ASIAN BRANDING

Unique Features of Asian Branding:

1. Batey seeks a stable of at least twenty new Asian global power brands in a series of challenging country-by-country profiles. He investigates a diverse range of products and commodities in Asia; macros their present strengths and weaknesses and explores how they can become global power brands by 2020. His views will make this book truly controversial as Batey takes some Asian marketers to tasks while others will find his words inspiring and insightful.

2. For the first time ever, the real inside story behind the development of the Singapore Girl campaign and the daring decisions made by the fledging airline as it took on the giant airlines of the early 1970s. This will be a must-read chapter for every marketing executive and advertising agency account handler. It will become one of the most quoted chapters of any marketing books as it demonstrates the success of unconventional, breakthrough strategic advertising.

3. Batey’s report card on the Asian advertising industry. What has it achieved? Where has it failed? Batey is the only industry leader qualified to write this analysis that will be widely quoted by the Asian trade press.

4. For every Asian brand builders stuck for a strategy, Batey provides his proven guidelines on how to build a global brand from ground zero.

5. For overseas-based brand builders looking at Asia from a distance, Batey brings them up to speed on the volatile Asian branding game.

Ian Batey was born in Britain, but bred in Australia. Batey and his advertising agency are Asian legends. Singapore Airlines was his first client in 1972. He has campaigned for many causes, including the arts, education, the environment and served on Singapore’s National Council Against Drugs Abuse. In 1990, the Wall Street Journal nominated Batey as one of the leading advertising personalities in Asia. Media & Marketing magazine, Hong Kong, elected him as Asia’s Top Ad Man of the Year 1997. In 1998, his agency was hailed Asia’s most creative by Campaign Brief. In 1999, he received the first Lifetime Achievement Award bestowed by the Institute of Advertising Singapore. As the agency’s Chairman Emeritus, Batey now has time to indulge his passions: travel, art and grandchildren.