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Although I’ve always been conscious of my choices and the impact they have on the environment, it wasn’t until recently that sustainability communications became a focus area for me at work. From Coca Cola to H&M – there’s a dozen examples of agencies and brands getting so caught up in the day-to-day, that they end up exaggerating their Environmental, Social and Corporate Governance (ESG) credentials. 

Closer home, SHEIN’s donation to textile waste workers in Ghana and Alliance to End Plastic Waste (AEPW)’s failure to complete its flagship clean up project raised questions about authenticity and highlighted the challenges of communicating these messages. Events like this impact a brand’s reputation. In fact, with the rise of ESG awareness, consumers in APAC, including in Singapore are becoming increasingly concerned about the planet. Given their rapid access to brands via social media, they’re unafraid to scrutinise, denounce, or even boycott any undesirable behaviours such as misinformation or inconsistent actions

On the flip side, it’s precisely this behaviour of cancelling or calling out that’s led some companies not to disclose their achievements or milestones on climate. Neither situation has a good outcome – so what should brands do?

Custodians of sustainability messaging

To begin with, it’s important to establish  sustainability as an organisation-wide effort, rather than one single department’s responsibility. It requires combined action from product, supply chain, manufacturing, operations, and finance, communications and public relations.

For communication professionals who are already the gatekeepers of a brand’s messaging – it’s time to get intentional with sustainability communications. One of the biggest learnings from my experience with CSR is that sustainability stories aren’t considered “sexy”, especially in an increasingly short news cycle. One climate reporter recently shared that newspapers have been turning down “gloom and doom” climate stories because their readers were tired of negative stories and were struggling with climate anxiety. I know this first-hand, because our team has had to work twice as hard to secure the stories that needed to be told.

Despite this, I’d urge brands never to attempt “spinning a story” for the sake of a few easy headlines. Transparency, accountability and authenticity are key factors when it comes to articulating a brand’s sustainability commitments. Additionally, adding a human element, data-led insights and evidence-based tips goes a long way in landing the right story.

Beyond this, both in-house and agency professionals must be brave enough to evaluate, push back and voice their concerns when messaging doesn’t align with a company’s sustainability claims.

It might not be the default for many agencies but here at Mutant Communications, we believe in flagging these issues ahead of time – and pushing back where necessary – before it leads to larger problems for the brand. For example, we have said no to a room full of senior executives who did not have concrete proof points to back up their sustainability messaging. By putting our foot down and pushing for greater accountability, communications professionals can push for change and even prevent a potential crisis from taking place.

Prevention is better than cure

With full visibility of the brand’s key messaging, the role communications professionals play is akin to holding a mirror to the brand, ensuring authenticity and honesty to stakeholders. Even then, things can go wrong – which is why brands must have a robust crisis communications plan in place.

A good place to start is to have a crisis toolkit, which includes immediate next steps, possible issues that might surface, and specific responses to stakeholders, depending on the issue. This allows brands to not only plan ahead, but also to set the record straight, should they end up embroiled in controversy. Longer term, brands can leverage other communication tools, including their owned pages, paid search and relevant influencers, amongst others to repair and strengthen their reputation.

In a world where consumers can easily find alternatives, building consumer trust is tough and can erode just as quickly when problems arise. Still, it’s more important than ever for businesses in Singapore and beyond to share legitimate efforts and progress – no matter how small – as we approach crucial climate deadlines. As messengers between all stakeholders, it is our responsibility to make stories interesting while relaying them honestly.

Need a PR agency or content creation agency to help you craft a strong sustainability communications strategy? Talk to us at hello@mutant.com.sg.

Many moons ago, before working in PR and content, I was in journalism school. My professors were former newspaper and magazine editors, and while they were kind, they were also no-nonsense people. They wouldn’t hesitate to give you a failing grade if Microsoft Word automatically changed the spelling of the company name Mobil to “Mobile” and you didn’t catch it (a true story) and were ruthless with a red pen. Don’t even get me started on what would happen if they found a factual error in something you submitted for class (I have stress-nightmares about it to this day).

You can imagine, then, what their philosophy was for headlines. They hammered home that we should be concise and practical when writing those all-important one-liners – but equally emphasised that we needed to identify what makes for a good “hook” without leaning too hard on scandal and never on hyperbole. Yellow journalism, this was not.

However, I was a bright-eyed reporter-in-training right at the moment traditional print publications were going beyond the standard necessities of effective writing. Everything was shifting online, with digital content taking priority, and more people were paying attention to what made consumers click a link. Suddenly, newsrooms in Singapore and all over the world began wondering how, exactly, they could entice people to give their valuable clicks to hard news outlets rather than sensational tabloids or savvy blogs adept in the creation of “clickbait”.

And well…I don’t have to tell you what happened next.

Today, clickbait has evolved, and most (okay, maybe not most, but many) people have learned how to identify what’s legitimate from what is deeply not when it comes to digital news. But the reality is that a tawdry headline is always going to be enticing and is always surprisingly effective – after all, we’ve all been the person who clicks on some shady marketing content we know is engineered to do just that.

And there’s something that can be learned from that, right? A lesson in how to capture attention, how to motivate someone to click on your link, to visit your site, to give your brand a chance. Really, it all comes down to applying psychology to the written word – and that’s the thing that clickbait does shockingly well. So, here are a few psychology-based, tried-and-true tricks for writing headlines that get results…without necessarily resorting to clickbait.

1. Never underestimate a “personal” touch

In the era of data-driven personalisation, making your headlines speak “directly” to people can go a long way – and you can do this without the use of Big Data by addressing your readers as “you” and “your.” (See what I did there?). By using this tactic, the headline seems less like news and more like a humanised conversation that conveys a sense of closeness while also making the reader feel as if your content messaging, service, or product is for them, specifically. Which is never a bad thing.

