That’s the opinion of Al Ries.
If you don’t know the man, he is the one who along with Jack Trout coined the term “positioning” and authored the famous book, “Positioning: The Battle for Your Mind”.
Al Ries was in Singapore recently to attend the Global Brand Forum and he answered an interesting question from Marketing magazine:
In [...]

Popularity: 17% [?]

When you introduce yourself for the first time to someone you just met in a networking session, how will you sell yourself?
Think, and go through your self-introduction speech in your head before reading on. There’s a reason for this suggestion.
The conversation probably goes like this:
John: Hi, I’m John Smith.
Harry: Hi, John, I’m Harry Jones. What [...]

Popularity: 13% [?]

Many people do not realise that the power of a brand extends beyond the obvious. I have worked with many small and medium enterprises who believe, wrongly, of course; that “brand” means Coca Cola or Apple. They somehow fail to see themselves as being “branded”.
But all companies, big or small, are branded. Even in [...]

Popularity: 13% [?]

I was having tea with a friend who intended to start a business within the next few months. The conversation led to a long discussion of whether one should build the entire company and product around a pre-set branding or should branding evolve over time. It’s almost like a chicken and egg discussion but it [...]

Popularity: 8% [?]

Whatever you do about your personal branding, just don’t be a “Paris Hilton”. She might be in the news all the time but none of them are in a very favorable light. Most of us savor snickering at gossips now and then, and we enjoy seeing people put on the spot and laughing at them, [...]

Popularity: 22% [?]

When I first visited Japan, I was in awe at the respect and the lavishness with which they treated their goods, even when I ordered just 3 tiny sweets filled with red bean paste. They were first placed in a transparent tray, which was then lowered into a exquisitely green coloured corrugated box with printed [...]

Popularity: 12% [?]