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.
Boost Your B2B Growth with our complimentary course: B2B Services KPIs.
Hosted by Nguyen Thi Nhu Ngoc - our Vietnam Country Lead.
Why This Course Is Essential
Navigating the B2B landscape requires clarity on what drives success. Are your sales, marketing, or communication strategies delivering results? How do your outcomes stack up against competitors or your business’s potential? Clear KPIs are the foundation for sustainable growth.
The B2B Services KPIs course provides a straightforward framework to define, track, and achieve your objectives across three key areas:
Business KPIs: Measure revenue, growth, profit margins, and sales pipelines to guide strategic decisions.
Sales & Marketing KPIs: Monitor leads, customer acquisition, conversion rates, purchase frequency, order value, and loyalty to optimize performance.
Communication KPIs: Evaluate content, channels, reach, and engagement to strengthen your brand’s presence.
This course is designed for:
Professionals in B2B service sectors, including technology, professional services, advertising, or sales management firms.
Entrepreneurs, sales, business development, account, or marketing professionals seeking to align goals for growth.
Businesses aim to gain clarity on performance metrics to unlock their potential.
Drawing on my 12+ years of B2B marketing experience, I share actionable insights and proven strategies to help you apply these tools with coònidence in order to achieve measurable success.
Exclusive Opportunity for Mad About Marketing Consulting community members: Free Course and 1:1 Consultation. Sign up here!
More details about our Vietnam office opening 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.
Mad About Marketing Consulting Expands to Vietnam with Strategic New Leadership
Mad About Marketing Consulting celebrates remarkable growth in just its second year of operations, announcing the opening of a new Vietnam office this June. The strategic expansion comes as the company continues to extend its innovative fractional talent model across global markets.
Since its inception in January 2024, the consultancy has rapidly scaled to serve clients throughout Southeast Asia, Korea, the Middle East, and Europe. Specializing in AI-age go-to-market transformations, the firm taps on extensive leadership experience from Asia's largest companies to help C-suite executives navigate complex transformations—bridging technological innovation with human dynamics and cultural nuance.
The new representative office will be located at The Executive Centre, Friendship Tower in Ho Chi Minh City, positioning the company in one of the region's most dynamic business environments.
Vietnam consistently emerges as a key market for innovation, growth, and talent in our client conversations. Success here demands genuine appreciation for local language and cultural context.
Leading this strategic expansion will be Ngoc Nguyen, appointed as Vietnam Country Lead. With over 12 years of comprehensive marketing experience spanning B2C and B2B sectors, Nguyen brings proven expertise in corporate branding, strategic marketing, consumer insights, and multi-channel campaign execution. Her diverse industry background includes successful tenures with ME Group Asia, s6k Labs, and Worldpanel by Kantar Vietnam.
Dr. Jaslyin Qiyu, Founder and Managing Director of Mad About Marketing Consulting, highlights their previous successful collaboration: "Ngoc was a critical part of our team when I served as Asia Regional CMO for Kantar in 2018. She significantly supported our marketing transformation strategies to revamp Kantar and translate thought leadership into tangible business offerings. I'm incredibly proud to have Ngoc join us and confident we'll achieve even more together."
Also joining the team in Vietnam as Client Development Associate is Trampink. A high-potential graduate in International Economic Relations, Trampink brings a unique blend of client service acumen and hands-on marketing experience across diverse environments - including agency, brand-side, and production house, based on her previous roles at ME Group, FPWDB Creative, and IGo Travel.
In conjunction with our launch, we are equally pleased to announce our partnership with ICTS DX, based in Hanoi, Vietnam, specializing in SEO-friendly website design, development and technology integration.
To mark the launch and demonstrate commitment to the Vietnam business community, Mad About Marketing Consulting is offering a complimentary course and 1:1 consultation: "B2B Services KPIs: Setting B2B Services Business Goals." More details here!
More Details on Ngoc and our Vietnam Market Credentials:
https://www.madaboutmarketingconsulting.com/vietnammarket
Key Contacts:
Jaslyin Qiyu, Managing Director
jaslyin@madaboutmarketingconsulting.com
Ngoc Nguyen, Vietnam Country Lead
ngoc@madaboutmarketingconsulting.com
Trampink, Client Development Associate
trampink@madaboutmarketingconsulting.com
Main Contact:
contact@madaboutmarketingconsulting.com
https://www.madaboutmarketingconsulting.com/contact-us
Singapore Office Address:
60 PAYA LEBAR ROAD #07-54
PAYA LEBAR SQUARE SINGAPORE (409051)
Vietnam Office Address:
Level 6 & 7, Friendship Tower,
No. 31 Le Duan Street, Ben Nghe Ward, District 1, Ho Chi Minh City, Vietnam / Tầng 6 và 7, Tòa nhà Friendship, Số 31, Đường Lê Duẩn, Phường Bến Nghé, Quận 1, Thành phố Hồ Chí Minh, Việt Nam
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/
Strategic Marketing Budget Planning: Beyond the Numbers
Marketing Planning Framework
In today's dynamic business landscape, effective marketing budget planning isn't just about allocating dollars—it's about making strategic investments that drive sustainable growth. As marketing leaders plan their annual budgets, it's crucial to take a holistic approach that considers past performance, customer journey, and team development.
