identifying "blockbusters," what should marketers do next?

While B2C often requires continuous content production to keep pace with changing consumer preferences, B2B experiences fewer such fluctuations. From my experience working in market research, approximately 60-70% of content in consumer trend forecasts from 2015 remained valid in 2020, with only 30-40% requiring updates.

Therefore, when planning yearly content production, instead of investing resources in creating entirely new content with uncertain effectiveness, businesses should focus on leveraging and repurposing previously successful "blockbusters." This approach optimizes ROI.

Consider this example from a 2017 LinkedIn report on Walt Disney's Film Release Schedule:

You can observe that 80-90% of the broadcast schedule consists of blockbuster films that have been successful for many years, with only about 20% being newly released films intended to identify future blockbusters. This is Walt Disney's formula for sustained success. B2B marketers can apply similar principles.

Here are some suggestions for leveraging and refreshing "blockbuster" content:

• Develop new installments or versions periodically—monthly, quarterly, or annually.

• Build multiple series with the same format (motif), changing only the theme, such as season 1, season 2, etc.

These are two of many approaches to leverage and enhance "blockbuster" content that I have implemented. These strategies have proven effective not only in increasing brand value through greater recognition and trust but also in generating revenue by creating new business opportunities and enhancing current customer loyalty.

In the next section, I'll discuss another approach to leverage and optimize "blockbusters."

Replicating Blockbusters

Beyond creating new stories and installments for "blockbusters," diversifying formats also increases their value and maximizes reach across target audiences.

Consider "Star Wars" in the B2C segment as an example. With its success, "Star Wars" expanded beyond films into games, toys (Gundam, Lego), and merchandise (stationery, etc.). The characters have become influential figures with impact across fan communities. When new media formats emerge, established blockbusters like "Star Wars" have tremendous potential for adaptation to engage and attract target consumers. Specific examples include creating a metaverse virtual universe simulating the Star Wars world or developing Star Wars characters in virtual reality.

Similarly, in B2B, marketers can repurpose initial content ideas—articles, blog posts, or reports—into various formats such as videos, podcasts, infographics, or even develop them into books, webinars, or in-person events to connect with potential customers.

An important consideration when replicating "blockbusters" is maintaining consistency in imagery and messaging across all touchpoints: website, social media, email, in-person events, press releases, and all platforms. Rather than completely changing imagery and messaging, marketers should retain key elements of a product or campaign and maintain them over time to ensure consistent brand identity in the customer's mind. When customers encounter these familiar elements, they immediately associate them with your brand.

Additionally, marketers must ensure regular, consistent frequency of appearance. By ensuring these two factors—consistency and frequency—your brand is more likely to be top-of-mind when customers need related products or services.

Distributing Blockbusters

The final aspect concerns distribution channels. One of the most effective touchpoints is through people, specifically the company's own personnel. This is particularly important as personal branding receives increased emphasis, resonating with LinkedIn's growth and development—a platform where businesses and experts connect to exchange expertise and personal perspectives.

While B2C marketers are familiar with influencers, B2B operates similarly. This touchpoint is particularly effective because psychologically, individuals trust recommendations from peers or experts more than corporate advertisements (which are impersonal and unattributed). When that person can verify their identity on social media, or has established influence and a substantial following, their credibility increases further. Therefore, having at least one influential person with strong personal branding provides an advantage in amplifying the company's image and building value and trust.

The era of marketing exclusively through corporate accounts has ended; now, any company employee can serve as an effective touchpoint worth developing, especially key figures. When they share "blockbusters" along with personal views, perspectives, and evaluations, they add value to the content and help the company reach more people through their professional networks. Receiving newsletters or messages about a company from a specific individual's account (business owner, executive, or sales professional) has become commonplace. This approach helps increase email open rates and engagement, thereby improving conversion opportunities.

I increasingly observe individuals within companies developing their personal brands and becoming representatives for their organizations, similar to what I'm doing with this article.

Even when not explicitly promoting the company in the content, through my thought leadership posts, people learn about my company, and if interested, they begin exploring it further.

With regular visibility, when someone needs marketing consulting, multi-channel campaign implementation, or communication effectiveness measurement, they're likely to think of me and Mad About Marketing Consulting—my company—first.

Through this article on five B2B content marketing trends, I hope fellow marketers can extract valuable insights to apply to their work. For a comprehensive overview and deeper understanding of B2B marketing approaches, marketers can explore my B2B Marketing courses available here.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.

The Dubai Chocolate Phenomenon: Lessons in Branding and Differentiation

In the ever-competitive confectionery industry, a single chocolate bar from Dubai has managed to create a global sensation, demonstrating the immense power of strategic branding and product differentiation. What began as a local treat has transformed into an international phenomenon, offering valuable insights for businesses across sectors.

The Viral Rise of Dubai Chocolate

The Dubai chocolate story began in 2022 when British-Egyptian entrepreneur Sarah Hamouda, inspired by pregnancy cravings, created a unique chocolate bar that would later be named "Can't Get Knafeh of It." Launched by FIX Dessert Chocolatier, this handcrafted creation combined milk chocolate with pistachio cream, tahini, and knafeh—a traditional Middle Eastern dessert made with shredded pastry.