2. Rely on the power of numbers

If there’s one thing most people dislike, it’s uncertainty. Whether it’s not knowing how long you have to wait in a line for a haircut, being unsure of the weather forecast for the day, or not feeling clued in on changes in our social media circles, uncertainty makes us uncomfortable and untrusting. It’s because of this that including numbers or stats in a headline can give people a reason to click – to put it simply, our brains love information, and data helps visualise or understand the impact of an event.

3. Embrace negativity

This might seem counterintuitive to some, but the reality is that positive headlines simply don’t perform as well as negative ones. We’re somehow wired to have a strong emotional response to negative words rather than to positive ones, so headlines that use negativity are often more appealing. In psychology, this tendency to be attracted to and remember negative things is called negativity bias – for good or for ill, we’re just more interested in and curious about negativity than positivity. And because of that, headlines that sound negative are more effective at capturing attention for any sort of content.

4. Count on the curiosity gap

When people believe there’s something they don’t know, they immediately want to fill in that hole in their knowledge. This is the psychological phenomenon called the curiosity gap: the need to know what you don’t know once it’s pointed out to you. Often, headlines that exploit the curiosity gap to the extreme are what we think of as classic clickbait: You’ll NEVER BELIEVE what Harry Styles did on stage last night!!! or You’ve probably been brushing your teeth wrong your entire life.

These types of headlines make us feel as if there’s something we should know, but that we don’t know – and psychologically, we want to change that as soon as possible. Thus, we click. The rub here is that our curiosity really does need to be sated – so if your content doesn’t give people what they’re so desperate for, you’ll just end up angering your audience rather than reeling them in.

5. Ask a question

It’s a classic for a reason – asking a question is how we break the ice, network when we’re nervous, and save sinking company meetings. When you ask a question in a headline, you’re priming your reader’s brain to feel curiosity and to seek out the answer by clicking on your link. But again: you need to provide the answer to keep people interested and engaged.

So there you have it!

Five ways into headline writing that can help you boost your click-through rate, whether it’s for thought leadership content, a 360° PR strategy, a lead generation project, or a social media campaign – and anything in between. Just keep in mind that readers are savvy and have full agency over their decisions, so anything too clickbait-y might do more harm than good.

Well, depending on your brand personality, that is.

Regardless, if you need help with the creation of headlines that’ll capture your audience’s attention, our content team and copywriting skills can help! Drop us a line at hello@mutant.com.sg to know more about our services!

Nowadays, throwing a media event is not all about splashing out on elaborate décor or glamorous venues to get more eyeballs. While it is crucial for brands to stand out and make a lasting impression on their target audience, not all media events are created equal. These types of events have emerged as a powerful tool for brands to create buzz, engage their target audience, and enhance brand visibility. But how can brands determine which type of event will work best for them?

Defining Goals and Target Audience

To determine the most suitable format, brands must define their goals and target audience. Establishing clear objectives, such as increasing brand awareness, launching a new product, or fostering customer engagement, will guide the event planning process and shape the subsequent strategy.

Similarly, understanding the brand’s target audience demographics, preferences, and media consumption habits will help the team identify the relevant media outlets, journalists, and influencers who cover topics related to your brand and audience to invite to the event.

Understanding Different Types of Media Events

There are various types of events, and each one differs in objectives and outcomes. After determining the primary goal and desired outcome, brands need to pinpoint which type of event is best aligned with their objectives before embarking on event planning. Some media event examples include:

Product Launches

Product launches generate excitement and anticipation around new products or services. To create buzz and attract media attention, brands take this opportunity to introduce and showcase a new product or service to the media, influencers, industry professionals, and sometimes even the general public.

Based on the insight that Gen Z consumers paid attention to brands that engaged in innovative and relevant collaborations, last year Mutant devised an immersive, in-person launch event for Logitech that also played on the popularity of coconut-based beverages in Singapore. The launch celebrated Logitech’s new POP series, and offered guests three refreshing, bespoke drinks crafted by CocoBoss and inspired by the trademark pastel shades of the product range.

By partnering with CocoBoss, this launch strategically used trendjacking to insert Logitech into people’s conversations and minds, thereby increasing awareness and consideration. Through the launch, Mutant secured 26 pieces of coverage across media publications and social platforms, including titles like Hardware Zone, AsiaOne, and SGMagazine and over 8 million impressions across social and digital platforms.

Brand Activations

Brand activations focus on immersing consumers in unique experiences that align with the brand’s values and identity. Designed to engage with the target audience, these events create positive brand experiences, and generate publicity and media coverage.

Activations provide opportunities for brands to connect with their audience on a deeper level, create memorable experiences, and generate positive publicity that can lead to long-term brand loyalty and business growth. Some examples of these events can be pop-up stores, interactive installations, or experiential marketing campaigns designed to leave a lasting impression.

In line with Subway’s goal of driving brand affinity in the region, Mutant and Subway Singapore conceptualised the World’s First Museum of Subway. To amplify the awareness of the museum, Mutant implemented an integrated marketing and communications plan to drive both offline and online channels, including PR and social media. Mutant managed to secure 81 earned media hits, more than 63.8 million impressions and 5 interviews.

Press Events

Press events play a crucial role in public relations strategies, as they offer a platform for companies to communicate their messages directly to journalists, who can then relay the information to a wider audience. They provide an opportunity to showcase company updates, milestones, or significant announcements, fostering relationships with key media outlets. By carefully planning and executing press events, companies can generate media coverage, shape public perception, and establish a positive brand image.

