Author Archives: ateng

For the last few years, I have noticed that in the Asian market, more and more emotional ads have been emerging that are truly engaging, memorable, and gives me the feels. Some has outright put me into tears. Here’s an … Continue reading →

With the word “pride” in this post, I am not specifically speaking of the LGBT pride movement, I am using the word in a more general sense. We push out all sorts of emotional appeal in branding and advertising, from … Continue reading →

Of the many emotions that promotional efforts can trigger, the surprise effect is considered the core element of guerrilla approach (Hutter & Hoffmann, 2011). As per Hutter & Hoffmann (2011), when perceptions are met with unexpected disconfirmation, it results into … Continue reading →

Guerrilla is a Spanish word, which means a battle fought by small army against a giant military. It depicts the practice of using forceful measures to accomplish philosophies practiced by a category of people . A guerrilla fighter will always have … Continue reading →

There will soon be a new shape to a Pepsi bottle. This news was announced last week.  It’s been 17 years since the 20-ounce bottle has been updated. It is a piece of a wider effort to bolster the sagging … Continue reading →

I’ve watched with fascination this week as Carnival Cruise Lines was cast in the spotlight as one of its cruise ships became disabled in the Gulf of Mexico.  Without power for propulsion or electricity, the 3000-plus guests and 1000-plus employees … Continue reading →