What transformed this local specialty into a global sensation was a viral TikTok video posted by influencer Maria Vehera in December 2023, which sparked unprecedented demand. The combination of striking visuals—particularly the vivid green pistachio filling—and exclusive availability created the perfect recipe for social media virality.

Strategic Elements Behind the Success

1.       Product Differentiation Through Cultural Fusion

The Dubai chocolate bar stands out by blending Western chocolate traditions with distinctly Middle Eastern flavors. This fusion creates a unique taste experience that can't be easily replicated, giving the product a clear point of differentiation in a saturated market.

The integration of regional ingredients such as pistachios, tahini, and knafeh not only creates a distinctive flavor profile but also tells a compelling story of cultural heritage. This narrative resonates with consumers seeking authentic, novel experiences.

2.       Scarcity Marketing and Controlled Distribution

FIX Dessert Chocolatier initially produced just 25 handcrafted bars daily, later scaling to 500—still a minuscule number relative to demand. This limited availability, combined with exclusive distribution through Dubai's Deliveroo platform, created genuine scarcity.

When demand exceeds supply, perceived value increases dramatically. The difficulty in obtaining these chocolate bars transformed them from mere confections into coveted luxury items, with some buyers willing to pay significant premiums through unofficial resellers.

3.       Visual Branding and "Instagrammability"

The Dubai chocolate bar was designed with visual impact in mind. Its chunky proportions and striking green pistachio filling create an instantly recognizable aesthetic that stands out on social media feeds. This visual distinctiveness made the product inherently shareable, driving organic promotion.

 In today's digital marketplace, products must be designed not just for consumption but for content creation. The Dubai chocolate bar exemplifies how "Instagrammable" design can become a powerful marketing tool.

4.       Authenticity and Artisanal Positioning

Despite growing demand, FIX maintained its commitment to handcrafted production methods. This dedication to authenticity and quality resonated with consumers increasingly drawn to artisanal products with genuine stories behind them.

In an age of mass production, the human touch becomes a powerful differentiator. The knowledge that each bar is individually crafted creates an emotional connection that transcends the physical product.

 Challenges and Market Response

The sweet success of Dubai chocolate created significant challenges for FIX Dessert Chocolatier, including:

- Production capacity limitations: Scaling handcrafted production while maintaining quality proved difficult.
- Supply chain disruptions: The trend sparked a global pistachio shortage, affecting ingredient availability and cost.
- Market copycats: Major retailers and brands worldwide launched their own versions, creating intense competition.
- Generic branding overtaking creator identity: Perhaps most critically, "Dubai chocolate" itself became the generic product name, overshadowing FIX Dessert Chocolatier as the original creator.

The market response has been remarkable, with supermarket chains across the UK—including Waitrose, Lidl, and Morrisons—launching their own "Dubai chocolate" bars. Even established luxury brands like Lindt have entered the space, demonstrating the phenomenon's commercial impact.

Lessons for Brands and Marketers

The Dubai chocolate phenomenon offers several valuable lessons for businesses seeking to differentiate their products:

1. Cultural fusion creates unique value propositions: Blending diverse cultural elements can create products that stand out in homogenized markets.
2. Controlled scarcity builds desire: Limiting availability can dramatically increase perceived value and create buzz.
3. Visual distinctiveness drives social sharing: Products designed with visual impact in mind can generate organic social media promotion.
4. Authenticity resonates with modern consumers: Genuine stories and artisanal approaches create emotional connections with consumers.
5. Adaptability is crucial when scaling: Businesses must balance growth with quality maintenance when demand surges.
6. Brand Identity is essential: When a product goes viral, establishing and protecting a distinctive brand identity—not just a descriptive product name—becomes critical to maintaining market position and preventing generic commoditization.

Local businesses in Dubai have responded to this trend by investing in innovation, including advanced production technology, sustainable sourcing practices, and further experimentation with regional flavors. Some have embraced ingredients like camel milk, which offers nutritional benefits and lower lactose content compared to traditional dairy.

The Generic Name Trap and The Importance of Brand Differentiation

The Dubai chocolate case study presents a cautionary tale in brand identity management. While FIX Dessert Chocolatier created the original viral sensation, the product quickly became known simply as "Dubai chocolate"—a generic, location-based descriptor rather than a protected brand name. This nomenclature shift has allowed countless competitors to market their own "Dubai chocolate" products with minimal differentiation from the original.

When a product category name overshadows the creator's brand identity, the innovator risks becoming just another player in the market they created. This phenomenon echoes other historical examples like Kleenex (facial tissues), Xerox (photocopiers), and Google (internet searching)—though in those cases, at least the generic terms were the companies' actual brand names, providing some protection.

The lesson is clear: viral success without corresponding brand identity reinforcement can lead to market dilution and lost opportunity. Innovators must move quickly to establish their brand as the definitive version of the product, rather than allowing geographical or descriptive terms to become the default identifier.

The Dubai chocolate phenomenon demonstrates that even in mature markets, opportunities exist for dramatic differentiation. By combining cultural authenticity, strategic scarcity, visual distinctiveness, quality execution, and—critically—strong brand identity protection, companies can create products that transcend their category while maintaining market leadership.