Learning from the Past to Shape the Future
One of the most common pitfalls in marketing planning is the "rinse and repeat" approach. While it's tempting to simply duplicate last year's budget allocation, this strategy often leads to stagnation and missed opportunities. Historical performance analysis should serve as a guide, not a template.
Consider these key questions when reviewing past performance:
- Which campaigns delivered the highest marketing and business ROI?
- Where did we see diminishing returns?
- What channels consistently underperformed?
- Which initiatives showed promising early results but needed more time to mature?
By critically analyzing past performance, you can identify patterns, eliminate ineffective spending, and redirect resources to higher-potential opportunities.
Balancing Acquisition and Retention: The Growth Equation
While new customer acquisition often takes center stage in marketing discussions, sustainable growth requires a balanced approach. Your marketing budget should reflect the full customer journey and lifecycle - from awareness to advocacy.
Here's why this balance is crucial:
- Acquisition programs build market share and bring fresh revenue streams
- Retention initiatives typically cost less and yield higher ROI
- Satisfied existing customers become brand advocates, reducing acquisition costs
- Diversified programs provide stability during market fluctuations, especially when budgets are cut
Smart budget allocation means investing in both compelling acquisition campaigns and robust retention programs that nurture customer relationships and maximize lifetime value.
Investing in Your Greatest Asset: Your Team
A often-overlooked aspect of marketing budget planning is employee development. In an era of rapid technological change and evolving consumer behaviors, your team's capabilities can make or break your marketing success. Similarly, it cost more to hire and onboard new employees than to retain and cultivate existing ones.
Consider allocating budget for:
- Professional development and certifications
- Marketing technology training
- Industry conferences and workshops
- Team building and creativity sessions
- Tools and resources that enhance productivity
When you invest in your team's growth, you're not just building skills—you're fostering innovation, improving retention, and creating a culture of continuous improvement.
Building a Future-Proof Marketing Budget
Effective marketing budget planning requires a strategic balance of historical insights, customer-centric thinking, and people development. By taking this comprehensive approach, you can create a budget that not only drives immediate results but also builds long-term marketing capabilities.
Remember these key principles:
- Use historical data as a guide, not a constraint
- Balance acquisition and retention investments
- Include employee development as a core component
- Maintain flexibility for emerging opportunities and changing needs
- Document and measure everything
By embracing this holistic approach to budget planning, you'll be better positioned to navigate market changes, seize new opportunities, and build a sustainable competitive advantage.
The most successful marketing organizations understand that true growth comes from a powerful combination of smart strategy, customer focus, and invested talent. As you plan your next marketing budget, consider how each dollar can contribute to this winning formula.
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.
The Art of the Queue: How Brands Turn Waiting Lines into Marketing Gold
In an era of instant digital gratification, there's something peculiarly fascinating about seeing hundreds of people voluntarily waiting in line for hours or even days. From the latest iPhone launches, exclusive streetwear drops to a seemingly humble bubble tea, these queues have become a powerful marketing phenomenon that continues to shape consumer behavior and brand perception.
The Strategic Queue: A Marketing Masterstroke or A Tacky Stunt?
Yes, companies do pay people to queue for their launches – a practice known as "line sitting" or "professional queuing." This tactic has evolved from a spontaneous occurrence into a sophisticated marketing strategy that creates buzz, generates media attention, and fuels FOMO (fear of missing out) among consumers.
Masters of the Queue: Brands That Set the Standard
Several brands have perfected the art of queue-based marketing:
1. Apple: The tech giant's iPhone launches are legendary, with companies paying line-sitters $100-250 per day. Apple subtly encourages these queues by providing amenities to these sitters and having staff engage with the crowds, creating a festival-like atmosphere.
2. Supreme: The streetwear brand has built its entire business model around artificial scarcity and long lines. The "Supreme drop" has become a cultural phenomenon, with professional line-sitters earning substantial amounts to wait for limited releases.
