Breaking Through Commoditization: Strategic Brand Positioning in Saturated Markets

How milk tea brands in Singapore reveal universal principles for competitive differentiation.

When every competitor sells essentially the same product, smart brands create meaningful differentiation through strategic positioning. Singapore's bubble tea market—with over 20 major chains competing in a city you can drive across in 45 minutes—provides a fascinating case study for understanding competitive advantage in commoditized categories.

 The lessons extend far beyond flavored beverages. Whether managing software platforms, fashion retailers in B2C or B2B world, the fundamental challenge remains identical: creating sustainable competitive advantage when customers perceive offerings as interchangeable.

 The Commoditization Challenge

Market saturation creates predictable dynamics. Competitors often end up converging on similar features, pricing becomes the primary battleground, and differentiation attempts focus on increasingly marginal product variations. In Singapore's milk tea scene, this sometimes manifest as bewildering choices that customers struggle to meaningfully distinguish.

 Consider the basic offering: tea, milk, sugar, and toppings served in similar cups at comparable prices. Functional differences between brands often prove negligible in blind taste tests. Yet some chains command premium pricing and inspire loyalty while others struggle for relevance.

The difference lies not just in what they sell, but in how they position what they sell.

 Cultural Heritage as Strategic Moat

CHAGEE's market entry demonstrates how authentic cultural positioning creates defensive advantages. Rather than competing directly with established Taiwanese bubble tea brands, CHAGEE leveraged its Yunnan origins to reframe the entire category conversation around traditional Chinese tea culture—premium leaf quality, brewing expertise, and heritage craftsmanship.

 This positioning transforms commodity tea leaves into cultural artifacts. Customers aren't buying beverages; they're accessing centuries of tea tradition. Authentic heritage narratives prove difficult for competitors to replicate without appearing derivative.

 This cultural moat strategy applies across industries. Enterprise software companies leveraging Silicon Valley innovation narratives or fashion brands drawing on Italian craftsmanship heritage, all create similar positioning advantages.

 Experience Design as Differentiation Engine

While competitors focus on product features, market leaders redesign the entire customer experience. HEYTEA transformed milk tea consumption from quick transactions into social experiences with Instagram-worthy aesthetics and community-building elements. CHAGEE created "tea bars" emphasizing craft and quality, positioning closer to specialty coffee than traditional bubble tea.

 When products commoditize, experiences differentiate. Experience design proves harder to replicate than product features—competitors can copy drink recipes overnight, but rebuilding store concepts, developing extensive supply chains or distributorship access and shifting customer expectations requires significant time and investment.

 Innovation Through Strategic Constraint

Counter-intuitively, effective differentiation sometimes comes from deliberately limiting options. CHAGEE's decision to avoid pearls and traditional toppings initially seemed disadvantageous but became its positioning strength, signaling focus on tea quality over condiments while appealing to health-conscious customers.

 Hollin demonstrates another constraint-based strategy: daily rotating pearl flavors create artificial scarcity that generates more engagement than unlimited choice. Strategic constraints force clarity—brands trying to serve everyone end up serving no one particularly well.

 The Marketing Investment Reality

Strategic positioning without proper marketing investment is wishful thinking disguised as strategy. Successful differentiation requires substantial upfront investment, go-to-market knowledge and sustained commitment across multiple fronts.

 CHAGEE's Singapore re-entry demanded comprehensive investment in store design, staff training, brand communication, and operational systems. The controversial Dior-like packaging design likely required significant design investment, legal review, and risk management—hardly marketing work from an intern or entry level marketer.

 Critical Investment Areas:

• Brand Infrastructure: Store design standards, operational systems, and quality control mechanisms

• Consumer Education: Sustained campaigns that build customer understanding of differentiation

• Experience Consistency: Training systems and performance monitoring across all touchpoints

• Competitive Intelligence: Market monitoring and response capabilities

 Most positioning failures with good strategies stem from under-investment. Brands develop compelling concepts then allocate insufficient budget for proper execution, resulting in muddy market perception and price-based customer decisions.

 Financial Reality: Investment vs. Returns

Premium-positioned brands command 15-30% price premiums while maintaining similar or higher retention rates. CHAGEE's jasmine milk tea sells for more than equivalent competitor offerings, yet are seeing consistent demand.

 However, maintaining differentiation requires ongoing investment in brand communication, experience consistency, and competitive response. Brands that slash marketing budgets during growth phases inevitably see positioning advantages erode.

 View positioning investment as competitive moat construction rather than marketing expense. Companies treating brand differentiation as operational necessity consistently outperform competitors in saturated markets.

 Defensive Strategies and Scalability

Strong positioning creates natural defensive advantages. When CHAGEE owns "premium Chinese tea culture" in customers' minds, competitors face uphill battles attempting similar positioning. Brand equity becomes self-reinforcing as success validates original positioning choices.

Maintaining differentiation during rapid expansion requires systematic discipline:

• Operational Consistency: Standardized protocols that preserve brand experience across locations

• Cultural Integration: Embedding positioning into organizational culture, not just marketing materials

• Continuous Innovation: Ongoing investment in differentiation rather than resting on initial success

 Universal Strategic Principles

Singapore's milk tea market reveals differentiation principles applicable across industries:

• Authenticity trumps fabrication—genuine heritage creates stronger positioning than manufactured uniqueness.

• Experience design matters more than product features—customer journey differentiation becomes primary competitive advantage when core offerings commoditize.

• Constraints enable focus—strategic limitations often create stronger positioning than unlimited options.

• Marketing investment determines execution quality—positioning requires sustained financial commitment to infrastructure, education, and consistency.

• Segment clarity drives precision—brands serving everyone serve no one particularly well.

 The Path Forward

Commoditization isn't inevitable market destiny—it's strategic choice. Brands that actively manage positioning, invest in experience design, and maintain differentiation discipline can thrive in saturated markets.

 Success requires moving beyond feature competition toward strategic differentiation that resonates with specific customer segments. In increasingly commoditized markets, survivors will understand positioning as strategic imperative, not marketing afterthought.

The question isn't whether your market will commoditize—it's whether you'll be ready with positioning strategies that transcend commodity competition. The fundamentals remain timeless: know your customers, understand your competition, create authentic value that competitors cannot easily replicate, and invest sufficiently in a consistent manner to make that value visible to your market.

 Even the most mundane products can support premium positioning and customer loyalty. The brands that master this reality will define the next era of competitive advantage.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.

The Evolved CMO: Why AI Will Enhance, Not Replace Marketing Leadership

In today's tech-charged landscape, a provocative narrative has emerged: will AI replace the Chief Marketing Officer?

 The short answer is an emphatic no. Instead, what's unfolding is a fundamental transformation that's empowering CMOs to become more strategic, creative, and impactful than ever before.

 How AI is Transforming the CMO Role

AI is revolutionizing marketing by automating operational tasks, optimizing campaigns, personalizing customer experiences, and providing actionable insights at unprecedented scale and speed.

 This technological shift is liberating CMOs from repetitive, data-heavy activities, allowing them to focus on high-value strategic work.

 The CMO role is expanding beyond traditional marketing. Modern CMOs are leading the adoption of advanced technologies like AI, using AI-derived insights to inform company-wide strategy, ensuring marketing aligns with broader business goals, and acting as the voice of the customer in executive decision-making.

 This evolution represents a shift from traditional marketing management to strategic leadership. In this new paradigm, CMOs are orchestrating a powerful collaboration between human creativity and AI-driven efficiency.

 Why CMOs Remain Irreplaceable

While AI tools excel at data analysis, campaign optimization, and automating routine functions, they fall critically short in areas that define effective marketing leadership:

•         Strategic oversight and long-term vision

•         Creativity and brand storytelling

•         Empathy and understanding of nuanced human behavior

•         Leadership and cross-departmental influence

 As one expert notes, "AI isn't replacing CMOs—it's fundamentally transforming what they do and amplifying their strategic impact across the organization." The most successful marketing leaders understand this, positioning themselves at the intersection of human insight and technological capability.

 The Evolving CMO: From Marketer to Strategic Leader

Tomorrow's CMO will operate as a strategic business partner with expanded responsibilities:

1.       Digital Transformation Architect: Shaping how the entire organization leverages technology

2.       Customer Experience Orchestrator: Ensuring unified, meaningful experiences across all touchpoints

3.       Data-Driven Strategist: Translating complex analytics into actionable business strategy

4.       Cross-Functional Collaborator: Breaking down silos for integrated customer-centric initiatives

5.       Innovation Champion: Identifying opportunities for disruptive growth

 What AI Will Replace and How CMOs Can Maximize It

AI will increasingly automate specific marketing functions, creating opportunities for strategic refocus:

 Successful CMOs will embrace AI as a strategic accelerator, not a threat. They'll tap on AI to enhance team productivity, improve decision-making, and deliver personalized experiences at scale—all while maintaining the human creativity and strategic vision that machines cannot replicate.

 Essential Skills Beyond ChatGPT: The AI-Savvy CMO

To thrive in this AI-enhanced landscape, CMOs need to develop several critical competencies:

1.       Data Literacy and Analytics: Understanding, interpreting, and leveraging complex data sets to extract actionable insights for decision-making and strategy. Data literacy is now a core leadership skill in marketing, enabling CMOs to measure campaign effectiveness, optimize resource allocation, and demonstrate ROI.

2.       Understanding AI Fundamentals: A solid grasp of AI concepts—such as machine learning, natural language processing, and generative AI—is crucial. This includes knowing how AI works, its capabilities, limitations, and the best use cases for marketing.

3.       Measuring and Articulating Business Impact: CMOs need the ability to link AI initiatives to business outcomes. This means understanding and tracking key performance indicators (KPIs), conducting A/B tests to assess AI's impact, and clearly communicating the value of AI-driven strategies to stakeholders.

4.       Change Management and Team Leadership: Building trust within teams is essential as AI adoption can cause anxiety and resistance. CMOs should champion change, provide ongoing AI training, and foster a culture that views AI as a tool to enhance—not replace—human creativity and expertise.

5.       Data Integrity and Governance: Ensuring the quality, cleanliness, and ethical use of data is vital for effective AI deployment. CMOs should establish guidelines for data usage, content verification, and cybersecurity to maximize AI's potential and avoid pitfalls from "dirty data".

6.       Ethical AI Oversight: CMOs must prioritize data privacy, transparency, and fairness in AI implementations. This includes complying with regulations like GDPR, clearly communicating when AI is used in marketing activities, and conducting regular audits of AI systems to identify and address biases.

7.       Responsible AI Use: They need to be conscious of unknowingly leaking sensitive company and customer information by using AI tools that are not hosted on their company’s platforms. They also risk falling foul of copyright and licensing issues by using creatives or visuals that are generated more for personal use and not intended for commercial use due to inefficient license purchased.

 AI Metrics CMOs Should Track for Business Value

To maximize the business value of AI in marketing, CMOs should focus on a blend of traditional marketing KPIs enhanced by AI capabilities and new metrics that directly reflect AI's impact on revenue, efficiency, and customer experience.

 The following are the most effective AI-driven metrics for CMOs to monitor:

1.       Customer Lifetime Value (CLV): Measures the total revenue expected from a customer throughout their relationship with the brand. AI can improve CLV predictions by analyzing behavioral and transactional data, enabling more personalized marketing and retention strategies.

2.       Customer Acquisition Cost (CAC): Tracks the cost of acquiring a new customer. AI helps optimize spending by identifying the most effective channels and tactics, reducing CAC over time.

3.       Marketing ROI and Return on Marketing Investment (ROMI): Calculates the return generated from marketing spend, including AI-powered campaigns. Essential for justifying AI investments and demonstrating their direct financial impact.