To build stronger relationships with media in SIngapore, Bumble hosted a casual media luncheon last December with key mainstream and lifestyle journalists based in Singapore to reminisce on the year of dating and look forward to 2023. During this intimate session, the media had the chance to engage in conversations about love, dating, sex, modern relationships, and everything in between with Bumble’s sex and relationships coach.

Through the event, Bumble and Mutant established a rapport with the attendees, and became a go-to resource for journalists seeking expertise or commentary on dating and relationships topics. These outcomes contributed to strengthening Bumble’s brand presence, enhancing its reputation, and reaching a wider audience in Singapore’s media landscape. Through the media luncheon, Bumble was featured in dating-related stories following conversations from the luncheon in Channel 8, Tatler Asia, TODAY, and itsclarityco.

Overall, throwing successful media events can generate increased brand visibility, positive media coverage, product or service awareness, and relationship building with media. By considering objectives, target audience, and type, brands can plan a smashing event perfectly suited to their goals.

Looking to throw an epic event? Look no further, reach out to us at: hello@mutant.com.sg

“Who wants to read another whitepaper?” 

That was a real question we heard from a client when we were chatting with them the other week about their content strategy. They said they wanted to capture more leads, we proposed a data-driven whitepaper – and their reaction honestly didn’t surprise us.

Long-form content is everywhere. Whether its annual reports, trend forecasts, or quarterly analyses, reports and whitepapers abound. And it’s understandable that the idea of a long-form, data-driven report sounds about as exciting as watching paint dry – especially when so many people are focused on short-form video strategies that capitalize on the trend du jour.

While zany, snackable content has a place (and can be highly effective in gaining top-of-mind brand awareness, when done right), it doesn’t necessarily drive leads the same way that a meaty whitepaper can – and believe it or not, a whitepaper can be plenty exciting on its own. Because the truth about whitepapers is that they’re a content goldmine. And the trick to making them truly work is in how you market all that data.

Here are a few ways to sustain the momentum of your whitepaper and make the most of your data:

1. Visually-pleasing assets

Data does not have to be boring. Bring all those exciting insights to life as eye-catching visual assets – both in the whitepaper and to share as bite-sized content. Whether it’s infographics, charts, or educational videos, there are ways to make the data far from dry that will excite your audience and have them looking for more.

2. Thought leadership articles
Within your comprehensive whitepaper are a ton of insights and findings – and these are ripe for developing thought leadership pieces for both owned and earned platforms. Senior leadership can expand on these topics one by one, adding their two cents in their own words and voice. With the data at their disposal, they’ll be able to share convincing and robust pieces with confidence.

3. Sales enablement materials
Sales teams are always in need of up-to-date materials to share with clients (and potential clients!). With a piece of content rife with valuable insights that are likely of interest to business contacts, it can be a great idea to reframe the whitepaper into a sales-friendly deck, one-sheeter, or newsletter – it’s a great way to whet someone’s appetite, and have them looking for more from your company.

4. Market or vertical insights
It’s a safe bet that your audience is not homogenous – and this is something you can take advantage of. Whether it’s tailoring the findings in your whitepaper for different markets or demographics, or positioning it for different verticals or categories, you can extend the life of your data and reports by making them as relevant as possible for different segments of your audience.

5. Talking points for interviews or webinars
When it’s time to prep senior leaders and spokespeople for interviews, speaking engagements, or even webinars, including the data and findings from the whitepaper in the talking points can not only help ensure more people hear about your great long-form piece of content.

While whitepapers do require a significant investment – both in time and money – they can be used for an array of purposes, and are far more than a one-and-done strategy. By making them a centerpiece of your content strategy and finding ways to turn the data and insights into intriguing, shorter-form assets, you’ll find that your whitepaper goes a long way in bringing in leads.

Need help developing a whitepaper? We can help – write to us at hello@mutant.com.sg to kick things off.

In today’s digital landscape, social media plays a crucial role in brand-building and marketing strategies. Consumers are seeking authenticity from the brands they interact with online. To build a genuine and relatable presence, brands must prioritise authenticity. In this article, we will explore the importance of authenticity in social media marketing and provide actionable tips and strategies to help brands create an authentic brand online. 

Define your brand’s values and personality

The foundation of an authentic brand lies in defining its values and personality. Brands should take the time to identify their core values and align them with their target audience’s interests and aspirations. Having a clear understanding of what your brand stands for, makes it easier to communicate a consistent and authentic message across social media platforms. The brand’s personality should reflect its values and resonate with the target audience, creating a sense of familiarity and trust.

Leverage user-generated content 

User-generated content (UGC) is a powerful tool for building an authentic brand on social media. By leveraging real customers’ experiences, brands can demonstrate their product or service’s genuine value. Encourage customers to share their stories, reviews, and photos related to the brand. Highlighting UGC not only fosters a sense of community but also provides social proof and builds credibility. By showcasing real people’s experiences, brands can establish trust and authenticity amongst their followers.

Emphasise storytelling

Storytelling is a compelling way to create an emotional connection and establish an authentic brand narrative. Brands should focus on sharing stories that align with their values and resonate with their target audience. These stories can be about the brand’s origin, the people behind it, or the positive impact it has had on customers’ lives. By weaving narratives that evoke emotions, brands can forge deeper connections with their audience and differentiate themselves in a crowded social media landscape.

Engage in two-way communication

Authenticity on social media goes beyond broadcasting messages. It requires engaging in meaningful conversations with followers. Brands should actively respond to comments, messages, and mentions from their audience. By acknowledging and addressing their audience’s concerns, questions, and feedback, brands show that they value their followers’ opinions. This two-way communication fosters trust, builds stronger relationships, and positions the brand as approachable and customer-centric.

