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Source - Luke Jones | BBC.com Recent research from Australia and New Zealand has re-examined and re-understood how consumers choose brands. From the minds of  Justin Mowday and Rupert Price from DDB New Zealand,  check out some of the new rules on how to grow business below,  or visit NZ Herald here  for the article. * * * * * The supermarket chiller offers 174 varieties of bacon. How does a shopper choose which one to buy? New research shows many marketing beliefs about how consumers decide between brands are wrong - and have been for decades, according to DDB New Zealand chief executive officer Justin Mowday and chief strategy officer Rupert Price. Price says, in 40-year-old thinking, there have been three golden rules to grow business: 1. Win your category. 2. Win the mind of your consumer and 3. Win today. Based on the research of academics, including New Zealander Byron Sharp, Professor of Marketing Science at the University of South...

Football has always been a sport which brings people together. Red Bull’s Neymar Jr’s Five competition had Malaysians coming together to support their favourite footballers to represent the country in the World Finals. Neymar Jr’s Five is special. It differs from your conventional way of playing football. Instead of counting goals; you count the number of players eliminated from the opponent’s team for every goal you score. Kicking opponents out the field. Kickass, eh? Unlike typical football games, strategy is more important in Neymar Jr’s Five. Why so? Just as any Neymar Jr’s Five player would do, ask yourself “Who should I eliminate? The attacker? Defender? Or the midfielder?” Every choice made could seal your victory or defeat. Since all it takes to win the game is just one player who can score against their opponent. Striker cutting through the defense Now, I am witnessing the drenched striker dashing back and forth to get past the defender, the midfielder s...

We all know that the key to growth is to possess a strong passion for learning. This drive is something we continuously cultivate amongst our team, especially newbies our interns - who are here to learn the ropes (eagerly, we hope). In addition to in-house training that Orchan provides the team, we like to encourage team members and interns to go outside of the office for learning opportunities. Engaging in an interactive networking programme, for example, is one of the ways that can help team members grow professionally. Recently, Orchanites Richard (intern) and Fithri attended PR Newswire’s Media Coffee session – a ‘space’ for communications professionals to discuss ideas and methods to work together more effectively. The session goal – simple - share the best approach(es) for PR practitioners to effectively garner positive coverage. A Strong Crowd at PR Newswire’s Media Coffee Session The get-together served as a good opportunity for Richard to engage with like-minded ass...

The academic in me embraced Kotler. His textbooks, Principles of Marketing, Fundamentals of Marketing, and Marketing Management were regular headliners in my syllabus documents for First and Second year Marketing courses. Probably the most prescribed textbook author in our disciplines’ history, many view Kotler as the Father of Marketing. Well, I don’t necessarily concur – marketing pre-dates Professor Kotler – but he is the Father of Modern University Marketing textbooks. So, potato-potatoh. Good ol’ Philip for bringing out his latest edition – Marketing 4.0 – exploring the role that digital transformation has played in our industry’s evolution. It’s great to see that at 85 years old his passion to continue to contribute to, and in some ways transform, our broader industry still holds as strong as ever. Equally impressive is the insight that the octogenarian has to the influence of the digital force on our industry – when most people’s grand parents are struggling to make...