As markets become increasingly saturated, these principles of differentiation will only grow in importance. The most successful brands will be those that can tell authentic stories, create genuine scarcity, design products that demand to be shared, and ensure their brand identity remains firmly attached to their innovation.

The Dubai chocolate bar may be a sweet treat, but the business lessons it offers are a blended mix of flavors indeed—showing that with the right combination of innovation, authenticity, and strategic marketing, even the most established markets can be disrupted by newcomers with a fresh approach. The challenge for innovators is ensuring they don't become victims of their own success by allowing their creation to become a generic category rather than a distinctive brand.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.

The Walmart “Wirkin”: When Luxury Meets Mass Market - A Study in Brand Dynamics

The social media viral sensation of Walmart's $78 Birkin-inspired bag, cheekily dubbed the "Wirkin," offers fascinating insights into brand positioning, market segmentation, and the evolving landscape of luxury fashion. Let's unpack the strategic implications of this trend.

The Enduring Birkin Mystique

The Hermès Birkin has maintained its position as the ultimate status symbol not merely through its price point ($9,000 to $500,000) but through masterful brand cultivation. The bag represents more than leather and craftsmanship - it embodies exclusivity, heritage, and a particular form of cultural capital that transcends mere ownership.

Distinct Market Dynamics: A Tale of Two Audiences

What's particularly interesting about the Wirkin phenomenon is how it demonstrates the clear delineation between mass market and luxury segments. The Wirkin buyer isn't necessarily aspiring to fool anyone into thinking they're carrying an authentic Birkin. Instead, they're participating in a cultural conversation about accessibility and fashion democratization.

Consider this market segmentation:

The Wirkin Consumer:

- Seeks trend participation and social media engagement

- Values practical accessibility and immediate gratification

- Understands and embraces the "dupe" positioning

- Participates in viral social phenomena

The Birkin Consumer:

- Invests in heritage and craftsmanship

- Values exclusivity and authentic luxury experiences

- Seeks long-term investment pieces

- Participates in traditional luxury culture

Beyond Price: The Power of Brand Equity

The Wirkin trend actually reinforces, rather than diminishes, Hermès' brand power. Here's why:

- It highlights the original's iconic status

- Creates clearer market differentiation

- Potentially expands awareness of the original among new audiences

- Demonstrates the Birkin's cultural influence

The Aspirational Pipeline

 Perhaps most intriguingly, the Wirkin phenomenon might actually contribute to Hermès' future customer base. The accessibility of the Wirkin allows younger consumers to:

- Develop appreciation for the Birkin silhouette

- Participate in luxury aesthetics

- Build aspirational connections with the Hermès brand

- Create future purchase motivation

Today's Wirkin enthusiast might well be tomorrow's Birkin collector - not despite their current purchase, but partially because of it. The affordable alternative serves as an entry point into luxury fashion consciousness, potentially creating a pipeline of future Hermès customers who have developed a deep appreciation for the original through their early exposure to its mass-market interpretation.

In essence, what we're witnessing isn't market cannibalization but rather a sophisticated example of market stratification. The Wirkin trend demonstrates how different price points can serve distinct market needs while potentially strengthening, rather than diluting, the original luxury proposition.

For marketers, this case study offers valuable lessons in brand positioning, market segmentation, the power of viral social media and the complex dynamics of luxury versus mass market appeal. It's a reminder that true luxury brands derive their value not just from price points, but from a complex web of cultural capital, heritage, and carefully cultivated exclusivity.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Marketing Trends and Brand Health: A 2025 Perspective

The marketing landscape is rapidly evolving as we move through 2025, with brand health monitoring and generational consumer shifts playing pivotal roles in shaping strategies. Here's a comprehensive look at what's defining marketing success this year.

Top Marketing Trends Shaping 2025

 The digital transformation continues to accelerate, bringing new opportunities and challenges for marketers. Here are the key trends driving success, some of which are spillover evolution from 2024:

 AI-Powered Personalization is revolutionizing how brands connect with customers. Through advanced algorithms and machine learning, companies can now deliver highly tailored experiences and content at scale, making each customer interaction more meaningful and impactful.

 Interactive and Immersive Experiences are becoming the norm rather than the exception. Brands are using gamification, augmented reality (AR), and virtual reality (VR) to create memorable experiences that captivate audiences and drive engagement.

 Sustainability and Ethical Marketing have moved from nice-to-have to must-have strategies. Consumers are increasingly choosing brands based on their longer term environmental impact and ethical practices beyond plastic bags and straws, making sustainable initiatives a key differentiator in the market.

Community-Driven Marketing is fostering deeper connections between brands and consumers. User-generated content and active community participation are amplifying brand reach while building authentic relationships with customers.

The Critical Role of Brand Health in 2025

 All this ladders up to the holy grail that continues to be of utmost importance for companies and marketers – Brand Health and the preceding reputation of your company.

Brand health has never been more important. Here's why companies should be prioritizing it:

Trust is Currency: With 90% of consumers buying from brands they trust, maintaining strong brand health is crucial for business success. However, the stakes are high – 32% of customers may leave after just one negative experience!

 Data-Driven Decisions: Brand health metrics provide actionable insights that guide strategic decisions. Companies are using advanced analytics to track everything from brand awareness to customer satisfaction, enabling more informed marketing strategies.

