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Ignore crowds. Focus on tribes.

If you listen to most marketing experts today, you could be easily forgiven for getting lost in the vast number of social media channels and options. The most popular tactic of late has involved harnessing the power of crowds, often called 'crowdsourcing'. But consider the merits, or limits, of a crowd – defined by most dictionaries as “a collection of people.”

How to lead with value and socialise your brand

The markets and audiences of the 21st century are a savvy bunch. No longer gullible and susceptible to the heavy handed and brash branding practices of the past, they're looking for the 'why' and not the 'what' when they buy into a product or service, and this leaves companies and organisations charting new and unfamiliar territory. Andrew Collins explores the changing face of brand promotion.

Does anyone care about the Shanghai World Expo 2010?

The Chinese are buzzing about next year’s World Expo in Shanghai. But Aussie expat Andrew Collins thinks the locals are underwhelmed. Nevertheless, commercial opportunities abound for local and foreign businesses.

Letter from China – Innovate, or else…

The Chinese word for "crisis" is often erroneously thought to be composed of two characters: one representing danger and the other representing opportunity. Etymological nuance aside, how you see the 'glass' will ultimately determine how you perform through a crisis. The Chinese are very good at planning for such an event. After all, it's all in Sun Tzu's 'Art of War'.

Letter from China | Meetings – how many will it take?

The term "losing face" is big in China. Mistakes are a blight on someone's reputation and must be hidden and protected at all times. Truth and foresight can be impaired if "face" is involved. It supersedes all other qualities and motives.

Letter from China | Meetings – how many will it take?

The term "losing face" is big in China. Mistakes are a blight on someone's reputation and must be hidden and protected at all times. Truth and foresight can be impaired if "face" is involved. It supersedes all other qualities and motives.

Letter from China | China, one scoop at a time

Shanghai. You would think that in China - with its growing power base, its population of more than 1.4bn people and its status as a...

Letter from China | China, one scoop at a time

Shanghai. You would think that in China - with its growing power base, its population of more than 1.4bn people and its status as a...

FREE BUSINESS TOOLS

FREE BUSINESS TOOL

The Gaddie Pitch in three simple sentences with Antony Gaddie and...

The personal elevator pitch is an essential tool in the entrepreneur’s utility belt. Your pitch is also essential for success on the web, for placement on landing pages, in emails and blogs. The medium might change but rarely will the structure of an effective pitch. Antony Gaddie is the creator of “the Gaddie Pitch,” an internationally-renowned set of tactics designed to help business owners deliver an effective elevator pitch, time and time again.

INFOGRAPHICS

New Zealand’s Xero eyes US IPO, further disruption as subscribers increase...

Xero recently held its annual meeting in Wellington, during which the company revealed some interesting details about its future. As has been widely suspected, the...

OPINIONS & ADVICE