3. Gaming Console Launches: Both Sony and Microsoft orchestrate elaborate launch events for their PlayStation and Xbox releases, combining long queues with midnight launch parties and exclusive giveaways.
4. F&B Launches: Food and beverage is an essential item and in places where they are the first to be launched in the country, especially if it’s a renowned brand elsewhere, be it doughnuts, cream puffs, burgers or bubble tea, you can expect queues of people that help add to the hype of the official launch. Some are puzzling while some might be ‘genuine’ buzz created organically; you be the judge of that!
The Asian Queue Revolution
The practice of professional queuing has reached new heights in Asia, where it's not just a marketing tactic but a legitimate service industry:
Japan
- Professional line-sitters ("yoyaku-tetsuke") are in high demand for limited-edition food items and restaurant openings
- Sushiro famously paid people to form queues when launching new locations to create a "popular restaurant" image
- Pokemon merchandise releases regularly generate massive queues
China
- "Paipai" (professional queuers) are organized through sophisticated apps and WeChat groups
- Luxury brands frequently employ this tactic for product launches
- Real estate developers use paid queuers to create artificial buying frenzies
- Some malls and restaurants hire fake customers to appear consistently busy
Singapore
- The "kiasu" (fear of missing out) culture drives queue marketing
- Property launches and restaurant openings regularly employ professional queuers
- The Shake Shack opening saw paid queuers waiting for days
- Hello Kitty promotions at McDonald's led to the development of professional queue management systems
The Rise of Queue-as-a-Service
A fascinating spin-off of this phenomenon is the emergence of professional queuing services where consumers pay others to wait in line for them. In Bangkok, "queue-fixers" charge around 700 baht ($27) to secure spots at popular Michelin-starred restaurants. Singapore's iQueue startup offers services ranging from $20 for one hour to $250 for 18 hours of queuing.
Digital Evolution: The Virtual Queue
Modern brands have adapted queuing psychology to the digital realm:
- Harry's razor company generated 100,000 sign-ups in a week through a virtual waiting list
- Robinhood gained nearly a million users pre-launch through a gamified referral queue system
- Monzo created engagement through a transparent waiting list where users could see their position
Effectiveness and Considerations
When executed well, queue marketing can:
- Generate substantial earned media coverage
- Create social proof of product demand
- Build community among brand enthusiasts
- Drive social media engagement through user-generated content
- Establish product exclusivity and desirability
Key Considerations Before Implementation
It might sound like a quick win and low hanging fruit to take advantage of but is it suitable for all brands?
1. Authenticity: While paid queuers can jumpstart interest, the strategy works best when there's genuine consumer demand to sustain it.
2. Market Fit: Queue marketing is most effective for products with strong appeal against scarcity and/or affordability.
3. Cultural Context: What works in Singapore might not work in New York – understand your market's relationship with the queuing culture.
4. Resource Management: Ensure proper crowd management, safety measures, and amenities for waiting customers as this might backfire on you socially if the other organic customers are unhappy and start complaining.
5. Digital Integration: Consider how physical queues can be amplified through social media and digital engagement.
6. Brand Alignment: The strategy should align with your brand's positioning and values. Not all brands think “queues” equal desirability.
How This Trend will Evolve
As consumer behavior continues to evolve, the art of queue marketing adapts accordingly. While some brands are moving away from physical queues in favor of digital alternatives, others find continued value in creating these obvious spectacles of demand.
The key lies in understanding your audience and crafting experiences that transform the simple act of waiting into a memorable brand moment. Hai Di Lao does this pretty well and turn it into almost like their trademark queuing experience for customers by providing them with snacks, refreshments and even nail services.
Whether physical or digital, the psychology behind queue marketing remains powerful: people value what they have to wait for, and the sight of others waiting makes us wonder what we might be missing out on.
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://kickofflabs.com/blog/5-small-businesses-made-it-big-with-prelaunch
https://www.prefinery.com/blog/referral-programs/prelaunch-campaign/examples/saas/
https://www.convinceandconvert.com/digital-marketing/how-to-create-buzz/
https://fastercapital.com/topics/creating-a-buzz-with-exclusive-launch-events.html
https://viral-loops.com/blog/buzz-marketing/
https://queue-it.com/blog/influencer-marketing-strategy-product-launch/
https://www.straitstimes.com/asia/se-asia/queue-fixers-help-tourists-stomach-long-lines-at-bangkok-s-michelin-rated-eateries
https://newsroom.airasia.com/news/2023/3/2/say-goodbye-to-restaurant-queues-with-airasia-super-apps-queuing-service
https://sg.news.yahoo.com/new-service-singapore-lets-pay-someone-queue-100357551.html
https://www.asiaone.com/business-wires/because-everything-also-need-queue-singapore-startup-will-do-it-you-20-hour
https://cnalifestyle.channelnewsasia.com/living/htb-service-help-buy-professional-queuer-concert-tickets-392956
The Evolution of the 7Ps: Timeless Wisdom in the Digital Age
After decades of witnessing marketing trends rise and fall like tides, one truth remains constant: the fundamentals remain while the methods evolve. In an era where artificial intelligence, social media, and digital transformation dominate business conversations, the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—continue to serve as our compass through the stormy seas of digital transformation and evolution.