Competitive Edge: Regular brand health assessments help companies understand their market position and identify opportunities for differentiation. In today's crowded marketplace, this insight is invaluable for maintaining relevance and growth.

Understanding Generational Consumer Trends

Given the importance of consumer sentiment in influencing brand health, it’s also critical to understand how different generations of consumers are shaping marketing strategies in unique ways:

Generation Alpha is emerging as the most tech-savvy consumer group yet. They expect:

- Highly personalized and interactive experiences
- Visual and immersive content through AR/VR
- Seamless integration of gaming elements
- Authentic brand interactions

Generation Z continues to influence digital trends with:

- 75% preferring mobile-first experiences
- Strong emphasis on social media product discovery
- High value placed on brand authenticity
- Expectation for brands to take stands on social issues

Millennials remain a powerful force, characterized by:

- 80% conducting purchases online
- Strong preference for authentic storytelling
- 73% willing to pay more for sustainable products
- Significant influence in lifestyle and financial markets

From a B2B perspective, as these generation move into the workforce and/or start taking on leadership roles to become key decision makers or even founders for their companies, it also affects the way they want to interact with your brand, products and services offered.

Essential Tools for Brand Health Monitoring

To effectively track and maintain brand health, companies are turning to sophisticated monitoring tools:

Enterprise Solutions:

- Meltwater
- Sprinklr
- Talkwalker
- Synthesio
- Sprout Social

Growth-Focused Platforms:

- Hootsuite
- Brandwatch
- Brand24
- Buffer Analyze
- Mention
- BuzzSumo

These tools offer comprehensive features for social listening, sentiment analysis, and reputation management, helping brands stay ahead in an increasingly complex digital landscape.

The future of marketing in 2025 is being shaped by technological advancement, generational shifts, and an increasing focus on brand health. Success lies in understanding these dynamics and adapting strategies accordingly while maintaining authentic connections with diverse consumer groups.

For brands looking to thrive in this environment, the key is to balance innovative digital approaches with strong brand health practices while catering to the distinct preferences of different generational cohorts. Those who master this balance will be well-positioned to capture market share and build lasting customer relationships in 2025 and beyond.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

• https://www.meltwater.com/en/blog/marketing-trends-2025

• https://searchengineland.com/digital-marketing-trends-2025-449297

• https://www.searchenginejournal.com/top-digital-marketing-trends/533428/

• https://mediatool.com/blog/marketing-trends-2025

• https://www.forbes.com/councils/forbesbusinesscouncil/2024/11/13/digital-marketing-trends-for-2025-and-beyond/

• https://www.kantar.com/campaigns/marketing-trends

• https://contentmarketinginstitute.com/articles/trends-content-marketing/

• https://www.forbes.com/councils/forbesagencycouncil/2024/06/17/what-to-know-about-generation-alpha-and-influencer-marketing/

• https://www.marketingdive.com/news/gen-alpha-marketing-strategies-apple-lego-razorfish-study/720040/

• https://etailasia.wbresearch.com/blog/redefining-marketing-strategies-how-brands-can-attract-younger-consumers-gen-z-gen-alpha

• https://www.forbes.com/councils/forbesagencycouncil/2023/02/13/mastering-marketing-strategies-for-generation-alpha/

The Mercedes Chicken Ad: When Viral Marketing Ruffles Luxury Feathers

When Mercedes-Benz released their "Chicken" advertisement featuring chickens dancing to Diana Ross while demonstrating their Magic Body Control suspension system in 2013, they created more than just a viral moment - they sparked a fascinating case study in automotive marketing, competitor response, and brand positioning.

 The Creative Concept and Its Impact

 Created by German agency Jung von Matt/Neckar, the advertisement took a unique approach to demonstrating Mercedes' sophisticated suspension technology. By showing chickens maintaining perfectly stable heads while their bodies moved to music, the ad created an entertaining parallel to how the Magic Body Control system works in Mercedes vehicles.

 The numbers speak for themselves:

- Over 26 million views across social media platforms
- Winner of Auto Express's "Best Car Ad of the Year" with 51% of reader votes
- Generated significant organic social media buzz and discussion

 The Criticism: Entertainment vs. Value Proposition

 Despite its viral success, the advertisement faced several legitimate criticisms:

 1. Product Information Gap: The ad prioritized entertainment over clearly explaining the technology's benefits to drivers. While viewers remembered the dancing chickens, the meaning behind this was lost on some, who struggled to connect this to the actual value of the suspension system. Personally, to me, it was clever and cheeky and more related to their value proposition than the Jaguar advertisement.

 2. Brand Alignment Concerns: Critics argued that the whimsical nature of dancing chickens didn't align with Mercedes' prestigious brand image. The luxury automotive sector typically emphasizes sophistication and engineering excellence - elements that some felt were overshadowed by the advertisement's playful approach. Again, we might be splitting hairs here and bordering on being snobbish with this line of thinking.

 3. Originality Concerns: The concept wasn't entirely new, as FujiFilm had previously used chicken head stability to demonstrate their camera stabilization technology. This raised questions about creative integrity in advertising. This to me is the biggest issue though some might argue that it’s similar to using say a fast-running animal to demonstrate speed, which is quite common. Chickens in this case, is rarely used in that context.

