Month: March 2017

How to own a piece of “common knowledge”.

Once a unique positioning is set, the brutal PR war starts. If you are competing with someone else for an already-existing positioning, then the brutal PR war + actual business war escalates. If you set a unique positioning, then use all the powerful distribution channels within your means to make your unique positioning known to the public. Even if you set a unique positioning– there is a possibility that your competitor or someone can “steal” it. If you have a weaker PR distribution network, your competitor will own YOUR original idea even though it is theft. If your positioning is not unique and you are competing for an existing positioning, then be prepared for a brutal and bloody market war. From pricing to undercutting to wanting to eliminate your competitor to investing even more money into PR wars. The idea however is that the person who first uses strong PR distribution networks to spread his or her unique ONE SPOT positioning will have a clear advantage. Because once that space in the minds of the …

Building a house and the cost of a weak brand strategy.

Quick post while I wait… Have you ever pondered about the true cost of doing things without a (good) brand strategy? In other words: execution without a brand strategy is “arbitary marketing”. This is an extremely expensive pasttime which leads to nowhere and nothing, and incurs huge opportunity costs. Here, let’s use a metaphor of building a house: -A brand strategy is like a blueprint to build your ideal house, right down to colour. If you don’t do things with a clear brand strategy, or with any form of brand strategy at all, then there will never be such house. All effort and hard work will be spent on nonsense because there is unclear direction, or a weak unique selling point. So why don’t people hire brand strategists from the start? Actually, I don’t know. It is silly and a great pity to not do that. And perhaps a greater sin is to not see the value of doing that, or to think that branding people are nonsense. Far from the truth, actually. You don’t …

Wonect’s Final Box!

Wonect sent me their final Wonect Starlet Beauty Box in January, which I’m really happy and thankful about. It has been a great 6 months! There are three items in the final box: Heroine Make Ten-made-todoke Mascara; Daiso Japan Reusable Silicon Mask Cover; MILBON Elujuda MO 120ml . And here’s my review! The Heroine Make Ten-made-todoke Mascara. Introduction The “Heroine Make” brand is raved for its eye products–eyeliner and mascara. Established in 2005 under ISEHAN in Japan, this brand has an interesting brand story. “Heroine” refers to the woman or girl who is the protagonist of a movie or a book, and “make” refers to “make-up”. The idea behind “Heroine Make” is to ensure that every lady will always look like a powerful star even if she cries or get caught in the rain. Always powerful, beautiful and picture-perfect with Heroine Make! This mascara features the following benefits: Volumizing; Lengthening– contains 5mm long fibres. Waterproof and smudge proof; Easy to remove. And yes, it does its job well. I personally have really short and sparse lashes (the …