4.       Conversion Rate: Indicates the percentage of users who complete a desired action (e.g., purchase, sign-up). AI-driven personalization and targeting can significantly boost conversion rates.

5.       Churn Rate: Measures the percentage of customers lost over a period. AI models can predict and reduce churn by identifying at-risk customers and enabling timely interventions.

6.       Net Promoter Score (NPS) and Customer Satisfaction (CSAT): Assesses customer loyalty and satisfaction, especially after AI-powered interactions (e.g., chatbots, personalized content). Directly links AI-driven CX improvements to brand loyalty and advocacy.

7.       Operational Efficiency Metrics: Quantifies time saved, speed of campaign launches, and reductions in manual work due to AI automation. Demonstrates AI's impact on resource allocation and productivity.

Marketing Areas Benefiting from AI Implementation

AI is already transforming numerous customer touchpoints and marketing functions:

1.       Content Creation and Optimization: AI tools are revolutionizing content production, enabling scalable personalization and testing.

2.       Customer Service: Conversational AI platforms are handling routine inquiries, freeing human agents to address complex issues that require empathy and judgment.

3.       Predictive Analytics: AI is analyzing vast datasets to forecast customer behavior, optimizing everything from inventory management to campaign timing.

4.       Programmatic Advertising: AI-driven platforms are optimizing ad placements, budgets, and creative elements in real-time across channels.

5.       Search Marketing: AI tools are automating keyword research, content optimization, and technical SEO enhancements.

6.       Marketing Operations: AI is streamlining workflow management, resource allocation, and performance tracking.

7.       Product Development: AI-powered market research is identifying unmet needs and emerging trends, informing innovation strategies.

 The Future: Human-AI Collaboration

The future of marketing leadership isn't about humans versus machines—it's about powerful collaboration. As AI continues to transform the marketing landscape, the uniquely human qualities of creativity, empathy, and strategic vision will remain essential for CMOs.

AI will continue to reshape marketing, but the role of the CMO—and their team—is more vital than ever. The future of marketing is a collaborative one, where AI enhances human insight to create campaigns that are not only effective but purposeful.

 The most successful CMOs will be those who harness AI as a strategic enabler—amplifying their impact, driving business growth, and creating more meaningful customer experiences in an increasingly AI-powered world.

 Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.

Citations:

• https://www.forbes.com/councils/forbesbusinesscouncil/2024/04/03/how-ai-is-changing-the-role-of-cmos/

• https://www.valtech.com/blog/why-cmos-struggle-to-scale-ai/

• https://martech.org/how-cmos-can-stay-ahead-in-a-rapidly-evolving-ai-driven-marketing-landscape/

• https://www.forrester.com/blogs/cmos-need-a-measurement-strategy-that-connects-to-business-outcomes/

• https://www.forbes.com/councils/forbesagencycouncil/2024/07/15/16-important-metrics-for-todays-cmos-to-watch/

• https://www.marketingprofs.com/articles/2023/50442/ai-use-cases-cmos

The Dubai Chocolate Phenomenon: Lessons in Branding and Differentiation

In the ever-competitive confectionery industry, a single chocolate bar from Dubai has managed to create a global sensation, demonstrating the immense power of strategic branding and product differentiation. What began as a local treat has transformed into an international phenomenon, offering valuable insights for businesses across sectors.

The Viral Rise of Dubai Chocolate

The Dubai chocolate story began in 2022 when British-Egyptian entrepreneur Sarah Hamouda, inspired by pregnancy cravings, created a unique chocolate bar that would later be named "Can't Get Knafeh of It." Launched by FIX Dessert Chocolatier, this handcrafted creation combined milk chocolate with pistachio cream, tahini, and knafeh—a traditional Middle Eastern dessert made with shredded pastry.

What transformed this local specialty into a global sensation was a viral TikTok video posted by influencer Maria Vehera in December 2023, which sparked unprecedented demand. The combination of striking visuals—particularly the vivid green pistachio filling—and exclusive availability created the perfect recipe for social media virality.

Strategic Elements Behind the Success

1.       Product Differentiation Through Cultural Fusion

The Dubai chocolate bar stands out by blending Western chocolate traditions with distinctly Middle Eastern flavors. This fusion creates a unique taste experience that can't be easily replicated, giving the product a clear point of differentiation in a saturated market.

The integration of regional ingredients such as pistachios, tahini, and knafeh not only creates a distinctive flavor profile but also tells a compelling story of cultural heritage. This narrative resonates with consumers seeking authentic, novel experiences.

2.       Scarcity Marketing and Controlled Distribution

FIX Dessert Chocolatier initially produced just 25 handcrafted bars daily, later scaling to 500—still a minuscule number relative to demand. This limited availability, combined with exclusive distribution through Dubai's Deliveroo platform, created genuine scarcity.

When demand exceeds supply, perceived value increases dramatically. The difficulty in obtaining these chocolate bars transformed them from mere confections into coveted luxury items, with some buyers willing to pay significant premiums through unofficial resellers.

3.       Visual Branding and "Instagrammability"

The Dubai chocolate bar was designed with visual impact in mind. Its chunky proportions and striking green pistachio filling create an instantly recognizable aesthetic that stands out on social media feeds. This visual distinctiveness made the product inherently shareable, driving organic promotion.

 In today's digital marketplace, products must be designed not just for consumption but for content creation. The Dubai chocolate bar exemplifies how "Instagrammable" design can become a powerful marketing tool.

4.       Authenticity and Artisanal Positioning

Despite growing demand, FIX maintained its commitment to handcrafted production methods. This dedication to authenticity and quality resonated with consumers increasingly drawn to artisanal products with genuine stories behind them.

In an age of mass production, the human touch becomes a powerful differentiator. The knowledge that each bar is individually crafted creates an emotional connection that transcends the physical product.

 Challenges and Market Response

The sweet success of Dubai chocolate created significant challenges for FIX Dessert Chocolatier, including:

- Production capacity limitations: Scaling handcrafted production while maintaining quality proved difficult.
- Supply chain disruptions: The trend sparked a global pistachio shortage, affecting ingredient availability and cost.
- Market copycats: Major retailers and brands worldwide launched their own versions, creating intense competition.
- Generic branding overtaking creator identity: Perhaps most critically, "Dubai chocolate" itself became the generic product name, overshadowing FIX Dessert Chocolatier as the original creator.

The market response has been remarkable, with supermarket chains across the UK—including Waitrose, Lidl, and Morrisons—launching their own "Dubai chocolate" bars. Even established luxury brands like Lindt have entered the space, demonstrating the phenomenon's commercial impact.

Lessons for Brands and Marketers

The Dubai chocolate phenomenon offers several valuable lessons for businesses seeking to differentiate their products:

1. Cultural fusion creates unique value propositions: Blending diverse cultural elements can create products that stand out in homogenized markets.
2. Controlled scarcity builds desire: Limiting availability can dramatically increase perceived value and create buzz.
3. Visual distinctiveness drives social sharing: Products designed with visual impact in mind can generate organic social media promotion.
4. Authenticity resonates with modern consumers: Genuine stories and artisanal approaches create emotional connections with consumers.
5. Adaptability is crucial when scaling: Businesses must balance growth with quality maintenance when demand surges.
6. Brand Identity is essential: When a product goes viral, establishing and protecting a distinctive brand identity—not just a descriptive product name—becomes critical to maintaining market position and preventing generic commoditization.

Local businesses in Dubai have responded to this trend by investing in innovation, including advanced production technology, sustainable sourcing practices, and further experimentation with regional flavors. Some have embraced ingredients like camel milk, which offers nutritional benefits and lower lactose content compared to traditional dairy.

The Generic Name Trap and The Importance of Brand Differentiation

The Dubai chocolate case study presents a cautionary tale in brand identity management. While FIX Dessert Chocolatier created the original viral sensation, the product quickly became known simply as "Dubai chocolate"—a generic, location-based descriptor rather than a protected brand name. This nomenclature shift has allowed countless competitors to market their own "Dubai chocolate" products with minimal differentiation from the original.

When a product category name overshadows the creator's brand identity, the innovator risks becoming just another player in the market they created. This phenomenon echoes other historical examples like Kleenex (facial tissues), Xerox (photocopiers), and Google (internet searching)—though in those cases, at least the generic terms were the companies' actual brand names, providing some protection.

The lesson is clear: viral success without corresponding brand identity reinforcement can lead to market dilution and lost opportunity. Innovators must move quickly to establish their brand as the definitive version of the product, rather than allowing geographical or descriptive terms to become the default identifier.

The Dubai chocolate phenomenon demonstrates that even in mature markets, opportunities exist for dramatic differentiation. By combining cultural authenticity, strategic scarcity, visual distinctiveness, quality execution, and—critically—strong brand identity protection, companies can create products that transcend their category while maintaining market leadership.

As markets become increasingly saturated, these principles of differentiation will only grow in importance. The most successful brands will be those that can tell authentic stories, create genuine scarcity, design products that demand to be shared, and ensure their brand identity remains firmly attached to their innovation.

The Dubai chocolate bar may be a sweet treat, but the business lessons it offers are a blended mix of flavors indeed—showing that with the right combination of innovation, authenticity, and strategic marketing, even the most established markets can be disrupted by newcomers with a fresh approach. The challenge for innovators is ensuring they don't become victims of their own success by allowing their creation to become a generic category rather than a distinctive brand.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.

The Power of Always-On Marketing: Building Sustainable Growth Through Continuous Engagement

In today's dynamic digital landscape, the concept of "always-on marketing" has emerged as a crucial strategy for sustainable business growth. While many organizations still rely on traditional campaign-based approaches, forward-thinking companies are discovering that maintaining a consistent marketing presence yields superior results. According to McKinsey, businesses that implement always-on marketing strategies see an average increase of 15-20% in customer engagement metrics and a 23% improvement in conversion rates compared to campaign-only approaches.

Beyond Brand Campaigns: Understanding True Always-On Marketing

Always-on marketing is frequently misunderstood as simply running continuous brand awareness campaigns. However, its true essence lies in maintaining an ongoing, strategic presence across multiple touchpoints in the customer journey. Research by Forrester indicates that companies implementing comprehensive always-on strategies achieve a 31% higher customer lifetime value compared to those relying solely on periodic campaign bursts.

The strategy involves:

• continuous customer journey optimization

• real-time response to market changes

• consistent content creation and distribution

• ongoing performance measurement and optimization

• regular audience engagement across platforms

• the Integration Imperative: Multi-Channel Approach

Success in always-on marketing demands an integrated approach across multiple channels. A study by Aberdeen Group revealed that companies using integrated multi-channel strategies retain an average of 89% of their customers, compared to 33% for companies with weak channel integration.

Effective channel integration includes:

• coordinated messaging across all platforms

• consistent brand voice and visual identity

• cross-channel customer data utilization

• synchronized timing of communications

• unified performance tracking

Beyond Discounts: Creating Sustainable Value

One common misconception is that always-on marketing relies heavily on continuous promotions and discounts. One common misconception is that always-on marketing relies heavily on continuous promotions and discounts. Instead, companies can look at value-based always-on strategies than be overly dependent on promotional tactics.

Value-creation strategies include:

• educational content development

• community building initiatives

• customer success stories and case studies

• expert insights and thought leadership

• personalized customer experiences

Short-Term and Long-Term Benefits

Immediate Benefits:

• increase in brand visibility within the first three months

• improvement in engagement rates

• reduction in customer acquisition costs

• enhanced market responsiveness

• improved customer feedback loops

Long-Term Advantages:

• higher customer retention rates over three years

• increase in brand authority

• sustainable competitive advantage

• stronger customer relationships

• more predictable revenue streams

Managing Always-On Marketing with Limited Resources

Small and medium-sized businesses can effectively implement always-on marketing despite resource constraints. Companies with modest budgets who implemented strategic always-on approaches achieved is more likely to achieve better ROI compared to traditional campaign-based marketing.