 The Jaguar Response: A Lesson in Competitive Marketing

Ironically, Jaguar came up with its own ad to show a Jaguar eating the chicken. Their response ad, showing a jaguar eating the chicken and promoting "cat-like reflexes," achieved approximately 2 million views - significantly less than Mercedes' original. Jaguar's attempt to capitalize on Mercedes' viral moment provides interesting insights into competitive marketing dynamics.

This disparity in engagement highlights an important marketing principle: derivative content, even when clever, rarely achieves the same impact as the original. Ironically, Jaguar's response may have actually reinforced Mercedes' market position by drawing more attention to the original campaign.

 Critical Lessons for Brands

 1. Balance Entertainment with Brand Messaging

- Viral potential shouldn't overshadow core brand values
- Complex features need clear, compelling value communication
- Entertainment should enhance, not replace, product understanding

2. Brand Consistency Matters

- Even successful viral content needs to align with brand positioning
- Luxury brands can maintain their sophisticated image without losing their creativity and sense of humour
- Innovation in advertising shouldn't compromise brand identity

 3. Competitive Responses

 - Response campaigns need strong independent value propositions
- Timing and execution are crucial for competitive marketing
- Simply riding on a competitor's success rarely yields equal results

 4. Ethics and PR

- Mercedes' transparency about animal welfare (the chickens were well-cared for and even laid eggs during filming) added positive PR
value
- Ethical considerations can enhance campaign success
- Behind-the-scenes positivity can create additional marketing opportunities

 Conclusion

The Mercedes "Chicken" advertisement represents both the opportunities and challenges of viral marketing in the luxury sector. While it achieved remarkable reach and engagement, it also raises important questions about brand alignment and value proposition communication.

 For marketers, this case study demonstrates that viral success alone doesn't guarantee effective brand communication. The key lies in finding the sweet spot between entertainment value and brand message - a balance that becomes increasingly crucial as brands compete for attention in the digital age.

 The campaign's legacy serves as a reminder that even highly successful viral content should be evaluated against broader brand strategy goals. As the consumer industry continues to evolve, maintaining this balance between innovation in marketing and brand consistency will become ever more critical for success.

Curious about the Mercedes chicken ad versus the Fujifilm ad? Watch them here for yourself:

-  Mercedes

- FujiFilm

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

• https://digitalsynopsis.com/advertising/mercedes-benz-chicken-magic-body-control/

• https://www.campaignlive.co.uk/article/mercedes-chicken-crowned-best-car-ad-year-auto-express/1303871

• https://www.caranddriver.com/news/a15368820/mercedes-benz-chicken-magic-body-control-commercial-a-pluckin-rip-off-the-ad-section/

• https://www.linkedin.com/pulse/mercedes-benzs-chicken-ad-dancing-feathers-stability-yash-dixit-9mk3f

• https://blogs.ubc.ca/ian0623/2013/10/10/mercedes-benz-magic-body-control/

• https://www.branding.news/2020/11/05/tbt-whats-the-resemblance-between-a-mercedes-car-and-a-chicken/

• https://www.campaignlive.co.uk/article/mercedes-uses-disco-chickens-prove-driving-comfort/1213633

• https://economictimes.indiatimes.com/mercedes-benz-new-campaign-demonstrates-chickens-steady-head/articleshow/23768861.cms

• https://www.cars.com/articles/jaguar-spoofs-mercedes-chicken-ad-1420663037124/

From Brand Love to Brand Relevance: A New Paradigm in Brand Building

In the evolving landscape of brand marketing, we often hear about the pursuit of "brand love" – that magical connection where consumers don't just buy your product but fall in love with your brand. But what if we're asking the wrong question? What if the goal isn't to be loved, but to be genuinely understood and valued?

 
The Paradigm Shift: From Love to Relevance

The truth is, your brand isn't about making customers love you. It's about understanding what they need from you and delivering it consistently. Success isn't measured by how many hearts your brand can capture, but by being top-of-mind when your customers have a need, want, or aspiration.

 This shift from pursuing brand love to building brand relevance isn't just semantic – it's strategic. Here's why it matters and how to make this transition effectively.

 
The Three Pillars of Brand Relevance

1. Define Your Value Proposition

Start with your "Why, What, and How." This isn't just about crafting a clever mission statement – it's about crystallizing the value you bring to your target customers. What problems are you solving? Why should they choose you? Your value proposition should answer these questions clearly and convincingly.

 2. Embrace Your Specific Audience

One of the biggest mistakes brands make is trying to be everything to everyone. Remember: You can't – and shouldn't – try to appeal to everyone. Your brand's strength isn't measured by universal appeal but by its resonance with those who matter most to your business. Are you building a brand that demands attention, or one that earns it through consistent value delivery?

 3. Foster Organic Brand Presence

Think about brands like Panadol, Pampers, or Coca-Cola. When people have a headache, need diapers, or want a cola, these brands come to mind automatically. Why? Because they've established themselves not just through advertising, but through consistent delivery of value. It's what customers say about you when you're not advertising that truly defines your brand.

