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Transparent Marketing Marketing to Women Conference Asia Business Forum Aftab Khan - August 2007 - Kuala Lumpur
OUTLINE ,[object Object],[object Object],[object Object]
The challenge for marketers today: ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is the hype about TM? ,[object Object],[object Object],[object Object],[object Object],[object Object]
1) Telling it as it is ,[object Object],[object Object],[object Object],[object Object]
Guidance from Islam ,[object Object],[object Object]
‘ When you admit a negative, the prospect will give you a positive.’  The Law Of Candor  ,[object Object]
Listerine: “The taste you hate twice a day.”
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
In summary… ,[object Object],[object Object],[object Object]
“ Joy: the most expensive perfume in the world.”
“ With a name like Smucker’s, it has to be good.”
“ Avis is only no. 2 in rent-a-cars.”
“ The 1970 VW will stay ugly longer.”
2) TM = Customising the brand experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Starbucks
Saturn
Les Schwab
No Pudge Brownies
Reflect.com
But isn’t packaging expected? ,[object Object],[object Object]
‘ What is the use of a book,’ thought Alice,  ‘without pictures or conversations?’  Alice’s Adventures in Wonderland  – Lewis Carroll.
‘ Modern women and their complicated variations’  Andrea Learned:  “Pink thinking reaches a woman who no longer exists.”   Is this really true?
 
Remember: only a man can be fooled with false promises… ‘ The Emperor’s New Clothes’ – ACU Theatre

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