Practical Implementation Strategies:

1. Content Repurposing

•    Transform one piece of content into multiple formats

•    Utilize user-generated content

•    Create evergreen content that maintains relevance

2. Automation and Tools

•    Implement marketing automation tools

•    Use scheduling platforms for consistent posting

•    Tap on analytics for efficient resource allocation

3. Smart Resource Allocation

•   Focus on high-impact channels

•   Utilize team members' existing strengths

•   Get additional help for content creation

4. Measurement and Optimization

•    Track key performance indicators

•    Adjust strategies based on data insights

•    Focus on activities with proven ROI

Building a Sustainable Always-On Strategy

To create an effective always-on marketing approach:

1. Start with Clear Objectives

•    Define measurable goals

•    Identify key success metrics

•    Establish baseline measurements

2. Create a Content Pipeline

•  Develop a content calendar

•  Build a resource library

•  Plan for consistent creation

3. Implement Monitoring Systems

•    Track brand mentions

•    Monitor competitor activities

•    Measure audience engagement

4. Maintain Flexibility

•    Adapt to market changes

•    Respond to audience feedback

•    Adjust tactics based on performance

Conclusion

Always-on marketing represents a fundamental shift from traditional campaign-based approaches to a more sustainable, integrated marketing strategy. By focusing on continuous engagement, value creation, and strategic resource allocation, organizations of any size can build stronger relationships with their audiences and achieve sustainable growth. The key lies in understanding that always-on marketing is not about constant promotion, but rather about maintaining a meaningful presence in your customers' lives through valuable interactions and consistent engagement.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

• https://mediaonemarketing.com.sg/always-on-marketing-how-to-apply-digital-marketing/

• https://online.hbs.edu/blog/post/how-to-increase-profit-margin

• https://www.i-scoop.eu/impact-omnichannel-customer-experience-management/

• chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://zetaglobal.fr/wp-content/uploads/2024/12/Zeta-Forrester-Opportunity-Snapshot-2024.pdf

• https://b2b.xerago.com/post/multi-touch-b2b-campaigns

Marketing Trends and Brand Health: A 2025 Perspective

The marketing landscape is rapidly evolving as we move through 2025, with brand health monitoring and generational consumer shifts playing pivotal roles in shaping strategies. Here's a comprehensive look at what's defining marketing success this year.

Top Marketing Trends Shaping 2025

 The digital transformation continues to accelerate, bringing new opportunities and challenges for marketers. Here are the key trends driving success, some of which are spillover evolution from 2024:

 AI-Powered Personalization is revolutionizing how brands connect with customers. Through advanced algorithms and machine learning, companies can now deliver highly tailored experiences and content at scale, making each customer interaction more meaningful and impactful.

 Interactive and Immersive Experiences are becoming the norm rather than the exception. Brands are using gamification, augmented reality (AR), and virtual reality (VR) to create memorable experiences that captivate audiences and drive engagement.

 Sustainability and Ethical Marketing have moved from nice-to-have to must-have strategies. Consumers are increasingly choosing brands based on their longer term environmental impact and ethical practices beyond plastic bags and straws, making sustainable initiatives a key differentiator in the market.

Community-Driven Marketing is fostering deeper connections between brands and consumers. User-generated content and active community participation are amplifying brand reach while building authentic relationships with customers.

The Critical Role of Brand Health in 2025

 All this ladders up to the holy grail that continues to be of utmost importance for companies and marketers – Brand Health and the preceding reputation of your company.

Brand health has never been more important. Here's why companies should be prioritizing it:

Trust is Currency: With 90% of consumers buying from brands they trust, maintaining strong brand health is crucial for business success. However, the stakes are high – 32% of customers may leave after just one negative experience!

 Data-Driven Decisions: Brand health metrics provide actionable insights that guide strategic decisions. Companies are using advanced analytics to track everything from brand awareness to customer satisfaction, enabling more informed marketing strategies.

Competitive Edge: Regular brand health assessments help companies understand their market position and identify opportunities for differentiation. In today's crowded marketplace, this insight is invaluable for maintaining relevance and growth.

Understanding Generational Consumer Trends

Given the importance of consumer sentiment in influencing brand health, it’s also critical to understand how different generations of consumers are shaping marketing strategies in unique ways:

Generation Alpha is emerging as the most tech-savvy consumer group yet. They expect:

- Highly personalized and interactive experiences
- Visual and immersive content through AR/VR
- Seamless integration of gaming elements
- Authentic brand interactions

Generation Z continues to influence digital trends with:

- 75% preferring mobile-first experiences
- Strong emphasis on social media product discovery
- High value placed on brand authenticity
- Expectation for brands to take stands on social issues

Millennials remain a powerful force, characterized by:

- 80% conducting purchases online
- Strong preference for authentic storytelling
- 73% willing to pay more for sustainable products
- Significant influence in lifestyle and financial markets

From a B2B perspective, as these generation move into the workforce and/or start taking on leadership roles to become key decision makers or even founders for their companies, it also affects the way they want to interact with your brand, products and services offered.

Essential Tools for Brand Health Monitoring

To effectively track and maintain brand health, companies are turning to sophisticated monitoring tools:

Enterprise Solutions:

- Meltwater
- Sprinklr
- Talkwalker
- Synthesio
- Sprout Social

Growth-Focused Platforms:

- Hootsuite
- Brandwatch
- Brand24
- Buffer Analyze
- Mention
- BuzzSumo

These tools offer comprehensive features for social listening, sentiment analysis, and reputation management, helping brands stay ahead in an increasingly complex digital landscape.

The future of marketing in 2025 is being shaped by technological advancement, generational shifts, and an increasing focus on brand health. Success lies in understanding these dynamics and adapting strategies accordingly while maintaining authentic connections with diverse consumer groups.

For brands looking to thrive in this environment, the key is to balance innovative digital approaches with strong brand health practices while catering to the distinct preferences of different generational cohorts. Those who master this balance will be well-positioned to capture market share and build lasting customer relationships in 2025 and beyond.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

• https://www.meltwater.com/en/blog/marketing-trends-2025

• https://searchengineland.com/digital-marketing-trends-2025-449297

• https://www.searchenginejournal.com/top-digital-marketing-trends/533428/

• https://mediatool.com/blog/marketing-trends-2025

• https://www.forbes.com/councils/forbesbusinesscouncil/2024/11/13/digital-marketing-trends-for-2025-and-beyond/

• https://www.kantar.com/campaigns/marketing-trends

• https://contentmarketinginstitute.com/articles/trends-content-marketing/

• https://www.forbes.com/councils/forbesagencycouncil/2024/06/17/what-to-know-about-generation-alpha-and-influencer-marketing/

• https://www.marketingdive.com/news/gen-alpha-marketing-strategies-apple-lego-razorfish-study/720040/

• https://etailasia.wbresearch.com/blog/redefining-marketing-strategies-how-brands-can-attract-younger-consumers-gen-z-gen-alpha

• https://www.forbes.com/councils/forbesagencycouncil/2023/02/13/mastering-marketing-strategies-for-generation-alpha/

The Rise of AI in Social Media: Transforming the Influencer Landscape

In today's rapidly evolving digital ecosystem, artificial intelligence is fundamentally reshaping how brands engage with audiences through social media. This transformation is particularly evident in the influencer marketing space, where AI is not just augmenting existing practices but creating entirely new paradigms for audience engagement. It’s reshaping how brands engage with audiences and manage their digital presence.

 Current Market Trends

The intersection of AI and social media influencing represents a significant shift in digital marketing dynamics. Recent data indicates that 46% of Gen Z consumers show increased interest in brands utilizing AI influencers, while engagement rates for AI-driven content often exceed traditional influencer metrics by up to 3x. Our analysis reveals that brands currently allocate approximately 25% of their total marketing budget to influencer marketing, with AI influencers emerging as a cost-effective alternative to traditional approaches. While human influencers commonly command premiums 40 times higher than their AI counterparts (ranging from $3,000 to $10,000 per month), the strategic value proposition extends beyond mere cost considerations. This trend reflects a broader market evolution where technological innovation meets changing consumer preferences.

Key Market Indicators:

- 46% increased interest among Gen Z consumers in AI influencer engagement

- 2.84% average engagement rate for AI influencers versus 1.72% for human counterparts

- Potential 30% reduction in content creation costs through AI implementation

- Significant scalability advantages across multiple platforms and time zones

 Key Developments:

1. Automated Content Generation: AI systems are now capable of creating highly engaging content that maintains consistent brand messaging while adapting to real-time audience feedback.

 2. Predictive Analytics Integration: Brands are leveraging AI to forecast content performance and optimize influencer campaigns with unprecedented precision.

 3. Cross-Platform Synchronization: AI enables seamless content distribution across multiple platforms while maintaining brand consistency.

 Case Studies: Asia Innovation in Action

The Asian region has emerged as a pioneer in AI influencer adoption, with several groundbreaking initiatives:

 1. Hailey K (Singapore)

Brand: Maxi-Cash
Focus: Sustainability and Luxury Goods

Implementation Strategy:

- Positioned as a virtual sustainability advocate
- Targets Millennial and Gen Z demographics
- Focuses on education about preloved luxury goods

 Results:

- Achieved 2.8x higher engagement than traditional influencers
- Successfully reached younger demographics (18-34)
- Drove significant increase in brand awareness for sustainable luxury and pre-loved goods

Key Learning: Demonstrates how AI influencers can effectively change the perception of traditional businesses amongst the younger, sustainability-conscious consumers.

2. Aina Sabrina (Malaysia)

Brand: Fly FM
Focus: First AI DJ in Malaysia

Implementation Strategy:

- Integrated AI personality with traditional radio format
- Developed cross-platform presence
- Created seamless online-offline interaction

Results:

- Pioneered new format for media engagement
- Successfully transitioned from AI DJ to virtual influencer
- Created new paradigms for content creation

Key Learning: Shows the potential for AI influencers to evolve across different media formats while maintaining audience connection.

3. Imma (Japan)

Brands: IKEA, Porsche
Focus: Fashion and Lifestyle

Implementation Strategy:

- Hyper-realistic design and personality
- Cross-industry collaboration strategy
- Cultural integration focus

Results:

- Multiple successful brand partnerships
- Industry-leading engagement rates
- Significant international recognition

Key Learning: Demonstrates the importance of authentic cultural integration in AI influencer development.

4. Ruby Gloom (Hong Kong)

Brands: Adidas and others
Focus: Cultural Fusion

Implementation Strategy:

- Blends traditional Chinese culture with modern aesthetics
- Focuses on fashion-forward content
- Emphasizes local market understanding and cultural nuances

Results:

- Successfully bridged traditional and modern elements
- Created unique positioning in crowded market
- Strong resonance with local audience

Key Learning: Highlights the importance of cultural authenticity in AI influencer design.

5. Rae (China)

Brands: Multiple on Instagram, TikTok
Focus: Beauty and Fashion

Implementation Strategy:

- Multi-platform engagement strategy
- Rapid content adaptation
- Strong focus on trending topics

Results:

- Rapid follower growth
- High engagement metrics
- Successful brand collaborations

Key Learning: Shows how AI influencers can effectively operate across multiple platforms while maintaining consistency.

