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Tag Archives: marketing

No silver Li-ning for Malaysia

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PRC Boleh, PRC Boleh!

The Chinese sports shoe brand Li-Ning was recently launched in the local market ostensibly to coincide with the ongoing Thomas & Uber Cup badminton championships.

So, as a foreign brand anxious to gain some share in a competitive Malaysian market, what would you do?

If you’re Li-Ning, you promptly take ads out in local dailies wishing the Chinese, yes you read it correctly, Chinese (we’re talking People’s Republic of & not the MCA variety) , badminton team all the best in the tournament.

A stupid branding bungle which they will probably regret for the rest of their stay here.

At the time of blogging, Malaysia has already lost to the Japanese (first time ever in any Thomas Cup by the way) and believe you me, every little slight will surely be remembered by sore badminton fans.

Best stick with Yonex lah.

3 Banks with an Identity Crisis

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Gadget Emporium or Bank?

If you’ve read the Star recently and seen this ad, you would have been forgiven for thinking that Ambank is an electronic gadget retailer. The focus of these ads are the devices. Only when you start reading the copy do you realize that it’s a reward for the delinquent among us who need to transfer their balance credit card debts.

To me as a marketer, this is dilution of brand value.  In one fell swoop, the Ambank brand and what it stands for (not that I know what it stands for anyway!) becomes submerged under these other consumer brands. Basically the bank is telling people, look I need these gadgets to attract you to my custom since I can’t really offer much else in the form of differentiation.

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Imitation is this magazine’s form of flattery

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I did a double take the other day when I saw this rag trying to masquerade my all time favourite publication, The Edge. It was copy, copy, copy all the way down to the Edge’s pull out “Options”

Imitation is a widely practiced business strategy, no question about that. But I wonder if the owners of Malaysia SME realize they are doing nothing for their own brand with this blasé rip off job.  All it does is reinforce in readers’ minds that The Edge is at a standard which Malaysia SME can only aspire to.