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How IKEA Redefined Customer-Centricity With Digital Marketing

January 23, 2020

IKEA is a globally-recognised brand with many stores in various parts of the world. IKEA is known for its affordable and functional home furnishing products but in recent years, it has gained recognition for the way it uses digital technology to market its products and brand. In this article, we dive deep into IKEA’s customer-centric …

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3 Overlooked Aspects of Branding

January 9, 2020

Branding is so much more than just perfecting your logo and diligently applying your brand colours to your collaterals. It covers everything from colours, to typeface, to copy. Every element has to work together to create a consistent brand personality and image. Here are three aspects of branding that are often overlooked. 1. Typeface Choosing …

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Marketing Trends for 2020

December 19, 2019

As 2019 spurts to the finish line, we look at some of the challenges and opportunities the coming year will offer marketers. Here are a few marketing trends we think you should pay attention to in 2020. 1. Goodbye vanity metrics If you haven’t already heard, Facebook is looking to hide public “like” counts on …

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Why Influencer Marketing Matters

December 6, 2019

Gone are the days when marketers could reach almost anyone through newspapers or TV. With the advent of social media, there are now multiple platforms where people can create and consume content. There’s Facebook, Instagram, YouTube, LinkedIn and TikTok, just to name a few. Consumers are scattered across these platforms; marketers have to put in …

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Starbucks: The 4Ps of Success

November 21, 2019

Starbucks is a brand that needs no introduction. One of the biggest coffee shop chains in the world, Starbucks is a globally recognised brand valued at around US$9.6 billion. Its success is no accident; Starbucks has a solid marketing strategy that nails all 4 Ps of the marketing mix: product, price, promotion and place. Let’s …

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For the Love of Books: How 3 Brands Are Using Social Media to Inspire People to Read

May 22, 2019

When was the last time you read a book? With streaming services and other forms of entertainment competing for our time and attention, it may come as little surprise that literary reading has declined over the years. Three organisations – SparkNotes, HarperCollins and the New York Public Library (NYPL) – have been using social media …

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