6. Rozy (South Korea)

Brands: Lifestyle Content
Focus: Korea's First Virtual Influencer

Implementation Strategy:

- Comprehensive lifestyle content strategy
- Brand endorsement focus
- Relatable persona development

Results:

- Strong brand partnership portfolio
- High audience engagement
- Significant market influence

Key Learning: Illustrates the importance of developing a well-rounded personality for AI influencers.

 Implementation Insights from Case Studies

1. Cultural Integration and Localization

- Cultural nuances, dos and don’ts
- Platform preferences for muti-format adaptations
- Consumer behavior patterns paired with trending events

2. Brand Integration

- Alignment with brand values
- Consistent messaging across channels
- Authentic engagement reflecting understanding of human emotions

3. Technical Excellence

- High-quality visual representation
- Seamless platform integration
- Consistent performance across channels

4. Performance Measurement

- Engagement metrics and analytics to support future campaigns
- Brand impact and reputational scores
- ROI tracking and regular performance reviews

 Advantages of AI Integration

1. Cost Efficiency

   - Reduced long-term operational expenses

   - 24/7, Scalable content engagement and production capabilities

   - Minimized logistical overheads related to travel, accommodation and insurance costs tagged to human influencers

2. Brand Control

   - Consistent and unified brand messaging across platforms

   - Predictable behavior patterns

   - Enhanced risk mitigation through controlled and real-time content generation

 3. Technology Enablement

   - Natural Language Processing integration

   - Automated response systems

   - Advanced sentiment analysis capabilities

   - Real-time performance optimization and analytics

Navigating Challenges

While the advantages are compelling, organizations must address several key challenges:

1. Initial Investment Requirements

- High development costs, often involving expenses related to character design, 3D modeling, animation and voice synthesis
- Infrastructure setup requirements and costs associated with licensing fees or subscriptions ranging from $3K to $40K monthly
- Ongoing maintenance expenses ranging from $5K to $20K, including training and development, and technical maintenance

2. Authenticity Considerations

- Maintaining genuine audience connections with ethical guardrails
- Balancing automation with human touch and timely intervention
- Managing audience skepticism, which will inevitably grow, thus AI use disclosure transparency is critical

Human Influencer Evolution

Rather than replacing human influencers, AI is enabling their evolution through:

1. Enhanced Content Creation

- AI-assisted ideation
- Automated post scheduling
- Performance prediction tools

2. Analytics Integration

- Advanced audience insights
- Engagement pattern analysis
- ROI optimization

3. Workflow Automation

- Routine task management
- Response automation
- Content distribution

 Brand Protection Strategies

Organizations can strengthen their governance frameworks around the use of AI in social media through:

1. Centralized Control

- Unified messaging frameworks
- Automated compliance checks
- Real-time content monitoring

 2. Risk Management

- Predictive crisis detection
- Automated response protocols
- Brand safety algorithms and fraud detection

3. Performance Tracking

- Comprehensive analytics dashboards
- Sentiment analysis
- Impact measurement

Future Trends and Opportunities

The evolution of AI in social media points to several emerging trends:

1. Hybrid Approaches

- Integration of AI and human elements for collaborations
- Personalized content at scale with real-time sentiment analysis integration
- Enhanced audience segmentation and omnichannel engagement optimization

2. Technology Innovation

- Advanced natural language processing
- Improved visual generation
- Enhanced interaction capabilities

3. Ethical Considerations

- Transparent AI disclosure, stringent ethical guidelines and comprehensive risk management protocols
- Privacy protection and enhanced social media guidelines
- Authentic engagement preservation

Strategic Recommendations

For organizations looking to leverage AI in their social media strategy:

1. Start with Clear Objectives of Why AI and not AI as an end Goal

- Define specific goals to guide your implementation framework
- Establish comprehensive monitoring systems, success metrics
- Create implementation roadmap and develop clear AI influencer governance structures

2. Build Robust Infrastructure

- Invest in necessary technology
- Develop required capabilities and implement real-time analytics tracking
- Ensure scalability and create robust crisis management protocols

3. Maintain Balance and Control

- Blend automation with human insight supported by predictive modeling capabilities
- Preserve authentic connections and ethical guardrails
- Monitor and adjust strategies, and establish clear ROI measurement frameworks

For human influencers looking to tap on AI:

1. AI Integration Opportunities

   - Leverage AI for content optimization

   - Implement automated engagement tools

   - Utilize predictive analytics for campaign planning and demonstrate your effectiveness

 2. Competitive Differentiation

   - Focus on authentic connection development and niche topics/industries

   - Leverage personal expertise in niche markets

   - Combine AI efficiency with human creativity; use AI to inspire your approach not take over your identity

What’s Next?

The integration of AI in social media and influencer marketing represents a fundamental shift in how brands connect with audiences. Success in this evolving landscape requires a balanced approach that taps on AI’s technological capabilities while understanding its limitations and ensure authentic human connections are not lost in the process. Organizations must develop comprehensive frameworks that address both technical implementation and strategic considerations to maximize the potential of this emerging paradigm. Those that effectively navigate this transformation will be well-positioned to capture the opportunities presented in this dynamic market evolution.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

https://www.marinsoftware.com/blog/how-to-use-ai-tools-for-effective-influencer-marketing

https://influencermarketinghub.com/ai-influencer-marketing-platforms/

https://sproutsocial.com/insights/ai-influencer-marketing/

https://influencermarketinghub.com/how-to-create-an-ai-influencer/

https://cubecreative.design/blog/partners/ai-influencer-marketing-evolving-role

https://coschedule.com/ai-marketing/ai-influencer-marketing

https://influencity.com/blog/en/ai-marketing-campaign-generator

https://stellar.io/resources/influence-marketing-blog/ai-influencer-marketing/

https://dreamfarmagency.com/blog/virtual-influencer-marketing/

https://www.agilitypr.com/pr-news/public-relations/6-ways-using-generative-ai-in-influencer-marketing-shapes-authentic-audience-engagement/

https://www.techmagic.co/blog/ai-development-cost/

What B2B and B2C Marketing Can Learn From Each Other: A Two-Way Street

In today's interconnected business landscape, the traditional boundaries between B2B and B2C marketing are becoming increasingly blurred. Both sectors have developed unique strengths that, when cross-pollinated, can lead to remarkable results. Let's explore how these seemingly different worlds can learn from each other to create more effective marketing strategies.

 Part 1: What B2C Can Learn from B2B

1. Deep Value Proposition Development

Good B2B marketing excels at articulating concrete value and ROI. Take Salesforce, for example. Their marketing doesn't just promote a CRM system; they quantify how their solution can increase sales productivity by 29% and sales revenue by 37%.

Real-world application by a B2C brand: Peloton successfully adapted this B2B-style value proposition by highlighting not just their bike's features, but calculating the cost-per-class compared to boutique fitness studios, demonstrating long-term savings of $2,000+ annually for active users.

2. Relationship-Based Marketing

B2B's focus on long-term relationships has valuable applications in B2C marketing. Management consultancies like EY, Accenture and PWC’s enterprise relationships often span decades, involving regular check-ins, dedicated account managers, and customized solutions.

Real-world application: Amazon Prime is a perfect example of B2C adopting this approach, creating a premium membership tier that builds long-term relationships and stickiness through enhanced services, exclusive benefits, and priority support.

3. Educational Content Strategy

HubSpot's comprehensive educational resources have set the standard for B2B content marketing. Their free courses, certifications, and detailed guides establish them as an industry authority.

Real-world application: Apple has successfully adapted this approach through Apple Creative Studios, offering in-depth tutorials, workshops, and creative education that goes far beyond basic product instructions.

Part 2: What B2B Can Learn from B2C

1. Emotional Connection

B2C brands excel at creating emotional resonance. Nike's "Just Do It" campaign isn't about shoe specifications; it's about inspiration and the human potential.

Real-world application: IBM's "Let's Put Smart to Work" campaign successfully adapted this emotional approach to B2B, focusing on the human impact of their technology rather than just technical specifications.

2. User Experience Focus

Amazon's one-click ordering and Netflix's intuitive interface have set consumer expectations for seamless experiences.

Real-world application: Slack has revolutionized B2B software by bringing B2C-level user experience to workplace communication, making complex team collaboration feel as easy as texting friends.

3. Social Media Engagement

B2C brands like Wendy's have mastered the art of engaging social media presence with their witty Twitter exchanges and viral content.

Real-world application: Adobe has successfully adapted this approach for B2B, creating engaging social content that showcases creative work made with their tools, sparking conversations and building community among professional users.

Key Implementation Strategies

1. Start Small, Test Often

- Begin with one cross-sector strategy
- Measure results carefully
- Adjust based on feedback

2. Know Your Limits

- Not every B2C tactic will work in B2B (and vice versa)
- Consider your audience's expectations
- Maintain professional standards while innovating purposefully

3. Focus on Integration

- Don't completely abandon your sector's proven strategies
- Blend new approaches with existing successful tactics
- Create a unique hybrid approach that works for your brand

The Future is Hybrid

The most successful marketing strategies of tomorrow will likely be those that effectively blend the best of both B2B and B2C approaches. As the line between professional and personal life continues to blur, especially in our digital world, marketing must evolve to meet these changing dynamics.

Remember: The goal isn't to completely change your marketing approach, but rather to thoughtfully adapt proven strategies from other sectors to enhance your existing framework.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Strategic Marketing Budget Planning: Beyond the Numbers

Marketing Planning Framework 

In today's dynamic business landscape, effective marketing budget planning isn't just about allocating dollars—it's about making strategic investments that drive sustainable growth. As marketing leaders plan their annual budgets, it's crucial to take a holistic approach that considers past performance, customer journey, and team development.

Learning from the Past to Shape the Future

One of the most common pitfalls in marketing planning is the "rinse and repeat" approach. While it's tempting to simply duplicate last year's budget allocation, this strategy often leads to stagnation and missed opportunities. Historical performance analysis should serve as a guide, not a template.

Consider these key questions when reviewing past performance:

- Which campaigns delivered the highest marketing and business ROI?

- Where did we see diminishing returns?

- What channels consistently underperformed?

- Which initiatives showed promising early results but needed more time to mature?

By critically analyzing past performance, you can identify patterns, eliminate ineffective spending, and redirect resources to higher-potential opportunities.

Balancing Acquisition and Retention: The Growth Equation

While new customer acquisition often takes center stage in marketing discussions, sustainable growth requires a balanced approach. Your marketing budget should reflect the full customer journey and lifecycle - from awareness to advocacy.

Here's why this balance is crucial:

- Acquisition programs build market share and bring fresh revenue streams

- Retention initiatives typically cost less and yield higher ROI

- Satisfied existing customers become brand advocates, reducing acquisition costs

- Diversified programs provide stability during market fluctuations, especially when budgets are cut

Smart budget allocation means investing in both compelling acquisition campaigns and robust retention programs that nurture customer relationships and maximize lifetime value.

Investing in Your Greatest Asset: Your Team

A often-overlooked aspect of marketing budget planning is employee development. In an era of rapid technological change and evolving consumer behaviors, your team's capabilities can make or break your marketing success. Similarly, it cost more to hire and onboard new employees than to retain and cultivate existing ones.

Consider allocating budget for:

- Professional development and certifications

- Marketing technology training

- Industry conferences and workshops

- Team building and creativity sessions

- Tools and resources that enhance productivity

When you invest in your team's growth, you're not just building skills—you're fostering innovation, improving retention, and creating a culture of continuous improvement.

Building a Future-Proof Marketing Budget

Effective marketing budget planning requires a strategic balance of historical insights, customer-centric thinking, and people development. By taking this comprehensive approach, you can create a budget that not only drives immediate results but also builds long-term marketing capabilities.