Focus on long-term relationships

In the pursuit of building an authentic brand, it is crucial to prioritise long-term relationships over short-term gains. Brands should focus on nurturing their community and creating a loyal customer base. Consistently delivering value, being transparent, and fostering genuine connections will contribute to brand loyalty. By focusing on long-term gains, brands can build a sustainable and authentic presence on social media, which will translate into greater customer loyalty and advocacy.

In the ever-evolving world of social media, authenticity has become a key differentiator for brands. By defining a brand’s values and personality, leveraging user-generated content, emphasising storytelling, engaging in two-way communication, and focusing on long-term relationships, brands can build an authentic and relatable online presence. Authenticity builds trust, fosters deeper connections with the audience, and ultimately leads to stronger brand loyalty. By embracing these strategies, brands can stand out in the digital world and build a meaningful presence that resonates with their target audience.

Get in touch with us at hello@mutant.com.sg and revolutionise your social media marketing! 

Public relations is all about getting your brand in front of the right people, at the right time, with the right message. But what happens when there’s no big news to share? When there are no new products, services, or major company milestones to announce, it can be a challenge to stay top-of-mind with journalists, influencers, and consumers.

But that doesn’t mean you should give up on PR altogether. In fact, with a little creativity and strategic thinking, companies can generate media coverage and build brand awareness even when there’s no ‘news’ to share.

From thought leadership pieces to data-driven insights, there are plenty of ways to do PR without a big announcement – and we’re going to explore how you can go about doing PR during a dry season.

Make the news

Want to make headlines and generate buzz for your brand? Instead of waiting for news to happen, why not create it yourself? By harnessing the power of data and crafting compelling campaigns, companies can generate their own news and earn media coverage that positions them as leaders in their industry.

Whether it’s a groundbreaking study, a provocative survey, or a unique analysis of industry trends, data-driven campaigns can capture the attention of journalists and consumers alike, showcasing your brand’s expertise and relevance in a crowded marketplace.

For instance, earlier this year, Bumble, the women-first dating and social networking app,  launched a Chinese New Year and Valentine’s Day campaign titled ‘Bumble Love Letters’. This data-driven campaign highlighted the social pressures around pairing up, particularly within Chinese New Year and Valentine’s Day, which coincided this year.

In a nationwide survey, the dating app found that 1 in 5 Singapore singles feels pressured to be coupled up during these holidays. The campaign then challenged Singaporean singles to show love to the ultimate date: themselves. 

Jump on the news

Are you tired of waiting for news to happen before you can get your company’s name in the press? With the power of ‘newsjacking’, you can leverage current events to boost your brand’s visibility and establish yourself as a thought leader in your industry. This strategy, also known as thought leadership PR, involves providing expert opinions on trending topics to secure quotes in news articles and opinion pieces. 

For example, during the conversations around tech layoffs, a behavioural coach from Intellect, a mental health app,  highlighted the importance of paying attention to ‘survivors’ guilt’, which are the feelings of remorse for having survived the layoffs, and contributed her insight to an industry piece by a regional HR publication. 

By investing time in building relationships with journalists and making yourself available when newsjacking opportunities arise, your company can reap the rewards of a successful PR strategy even without any major announcements to share.

Meet the newsmakers

In a world where digital communication is king, it’s easy to forget the power of a face-to-face meeting. But when it comes to public relations, there’s still no substitute for building strong relationships with journalists and the media. By taking the time to meet with reporters, you can gain valuable insights into their interests and needs, while also showcasing your brand’s expertise and thought leadership. Whether it’s a casual coffee chat or a formal media event, in-person meetings can lay the foundation for long-term partnerships that benefit both your brand and the media outlets you work with.

For instance, at the recent Singapore Yachting Festival, we organised a media sneak preview so that journalists could learn and understand more about the yachting lifestyle while setting sail on a leisurely cruise to St. John’s Island. A digital editor of a luxury magazine remarked that prior to the event, he did not see the appeal of setting sail on a yacht, but after his experience, he could understand why people do it often!

Having a solid PR plan in place is essential for companies looking to build brand awareness, establish credibility, and generate media coverage. But it’s important to remember that PR isn’t just about announcing new products or services – it’s about building relationships, providing value to your audience, and positioning your brand as a thought leader in your industry.

That’s why it’s crucial to have a PR strategy in place even during the so-called ‘dry’ seasons when there may not be any major news to share. This allows companies to stay top-of-mind with journalists, influencers, and consumers year-round. With a little creativity and strategic thinking, any company can leverage the power of PR to achieve their business goals.

Going through a dry spell? Talk to us at hello@mutant.com.sg

As an integrated communications agency,  we’re often asked the same question: what content performs best?

The answer isn’t straightforward, but brands are increasingly finding that long-form content can effectively connect, engage and convert customers. That’s why you see so much of it – from whitepapers, to ebooks, to podcasts. Done right, great long-form content can build dedicated audiences, brand loyalty and advocacy.

In fact, one content marketing expert shared 316 short-form videos that received more than 280,000 views across TikTok, Instagram, Facebook and YouTube, and then compared the impact to that of  48 blogs, 52 emails and 12 longer format YouTube videos. Ultimately, they found that long-form content performed significantly better, resulting in 95% new traffic and 62 leads.

In our experience working with brands, including Meta, Samsung, Zendesk, and Meltwater, amongst others, it’s apparent that long-form content presents businesses with opportunities, and gives them a real competitive advantage. Here’s how:

Be clear about your business objectives

Creating content for content’s sake isn’t a recipe for success. For many brands, this has resulted in a more ad hoc use of content – and because of this, they are missing out on the big-picture gains.

