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Mission (Statement) Impossible

Mission (Statement) Impossible

Your mission, should you choose to accept it, is to stop thinking up mission statements that mean nothing except to a handful of people at the top. It doesn’t matter how nicely worded it is, or how inspiring it sounds to the board member, or how cleverly it connects the different elements in your brand [...]

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Scooting On Thin Ice?

Scooting On Thin Ice?

It was recently announced, in the venerable Wall Street Journal, no less, that the new low-fare arm of Singapore Airlines is set to begin operations in mid-2012. The new entity, called Scoot, is touted as an attempt to “defend margins that have been chipped away by other low cost carriers like Jetstar and Air [...]

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That’s Your Vision?

That’s Your Vision?

Quick, take a look at your brand vision or those of your competitors and see if you can spot some of these words. • Biggest  • Best  • Largest • No.1 • Most Valued    • Most Recognised • Most Respected • Most Profitable • Fastest-Moving   • Fastest-Growing     Who doesn’t want to be the [...]

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Bringing Joy to the World

Bringing Joy to the World

The BMW brand stands for Joy. Owning or driving the ultimate driving machine simply yields “Sheer Driving Pleasure”, evoking the emotion of Joy. This has been their single minded goal since their exit from competitive Formula 1 racing at the end of the 2009 season. That was about the time the Joy campaign was launched. [...]

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Are You Here for Good?

Are You Here for Good?

Standard Chartered Bank has been doing its rounds positioning itself as the bank that’s here for good, a catchy double-entendre sum-up line that’s at once powerful and relevant.   In an industry regulated by strict guidelines and laws, it’s not easy to stand up and be counted. Most financial institutions offer same or similar products, [...]

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