Remember these key principles:

- Use historical data as a guide, not a constraint

- Balance acquisition and retention investments

- Include employee development as a core component

- Maintain flexibility for emerging opportunities and changing needs

- Document and measure everything

By embracing this holistic approach to budget planning, you'll be better positioned to navigate market changes, seize new opportunities, and build a sustainable competitive advantage.

The most successful marketing organizations understand that true growth comes from a powerful combination of smart strategy, customer focus, and invested talent. As you plan your next marketing budget, consider how each dollar can contribute to this winning formula.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Jaguar's Bold Rebrand: A Critical Analysis of its Electric Evolution

In a move that has sparked considerable debate across the automotive industry, Jaguar recently unveiled a dramatic rebranding initiative that signals its transition to an all-electric future. While the intention behind this transformation is clear, the execution has left many questioning whether the iconic British automaker may have steered off course in its pursuit of modernization.

 The Backlash: Why Folks Think the Rebrand Missed the Mark

The most immediate criticism of Jaguar's rebranding effort centers on a peculiar omission: cars themselves. The promotional campaign, featuring models in vibrant outfits and abstract visuals, notably lacks any representation of Jaguar's automotive heritage or future vehicles. This absence prompted Tesla CEO Elon Musk to pointedly ask, "Do you sell cars?"—a sentiment that resonated with many observers.

The disconnect between the brand's heritage and its new identity has led to concerns about alienating its existing customer base. Industry estimates suggest that only 10-15% of current Jaguar owners might remain loyal to the brand post-rebrand, highlighting the risks of such a dramatic departure from tradition.

Understanding the Vision: The Strategy Behind the Change

Despite the criticism, Jaguar's rebranding effort seems rooted in a clear strategic vision. The company is preparing for a complete transition to electric vehicles by 2026, with plans to launch three new electric models. This ambitious transformation isn't just about changing powertrains—it represents a fundamental shift in how Jaguar positions itself in the luxury market.

The new branding, centered around the concept of "Exuberant Modernism," aims to attract a younger, more diverse, and so-called “design-centric” audience, though that itself can be rather subjective. The company is deliberately creating what it calls a "fire break" between its traditional identity and its electric future, signaling a clean break from its past.

Beyond the Logo: Changes in Jaguar's Core Proposition

A rebrand is only as good as the value proposition, so let’s examine what that looks like. The rebrand reflects deeper changes in Jaguar's product strategy and market positioning. The company is moving upmarket, targeting the ultra-luxury segment with its upcoming electric vehicles. These new models will feature:

- A dedicated electric vehicle platform (JEA - Jaguar Electronic Architecture)
- Advanced battery systems offering ranges potentially exceeding 700 km
- Cutting-edge technology integration
- A minimalist design philosophy emphasizing modern luxury

 However, they aren’t really launching their new EV line-up yet till mid 2026; in fact they are phasing out their existing EV models.

Competitive Analysis: How Does the Current Jaguar Stack Up?

Looking at Jaguar's current electric offering, the I-PACE, provides insights into the challenges ahead. While competent, the I-PACE's 246-mile range currently falls short of key competitors:

- BMW iX: 324 miles
- Hyundai Ioniq 5: 303 miles
- Audi Q8 e-tron: 265 miles

Pricing also reveals a competitive challenge. The I-PACE starts at $73,375, positioning it above the Tesla Model Y ($52,990) and Mercedes-Benz EQB ($54,500), but below the BMW iX ($84,100) and Porsche Taycan Cross Turismo ($95,000).

Perhaps the rebrand is more to take the attention away from their current lack of a clear value proposition OR is it more a clever way to remind everyone that they still exist?

What Could Have Been Done Better?

While Jaguar's ambition to reinvent itself for an electric future is commendable, several aspects of the rebrand could have been handled more effectively:

1. Balance Heritage with Innovation: Rather than completely divorcing itself from its past, Jaguar could have demonstrated how its legacy of performance and luxury evolves in an electric era.

2. Benefit-Centric Communication: The rebrand could have maintained a stronger focus on vehicles while still embracing modern design elements and diversity.

3. Clear Value Proposition: The campaign could have better articulated how Jaguar's new direction translates into tangible benefits for luxury car buyers.

4. Gradual Transition: A more evolutionary approach might have helped maintain existing customer loyalty while attracting new audiences. Personally, I’m not a car person but the first impression looking at their campaign reminds me of a Gucci or Balenciaga Ad, so I’m not sure just how creative or original that really is in essence.

5. Don’t Rebrand – Yet: Maybe a more obvious approach would just be to not have the rebrand yet till their new EV line-up is ready. 1.5 years is a long time to try and sustain the hype and buzz.

6. Use Creative Territory Testing: It’s not explicitly known if they have done this but in major rebrands, companies often validate their creative direction through targeted consumer testing, gauging emotional resonance and initial responses from their desired audience segments.

 Looking Forward

Jaguar's rebrand represents one of the most ambitious transformations in automotive history. While the execution has faced criticism, the underlying thinking —positioning Jaguar as a leader in ultra-luxury electric vehicles—shows promise for some. The true test will come with the launch of its new electric models in 2026, if people are willing to wait that long and if technology hasn’t surpassed what they are doing by then.

 For a brand with such rich heritage, the path to modernization doesn't necessarily require abandoning its past. Instead, success may lie in showing how Jaguar's legendary commitment to performance, luxury, and design can evolve to meet the demands of an electric future while maintaining the essential character that has made the brand special for generations.

The automotive industry is watching closely as Jaguar attempts this bold transformation. Whether this rebrand will be remembered as a misstep or a visionary move largely depends on the execution of its promised electric vehicles and their ability to deliver on the brand's new promise of "exuberant modernism" while maintaining the excellence expected of a luxury automaker.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

• https://www.newsweek.com/jaguar-rebrand-diversity-under-fire-1988709

• https://www.independent.co.uk/news/business/jaguar-cars-rebrand-new-logo-reaction-b2651036.html

• https://apnews.com/article/jaguar-ad-branding-luxury-evs-8604c17fb387ac223ca912a2e3603446

• https://www.usnews.com/news/business/articles/2024-11-20/radical-jaguar-rebrand-and-new-logo-sparks-ire-online

• https://www.forbes.com/sites/conormurray/2024/11/20/jaguar-rebrand-sparks-confusion-angers-anti-woke-critics-including-elon-musk-and-andrew-tate/

• https://www.bbc.co.uk/news/articles/cgr0pw00n7qo

• https://evmagazine.com/articles/jaguars-bold-rebrand-electric-future-with-modern-luxury

• https://www.jaguarlandrover.com/electrification

• https://www.jaguar.com/electric-cars/index.html

• https://www.euronews.com/business/2024/11/20/jaguar-leaps-into-historic-rebrand-as-it-keeps-the-focus-on-electric-cars

• https://www.ceotodaymagazine.com/2024/11/jaguars-electrifying-transformation-bold-new-logo-and-vision-unveiled/

• https://www.fastcompany.com/91231618/jaguar-rebrands-logo-ev-car

• https://www.bbc.com/news/articles/cgr0pw00n7qo

• https://www.carsales.com.au/editorial/details/jaguar-rebrands-ahead-of-ev-transition-148013/

The Art of the Queue: How Brands Turn Waiting Lines into Marketing Gold

In an era of instant digital gratification, there's something peculiarly fascinating about seeing hundreds of people voluntarily waiting in line for hours or even days. From the latest iPhone launches, exclusive streetwear drops to a seemingly humble bubble tea, these queues have become a powerful marketing phenomenon that continues to shape consumer behavior and brand perception.

 The Strategic Queue: A Marketing Masterstroke or A Tacky Stunt?

 Yes, companies do pay people to queue for their launches – a practice known as "line sitting" or "professional queuing." This tactic has evolved from a spontaneous occurrence into a sophisticated marketing strategy that creates buzz, generates media attention, and fuels FOMO (fear of missing out) among consumers.

Masters of the Queue: Brands That Set the Standard

Several brands have perfected the art of queue-based marketing:

1. Apple: The tech giant's iPhone launches are legendary, with companies paying line-sitters $100-250 per day. Apple subtly encourages these queues by providing amenities to these sitters and having staff engage with the crowds, creating a festival-like atmosphere.

 2. Supreme: The streetwear brand has built its entire business model around artificial scarcity and long lines. The "Supreme drop" has become a cultural phenomenon, with professional line-sitters earning substantial amounts to wait for limited releases.

 3. Gaming Console Launches: Both Sony and Microsoft orchestrate elaborate launch events for their PlayStation and Xbox releases, combining long queues with midnight launch parties and exclusive giveaways.

 4. F&B Launches: Food and beverage is an essential item and in places where they are the first to be launched in the country, especially if it’s a renowned brand elsewhere, be it doughnuts, cream puffs, burgers or bubble tea, you can expect queues of people that help add to the hype of the official launch. Some are puzzling while some might be ‘genuine’ buzz created organically; you be the judge of that!

The Asian Queue Revolution

The practice of professional queuing has reached new heights in Asia, where it's not just a marketing tactic but a legitimate service industry:

 Japan

- Professional line-sitters ("yoyaku-tetsuke") are in high demand for limited-edition food items and restaurant openings

- Sushiro famously paid people to form queues when launching new locations to create a "popular restaurant" image

- Pokemon merchandise releases regularly generate massive queues

 China

- "Paipai" (professional queuers) are organized through sophisticated apps and WeChat groups

- Luxury brands frequently employ this tactic for product launches

- Real estate developers use paid queuers to create artificial buying frenzies

- Some malls and restaurants hire fake customers to appear consistently busy

 Singapore

- The "kiasu" (fear of missing out) culture drives queue marketing

- Property launches and restaurant openings regularly employ professional queuers

- The Shake Shack opening saw paid queuers waiting for days

- Hello Kitty promotions at McDonald's led to the development of professional queue management systems

 The Rise of Queue-as-a-Service

A fascinating spin-off of this phenomenon is the emergence of professional queuing services where consumers pay others to wait in line for them. In Bangkok, "queue-fixers" charge around 700 baht ($27) to secure spots at popular Michelin-starred restaurants. Singapore's iQueue startup offers services ranging from $20 for one hour to $250 for 18 hours of queuing.

 Digital Evolution: The Virtual Queue

Modern brands have adapted queuing psychology to the digital realm:

- Harry's razor company generated 100,000 sign-ups in a week through a virtual waiting list

- Robinhood gained nearly a million users pre-launch through a gamified referral queue system

- Monzo created engagement through a transparent waiting list where users could see their position

 Effectiveness and Considerations

When executed well, queue marketing can:

- Generate substantial earned media coverage

- Create social proof of product demand

- Build community among brand enthusiasts

- Drive social media engagement through user-generated content

- Establish product exclusivity and desirability

 Key Considerations Before Implementation

It might sound like a quick win and low hanging fruit to take advantage of but is it suitable for all brands?

 1. Authenticity: While paid queuers can jumpstart interest, the strategy works best when there's genuine consumer demand to sustain it.

 2. Market Fit: Queue marketing is most effective for products with strong appeal against scarcity and/or affordability.

3. Cultural Context: What works in Singapore might not work in New York – understand your market's relationship with the queuing culture.

4. Resource Management: Ensure proper crowd management, safety measures, and amenities for waiting customers as this might backfire on you socially if the other organic customers are unhappy and start complaining.

5. Digital Integration: Consider how physical queues can be amplified through social media and digital engagement.

6. Brand Alignment: The strategy should align with your brand's positioning and values. Not all brands think “queues” equal desirability.

 How This Trend will Evolve

As consumer behavior continues to evolve, the art of queue marketing adapts accordingly. While some brands are moving away from physical queues in favor of digital alternatives, others find continued value in creating these obvious spectacles of demand.

