Mr Jacky Tai
Principal Consultant, StrategiCom
Topic Synopsis
The Battle of the 21st Century: Attacking Your Enemy’s Strength
Conventional wisdom says that you can’t take on a larger competitor head-on because when you pick a fight with an 800-pound gorilla, you will get crushed. But when you are trying to build a borderless brand, 800-pound gorillas are everywhere. They are the entrenched players in those international markets that you are trying to penetrate. Conventional wisdom tells you if you are up against these giants, you either avoid them or you find a weak spot to attack. Conventional wisdom doesn’t work in the 21st century because everybody is using it. If you want to win the battle of branding, you have to attack the enemy’s STRENGTH. But you have to TURN that strength into a weakness first before you attack. Jacky Tai will share with you the 7 keys to launching a successful attack straight at heart of the enemy’s strength.
Biography
Jacky Tai graduated in 1994 with a marketing degree from one of the top 10 American universities, the University of Wisconsin in Madison. His most valuable marketing lessons, however, have come from the school of hard knocks. Since graduation, he has headed the marketing department of several start-ups in the United States and Singapore. The hyper-competition of today’s business environment taught him that what separates successful companies from also-rans is often the right strategy.
He joined International Enterprise Singapore (the former Singapore Trade Development Board) in 2004 as its branding manager, developing brand education programmes to train Singapore companies. His workshops have been attended by companies ranging from start-ups to established players like SingTel, DBS, OCBC, Great Eastern, Singapore Technologies, Fraser & Neave, Beyonics, Flextronics, Singapore Exchange and Wilmar.
Jacky also writes a regular Branding Tips column in E-Marketer magazine for the Marketing Institute of Singapore and contributes articles to marketing magazines, websites and newsletters.
