The current generation of CEOs and senior management are not ‘children of the digital revolution’.

In fact, 56% of Asia’s senior business executives confessed to never having been on a social networking site, according to a closed survey conducted by one of our clients. In addition, 61% of them feel ill-equipped to handle the opportunities and challenges presented by new technology.

The findings spell trouble for senior communications professionals who themselves are not yet gearing up for the Next Generation born between the late 70’s and early 90’s, otherwise known as the Millennials.

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Budgets are being cut in response to the current economic downturn. How are marketing managers responding?

According to a survey by MarketingSherpa, above-the-line advertising budgets are the first to be cut. (See chart)

As they turn their attention to below-the-line marketing activities, B2B marketing managers can borrow some useful direct marketing principles. (more…)

Professional B2B service firms (PSFs) have had to rely heavily on referrals, third party rankings and media coverage to build their brand equity.

Unlike consumer brands that can monitor product reviews and web forums to get a feel of market perceptions and feedback, service brand managers will agree that perceptions are difficult to measure without embarking on a full-fledged market research study.

Take advisory or information services for example. It is much easier to position a firm according to its services, as these are parameters that can be benchmarked relatively easily. (more…)

Increasingly, brands from Asia have ambitions to become global household names. Building a successful name in the international market is much more complex and requires a systematic approach. What does it take to succeed?

Brand owners are increasingly aware of the value of strategic marketing and how ‘invisible’ brand equity can boost the value of a company. Yet they can stumble over implementing great brand strategies for various reasons.

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The term, brand evangelist, is often used within consumer marketing circles, and less often in professional services marketing. (A brand evangelist may be known by different names; decision-making influencer, sources of referral, centre of influence etc.)

Consumer brand evangelists will talk about their favourite products or services without prompting or instigation. They may even go as far as making a YouTube video about the brand, collect the brand’s packaging over the years and visit all its stores – all at their own expense. (more…)