Category: Marketing
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An Awesome Story is the Road to Earning More
An Awesome Story is the Road to Earning More If you are in the traditional farming game right now you will understand what being held hostage to commodity cycles is all about. It’s up, it’s down, and it’s up again. What’s coming up next? Will it be it good news or bad news? The answer… Read more
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Western firms need to learn how-to FACE East
Western firms need to learn how-to FACE East East Asia is rapidly becoming the largest and fastest growing market for luxury goods in the world, and whilst there will always be some headwinds blowing in from different directions, their luxury product dominance isn’t going anywhere anytime soon. The plethora of emergent, upwardly mobile and wealthy… Read more
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The Democratization of the Unreachable for the Aspirational: Part 1
The Democratization of the Unreachable for the Aspirational: Premiumization in Asian markets. Part 1 of 3 “Premiumization is persuading consumers to pay more, for a better experience on a given occasion.” Andy Fennell | Chief Marketing Officer: Diageo What is Premiumization? Premiumization is about leveraging key elements of top end products and high-end consumerism and… Read more
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All Black: The Premiumization of New Zealand
All Black: The Premiumisation of New Zealand – Let’s get the party started. New Zealand is a country that challenges a writer’s ability to describe or depict. It’s equal measures of amazing, beautiful, gentle and awesome with breathtaking landscapes and sweeping vistas. It’s full of inventive, positive and super friendly people. As a place to… Read more
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From Malaysia with Love
From Malaysia with Love Fast-paced, vibrant, aspirational and upwardly mobile…always upwardly mobile. That is the Malaysian entrepreneur today. Malaysia has been on a mission to catch Singapore and the West and they’re using ambition and aspiration to power the drive behind their quest. I’m here in Kuala Lumpur this week and you can feel progress… Read more
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Premiumization…Insight + Brand + Aspirationals = more
Premiumization…Insight + Brand + Aspirationals = more The term ‘premiumization’ was coined sometime in the noughties by the ever creative big booze marketing execs at the likes of Diageo, Pernod Ricard and other notables. In doing so they yanked open a prosperous new door in the massive global alcohol and beverage market. They cleverly redefined… Read more
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Ferrari isn’t sold out of Bunky Brothers Inc.
Ferrari isn’t sold out of Bunky Brothers Inc. And there’s a good reason for that. Positioning your brand is beyond important. It is without a doubt the most critical element of your brand strategy. This is where the rubber meets the road. It’s the payoff for all your hard work. You’ve immersed yourself in your… Read more
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The Grey Goose Effect…and What an Effect!
The Grey Goose Effect…and What an Effect! Why does Grey Goose Vodka cost $60 a bottle? The Believer: “Grey goose vodka (the only vodka I drink, and number one tasting vodka in the world as voted by consumers) was purpose made for the American market in 1997, and sold as a ‘premium’ product. It… Read more