Long-form pieces can be used across every part of the sales funnel, but it is important to first consider what your objectives are. Are you aiming to shift perceptions? Establish yourself as a subject matter expert or strengthen your positioning in specific markets or areas? Whatever your goals, it’s important to present your long-form content as a solution to people’s problems while giving them the agency of choice. From there, consider what useful data or fresh insights you can provide before identifying the content angle and plan.

One example of this comes from a big tech brand we work with. After years that brought uncertainty, digital transformation and an ecommerce boom, the company noticed that clients of all sizes wanted advice: they needed to know how to navigate the new online ecosystem, which tech solutions to adopt, and the best marketing strategies to help them grow.

To remedy this situation, it partnered with a strategic management consultancy to conduct in-depth interviews with business founders, leaders and experts, and create a new methodology for helping businesses understand their digital commerce roadmap. From there, this client worked with Mutant to transform the interviews and methodology into a useful and accessible guide for businesses. Our team in Singapore helped to craft a narrative and design a whitepaper based on the new methodology.

The whitepaper launched at the end of 2022 and was very well-received by the industry. In addition to the whitepaper, Mutant Communications helped put together both the copy and design for ancillary content, including the microsite, sales enablement materials, thought leadership articles, and both photo and video ads tailored for different markets throughout Asia Pacific. Through the creation of these “bite-sized” pieces of content based on the whitepaper, the client effectively engaged more people across platforms and used the data in multiple ways.

Bring your long-form story to life

There are many ways to tell a story – share an opinion, present marketing data or explain something effectively. How you go about it depends on who your audience is and what your objectives are. Broadly speaking, good pieces of long-form content follow these principles:

• Whether your story takes the form of a blog, byline or research report, it will focus on a conflict between opposing forces. Often, businesses and communications agencies in Singapore and elsewhere try to avoid negatives, only focusing on highlighting positive attributes. However, doing so can come across as dishonest and inauthentic.
• Throughout the creation process, always make sure your narrative doesn’t jump from one theme to another. Flow and structure are crucial to make your content writing seamless, effective and outstanding.
• Feature examples and case studies of your business that give readers something to think about or act on.
• Remember, the best content revolves around people rather than products and services

Extend the life of your content 

Long-form content creation takes time– so you want to be sure you’re making the most of it. Ideally, it should be a gated asset for the website, with content extracted to develop thought leadership pieces for earned and owned platforms.

If it’s data and insights, you can use this material for press releases, talking points for media interviews, sales decks, blogs, one-sheeters, newsletters, webinars and so on. To further extend the shelf life of your long-form content, it can be rolled out gradually with different cuts for sub groups within your target audience. It can also go a level deeper for local markets via market-specific findings.

Overall, it’s clear that long-form content is extremely important for brands in the current competitive environment within Singapore and the broader Asia Pacific region. This is especially so when your goal is to build trust, establish authority, drive leads, and strengthen credibility.

It is time to invest in long-form content – write to our agency at hello@mutant.com.sg, and we’ll help tell your story.

When Chinese tech giant Xiaomi unveiled its new logo ahead of April’s Fool, there was a LOT of chatter  (and memes). Created by internationally acclaimed designer Kenya Hara, the new logo is part of its refreshed corporate identity, with the design concept of “Alive”. It took three years and over US$300,000 to create. 

The result? A superellipse – also known as a Lamé curve, which features mathematically rounded corners – and a redesigned ‘MI’ typography, which ultimately means that it went from a square to a… squircle?

Source: The Verge

Unsurprisingly, many were unimpressed. As the face of Xiaomi’s prowess, the new logo drop felt underwhelming. However, there’s more to it than just rounded corners. Regardless of how you feel about it, one thing’s for sure: most people are missing the point. When we see past the marketing of it all, the new logo is not a rebrand – it just signals an exciting shift in Xiaomi’s future design directions.

This is because branding and rebranding isn’t as straightforward an endeavour as it may seem. It is often a huge challenge even for experienced design agencies– and more often than not, it’s easy to miss the mark.

After all, a brand is more than a logo. More importantly, a rebrand should be evidenced by a meaningful and enhanced brand experience, not just a visual change. So if your rebranding exercise begins and ends with making the logo pop, then I’ve got some bad news for you – you’re not looking for a rebrand, you’re just looking for a new logo.

But before you brief your design team or commission a designer for your logo refresh, there are a few things you should consider.

If it ain’t broke, don’t fix it

While the logo is synonymous with your brand, it’s important to take a step back and recognise that it’s only one of the many facets of your brand and ask yourself why you think you should change yours. After all, a pretty logo can’t salvage a weak brand reputation or a disorganised business. So consider whether the logo refresh is really what needs fixing – and if not, then leave the logo as is.

Bigger isn’t always better

But if you are looking for a refreshed logo because it no longer aligns with your brand identity, consider how your business has grown over the years. Logos need to stand out, sure, but have you noticed that as brands grow more recognisable, there’s less need to make the logo pop? That’s because there is power in quiet confidence – when you give consumers agency to make their own associations, it is far more compelling than forcing the recognition.

Rebranding is a holistic change

But if a rebrand is really what you’re after – an entire change to the corporate identity, not just the logo – then before embarking on this exciting venture, it’s vital to realise that this process is an arduous journey that costs not only time but money as well.

Luckily, rebranding comes in all shapes and sizes. Your brand might just need a visual revamp – a simple logo refresh, an update to the colour palette, and new marketing materials that align with the updated corporate vision or goals. Even if it might not need a total 180, you must first determine the purpose of your rebranding. To do this, consider the stability of your structure and how the rebrand will affect it.

