Companies in Vietnam have experienced fierce competition over the last few years, both qualitative and quantitative. Many have been forced to close down while others are still in business but struggling to move forward. The question is how to make a brand not only sustainable but also grow in value in the context of fierce global competition and rapid digitalization. There are many approaches to answering this question. Here I note the three key driving forces for brands: digital transformation, globalization, and brand leadership. In my observation, these forces help grow a company’s brand value if implemented successfully. Customer-centric digital transformation Unlike in the past, customers now have many brand choices for a particular product in Vietnam. Let’s take bakery goods for example. Customers would have previously mentioned Kinh Do in the south or Hai Ha in the north, but today they may name a long list of bakery brands: Top Cake, Tous Les Jours, ABC, … [Read more...] about How best to maintain brand value?
How to make a great first impression
Teenagers take to traditional music in Hue (21-08-2009) They’ve got class: Students at Hue Art School learn about traditional music. — VNS Photo Le Quang Minh HUE — Hue Art School’s folk music class is mostly made up of teenagers. But unlike many of their peers, they are not focused on hip-hop, rock or pop music. Their interests lie in Hue traditional music. Students come to the class for different reasons: family tradition, love for Hue and its music or just a voyage of discovery. Some come from other areas, such as from Quang Tri, Nghe An and Ha Tinh. Class monitor Truong Thi Linh hails from the highland region of Binh Thanh, Huong Tra, but her expressive Hue music singing impresses even her native Hue classmates. As one student explained: "Such students may not be native to Hue but they come from areas that have traditional folk culture and thus have the accent that suits Hue traditional vocals." At first, many teenagers are not attracted to Hue … [Read more...] about Teenagers take to traditional music in Hue
US Ambassador Ted Osius has joined in the Tet (Lunar New Year) custom of releasing carp into West Lake. Osius was involved in an ancient festival on Wednesday to honour the Kitchen God (Tao Quan) before he leaves for his annual trip to report to the Jade Emperor in Heaven on the goings on in the family over the past year. The ambassador also prayed for luck for his family and for Vietnamese people. "Several years ago, my Vietnamese teacher helped me learn about this beautiful tradition of releasing carp," he said. "Nineteen years ago, I was teaching English to a group of Vietnamese students. They offered me a beautiful branch of peach blossom. They also taught me and my family about the traditions of Tet," he said. This year, to celebrate new year, Osius's family cooked banh chung (glutinous rice cake) in his house. "I know that cooking banh chung is a big event in Vietnamese family during Tet. Banh chung is the symbol for the relation between the sky, the Earth and the people," … [Read more...] about Foreign ambassadors celebrate Tet with hopes for a prosperous 2015
The audience erupted into sustained applause as the four leading protagonists of popular Chinese novel Tay Du Ky (Journey to the West) came on stage, followed by a Who’s Who of characters from popular classics like the Hunchback of Notre Dame and a bevy of famous monsters seen in many films on the big and small screen. Creature from the black lagoon: A performance by "moss men". — VNS File Photo The The He Tre (Young Generations) Theatre at HCMCity’s Theatre and MovieCollege was hosting the graduation ceremony of Viet Nam’s first make-up class last month. An impressive pantomime performance that also elicited unreserved appreciation and approval of the audience brought the curtain down on the ceremony. The ceremony marked a significant moment in the history of Viet Nam’s make-up industry, with the first ever professional course on make-up, including prosthetic make-up. There is no doubt that this course is an idea whose time has come. Nguyen To Loan, a … [Read more...] about Nascent art makes up for lost time
A water puppetry show is being staged by Frenchman Dominique Pitoiset, director of the Theatre National de Bordeaux en Aquitaine, and members of the Viet Nam National Water Puppetry Theatre in Paris this month. Vuong Bach Lien reports. A waist-deep basin stretching eight metres wide by seven metres long sits on the stage while a large screen above the stage features video projections. The show begins with the noisy sounds of Ha Noi streets, with thousands of motorbikes, the primary means of transport for the Vietnamese people, flashing across the projection screen. But the chaos and noise are rapidly replaced by the peaceful landscapes of lakes at the foot of grandiose mountains as the sounds of melodious bird songs ring out along with the murmurs of soft wind. Amid the quiet ambience, a lucid singing voice suddenly resounds. Puppeteers dressed in waders appear in the basin wielding puppets supported by long bamboo sticks. The ballet of colourful lacquered wooden … [Read more...] about Puppetry makes a splash in France