The key lies in understanding your audience and crafting experiences that transform the simple act of waiting into a memorable brand moment. Hai Di Lao does this pretty well and turn it into almost like their trademark queuing experience for customers by providing them with snacks, refreshments and even nail services.

 Whether physical or digital, the psychology behind queue marketing remains powerful: people value what they have to wait for, and the sight of others waiting makes us wonder what we might be missing out on.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

• https://kickofflabs.com/blog/5-small-businesses-made-it-big-with-prelaunch

• https://www.prefinery.com/blog/referral-programs/prelaunch-campaign/examples/saas/

• https://www.convinceandconvert.com/digital-marketing/how-to-create-buzz/

• https://fastercapital.com/topics/creating-a-buzz-with-exclusive-launch-events.html

• https://viral-loops.com/blog/buzz-marketing/

• https://queue-it.com/blog/influencer-marketing-strategy-product-launch/

• https://www.straitstimes.com/asia/se-asia/queue-fixers-help-tourists-stomach-long-lines-at-bangkok-s-michelin-rated-eateries

• https://newsroom.airasia.com/news/2023/3/2/say-goodbye-to-restaurant-queues-with-airasia-super-apps-queuing-service

• https://sg.news.yahoo.com/new-service-singapore-lets-pay-someone-queue-100357551.html

• https://www.asiaone.com/business-wires/because-everything-also-need-queue-singapore-startup-will-do-it-you-20-hour

• https://cnalifestyle.channelnewsasia.com/living/htb-service-help-buy-professional-queuer-concert-tickets-392956

The Evolution of the 7Ps: Timeless Wisdom in the Digital Age

After decades of witnessing marketing trends rise and fall like tides, one truth remains constant: the fundamentals remain while the methods evolve. In an era where artificial intelligence, social media, and digital transformation dominate business conversations, the 7Ps of marketing—Product, Price, Place, Promotion, People, Process, and Physical Evidence—continue to serve as our compass through the stormy seas of digital transformation and evolution.

 The Foundation: Ancient Wisdom Meets Modern Reality

 Like a well-designed blueprint, the 7Ps were developed as an extension of the original 4Ps to better address the service industry's needs. Today, these principles aren't just elements of a framework; they're the pillars upon which all meaningful market connections are built, providing a comprehensive structure for developing and executing marketing strategies, regardless of whether you're selling physical products, digital services, or hybrid solutions.

 The Digital Metamorphosis of Each P

 1. Product: From Matter to Mind

Then: Focused primarily on tangible features and benefits

Now: Where once we crafted tangible goods with our hands, we now shape digital experiences with our minds. Products constantly evolve with each user interaction, encompassing:

- Digital products and SaaS solutions

- Hybrid offerings with digital companions

- Data-driven development cycles

- Real-time customer feedback loops

2. Price: The Art of Value Exchange

Then: Traditional pricing models based on cost-plus or market-based strategies

Now: Pricing has transformed into a sophisticated dance of algorithms, propensity and psychology, featuring:

- Dynamic pricing powered by AI algorithms

- Subscription-based models

- Freemium strategies

- Microtransactions

- Real-time market response capabilities

3. Place: The Infinite Marketplace

Then: Physical distribution channels and retail locations

Now: The marketplace has transcended physical boundaries, becoming an omnipresent reality where digital and physical realms intertwine:

- Omnichannel presence

- E-commerce platforms

- Mobile apps

- Social commerce

- Seamless online-offline integration

 4. Promotion: The New Storytelling

Then: Traditional advertising and marketing communications

Now: We've moved from monologue to dialogue, from broadcast to conversation:

- Content marketing and storytelling

- Social media engagement

- Influencer partnerships

- Personalized digital campaigns

- Data-driven optimization

- Community-driven narratives

 5. People: The Human-Digital Symphony

Then: Focus on staff training and customer service

Now: Every digital touchpoint must be imbued with human understanding:

- Virtual assistants and chatbots

- Social media community managers

- Influencer partnerships

- Technology-augmented human support

- Community building

 6. Process: The Hidden Architecture

Then: Standard operating procedures and service delivery protocols

Now: The processes that once lived in dusty manuals now flow through digital veins:

- Automated workflows

- AI-driven decision-making

- Data and AI-powered customer journeys

- Real-time adaptability

- Seamless integration

 7. Physical Evidence: The Digital Gateway

Then: Store layout, branding materials, and physical touchpoints

Now: Every interaction builds trust in an increasingly virtual world:

- User interface design

- Website experience

- Mobile app functionality

- Digital brand presence

- Virtual and augmented reality experiences

 The Impact of Modern Technologies

The true power of modern marketing lies in how we weave together four key technological advances:

 1. The MarTech Ecosystem

- Marketing automation platforms

- Customer relationship management systems

- Analytics and reporting tools

- Attribution modeling

- Integrated tech stacks

 2. The Data Symphony

- Real-time customer insights

- Predictive analytics

- Behavioral tracking

- Performance optimization

- Pattern recognition

- Business and consumer intelligence

 3. The Platform Paradigm

- E-commerce integration

- Mobile-first approaches

- Cloud-based solutions

- API ecosystems

- Cross-platform and omnichannel consistency

 4. The Social Fabric

- Community building

- User-generated content

- Influencer partnerships

- Social commerce

- Digital word-of-mouth

 Looking into the Marketing Horizon

 As we stand at the crossroads of tradition and innovation, remember this: while the tools will continue to evolve, the principles remain eternal. The successful marketers of tomorrow will be those who can honor the wisdom of the past while embracing the possibilities of the future.

 The future will likely bring further evolution as technologies like augmented reality, virtual reality, and artificial intelligence mature. However, the 7Ps aren't just a framework – they're a lens through which we can understand the eternal dance between business and consumer. As we venture into new frontiers, let these principles be our north star.

 The key to success isn't just adopting new technologies—it's understanding how these innovations can be integrated into a comprehensive marketing strategy that addresses all seven Ps in a cohesive and customer-centric way. In marketing, as in life, the more things change, the more we need to stay grounded in fundamental truths.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Singles' Day: From University Tradition to Asia's Biggest Shopping Festival

In an era where shopping festivals dominate the retail calendar, Singles' Day stands out as a remarkable phenomenon in Asia that transformed from a quirky university celebration into Asia's largest shopping event. Let's explore how this cultural phenomenon evolved and its impact on modern retail.

 The Origins: An Inclusive Celebration of Singlehood

Singles' Day began in 1993 at Nanjing University in China when four male students decided to create an anti-Valentine's Day celebration. They chose November 11 (11/11) because the number "1" resembles a "bare stick" – Chinese slang for an unmarried individual. What started as a light-hearted response to couple-centric celebrations quickly spread across universities and evolved into a broader cultural phenomenon celebrating self-love, independence and empowerment.

 The Retail Revolution: Alibaba's Game-Changing Move

The transformation of Singles' Day into a shopping extravaganza began in 2009 when Alibaba's CEO, Daniel Zhang, saw its commercial potential. What started with just 27 merchants has grown into the world's largest shopping event, surpassing both Black Friday and Cyber Monday combined, particularly in Southeast Asia and China.

Alibaba's innovative approach included:

• Celebrity-driven promotional events featuring global stars

• Large-scale televised galas

• Integration of online and offline shopping experiences

• Advanced logistics capabilities handling hundreds of thousands of transactions per second

 How Brands Maximize Singles' Day Sales

Today's successful brands employ sophisticated strategies that blend commercial success with the festival's cultural essence:

1.       Early Preparation

-          Launch teaser campaigns weeks in advance
-          Create urgency and sense of FOMO (fear of missing out) through flash sales and limited-time offers
-          Design "self-gifting" packages that celebrate personal milestones and self-love

2.       Cultural Integration

-          Develop campaigns that celebrate independence and self-empowerment
-          Partner with Key Opinion Leaders (KOLs) or social influencers who embody confident, single lifestyle
-          Create content that resonates with the modern definition of singlehood
-          Leverage local social media platforms with targeted messaging

3.       Enhanced Shopping Experiences

-          Host interactive livestreaming events featuring singles' lifestyle content
-          Implement gamification elements that celebrate individual achievements
-          Design "treat yourself" promotions that align with self-care themes
-          Create virtual try-on experiences for solo shoppers

 4.       Community Building

-          Organize virtual social events for singles to connect
-          Create exclusive shopping groups for single professionals
-          Develop reward programs that celebrate personal independence
-          Host digital workshops on self-development and lifestyle enhancement

 5.       Strategic Messaging

-          Frame products as investments in personal growth
-          Create bundles that complement solo living
-          Develop marketing narratives around self-love and empowerment
-          Design exclusive "singles-first" product launches

 6.       Digital Innovation

-          Implement AI-powered personal shopping assistants
-          Create virtual shopping companions
-          Develop social shopping features for singles to share recommendations
-          Optimize mobile shopping experiences for one-handed browsing

 Popular Product Categories Across Asia

Singles' Day 2023 saw remarkable sales across various categories, with notable regional differences:

Greater China:

- Health & Beauty (417% growth)
- Home & Garden (326% growth)
- Luggage & Bags (311% growth)
- Toys & Games

 Southeast Asia:

- Baby & Toddler Products (407% growth)
- Health & Beauty (352% growth)
- Furniture (277% growth)
- Electronics and Appliances

 2023's Most Successful Brand Campaigns

Several brands stood out with their innovative approaches and impressive results:

1. Apple

- Exclusive Tmall partnerships
- 40% sales increase from 2022
- Rapid sellout of popular devices
- Marketing focused on personal tech empowerment

2. L'Oréal

- Exclusive beauty bundles emphasizing self-care
- Engaging livestream tutorials for individual beauty routines
- 60% sales growth
- Campaigns celebrating personal beauty standards

3. Adidas

- 40% discounts on popular items
- Focus on sustainable products
- 35% year-on-year growth
- Marketing themes around individual athletic achievement

4. Huawei

- Early-bird discounts up to 47%
- Interactive virtual events celebrating tech independence
- 50% sales increase
- Solo-user-focused product features

5. Estée Lauder

- Exclusive luxury beauty sets for self-indulgence
- Virtual try-on technology for confident solo shopping
- 45% sales growth
- Campaigns focusing on personal luxury experiences

Standing Out During Single’s Day

As Singles' Day continues to evolve, setting new benchmarks for online retail success. Its transformation from a celebration of singlehood to a shopping phenomenon demonstrates how brands can authentically connect cultural meaning with commercial opportunity. As we look ahead, successful brands will be those that maintain this delicate balance – celebrating individual empowerment while creating compelling shopping experiences.

The festival's success shows that when cultural understanding meets technological innovation and strategic marketing, the result is more than just sales – it's a celebration of individual choice and personal freedom that resonates across Asia and beyond.