The Foundation: Ancient Wisdom Meets Modern Reality
Like a well-designed blueprint, the 7Ps were developed as an extension of the original 4Ps to better address the service industry's needs. Today, these principles aren't just elements of a framework; they're the pillars upon which all meaningful market connections are built, providing a comprehensive structure for developing and executing marketing strategies, regardless of whether you're selling physical products, digital services, or hybrid solutions.
The Digital Metamorphosis of Each P
1. Product: From Matter to Mind
Then: Focused primarily on tangible features and benefits
Now: Where once we crafted tangible goods with our hands, we now shape digital experiences with our minds. Products constantly evolve with each user interaction, encompassing:
- Digital products and SaaS solutions
- Hybrid offerings with digital companions
- Data-driven development cycles
- Real-time customer feedback loops
2. Price: The Art of Value Exchange
Then: Traditional pricing models based on cost-plus or market-based strategies
Now: Pricing has transformed into a sophisticated dance of algorithms, propensity and psychology, featuring:
- Dynamic pricing powered by AI algorithms
- Subscription-based models
- Freemium strategies
- Microtransactions
- Real-time market response capabilities
3. Place: The Infinite Marketplace
Then: Physical distribution channels and retail locations
Now: The marketplace has transcended physical boundaries, becoming an omnipresent reality where digital and physical realms intertwine:
- Omnichannel presence
- E-commerce platforms
- Mobile apps
- Social commerce
- Seamless online-offline integration
4. Promotion: The New Storytelling
Then: Traditional advertising and marketing communications
Now: We've moved from monologue to dialogue, from broadcast to conversation:
- Content marketing and storytelling
- Social media engagement
- Influencer partnerships
- Personalized digital campaigns
- Data-driven optimization
- Community-driven narratives
5. People: The Human-Digital Symphony
Then: Focus on staff training and customer service
Now: Every digital touchpoint must be imbued with human understanding:
- Virtual assistants and chatbots
- Social media community managers
- Influencer partnerships
- Technology-augmented human support
- Community building
6. Process: The Hidden Architecture
Then: Standard operating procedures and service delivery protocols
Now: The processes that once lived in dusty manuals now flow through digital veins:
- Automated workflows
- AI-driven decision-making
- Data and AI-powered customer journeys
- Real-time adaptability
- Seamless integration
7. Physical Evidence: The Digital Gateway
Then: Store layout, branding materials, and physical touchpoints
Now: Every interaction builds trust in an increasingly virtual world:
- User interface design
- Website experience
- Mobile app functionality
- Digital brand presence
- Virtual and augmented reality experiences
The Impact of Modern Technologies
The true power of modern marketing lies in how we weave together four key technological advances:
1. The MarTech Ecosystem
- Marketing automation platforms
- Customer relationship management systems
- Analytics and reporting tools
- Attribution modeling
- Integrated tech stacks
2. The Data Symphony
- Real-time customer insights
- Predictive analytics
- Behavioral tracking
- Performance optimization
- Pattern recognition
- Business and consumer intelligence
3. The Platform Paradigm
- E-commerce integration
- Mobile-first approaches
- Cloud-based solutions
- API ecosystems
- Cross-platform and omnichannel consistency
4. The Social Fabric
- Community building
- User-generated content
- Influencer partnerships
- Social commerce
- Digital word-of-mouth
Looking into the Marketing Horizon
As we stand at the crossroads of tradition and innovation, remember this: while the tools will continue to evolve, the principles remain eternal. The successful marketers of tomorrow will be those who can honor the wisdom of the past while embracing the possibilities of the future.
The future will likely bring further evolution as technologies like augmented reality, virtual reality, and artificial intelligence mature. However, the 7Ps aren't just a framework – they're a lens through which we can understand the eternal dance between business and consumer. As we venture into new frontiers, let these principles be our north star.
The key to success isn't just adopting new technologies—it's understanding how these innovations can be integrated into a comprehensive marketing strategy that addresses all seven Ps in a cohesive and customer-centric way. In marketing, as in life, the more things change, the more we need to stay grounded in fundamental truths.
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.
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.