 The Integration Imperative

When leaders ask me about improving brand perception and scores, they're often asking the wrong question. Instead, ask: "What broke down for our customers?" Because brand relevance requires holistic integration across:

- Sales interactions

- Customer service

- Employee behavior

- Leadership visibility

- Digital presence

 When any of these touchpoints fails, customer trust erodes. Why? Because you're no longer doing right by them. You're not giving them what they want or need. They feel betrayed.

 Building Sustainable Brand Value

1. Maintain Unwavering Consistency

- Across all channels

- Through time

- In messaging and delivery

 2. Align with Your Target Audience

- Speak their language

- Address their specific needs

- Show up where – and when – they need you

Think of it as a relationship where loyalty is as good as your ability to serve their needs.

 3. Demonstrate Value Continuously

Don't fall into the "too big to fail" mindset. Instead:

- Prove your worth through actions

- Deliver meaningful solutions

- Create tangible impact

Remember: It's a perpetual courtship.

 4. Recognize and Reward Loyalty

Too many companies focus on acquiring new customers at the expense of existing ones. Build sustainable value by:

- Rewarding continued engagement

- Building long-term relationships

- Creating organic advocate communities

 The Bottom Line

The question isn't whether your brand is loved – it's whether your brand is relevant. In today's market, relevance beats romance every time. Your brand's strength lies not in universal appeal but in its ability to consistently deliver value to those who matter most.

Are you building a brand that demands attention, or one that earns it through consistent value delivery? The answer to this question might just be the key to your brand's future success.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Much Ado About Labubu: How a Quirky Doll Became Asia's Must-Have Collectible

In the ever-evolving landscape of collectible toys, few items have captured the imagination of Southeast Asian consumers quite like the Labubu doll of late, perhaps almost out beating Action City Be@rBrick toys. Created by artist Kasing Lung in 2015, these impish creatures with their distinctive pointy ears, sharp teeth, and mischievous smiles have transformed from niche collectibles into a cultural phenomenon that's reshaping the luxury toy market starting this year.

In this case study, I would like to share some insights around the phenomenal rise to fame of the Labubu toy.

The Power of Celebrity Influence

The Labubu craze reached new heights in early 2024 when BLACKPINK's Lisa shared photos of herself with Labubu plushies on social media. This single action triggered a dramatic chain reaction across Southeast Asia, particularly in Thailand, where the dolls quickly became must-have accessories. The impact was immediate and substantial—prices soared from their original THB 550 (USD 16.3) to an astounding THB 10,000 (USD 296.3) in resale markets.

More Than Just a Toy. It’s a Cultural Statement

What makes Labubu's success particularly fascinating is its evolution from what seems like a simple toy to a multifaceted cultural icon. Today, Labubu dolls serve several distinct purposes:

• Fashion Statement

  • Commonly seen adorning luxury bags like Birkins and Kellys; lending a somewhat quirky touch

  • Used as sophisticated accessories by fashion influencers

  • Integrated into personal style statements that consumers consider as being representative of their personality

• Status Symbol

  • Limited editions create exclusivity, which in turn create demand

  • Rare pieces command premium prices similar to luxury bags

  • Ownership signals cultural awareness and sophistication of a different level

• Investment Asset

  • Collectors view certain editions as investment opportunities, perhaps no different from say a Louis Vuitton Vivienne Doll

  • Limited releases drive speculative purchasing

  • Secondary market values continue to appreciate due to scarcity

Labubu Rise to fame across of SEA

The spread of Labubu fever across Southeast Asia reveals interesting market dynamics:

• Thailand

  • The first Labubu-themed store in Bangkok generated USD 1.4 million on opening day

  • This was backed by strong celebrity and influencer adoption

  • Plus clever integration with tourism promotion initiatives 

• Singapore

  • Successfully localized through special editions (e.g., Merlion Labubu keychain)

  • Backed by strong retail presence

  • Supported by high engagement among young professionals, where it was reported someone spent as much as $10,000 a month on the dolls!

• Malaysia and Indonesia

  • Seeing growing market penetration

  • Especially rising popularity among 18-35 consumers

  • Backed by increasing presence through pop-up stores and online platforms

The Psychology Behind the Phenomenon

The unprecedented success of Labubu can be attributed to several psychological factors:

• Emotional Connection

  • It bears design elements that trigger protective instincts

  • Its features appeal to both childlike wonder and adult sophistication

  • All this invoke strong nostalgic elements

• Community Building

  • Active online collector communities encourage its spread and rise to fame

  • Rampant online sharing of experiences and increase in trading platforms

  • Driven by active social media engagement

• Fear of Missing Out (FOMO) Effect

  • Limited releases create sense of urgency

  • Blind box format adds to excitement and mystery

  • Exclusive collaborations with other brands and artists further drive demand

Business Strategy Insights

The Labubu phenomenon offers valuable lessons in product marketing and brand building:

• Successful Elements:

  • Strategic use of scarcity

  • Effective celebrity partnerships

  • Strong social media presence

  • Local market adaptation

  • Quality control and authentic design

What’s Next Labubu?

