Description
โA five-star triumph. This has to be SE Asiaโs business book of the year.โ Kevin Boland, CEO, OHMM Pte Ltd, Singapore.Traditional advertising doesnโt work any more. Even Samsung, with a marketing budget of US$14 billion a year, is seeing profits plummet and smartphone sales decline sharply. The world has changed, and throwing money at the problem isnโt going to be the answer.
For the global giants aiming to dominate SE Asiaโs fast-growing markets, this is dreadful news. For the local and regional companies that are fighting to beat off the invaders, the end of the era of mass market advertising offers a wealth of new opportunities.
What matters now, above everything, is building a strong, durable brand, based on great customer relationships. And the key to that is what you do, not how much you spend.
Marcus Osborne demonstrates how many organisations can cut their marketing costs by up to 50 per cent yet still achieve better results: โTake your money,โ he says, โand put it back in the bank.โ He gives practical guidance on all the fine details, from retraining staff to deliver an unforgettable experience to collecting the right data and how to use Facebook and other tools to build a brand that will guarantee a profitable future.
Written for CEOs and government servants keen to communicate more effectively with citizens, Stop Advertising Start Branding draws on Marcusโ vast experience in the region to show how SE Asian companies can use the new tools provided by the internet and social media to engage and win customers and keep those customers coming back to their brands. He demonstrates how many organisations can cut their marketing costs yet still achieve better, more measurable results.
โAn experienced understanding of what works and what doesnโt,โ Bobby McGill, Editor-in-Chief, Branding in Asia. ISBN:9781785892509