Three reasons to embark on rebranding

To help you decide if your brand warrants a revamp, let’s consider a few potential factors.

• Repositioning the business
  If you find your brand messaging is getting stale, consider a change to become more appealing and attract new audiences in this fast-paced market.
  
  In 2008, the e-commerce behemoth Walmart hit a rough patch and realised its slogan, “Always low prices”, didn’t work anymore. The messaging went awry – people started associating rock-bottom prices with low-quality products and services.
  
  It was in need of an identity overhaul. As a result, their new tagline, “Save Money. Live Better.” tweaked the narrative to communicate that its low prices actually improve lives, and the company also rolled out a new logo that created excitement and stores were redesigned with a fresh colour palette. The campaign turned out to be a massive success.
  
• Modernising the business
  When Mastercard updated its brand mark by removing the stripes in the overlapping portion of the circles, it had been 20 years since the last change. (See the above advice from our agency: if it ain’t broke, don’t fix it.)
  
  But changes in the market began threatening the company’s identity – with the rise of digital banking, the brand needed a reinvention that communicated modernity and simplicity. This situation truly underscored the critical message of never undervaluing design, as it’s not just about aesthetics but also functionality and relevance in an ever-evolving landscape. Ultimately, Mastercard’s new identity and logo were better optimised for smaller screens and helped transition the company into the digital age successfully.
  
• Merging more than one business
  An immediate rebrand is warranted when companies merge, as cultures collide and identities blend. The challenge begins internally – to tackle disjointed entities, a rebrand is necessary to form a strategic, cohesive and consistent branding message that captures the best of both legacies.
  
  Take a page from Candid, the merger between Foundation Center and GuideStar, two of the biggest non-profit, information-sharing forces. The website features a sleek design with a mission statement, guiding principles, and a vision that communicates the best of both companies.

Once you’ve pinpointed and validated the reason(s) behind your visual refresh or a complete rebrand, you’ll be prepared to finally send the brief to your design team or get in touch with the design agency you’ve been following for ages.

After the designs are approved, there is also a list of things to consider prior to launching your sparkling new brand. You need the right team to coordinate the rollout, prepare press releases, create timelines, craft social media content, design assets and collateral, and assign point people for communication…you get the point.

But considering the time and effort you put into your rebrand, it’s important that it’s launched successfully so that your stakeholders and customers understand the company’s point of view and see the vision as it comes to life.

Are you ready to make the switch from a logo design to a complete branding? Our agency can help: hello@mutant.com.sg

Ramadan is a significant religious observance for Muslims worldwide, including in Indonesia, which has the world’s largest Muslim population. The month of Ramadan is marked by people fasting from dawn to dusk, and is a time for prayer, reflection, and community building. 

During this time, people are proactively seeking out and responding to compassionate content as they seek to understand the needs of others beyond their immediate circle, and provide help. It is for this reason that Ramadan serves as a great opportunity for businesses and brands to engage with the Muslim community and create goodwill. 

To earn exceptional business results, brands need a well-rounded marketing strategy that resonates with the values and principles of  charity, family, community, and spirituality. 

Here are some tips for creating successful Ramadan PR campaigns that boost awareness and increase conversions:

Get creative with Eid-specific stories

Use the art of storytelling to build engaging Ramadan and Hari Raya-specific narratives  that connect with people. For instance, we helped launch Subway Malaysia’s Satu Kaki Lebih Mesra campaign, which celebrated family and togetherness by showcasing video stories of people from different walks of life practicing forgiveness despite daily personal conflicts. As a result, we earned over 1.3 million impressions across multiple international digital media outlets.

Tailor your messaging for different regions

Brands need to display a keen understanding of their audience as  the Muslim population in each country is diverse. To create a campaign that resonates with the Muslim community in your region, highlight the traditions and cultural heritage specific to the country. Incorporating a country or community’s local traditions in your PR campaign positions you as a brand that’s authentic and relevant. 

Collaborate with Muslim organisations

Partnering with Muslim organisations is a great way to show support for the community and  build trust with your audience. Consider sponsoring community events, donating to charitable causes, or developing marketing campaigns that showcase the culture and values of Ramadan.

Use social media to amplify your message

Research shows that in Indonesia, social media usage typically increases by 20% during the month of Ramadan, with people staying connected with friends and family as well as to be informed about Ramadan-related events and offers. As such, social media is a great way to reach Muslim consumers during the period. Brands must ensure they use relevant hashtags and create shareable content to connect with their audience. 

Involve influencers

Collaborating with the right influencer is an effective way to reach a wider audience during Ramadan. Consider partnering with people who are considered hugely influential in the Muslim community.. Ensure that their values align with your campaign, and that they can effectively communicate your brand’s message.

In recent years, successful Ramadan campaigns in Indonesia have focused on promoting social cohesion, charitable giving, and community involvement. Some campaigns have encouraged people to donate to charitable causes, while others talk about celebrating family or community cultures, and even promoting unity among people of different faiths.

The success of a country-specific Ramadan campaign depends on various factors, including the relevance of the message to your audience, the authenticity of the campaign, and the effectiveness of the PR strategy. 

Ramadan provides a unique opportunity for brands to connect with their target audience and create a positive brand image via campaigns and content that resonate with the values of the community, and leverage  the power of storytelling. 

Need help with your Ramadan campaign? Talk to us at hello@mutant.com.sg!

The saying “consistency is key” might feel like a cliche – but it’s a cliche because, quite simply, it’s true. We commit to consistent behaviours every day in order to build a pattern in our personal habits (i.e. brushing our teeth twice a day for dental hygiene), or in the workplace (meeting deadlines to build trust with clients) – and it’s no different with design and brand identity. 

