> 2015: A NEW JOURNEY BEGINS
After nearly 20 years of working in the media industry, I decided to do some soul searching. This was a good time to reflect on what I passionately wanted to do here on.
Having built compelling media brands with Walt Disney Television and Sony Pictures, led multi-award winning creative teams and produced enough content for a 10 day watch-a-ton, I felt I needed to get off the beaten path and profoundly understand how things were developing in the world of the Internet of Things.
I needed to delve deeper into the digital economy and see how branding, marketing and content was evolving. How people were engaging with technology, and more importantly, understand how today's smart and savvy consumer had changed in the way they consumed content and bought stuff.
Brand Transformation Architect
Founder, Chief Transformation Officer
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> THE QUEST FOR MARKETING NIRVANA
Fast forward an intensive year of deep learning with heaps of decadent brunches, high-teas, conferences, podcasts, webinars, coffee sessions and happy hours with industry guru's, digital thought leaders and self proclaimed futurists, it was clear that we were in a whole new world of value transactional experiences.
The traditional tried and tested ways of marketing and selling products and services were proving ineffective in moving the ROI needle. A lot of businesses had begun to plateau in terms of growth.
Businesses though initially successful, were now grappling with the change and transformation needed to move into the next phase of their growth. The real challenge was in engaging today's savvy and highly informed customer who now has all the power.
The meteoric rise of social media and the power of social word of mouth meant that companies are no longer in control of their brand. This called for radical new thinking and new brand, marketing and content strategies, to play and succeed in this customer savvy marketplace.
> SO WHO’S GETTING IT RIGHT AND WHY?
My mission was to now find out who was winning at this new game. More conversations with digital experts and countless hours spent on multiple screens with high carb junk meals began to yield good insight. It was evident that companies that were growing, understood that their customer's behaviours have changed. They began to better understand the new buyer journey and what this meant for their marketing and content strategy.
It was now about meeting customers on their terms, not marketing to them but rather helping them solve their problems. It was about educating and helping them achieve their goals and making them feel better about themselves through your product or service. This is about building long term value relationships with ROR (return on relationships) being the new metric.
This was a radical departure from the conventional push in- your-face hard sell messaging and disruptive marketing approach, to a more empathetic 'helpful' and 'human' way of doing marketing. This was about super aligning your purpose, brand and marketing with the customer at the center of the pyramid.
> SO WHAT DOES THIS MEAN FOR THE WAY COMPANIES BUILD THEIR BRANDS AND ENGAGE WITH THEIR CUSTOMERS?
It's about taking the long view and building a company and brand that truly stands for something. Showing that you care about a ‘greater good’ purpose for your existence as a business.
It's about building an amazing company culture and evangelizing it.
Communicating what you believe in and why you do what you do.
Telling your unique brand story and living it every day.
It's about putting customers at the center of your brand.
Finally it's about being authentic and real and fostering a more 'human' and empathetic way of doing business.
> SOMETHING HAPPENED IN BALI!
Somewhere between an artsy coffee shop in Ubud, and a mind numbing head spa in Seminyak Bali, the idea began to crystallize. I could see my path slowly unfolding and my calling beckoning me.
My purpose and WHY started coming into focus. I was going to help businesses transform and reach their full potential.
I was going to help them re-discover their DNA and purpose. Decipher their values and guiding principles and help them design a winning company culture that employees love and customers adore.
Help them connect with a new savvy customer through a customer centric and help based brand and marketing philosophy.
I was going to take the best bits of my experience (hit the delete button for the rest!) and fuse this with new found wisdom, to create novel products and blueprints for business transformation.
Lastly, I felt I needed to evangelize this new thinking and help impact as many businesses as I could. So I was going to speak and write about this and spread the good word of digital change and transformation.
Ambitious and radical? Absolutely! I was being propelled by my new calling and fueled by my new passion and quest.
And so began my new life journey, and sparked the idea for Transmedia Consultancy.