Orchan Consulting | Asia Sdn Bhd

Loyalty to Influencer Brands   When Daniel Wellington approached social media influencers and celebrities to help market its products, it quickly trended amongst consumers who wanted to be associated - in some small way - with their role models’ lifestyles. The power of both the influencer and social media is capable of changing consumer brand preference.   So, what happens when a product belongs to an influencer? E.g. brands like Kylie Cosmetics (Kylie Jenner), Ivy Park (Beyonce) Goop (Gwyneth Paltrow), dUCk scarves (Vivy Yusof) and Naelofar (Neelofa)? Not only do followers of the celebrities get direct information about the product but they get the same “lifestyle” as their favourite influencers.   The moment consumers get to say “Hey, I’m using a product from this famous celebrity’s brand,” they enter the influencer-follower community and become loyal to said brand. In turn, this builds a strong image for them.   The bigger the celebrity, the highe...

Cancel It, Now! Duh, No Thanks :) Mr Bean (aka Rowan Atkinson) very recently told Radio Times that  cancel culture  has become a digital mob "roaming the streets looking for someone to burn". The comic  actor said  cancel culture  had made it hard for people to be "exposed to a wide spectrum of opinion" and he was fearful for the future.   How do you view the role of cancel culture? Have we allowed things to be taken too far?

Perspectives Matter  

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...

  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...

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

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.