Being consistent is the key that unlocks familiarity and loyalty among your customers. Without consistency across all touchpoints of a brand, it’s difficult for consumers to create a memorable impression of your brand, and thus strong recognition, With recognition, comes brand loyalty – and loyalty is what helps a brand to stand apart from its competitors. It works like dominoes – once a consumer recognises a brand, they will subconsciously gravitate towards it over one that is unfamiliar, or that constantly switches up its look and messaging.

As a brand identity agency, let us take you through how other brands create and maintain consistency — and why you might need help to settle on a consistent design approach. 

Maintain a consistent tone of voice

When we say Apple, which apple did you think of first – the brand and its products, or the fruit? Apple has established itself as one of the most prominent global tech brands, and a huge part of this is excellent branding consistency. Its sleek and minimalist design translates across the brand’s website, packaging, UI/UX and other collateral. Even the copywriting is recognisable anywhere; Apple’s tone of voice matches its minimalist product design with concise sentences with a hint of smugness. 

Tone of voice is important in design as well as copywriting, as it helps directly communicate a brand’s message to their target audience.

Source: Apple

Adapt and evolve, gradually

Source: Coca-Cola

Coca-Cola has been around for over 100 years and is easily one of the most recognisable drink brands globally. Everyone is familiar with its red and white colours, iconic script and glass bottle shape – and even though the logo has gone through multiple changes throughout its existence, it has been gradual and without significantly altering the overall look and feel. 

The brand spends a lot of budget on advertising and marketing, ensuring consistent exposure towards consumers to maintain recognition. Alongside this, Coca-Cola uses emotive language and taglines to attract consumers like, “Taste the feeling” and, “Open happiness”. Its ads often feature people smiling and enjoying their time drinking Coke.

What we can learn from this is that Coca-Cola knows its core values, and doesn’t ever deviate from them. They leverage on that by aligning the messaging in their ads to these values, and translate the message across multiple channels, ensuring memorability. Because of this, the changes in design over the years have not affected this brand affinity, as the branding elements are consistent, and the changes done subtly and slowly.

Use consistent branding elements

We are all familiar with the Nike swoosh and popular slogan, “Just Do It”. Like Coca-Cola, Nike has maintained its branding identity over the years, setting them apart from newer brands and positioning themselves as a trustworthy leader in the field. Nike’s mission statement is to “Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” When you look at the brand in its entirety, we can see this has translated across all of their content and advertising.

Source: Nike

What Nike does best is creating balanced content that promotes their products and enriches their audience. The brand often pairs their products with influential athletic figures to maintain its mission statement and translate its values, encouraging their audiences to be active and do their best. 

The Nike swoosh holds everything together, but its messaging and highly relatable slogan is a huge part of what makes their marketing work. By using these brand elements consistently – even across very different campaigns focusing on various sports or messages – you can train your audience to immediately identify a Nike ad amongst all the other noise in the sporting apparel space. 

While not every brand can be Apple, Coca-Cola or Nike, looking to these giants will help you to formulate your own consistent branding with the help of a brand identity agency. Using a branding or corporate identity agency to audit where you’re currently at, and then build a long-term strategy to convey your messaging and design, is key to ensuring that loyalty you crave.

Without consistency in your approach, you simply can’t unlock a strong brand identity that truly aligns with your values.

Need help to build consistency across your branding? We can help hello@mutant.com.sg

For the past decade, global organisations have emphasised building brand reputation, heavily investing both time and money into building this endeavour. However, the threat of misinformation and disinformation can dismantle all of this work in a matter of days. 

Misinformation and disinformation are amongst the biggest threats facing organisations today. In fact, 87% of business leaders agree that the spread of disinformation is one of the greatest reputational risks to businesses and is costing the global economy billions of dollars every year. 

With disinformation and misinformation a significant problem – or at least worry – for many brands, PR and communication professionals need to be aware of how fake news and weaponised misinformation campaigns spread, and develop a strategy to safeguard decades of goodwill.

Social media as fertile ground for amplifying fake news

The old Churchill aphorism, “a lie can spread halfway around the world before the truth has got its boots on” holds true in today’s digital landscape. Misinformation is not a novel occurrence nor is it new. The difference now is the massive amplifier known as social media. In 2018, researchers from the Massachusetts Institute of Technology received access to a full historical archive of tweets to track the diffusion of true and false news stories on Twitter between 2006 and 2017.

It found that falsehoods spread “significantly farther, faster, deeper and more broadly” than true claims in all categories of information. False news stories were 70% more likely to be retweeted than true ones. On average, it took the truth six times as long as false stories to reach 1,500 people. 

In today’s media landscape, what is viral on social media tends to rear its ugly head every now and then, and can potentially make its round in mainstream media more than once. Earlier this year, accusations were levelled against NTUC Fairprice for Muslim insensitivities after a picture of the grocer’s arabiki pork sausages circulated across social media.

Although the word arabiki is Japanese for ‘coarsely ground’, netizens took to infer it as an attack on the Arab community. Notably, this complaint first surfaced in 2020 but came back once more in 2023. As fresh complaints surfaced, the communications team behind NTUC FairPrice proactively clarified the origin and meaning of the word, debunking the idea that it was racially insensitive. 

Another local brand, Toast Box Singapore, grappled with a boycott campaign after a viral photo circulated on Whatsapp, accusing the chain of significantly increasing its food prices to take advantage of the GST hike. According to Toast Box, the side-by-side picture of their food prices was not a recent comparison of before and after GST, as the photo alleges, but a comparison with prices from years before.