As Labubu continues to capture hearts and wallets across Asia, several trends are worth watching:

• Market Expansion

  • Growing presence in new regional markets outside of SEA

  • Potential for global reach

  • Diversification of product lines

•  Cultural Impact

  • Integration into local fashion scenes, including luxury fashion

  • Influence on collector culture, including more cross-collaborations

  • Evolution of luxury toy market

• Brand Development

  • New collaborations and partnerships with other prominent influencers, designers and artists

  • Product line expansions for more Labubu merchandise

  • Digital presence enhancement, including Labubu games or metaverse

Key Takeaways

The Labubu phenomenon demonstrates how a well-designed product, combined with strategic marketing and cultural relevance, can transcend its original purpose to become a cultural touchstone, if it addresses a customer’s emotive need or desire. Not just that, when the opportunity strikes, as in the case of the organic endorsement by BLACKPINK's Lisa, the brand cleverly capitalizes on that burst of fame to quickly take the market by storm.

 Its success offers valuable insights for brands looking to create similar impact:

• Authenticity in design matters

• Celebrity endorsements can catalyze growth and often, organic endorsements are becoming even more powerful than paid ones

• Local market adaptation is crucial (e.g. merlion Labubu)

• Community building drives sustained engagement

• Scarcity can create value due to FOMO when managed and timed properly

As the collectible market and social media landscape continues to evolve, Labubu stands as a testament to the power of combining artistic vision with strategic market development, powered by clever use of social. Its journey from a simple toy to a cultural phenomenon provides a fascinating case study in modern brand building and consumer behavior.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

[1] https://www.tatlerasia.com/lifestyle/entertainment/the-rise-of-labubu-plush-toy-trend

[2] https://www.thestar.com.my/news/nation/2024/10/21/labubu-doll-craze-drives-enthusiasts-to-spend-thousands

[3] https://says.com/my/lifestyle/what-is-labubu

[4] https://www.prestigeonline.com/th/lifestyle/art-plus-design/what-is-labubu-faq-where-to-buy-origins-price-kasing-lung-lalisa-manobal/

[5] https://cnalifestyle.channelnewsasia.com/trending/things-know-about-labubu-pop-mart-409246

[6] https://www.tatlerasia.com/lifestyle/entertainment/celebrities-labubu-collection

[7] https://www.reddit.com/r/askSingapore/comments/1ftj7mt/whats_with_the_labubu_craze/

[8] https://novelship.com/news/8-fun-facts-about-labubu-the-toy-that-stole-hearts-worldwide/

[9] https://kr-asia.com/southeast-asia-is-the-next-playground-for-trendy-toys-and-brands-are-cashing-in

[10] https://e.vnexpress.net/news/business/companies/vietnamese-spend-big-on-limited-art-toy-labubu-4779257.html

Two Seminars, Key Lessons Learnt

August and September were two monumental months for me as a business owner, where after more than two decades in high flying corporate roles, I found myself somewhat vulnerable at times during the events!

It’s not so much as trying to prove myself again as I learnt recently speaking to someone with eons of experience managing their own business. It’s more re-building a different brand than my own personal brand.

Marketing our own company’s brand is sometimes seen as more difficult than marketing another company’s brand. That is because we usually won’t have huge amount of resources, be it time or funds. What we have are usually huge doses of self doubt, especially when we face rejections.

Rejections were aplenty, especially when I was hosting my own exhibition booth at The Business Show Asia and it works both ways - I rejected others and others rejected me! On hindsight now, I see it as more misalignment in objectives and expectations aka the wrong fit. On that, I have learnt to qualify early and quality better.

I relieved the days where I was in a more junior position, setting up events from scratch, pulling up banners, packing gifts to printing tags. But I did it with way more pride now than before because I am now at a place where I truly appreciate the value all the little things can help to contribute to the eventual success of an event. If you don’t take pride in it, it will certainly be apparent to your customers!

Overseeing the planning by myself versus working with others to co-organize are also valuable experiences. Though working collaboratively as a team is nothing new to me and people who have worked with me before often tell me that they appreciate the trust I placed on them. I believe in walking the talk as a leader - we are all in it together and if the going gets tough, we face it together but ultimately, if I can provide the air cover as their leader, I certainly will and should! On this, lessons are aligning expectations to make sure everyone is on the same page.

Preparing for the worse and seeing the rainbow at the end -that’s another valuable lesson learnt as things can and often will go wrong in many ways. What we can do are to manage well what we can predict and make the best of what we cannot control.

All that said, I have thoroughly enjoyed myself and learnt a lot from both events. The highlights are always the interactions with people in person; that’s irreplaceable! The insights exchanged also inspired new ideas and perceptions. It also made me realized that we all don’t need to be absolute experts in every topic that we bring to the seminars - everyone is still learning, exploring, listening and forming their own enhanced observations through the sharing by others.

Next - I’m looking forward to October and November’s series of speaking events - Singapore > Bangkok > Singapore > Dubai > Singapore - Bring it on!

If you’re interested to watch key highlights and takeaways of the panel discussions held during these events, check here and follow our YouTube Channel!

About the Author

Mad About Marketing Consulting

Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Why Brand Management is Everyone’s Responsibility

Something I’m sure that has every marketing leader or brand leader tearing their hair out besides seeing their brand scores tank is when they get all the blame for it. If only brand preference building and management is as easy as putting out your brand ad on a big bus, taxi or whichever platform that gets as many eyeballs as possible. If so, why not just put it on a huge sky scrapper (hey that’s done before actually!).

