Posts

Could a Pivot be your Brand Downfall? | Yup, Possible!

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Could a Pivot be your Brand Downfall?| Yup, Possible!   In many cases, our current situation has caused the rulebook to be thrown out the window. Probably rightly so, too; as we struggle to obtain consistency (and reliability of data) to make effective planning decisions. With uncertainty comes change; hence, pivoting our business / business model to take advantage of what is ‘right now’, even though, it may not be ‘right’ for our brand sustainability. How so, you ask? Isn’t pivoting for survival a good tactic? Absolutely. But remember, it’s just that; a tactic. Until some semblance of certainty resurfaces; but what happens after? Has the pivot been sustainable, or has it actually created damage to your brand?   In a conference in December 2020 I made an “off-the-cuff” remark that “a hospital is the least safest place to be during a pandemic”. Friends who are medical professionals shared their agreement to this statement, reinforced by the revelation that their busin...

Blast from the Past | Turning Trackside Energy into Brand Equity: Lessons from MotoGP

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  When it comes to brand storytelling, few stages rival the adrenaline-charged arena of the MotoGP at Sepang International Circuit. But while the engines roar and the riders chase podiums, the real competition for brands takes place off the track: who can capture attention, spark conversation, and leave a lasting impression long after the chequered flag falls? At Orchan, we had the opportunity to demonstrate just that. Working with Red Bull, we supported Malaysian rider Khairul Idham Pawi (KIP) as he engaged with media and fans during the penultimate round of the Malaysia Motorcycle Grand Prix. The approach was simple yet strategic: take a moment of pure sporting passion and turn it into a branded experience that extended far beyond race day. Super KIP Creating Experiences, Not Just Appearances The Red Bull marquee -- aptly named The Coolest Place on the Hottest Race  -- was more than an air-conditioned tent. It was a carefully crafted space designed to connect r...

QOTD | "Excellent"

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Just Be Excellent They say practice makes perfect. But to keep perfection, it must be a continuous action.  

Know Your Brand | Strength of Purpose

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Brand Strength of Purpose It is no longer merely good enough to have a great product or service; your customers expect (demand) that you have a purpose too, and that you know and convey this to stakeholders.  Strength of Purpose is now an attribute of each brand. So, let us ask you two questions: What is  your brand purpose? How does your brand live (and breathe) that purpo se? Consumers are drawn to brands which live their purpose and contribute to society in positive ways, and are clear and unquivering about this. In fact, consumers are making conscious purchase decisions based upon this, as well as direct non-purchase decisions based upon it's absence.  Check out our video which explains Brand Strength of Purpose, especially in Asia, and what that means for us as communicators and marketers.   

2020 in Retrospect | Training & Public Speaking Engagements

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2020 in Retrospect | Training & Public Speaking Engagements   One thing that 2020 enabled was training! From pivoting to online delivery modes to embrace the #BusinessAsUnUsual minset and regulatory constraints, through to curating exciting new courses and content with innovative new partners; training was a central theme for us at Orchan.  Our signature Crisis Management programmes evolved to focus on Business Continuity Planning and the Role of Communications in Non-Brand Crises – something that many entrepreneurs and managers needed to explore early on in the year. Many businesses were still blinded (like deer-in-the-headlights-blinded) with Malaysia’s first lockdowns, and were extremely slow to react on the communications front. New programmes included Return on Relationship, Developing Strength of Purpose, BrandYOU, and programmes examining specific industries in detail – property, retail, and education.   New collaborations saw Orchan work with old fri...