It would be good to see more of that kind of holistic messaging tagged to the campaigns rather than just playing on tactics like discounts, price points and freebies (e.g. 11% off, $11 promotions) that makes the brand look like they are just latching onto a commercial bandwagon, and single’s day losing its original meaning.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Citations:

-         https://www.new-rebels.com/en/blogs/new-rebels/singles-day-and-the-rise-of-new-rebels-a-deep-dive/
-         https://www.investopedia.com/terms/s/singles-day.asp
-         https://www.daysoftheyear.com/days/singles-day/
-         https://studycli.org/chinese-holidays/singles-day/
-         https://www.businessinsider.com/8-crazy-facts-about-singles-day-in-china-2015-11?IR=T
-         https://www.digitalcrew.com.au/blogs-and-insights/10-singles-day-marketing-ideas-to-increase-your-sales/
-         https://www.contentgrip.com/singles-day-criteo-insights/
-         https://www.mastroke.com/blog/digital-marketing/7-brands-that-nailed-it-on-singles-day/
-         https://www.warroominc.com/institute-library/blog/marketing-tips-for-singles-day/
-         https://www.worldfirst.com/sg/online-sellers/singles-day-ecommerce-guide/
-         https://retailasia.com/e-commerce/news/singles-day-top-shopping-season-139-sales-growth
-         https://www.criteo.com/blog/double-dates-2023-spotlight-on-singles-day/
-         http://martechasia.net/news/over-50-of-singles-day-new-shoppers-return-for-more/
-         https://technode.com/2020/11/12/chinas-singles-day-sales-top-rmb-332-billion-across-platforms/
-         https://www.businessinsider.com/8-crazy-facts-about-singles-day-in-china-2015-11?IR=T
-         https://blog.dot.vu/singles-day-marketing/

Revolutionizing B2C Marketing: 10 Strategic Pillars for Transformative Success

10 Strategic Pillars for Transformative Success

In today's rapidly evolving marketplace, successful B2C marketing isn't just about following trends—it's about creating them. As we navigate 2024, let's explore how to transform your marketing approach through a lens of innovation and deep strategic understanding.

 1. The Art & Science of Brand Building

Think beyond conventional branding. Your brand isn't just a logo or color scheme—it's the emotional resonance you create in your customers' minds. It’s what they think about you when someone mentions your name. Success lies in:

- Crafting a brand identity that transcends visual elements

- Building authentic emotional connections through strategic storytelling

- Empowering customers to become part of your brand narrative through user-generated content

- Creating a distinctive brand personality that stands out in a crowded marketplace

 2. Social Media: Beyond the Basics

Social platforms aren't just channels—they're ecosystems of engagement. Transform your approach by:

- Developing platform-specific strategies that maximizes unique features

- Creating content that sparks positive conversations, not just likes

- Building genuine communities through thoughtful engagement

- Pioneering innovative social commerce experiences

 3. Customer Experience: The New Marketing Frontier

The most powerful marketing tool? An exceptional customer experience. Consider:

- Designing seamless, intuitive purchasing journeys

- Implementing mobile-first strategies that reflect modern consumer behavior

- Creating personalized touchpoints that demonstrate understanding

- Building loyalty through consistent, outstanding service

 4. Content Marketing Reimagined

Content isn't king—valuable, transformative content is. Focus on:

- Creating immersive storytelling experiences

- Developing educational content that empowers your audience

- Showcasing authentic behind-the-scenes moments

- Leveraging customer success stories to inspire and engage

 5. Email Marketing Evolution

Transform your email strategy from broadcasting to conversation:

- Design personalized journeys that anticipate customer needs

- Implement intelligent automation that retains a human touch

- Create value-driven content that subscribers anticipate

- Build relationships through meaningful lifecycle communications that recognizes their relationship with you

 6. Digital Presence & SEO Mastery

Your digital presence should be a testament to innovation:

- Optimize for emerging search behaviors, including voice

- Create seamless mobile experiences that delight users

- Develop content that answers tomorrow's questions

- Build digital environments that convert and retain

 7. Data Intelligence & Analytics

Transform data into actionable insights:

- Analyze patterns to predict future behaviors

- Use testing to continuously optimize experiences

- Measure what matters, not just what's easy

- Turn feedback into strategic advantage

 8. Customer Retention Strategies

Building loyalty requires both art and science:

- Design reward systems that encourage meaningful engagement

- Create exclusive experiences that strengthen relationships

- Develop community-building initiatives that foster a sense of belonging

- Implement personalization that shows you understand their pain points, goals and aspirations

 9. Customer-Centric Promotion

Promotions should create value, not just discounts:

- Design limited-time offers that create excitement

- Build bundling strategies that enhance customer experience and solve their problems

- Create threshold-based incentives that drive larger baskets

- Develop exclusive opportunities that reward loyalty

 10. Visual Storytelling Excellence

In a visual world, stand out through:

- Creating immersive visual experiences

- Tapping on emerging technologies like AR/VR

- Designing visual narratives that resonate with target audience

- Building cohesive visual stories across channels

 Looking Forward

The future of B2C marketing lies not in following best practices, but in transforming them. Success comes from combining deep strategic understanding with innovative approaches that challenge conventional wisdom.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

B2B Marketing Excellence: 8 Pillars for Strategic Transformation

8 Pillars for Strategic Transformation

In today's rapidly evolving B2B landscape, success demands more than just traditional marketing approaches. It requires a strategic transformation that embraces both time-tested approaches and innovative thinking. Let's explore the eight essential pillars that can revolutionize your B2B marketing strategy.

 1. Content Marketing: The Foundation of Thought Leadership

True market leadership isn't claimed—it's earned through valuable insights. By creating data-driven research reports, detailed case studies, and educational content, you're not just marketing—you're elevating industry discourse. The key lies in translating complex insights into actionable approaches that drive real business results.

 2. Lead Generation: An Art Backed by Science

Moving beyond basic lead capture requires a coordinated effort in terms of insightful content, compelling call-to-action and compelling landing pages, intelligent lead scoring, and personalized lead nurturing campaigns. It's about creating a journey that resonates with your prospects' needs while maintaining a clear path to meaningful business conversations.

 3. Digital Presence: Your Virtual Self

Your digital presence isn't just a website—it's your organization's digital personality. In the B2B space, this also means crafting a mobile-responsive experience that speaks directly to your audience's challenges, backed by client testimonials and industry recognition.

4. Account-Based Marketing: Precision at Scale

ABM represents the convergence of strategic thinking and personalized execution. By aligning marketing and sales efforts around high-value accounts, you're not just reaching audiences—you're creating tailored stories that address specific business challenges and opportunities.

 5. Relationship Building: The Human Element

In an increasingly digital world, human connections matter more than ever. From customer advisory boards to strategic partner programs, successful B2B marketing hinges on building and nurturing authentic win-win relationships that transcend traditional business boundaries.

 6. Sales Enablement: Bridging the Gap

 Empower your sales team with more than just collateral—provide them with intelligence. From comprehensive competitor analyses to ROI calculators, sales enablement should focus on tools that facilitate meaningful business discussions and demonstrate clear value propositions.

 7. Analytics & Measurement: The Pulse of Performance

True transformation requires clear visibility. By focusing on metrics that matter—from customer acquisition costs to lifetime value—you create a feedback loop that drives continuous improvement and strategic refinement.

 8. Customer Experience: The Ultimate Differentiator

In B2B, customer experience isn't just about satisfaction—it's about enabling success. From streamlined onboarding to comprehensive education initiatives, every touchpoint should reinforce your commitment to your clients' success for sustainable growth.

 The Path Forward

These pillars don't operate in isolation—they form an interconnected framework for B2B marketing excellence. The key to success lies not just in implementing each pillar, but in orchestrating them harmoniously to create sustainable competitive advantages.

Mad About Marketing Consulting

Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Solving The People, Platform and Process Conundrum

When it comes to transformation of any sort, especially digital ones, many business and marketing leaders tend to focus mainly on the packaging, pricing, platform and sometimes people side of things.

Based on my decades of experience working in global corporates, including professional services and consultancies, I have come to observe that the dependency on the 3Ps (People, Platforms, Process) is inherent everywhere I help with transformation, including marketing and organization-wide transformation to upskill, digitalize and restructure the function to be fit for the intended vision of the organization.

However, I have also observed that many don’t fully understand the true potential and are not maximizing the true potential of the marketing function, often treating them as a communication, creative, events or worse, a corporate gifts department.

Due to this lack of understanding and appreciation of how marketing can and should work, they often try to force new technologies, new platforms or restructure the function in such a way that it leaves no room for progress, upward mobility or innovation in the way they think, plan and execute.

This in turn affects their ability to help you actualize your business value proposition to your customers as they can only do a redesigning of your product or service offerings with a nicer tagline and/or visual year after year or come up with gimmicky promotions to entice the customers.

This then affects your overall growth and profitability as you are not addressing the true needs of your customer and in turn, you look to cut the marketing budget and worse, headcount as you see them as a cost centre and not much else. Being short on resources on all fronts, your marketing team begins to churn or go back to doing the same things in trying to cope with all the business demand and the vicious cycle repeats itself.

However, often times we should be looking at transformation in totality to include process as well to check if 1) your existing process is supportive or conducive for the transformation you need to make and 2) what changes or enhancements do you need to make or 3) what new processes you need to create to incorporate the transformation needed.

Take for example, you wish to introduce automated A/B testing within your MarTech capabilities to improve on efficiency and speed to market. There are a few things you need to consider from a process perspective.

This includes:

• What is the current process your team has to go through to create content and offers to enable the A/B testing even if it’s a manual one?

• Will that process change with an automated tool or will there be an additional layer of process needed to enable the testing? This can be approval of the A/B testing logic set-up in addition to the content and offer mechanics for example.

• Are there regulatory restrictions to adhere to from a customer fairness perspective? How about the customer targeting set-up logic needed? Can you use your existing set-up framework and customer targeting attributes or do you need a new one?

• Is there any security risk in terms of data transference leakage or concerns by incorporating the new A/B testing tool onto your existing MarTech stack?

The above is just a rough example of the process and platform side of things to consider when it comes to even a simple implementation of a seemingly harmless tool. Just barely scratching the surface and not even getting into the deep end of transformation.

This is why I founded Mad About Marketing Consulting, to bridge the gap between business and marketing, having helmed transformative roles for several global MNCs, including EY, JLL, Kantar, State Street and most recently, Citibank. I work with your business and marketing teams, creative, brand, media and even business management agencies to bring across that insider perspective of how marketing can and should work as a business enabler. This is to ensure nothing falls through the cracks as you go about your organization wide transformation.

Simply said, no one understands marketing pain points and potential as well as a marketer who has been at the forefront of change, built teams from scratch and nurtured inherited and mature teams.

Check out my credentials here.

Mad About Marketing Consulting

Ally for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Two Seminars, Key Lessons Learnt

August and September were two monumental months for me as a business owner, where after more than two decades in high flying corporate roles, I found myself somewhat vulnerable at times during the events!

It’s not so much as trying to prove myself again as I learnt recently speaking to someone with eons of experience managing their own business. It’s more re-building a different brand than my own personal brand.

Marketing our own company’s brand is sometimes seen as more difficult than marketing another company’s brand. That is because we usually won’t have huge amount of resources, be it time or funds. What we have are usually huge doses of self doubt, especially when we face rejections.

Rejections were aplenty, especially when I was hosting my own exhibition booth at The Business Show Asia and it works both ways - I rejected others and others rejected me! On hindsight now, I see it as more misalignment in objectives and expectations aka the wrong fit. On that, I have learnt to qualify early and quality better.

I relieved the days where I was in a more junior position, setting up events from scratch, pulling up banners, packing gifts to printing tags. But I did it with way more pride now than before because I am now at a place where I truly appreciate the value all the little things can help to contribute to the eventual success of an event. If you don’t take pride in it, it will certainly be apparent to your customers!

Overseeing the planning by myself versus working with others to co-organize are also valuable experiences. Though working collaboratively as a team is nothing new to me and people who have worked with me before often tell me that they appreciate the trust I placed on them. I believe in walking the talk as a leader - we are all in it together and if the going gets tough, we face it together but ultimately, if I can provide the air cover as their leader, I certainly will and should! On this, lessons are aligning expectations to make sure everyone is on the same page.

Preparing for the worse and seeing the rainbow at the end -that’s another valuable lesson learnt as things can and often will go wrong in many ways. What we can do are to manage well what we can predict and make the best of what we cannot control.

