Wednesday 28 December 2011

Have you heard of the NO - BRAND branding strategy?


How do  people  experience a BRAND?

  • Name: The word or words used to identify the company, product, service, concept

  • Logo: The visual trademark that identifies the brand

  • Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you hear me now" is an important part of the Verizon brand.

  • Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen Beetle are trademarked elements of those brands.

  • Graphics: The dynamic ribbon is also a trademarked part of Coca-Cola's brand.

  • Color: Owens-Corning is the only brand of fiberglass insulation that can be pink.

  • Sounds: A unique tune or set of notes can "denote" a brand: NBC's chimes are one of the most famous examples.

  • Movement: Lamborghini has trademarked the upward motion of its car doors.

  • Smells: Scents, such as the rose-jasmine-musk of Chanel No. 5 is trademarked.

  • Taste: KFC has trademarked its special recipe of 11 herbs and spices for fried chicken.

Something else which is interesting... The NO-BRAND strategy...

Recently a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates generic brand simplicity. Examples include theJapanese company Muji, which means "No label" in English (from 無印良品 – "Mujirushi Ryohin" – literally, "No brand quality goods"), and the Florida company No-Ad Sunscreen. Although there is a distinct Muji brand, Muji products are not branded. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement.[22][23][24] "No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name. "Tapa Amarilla" or "Yellow Cap" in Venezuela during the 80s is another good example of no-brand strategy. It was simply recognized by the color of the cap of this cleaning products company.

Tuesday 27 December 2011

100 Best Companies to work for in 2011- From CNN

Advertising Code in Singapore... Rules for how contraceptives should be portrayed

Some Interesting Snippets from the Article


6.7.1 There is no objection under the Code to the advertising of contraceptive methods, either in general or particular, provided a reference is made in appropriate cases to the fact that certain methods are available only on prescription.

6.7.2 The effectiveness or safety of particular methods in comparison with others should not be exaggerated.

6.7.3 Condom advertisements should also adhere to the following: (a) Should be in good taste (b) Should not promote promiscuity (c) May include pack shots provided they are not suggestive or offensive (d) Should not have erotic settings

(e) Should not include superlative claims

(f) Should focus on the protective function rather than the pleasure- enhancing aspect of condoms



(a) Downplaytheimportanceofpatriotismandnationalunity;

(b) Misinterpretnationalpoliciesandgoalsforthebenefitofanyindividual;

(c) DistorttheperceptionofSingaporeansandthequalityoflifeinSingapore;

(d) Distorttheperceptionsofcitizens’influenceinnationalissues;

(e) DiscreditorbederogatorytoSingaporeasademocraticcountryorinany other way.



1. Advertisements for motor vehicles, fuel or accessories should avoid portraying or referring to practices that encourage anti-social behaviour.

2. Advertisers should not portray speed in a way that might encourage motorists to drive irresponsibly or to break the law.

3. Vehicles should not be depicted in dangerous or unwise situations in a way that would encourage irresponsible driving. Their capabilities may be demonstrated on a track or circuit provided it is clearly not in use on a public highway.

4. Care should be taken in cinema advertisements and those in electronic media where the moving image may give the impression of exceptional speed. In all cases where vehicles are shown in normal driving circumstances on the public road they should be seen not to exceed speed limits.

5. When making environmental claims for their products, advertisers should conform with the Appendix on Environmental Claims.(Appendix L)

6. Prices quoted should correspond to the vehicles illustrated. For example, it is not acceptable to feature only a top-of-the-range model alongside the starting price for that range.

7. Safety claims should not exaggerate the benefit to consumers. Advertisers should not make absolute claims about safety unless they hold evidence to support them


Thursday 22 December 2011

You cannot imagine how much I want to work with this Organisation!

Here are their Corporate Values...

Inspire trust

Act like owners

Keep it simple

Are open and inclusive

Tell it like it is

Lead from the head and the heart

Discuss, decide, deliver

I have always loved chocolates. It will truly be Charlie's Chocolate Factory!!