Category: Messaging and Positioning

The words you use, both verbally and written, to speak about your company, products and services, as well as content for specific audiences

Slogans or Taglines – How to Create a Great One

I recently concluded a complete messaging revamp for an exciting company in the Cloud strategic advisory space. As part of any messaging overhaul, the tagline (or company slogan) must also be reviewed for relevance, because these three (or four or five) little words say so much about a company, encapsulating what you do with the…

Toys “R” Us Asia Pacific – Vision and Mission – Really?

I’ve been struggling with ‘Toys “R” Us’ in Singapore recently. It’s a place I have to visit on a regular basis – not just because I have two young sons, but also because Singapore is one of those places where you are constantly invited to kids’ birthday parties and as such, there are always presents…

Authenticity has never been More Important in Business

In my early 20s, my first job after graduating from University was becoming a Musician in the Australian Army – it was a VERY interesting chapter in my life. After two years as a Musician, I had the chance to unofficially move to the Defence Public Relations Department – an opportunity I snapped up and from…

Mission Statements – World’s Top 10 Brands

Continuing the discussion on mission statements (the most searched content on this blog), the world’s top 100 brands were recently announced by Millward Brown. Now in its 7th year, the 2012 Top 100 Global Brandz saw Apple retaining its number one position, with IBM in 2nd place, pushing Google out to 3rd. As before, the…

Digital Success in Asia Faces Unique Challenges

SAJE’s first customer when we launched back in 2006 was Alvin Chan. At that time he was Regional Marketing Manager, Public Sector, Technology Solutions Group, Asia Pacific & Japan for Hewlett-Packard. After HP, Alvin moved to a senior marketing role with Thomson Reuters, and is currently taking a short hiatus while he works out what’s next…

Linked In, Blinked Out

How much of  ‘corporate social media’  amounts to ‘wasting time on the company’s dime?’ The big difficulty for many managers is in demonstrating a positive ROI (‘Return on Involvement’) from their social media projects – a collection of sundry activities loosely billed by the now ubiquitous social media consultants as “connecting, communicating and collaborating.” I…

Scoot is on Message

In April 2012, Singaporean travellers will have the option of a new low cost airline within the competitive mix – Scoot. I recently heard the CEO, Campbell Wilson interviewed on radio, and I have to say, I was pretty impressed. This is a company that has thought very deeply about what Scoot means and how…

Are Corporate Values Important?

I took my sons to Ben & Jerry’s for an ice-cream treat at the end of school term. I think it’s a phenomenal business, really standing by what it represents and I’m sure it’s one of the rare corporations actively supporting “Occupy Wall Street.” It’s a company that constantly promotes what it stands for in…

Burson Marsteller Report on Social in Asia

Burson Marsteller recently released the “Asia Pacific Corporate Social Media Study 2011, How Asian Companies are Engaging Stakeholders Online” and here’s the shorter presentation. There’s some interesting information here, including South Korea is the most active, with Malaysia, China and Thailand next. Micro-blogs and social networks are the most popular channels to engage. However Asian…