Marketing & Branding

Growth strategy, communications, customer behavior and brand building.

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Editorial illustration of the new entity in Trung Nguyên trademark records, featuring Đặng Lê Nguyên Vũ and the G7 and Energy Café marks

New entity in Trung Nguyên trademark records: G7 and Aura Energy

G7, Aura Energy and Energy Café records name Trung Nguyên Legend’s brand-development entity. What does this reveal about intellectual property management?

A website purchase invitation card inside a parcel, with identifying information obscured

Analysis

Marketing & Branding11 min

Moving customers off marketplaces: costs, trust and owned channels

An analysis of building owned sales channels alongside Shopee, TikTok Shop and Lazada: actual costs, trust, policies, data and a 30-day experiment for business owners.

An illustration of a marketer observing sponsored ads separated from an AI conversation

Analysis

Marketing & Branding9 min

How ChatGPT Ads work: a perspective for Vietnamese marketers

ChatGPT Ads have begun expanding to Vietnam. Explore placements, ad-selection signals, privacy, buying options and a preparation checklist for marketers.

Illustration designed for “Many views but no orders: check six points before increasing advertising”

Guides

Marketing & Branding6 min

Many views but no orders: check six points before increasing advertising

Find bottlenecks from views to completed orders, with a measurement example and a sequence for improving sales content.

Illustration for A 7-day sales content calendar: each post addresses one reason customers have not bought

Guides

Marketing & Branding6 min

A 7-day sales content calendar: each post addresses one reason customers have not bought

A one-week template covering needs discovery, product explanation, evidence, comparisons and a clear invitation to buy.

Illustrative design for Customers ask the price then go silent: six responses to keep the consultation moving

Guides

Marketing & Branding6 min

Customers ask the price then go silent: six responses to keep the consultation moving

Price-response templates, ways to clarify needs and tactful reminders without pressuring customers.

Illustration of The Not Laughing Cow campaign with two expressions of The Laughing Cow mascot

Analysis

Marketing & Branding12 min

For the first time in over 100 years, The Laughing Cow suddenly… stops laughing

Analyzing The Not Laughing Cow through brand assets, buyer psychology, retail, PR, risks and business measurement. What can Vietnamese businesses learn?

Customers do not lack choices; they lack a clear enough reason to choose you

Lessons

Marketing & Branding6 min

A clear enough reason for customers to choose you

Turn messages from product descriptions into verifiable promises.

Before choosing a marketing channel, answer these four questions

Checklists

Marketing & Branding7 min

Four questions before choosing a marketing channel

A channel works only when the business understands its customers, promise, buying journey and measurement approach.

Five metrics to assess together when evaluating content

Checklists

Marketing & Branding5 min

Five metrics to assess together when evaluating content

A checklist to avoid judging content quality solely by engagement.