Weaving Sense, Symbol and Story into Brands
The central argument of Brand esSense is that brands can leverage multiple touch points to enhance their brand identity by sending consistent messages across the stories they tell, the symbolism that...
View ArticleWhich Burger Archetype Wears the Crown? (Importance of Brand esSense part 4)
McDonalds and Burger King have recently been in the news with their tit-for-tat advertising in France, and in many ways the exchanges are a good summary of the history of advertising between the two....
View ArticleThe esSense of Brand Extensions
What should marketers know about brand extensions, and the role of their brand meaning in shaping their decisions about how far they can stretch their brand? We all know about the many failures of...
View ArticleA Gap in the Toblerone Brand (The Importance of Brand esSense #5)
Why, oh why, oh why? Why would any brand manager take the most unique, distinctive and well known asset of a brand and change it? Well Mondelez know better and have widened the spaces between the well...
View ArticleThe Beauty of Believing in Brand Values
Reading Generation M recently (review here) made me think long and hard about the relationship between religious or spiritual beliefs and brand values. TapestryWorks’ research on Asian beauty has...
View ArticleIs Donald Trump a branding guru that market research should follow?
Perhaps the most important thing that Donald Trump has shown us all is the importance of being different and distinctive from your competitors. In a recent article on hbr.org, Roger Martin argues that...
View ArticleThe esSense of a new insurance brand? (The Importance of Brand esSense #6)
Walking through Singapore yesterday, I noticed for the first time the eTiQa insurance brand, owned by Maybank. Perhaps I should have noticed the brand before, but I was struck by the colours and naming...
View ArticleFrom Morning Lift To Nighttime Gift: Jakarta beauty routines
Two years ago, TapestryWorks collaborated with ABN Impact Indonesia to explore beauty goals among Indonesian women, and exactly two years’ later we went back to their Jakarta Beauty insight community...
View ArticleCultural Insights Help Marketers Connect Universal Truths to Local Truths
Little by little the past few years have seen a weakening of the dominance of multinational brands in Asia, as local players win consumer’s hearts with greater understanding of local culture and its...
View ArticleWhy visual research approaches are more insightful than words
The standard model of market research has relied on language as the main medium for understanding behaviour for more than 100 years. Recent discoveries in psychology and behavioural economics suggest...
View ArticlePositive, Sincere and Natural: Indonesia Beauty Buying Patterns
There are several myths I have heard about Indonesian beauty, mostly from outside Indonesia (and often from outside Asia). The first myth is that Indonesia is not an important market for beauty...
View ArticleWhat can brands learn from post-truth politics?
In Post Truth, Matthew d’Ancona lays out the ways in which modern politics, and life, show the increasing importance of emotional resonance over the inconvenient details of facts and realities. After...
View ArticleIs Singapore Airlines a Caregiver or a Magician? (The Importance of Brand...
Is it just me or does anyone else think that Singapore Airlines latest advertising doesn’t “feel” right? While it’s beautifully shot, it feels more like a trailer for a Disney fairy tale than a...
View ArticleA Gap in the Toblerone Brand (The Importance of Brand esSense #5)
Why, oh why, oh why? Why would any brand manager take the most unique, distinctive and well known asset of a brand and change it? Well Mondelez know better and have widened the spaces between the well...
View ArticleThe Beauty of Believing in Brand Values
Reading Generation M recently (review here) made me think long and hard about the relationship between religious or spiritual beliefs and brand values. TapestryWorks’ research on Asian beauty has...
View ArticleIs Donald Trump a branding guru that market research should follow?
Perhaps the most important thing that Donald Trump has shown us all is the importance of being different and distinctive from your competitors. In a recent article on hbr.org, Roger Martin argues that...
View ArticleThe esSense of a new insurance brand? (The Importance of Brand esSense #6)
Walking through Singapore yesterday, I noticed for the first time the eTiQa insurance brand, owned by Maybank. Perhaps I should have noticed the brand before, but I was struck by the colours and naming...
View ArticleFrom Morning Lift To Nighttime Gift: Jakarta beauty routines
Two years ago, TapestryWorks collaborated with ABN Impact Indonesia to explore beauty goals among Indonesian women, and exactly two years’ later we went back to their Jakarta Beauty insight community...
View ArticleCultural Insights Help Marketers Connect Universal Truths to Local Truths
Little by little the past few years have seen a weakening of the dominance of multinational brands in Asia, as local players win consumer’s hearts with greater understanding of local culture and its...
View ArticleWhy visual research approaches are more insightful than words
The standard model of market research has relied on language as the main medium for understanding behaviour for more than 100 years. Recent discoveries in psychology and behavioural economics suggest...
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