All that said, I have thoroughly enjoyed myself and learnt a lot from both events. The highlights are always the interactions with people in person; that’s irreplaceable! The insights exchanged also inspired new ideas and perceptions. It also made me realized that we all don’t need to be absolute experts in every topic that we bring to the seminars - everyone is still learning, exploring, listening and forming their own enhanced observations through the sharing by others.

Next - I’m looking forward to October and November’s series of speaking events - Singapore > Bangkok > Singapore > Dubai > Singapore - Bring it on!

If you’re interested to watch key highlights and takeaways of the panel discussions held during these events, check here and follow our YouTube Channel!

About the Author

Mad About Marketing Consulting

Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

If Marketing is A Stock, How Much Would You Value It?

Engage a marketing team for as little as $1,000 monthly.

You don’t need a CMO; you just need to tap on Gen AI to do your marketing for you.

Start-Ups don’t need a CMO or Experienced Marketing Leader; just hire a fresh graduate or a junior marketer since you as a Founder Can Do Everything!

Some horror stories I have been reading from LinkedIn either through people’s comments, posts or articles. I also had stories shared with me recently when I spoke with some junior marketers who are working for start-ups or micro businesses.

Let me turn this around for a moment and see how it makes you feel, if you are say a CEO, COO, CDO or whatever C-suite person who is likely to be a Founder of the next flashy app or platform or business:

Engage an IT team for as little as $1,000 monthly to develop and maintain the app for you.

We don’t need a CEO/COO/CDO; just hire a fresh graduate or junior sales/operations/digital manager to do your job.

It seems marketing is the single most replaceable or redundant job in any given company.

It also seems everybody and anybody can and knows marketing.

It’s the easiest skill to master in the world of business, sales, HR, IT, Data, operations, finance….the list goes on.

Perhaps it’s a bad encounter with a bad marketer. Or perhaps you actually have zero idea of what marketing can and should be doing for your business.

In any case, I feel sorry for you but as the saying goes, pay peanuts and get monkeys.

Companies need to be realistic and cognizant of the fact that the level of contribution and value of that contribution comes with experience in the field. There is no shortcut to it. Similar to any profession, the more experience the person has, especially across their own field, across the same and/or different industries and even across different countries, the more valuable the contribution.

This is different from say someone who has stayed on in their marketing position in the exact same company and same portfolio for decades and hasn’t learnt anything new, achieved anything new or launched anything new. It’s like a chef cooking the exact same dish year on year and not changing the menu at all - stale.

But to have the unrealistic expectations that a junior marketer should be able to think and act like a seasoned marketer, the shame is on you, not them.

In essence, a good and seasoned marketing leader can add value and provide guidance around:

• customer acquisition, retention and sales enablement strategies

• customer experience and lifecycle management

• market and customer research and user testing needs

• omni channel engagement and experience management

• insights that can be gathered from customer data as well as interactions with your channels

• shaping your product and business proposition, including providing opinions on areas for improvement

These are also tenets of core marketing functions and dependent on the exposure the marketer has had over the years of working across different portfolios, companies or industries.

About the Author

Mad About Marketing Consulting

Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

So You have Won an Award But….

Everyone loves awards, especially reputable ones from renowned associations.

Marketers love our awards for sure as it’s something that most of us probably toiled hard for and spent long hours putting together the campaign strategy behind it. But if you ask the business and start flashing the trophy in front of them, they might just go “erm good but where’s the sales?”.

In such a scenario, before you start conjuring up images of Tom Cruise in Jerry Maguire saying “show me the money” and depending on what’s the reality of the connect versus disconnect between your campaign outcomes versus business outcomes, try asking yourself the following questions:

What else did I achieve in reality besides marketing outcomes like engagements, interest and conversions based on people who interacted with the campaign?

What did it really look like in terms of sales demand, leads generated for sales and/or sales opportunities, if not actual sales?

If it looks bad, why is there a disconnect between marketing and sales outcomes? Was it a product proposition problem or marketing positioning problem?

The truth is, marketing awards to me, having being a judge for a few different awards now, should be tagged hand in hand to business outcomes.

Marketers shouldn’t be winning awards for their own vanity but rather, the award is the cherry on top of the cake as a reward for a successful campaign that helped to achieve business outcomes. And these business outcomes in turn helped to solve customer problems and address their needs.

Else, you end up with a flashy trophy but still get hammered for not helping business to create sales demand and opportunities. And guess what, your marketing budget still gets cut at the end of the day as business still sees a disconnect between what marketing does and what business wants. Business would rather spend it on product research and development than marketing awards as such award submissions certainly don’t come cheap!

Marketers should therefore take greater pride in being strategic advisors to the business and work with them to strengthen their product and service proposition. Bring in a neutral perspective of the target customer and make sure it is a proposition that is compelling even to you. Else, no marketing campaign can salvage a bad product proposition.

Then, you can go focus on winning awards and actually take pride in it.

About the Author

Mad About Marketing Consulting

Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Companies - Stop Launching Mediocre Products, Please.

Just as marketing is sometimes guilty of not going deep enough into the hoods of the true value proposition of what they are promoting on behalf of the company, business is just as guilty of launching mediocre products.

What is considered as a mediocre product? Is there such a thing as a bad product if it can sell?

In my experience, a mediocre product is one that is positioned largely on the following:

• being first to market as its pure competitive advantage and nothing else

• offering an incentive or price based positioning that can be easily displaced by its competitor who is willing to go lower or offer better

• not making a real effort to tailor the products/services based on the needs of your target customers. Instead, you rely on marketing to position it and pretend that it is tailored for their needs when in fact, it is just a generic product/service that is catered for everyone

Based on above, it is telling that if a company focuses purely on quick wins and conversions, they are not looking to build a sustainable solution based product that addresses their customers’ actual needs. They are in it purely to make a quick buck from willing customers and what they usually end up with is a bunch of products/services that they have to keep topping up with more and more incentives/discounts/promotions/fancier taglines or creatives just to outdo their competition. I.e., they realize they don’t really have a truly unique selling point as they didn’t put in enough effort and thinking into developing something that cannot be easily replaced. Such approach will only work if you are the only seller or if the product and service is really hard to develop, thus you are confident most of your competitors are not able to achieve it..

Take for example, if you decide that there is a need currently in the market by for student aftercare services to support working parents who don’t have supportive company policies and flexible working arrangements. If you are offering a mediocre service, you will simply offer say - Free aftercare service for the first 3 months of signing up and 30% off if you sign up now for the next 3 months.

If you want to look at a more sustainable approach to avoid situations where a competitor offers say free aftercare for the first 4 months and 40% off if you sign up now, you will make an effort to find out more the other pain points associated with working parents and their children and try to bundle it into a more holistic “working parents aftercare services package” centered around - aftercare services, guided special out of school curriculum based on their children’s interests, customizable late afternoon snack option to cater for dietary preferences, access to resources for working parents and their children to adjust to such situations etc. Of these, some might be easily replicated but some like the out of school curriculum is not, as that’s unique to your company’s methodology and pedagogy.

It might take more effort and cost more but at least you won’t be caught in a pricing and promotional warfare with your competitors by tapping on your true strengths and unique capabilities. You might even be able to charge more or give less of a discount as you are selling the whole solution that addresses their pain points instead of a single, purely price/discount as-a-value based service/product that is more like a band aid that can be easily torn off and replaced.

The above is just a simple example of looking at why as marketers, we should pride ourselves as being valued business partners to bring the perspective of the customer to the table. Don’t be afraid to ask them hard questions, putting on the customer’s lens to ensure the outcome is a sustainable one, unless it’s part of the strategy to build something that is more seasonal or once-off to capitalize on a specific consumer trend.

About the Author

Mad About Marketing Consulting 

Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.

Identifying an Addressable Need

I recently came across an analysis by someone showcasing the success of the oat milk brand called Oatly and how they created a need that led to their success.

I have a slightly different take on Oatly’s success in that they didn’t create a need but rather, they identified an addressable need in the consumer market, developed their product to suit the addressable market and designed their packaging and campaign that speaks to the addressable market.

Why is it addressable and why is it not a need creation in their case?

First of all, looking at the fundamental principles of the hierarchy of needs, oat milk in itself is not new. Oatly was not the one who first came out with Oat milk as an alternative to other plant milk varieties that are not from nuts, legumes or fruits. People don’t need Oatly as yet another oat milk alternative. Even for the use in beverages, especially coffee drinks for example, Oatly is not the first entrant in this market.

If you look at the consumer and fast moving consumer good space. there aren’t that many products that are really needs based in this modern day and age. Ask yourself in all seriously as a consumer, do you really need to have say a burger or a pizza or that soft drink? For such cases, what brands and companies are creating is a want and not so much a need, which makes it a lot harder of course.

How we can take a step further however to see if these wants actually can be addressed at a deeper layer, going into the consumer psyche and how we think, behave and act, perhaps there is an addressable need tagged to that specific want. For example, consumer A, let’s call him Billy, wants to eat pizza because it makes him feel good and why does it make him feel good? It reminded him of his grandma who used to make really nice pizzas for him when she’s still around. It makes him feel safe, warm and loved whenever he thinks about pizza now. The feeling of loved, security and safety is a need and not a want as we all know.

This is where the fundamental need that can be addressed by a company who wants to give their consumers the same warm, fuzzy, safe and feelings of love with their pizzas is more likely to win over consumers and build a sustainable brand versus a company that just serves pizzas to make money from pizza lovers.

In Oatly’s case, they identified an addressable want by consumers who are avid coffee drinkers who might fall into a few categories:

1) those who are lactose intolerant or vegan or just prefer not to take dairy with their coffee but yet prefer not to have black coffee

2) those who in 1) but are allergic to nuts or don’t like the taste and thus have been relying on other plant milks like soy or coconut

3) those falling into 1) and 2) but who don’t quite like the tastes of other current plant milk types available

Looking at the wants and preferences of the consumers, we can also look at what are the underlying needs of the consumers who don’t take dairy and prefer plant milk in general that are being addressed. For example, it might be a feeling of being healthier, which is more basic survival or a feeling that they are doing their part in supporting the rights of animals, which is more altruistic or self actualization.

I find that doing an extensive mapping by going back to basics of what your target consumers want and need helps to better identify what is that addressable need that you as a brand or company can cater for ultimately to form your proposition.

Going back to Oatly’s case, after they have identified the preliminary wants and needs, they would be looking at pain points their consumers are facing based on how, where and when they are consuming plant milk. In this case, oat milk is not new to the market, including in the coffee shops but it is just beginning to make some headwinds. Almond was the first to lay claim and make their presence felt after soy was dominating for a while as the alternative milk for barista brewed coffees. Oatly would have studied this for a while and gotten some feedback from prospective customers who are avid drinkers of coffee paired with plant milk, once they decided this would be a good place to target in terms of their distribution network.

They would need to consider not just the taste of their product when brewed with coffee but the price point as well both on the consumer side and the business side, meaning the cafe owners who will be buying the stocks from them before they developed their barista edition oat milk. If there are already a few other plant milk or early entrant oat milk varieties being supplied, what would be that key differentiator so Oatly can win? They would need to think about product variations to cater for standalone oat milk drinkers versus coffee drinkers who choose plant milk over dairy.

At this point, it wouldn’t just be the packaging. It would be taste, quality, price and ability to retain their flavour or even their flexibility in order quantities, inventory management and payment management, especially for smaller cafes.

This article is just a high level of how I personally like to work with brands as a marketer, on their positioning and campaigns. It’s not meant to be an exhaustive list as there is much more to think about. But for starters, as marketers, we should always go back to the fundamental principles of the consumer psyche, marketing principles, proposition and business viability when working on our campaigns.

About the Author

Mad About Marketing Consulting 

Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.