Thursday, September 09, 2010
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Event Detail
| Date | Thursday 25 June 2009 |
| From 7h45 till 9h15 | |
| Event Type | Breakfast talk |
| Organised by | Britcham & BLBG |
| Topic | Turn Your Biggest Weakness Into A Powerful Weapon : Branding strategies that could put your organisa |
| Location | Singapore Cricket Club |
| Invite | Official Invitation |
| Description | Every company, no matter how successful, has at least one major weakness that competitors can attack. In this day and age of hypercompetition, it is no longer enough to just block competitors' attacks on your weak points. You need to do more to ensure your brand's success. The best of brands are smart enough to turn that weakness into strength. For instance, Coke used to tell the world that it is 'The Real Thing'. Excellent strategy. If you are not drinking Coke, what are you drinking? The Fake Thing? That put Pepsi in a tough spot. Coke is attacking Pepsi's weakness of not being the originator of the cola category. But Pepsi turned that around brilliantly and turned that weakness into strength by admitting that they are not the real thing but that also means that they are the young thing. That allowed Pepsi to rocket into a very strong No. 2 position. Regardless of what business you are in, you need to do a Pepsi. This session will share with you the 'hows', demonstrated by some real world case studies. About the Speaker: Jacky Tai is a principle consultant of StrategiCom - The B2B Branding Specialist and author of two highly-acclaimed branding books, Transforming Your Business Into A Brand (2007) distills 12 years of experience grappling with the art and the science of branding strategies in the real world into a practical and easy to understand guide for everyone involved in branding – from CEOs to students and Killer Differentiators (2008). |
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