Such tactics (I call them tactics and not strategies) work better for “will you marry me” types of wedding proposals but to build brand preference, it takes way more than that. Similar to good customer experience management, brand management takes the whole organization, including your client facing employees and your client facing touchpoints to help uplift your brand.

Firstly, your brand needs to serve a purpose and address a need or multiple needs for your defined target customers. Secondly, you need to know what differentiates you from your competitors even if you are selling the same things. Just like Pepsi and Coca Cola, both are cola drinks but both have their differentiating factors and ultimately, appeal. Thirdly, is your brand voice, message and identity that you are bringing to life through your marketing campaigns, news about your organization, things that your client facing teams are telling your clients or prospects, right down to the things you do in the broader public facing community. Finally, you need to clearly define as well as upkeep the key channels you are positioning your brand on that serve as a communication touchpoint with your target audience.

Many business leaders think the buck stops with the marketing campaigns but the trickiest part about brand management is how to make your target audience see you the way you want to be perceived. This approach leads to a dystopia state of brand reputation and perception as you will see almost conflicting activities and messages being shared from your organization by various business functions working in silos but not realizing they are all trying to steer the same ship to avoid hitting an iceberg. This is because everyone ends up trying to chart their own course to reach the same destination instead of playing to their strengths and working as a team.

There is nothing more dysfunctional than multiple teams trying to launch different variations of what they think your brand stands for in order to meet their own KPIs (key performance indicators). A tactical offer, is not a brand management strategy, a segment representation is not a brand management strategy and a campaign telling people how good you are is certainly not a brand management strategy but all this will affect the perception of your brand. Companies need to take a giant step back to reflect on what you are trying to position out there in terms of your brand identity and whether that still stays true to the fundamental reason you deserve to exist as a brand that customers care about.

The third and last part of the brand management aspect is actually also the hardest to maintain. You have to make sure your client facing touchpoints are keeping up with the demand from a tech, process and user design perspective so nothing falls through the cracks for your customers trying to engage with you. Concurrently, you need to have a joint-up approach in what you do and say to your target audience, including the timeliness and/or appropriateness of certain actions or messages. It goes beyond having a good crisis communications protocol.

For example, if your digital platform or servicing touchpoint is having a breakdown, you definitely do not want your key spokesperson to go out with a media commentary boasting about how great your digital or client servicing capabilities are or run an ad showcasing “seamless digital or client servicing capabilities”.

It’s more important to ensure business functions are working collaboratively as part of business-as-usual in keeping each other abreast, including your brand, marketing and communications team when something breaks or if they are preparing for a major enhancement so they can pre-empt the customer impact for the better or for the worse. Your management meetings should have a cadence to exchange such information so it can be cascaded to working group level to formulate a pre-emptive and proactive communications and customer management approach.

Simply said, the brand is the soul of the company and everyone is responsible for brand and reputation management but in the right way and not just checking off a list.

About the Author

Mad About Marketing Consulting 

Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Who rules - Preference or Performance Marketing?

Companies who are still keeping two separate team strategies between performance and preference marketing are setting themselves up for longer term failure

Such companies are failing to connect the dots between full funnel marketing and over simplifying the consumer decision making process and mindset.

This is especially in the digital ad space where borders are blurred or non-existent and privacy settings no longer allow for precision targeting the way we desire.

Preference and performance simply should go hand in hand as end day, we don’t simply blow marketing dollars for the sake of it. What’s awareness to someone is consideration to another and conversion to someone else, depending on the decision making journey your customer sits in relation to the product or service and your company.

This is certainly not that new, when I went through the Google certification course back in 2019 but am still surprised that some are only talking about this in recent years.

What’s more shocking is the way some companies are still insisting on measuring marketing returns on investment by not having attribution beyond vanity impressions, page views and clicks on pretext that it’s just for awareness. On the other end of the spectrum is insisting that if a certain ad doesn’t result in immediate conversion, then it’s a failed campaign on pretext it’s for performance.

Whatever happened to looking at the funnel, who you really are trying to target, where in the decision making funnel they are at, how compelling is whatever you are offering, and ensure you are connecting the dots on your messaging in different formats, in order to determine the right metrics to measure at each touchpoint?

Example – this week, you have an ad talking about how xx product will help solve xx issue that customers face today. A few days later, you have another ad referring to the same product promoted on a site that your target customers frequent. A few days later, you serve up another ad that has a tactical offer with a buy by xx date.

Companies who know who they are targeting and who are responding to their ads versus those who aren’t, will create segmented lists that differentiate the two. They will use one for remarketing with differentiated messaging to help catch their target customers along the funnel with the above messaging and offer so they maximize their media budget. This process should ideally be automated.

Another critical thing to do is to try to get target customers to sign up and start a relationship with you, by giving them reason to of course through insights, tips or deals that matter to them, especially critical with the sunsetting of cookies.

This goes hand in hand with understanding their digital footprint so you have a multi-dimensional view of your target customers as real people with interests, preferences and needs, beyond outdated attributes like age.

All in all, companies need to invest in the full funnel and have different measurements for each stage of the funnel.

About the Author

Mad About Marketing Consulting 

Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.