...O of Publicis Worldwide says clients around the world are now looking for greater speed and laser focus. “They don’t want nearly as many people involved. They want things in a ‘ready...

...urvey. “In Thailand and around the region, the trend is definitely towards smarter and more focused spending. Brands are not advertising as much in the traditional sense, but are looking for opp...

... promise of certainty. Knee-jerk slashing of advertising budgets may cause your brand to lose its focus with consumers, and with it their confidence. Rather than panicky price cuts, the best way to ...

...ldquo;Things go in cycles in life and business, up and down,” he said. “You must stay focused on the top of the hill rather than the bottom.” While the temptation may be to slash mar...

...ely to be implemented next year, the competition would significantly shift from price to customer focus. Chief Commercial Officer Thana Thienachariya added, “the brand ‘re-feeling’ ...

...bout a product/company/service, and not enough about why I should care. Great ads have a single focus. There is the temptation to include supporting features and benefits as copy points. There are a...

...rsquo;’ debacle.        In the next Brand Matters, I’ll focus on naming triumphs and disasters a bit closer to home, looking at the ultra-competitive condomin...

... Piaggio family company, which had produced bombers and locomotives during the war but decided to focus on a new, cheap and stylish mode of transportation for the masses. Struck by aeronautical engine...

     I’ve always been a tad sceptical of focus groups. Questions can be crafted to lead to desired responses. Group dynamics mean one loudmouth can influence the entire group...

... this year reduced the number of top-level official sponsors from 15 to 6, in a bid to offer more focus and prominence for those parting with the big bucks. Adidas coughed up US$351 million, Visa $350...