These recent examples go to show that brands are one Whatsapp away from a crisis. This points to a real need for marketing, PR and communication professionals to pay attention to how their brand is being talked about outside the realm of mainstream media and proactively monitor social media conversations – especially since sometimes these seemingly innocent misunderstanding are actually weaponised campaigns.

Disinformation-for-hire is a booming industry

Recent trends also revealed that disinformation is not conducted by a sole actor. In fact, disinformation-for-hire is a booming shadow industry where firms are paid to sow discord by spreading false information and manipulating content online. Much like how businesses can hire PR agencies and marketing firms to build up reputation, so too can threat actors hire disinformation agencies to spread fake news, half-truths and everything in-between.

Their tactics include creating batches of fake social media accounts to spread falsified information, or even setting up fake news and fact-checking websites that promote these ‘key messages’. Since 2018, more than 65 private companies in 48 different countries have emerged offering these services. One firm even promised to “use every tool and take every advantage available in order to change reality according to our client’s wishes.”

Such disinformation typically originates in the seedy underbelly of the dark web. Often it’ll move from towards social media platforms, jumping from one to another before it spreads via mainstream news. In this case, there is a greater need for media monitoring and social listening. Communications teams should tap on dark web crawlers or engage fake news monitoring services which provide real-time alerts if targeted disinformation is gaining traction and momentum. 

The era of AI-enabled disinformation begins

Looking towards the near future, the threat of disinformation is rising as AI goes mainstream. Just like any technological tool, the human user determines whether AI tools are put to beneficial or malicious use. While social media content creators cheered ChatGPT since it can aid in automating content ideation, so too did threat actors. With generative AI, these bad actors can tap onto these open-source AI platforms to produce an infinite amount of low-effort and low-cost content designed to misinform or deceive readers. For instance, the GPT-2 software can generate convincing versions of fake news articles from just a summary sentence.

Deepfakes are another example of how AI can be used to create realistic but fake videos or images. While Kendrick Lamar famously used deepfakes to superimpose celebrity faces onto his body for his music video, the use of deepfakes have vast potential for harm to discredit known figures and influence public opinion. As social media is loosely regulated when it comes to this form of content, communication professionals need to be aware of this trend and have strategies in place to identify and address any deepfakes that may circulate. 

However, the antidote for weaponised AI is AI. Cybersecurity and threat intelligence experts have been building AI-powered solutions to combat the threat of disinformation. For instance, Blackbird.AI’s solutions use artificial intelligence and deep contextual insights to help brands identify emerging risks within narratives through toxic language, hate speech and bot behaviours. Communication teams should consider investing in risk intelligence to shore up their defences.

With these recent developments, it is unsurprising that the 2022 Asia-Pacific Communications Index found that crisis and issues management edged past corporate reputation as the top PR agency service being called on by clients this year. 

It is crucial for companies to be prepared for a communications crisis rooted in misinformation and disinformation, including who may target the company and their motivations, and have a strategy in their crisis toolkit for addressing misinformation. Brands need messaging, responses and safeguards in place so that when an attack happens, it can be swiftly nipped in the bud before negative stories get out of hand.

This information warfare demands a rise of a new generation of PR practitioners, armed with technological tools themselves, who are not only tasked with raising brand awareness and strengthening reputation – but also monitoring and fighting misinformation.

Want to continue the conversation? Talk to us at hello@mutant.com.sg

We’ve all seen those ‘10 worst logo designs’ listicles; some are harmless and funny, while others are downright PR nightmares. Don’t fret if you’ve never seen them, there’s at least one for every year.

But a crucial question remains unanswered: how can brands develop better logos?

A brand with a bad logo can face negative consequences, such as decreased brand recognition and loyalty, customer confusion, and – perhaps the most damaging of all – a tarnished brand image. Brand identity professionals are responsible for effectively communicating a brand’s values, mission, and offerings. Often, a poorly designed logo indicates a breakdown that occurred much earlier in the branding process. 

To explain what brand identity agencies consider when designing logos, we’ll explain 2 overarching visual communication principles and how working with a brand identity agency (aka corporate identity agency) can help companies by creating well-designed logos that accurately represent their brands.

Legibility — Is the logo recognisable at a glance?

While legibility often refers to the ability to read and understand text-based materials, a legible logo is one that the audience can easily and quickly recognise – whether it’s the brand name, message, or other important information. 

Clear and simple typography that’s easy to read at any size or distance is the name of the game here, as the size, weight, style, spacing, and contrast of the typeface have a big influence on how easy it is to recognise the words in a logo. Graphic designers with a good understanding of type anatomy will be able to customise type creatively to communicate the intended message effectively and leave a lasting impression on the viewer while keeping the logo legible.

Kia sparked a lively discussion on Reddit in 2022 when an anonymous user asked if anyone knows anything about a “KM” car. Turns out, the person had seen the Korean carmaker’s new logo on one of their new models. 

We think Kia’s new logo is a much-needed refresh for the brand and appreciate what it tries to accomplish. There’s tremendous potential for the new logo to succeed the old logo smoothly, and it could be more recognisable with a touch of legibility improvements, especially when it is spotted from afar for a few seconds on the road. 

Memorability and consistency — Does your logo (and its subsequent revisions) reinforce brand recall?

These are actually 2 separate design principles, but we’ll combine them to illustrate our point here. 

A good logo design is memorable, leaving a positive and lasting impression on consumers. It should be unique, distinctive, easily recognisable, and doesn’t require major revisions to help to build brand recognition and recall. 

Now, memorable logos aren’t built overnight; iconic brands spend decades building a relationship with customers through impactful advertising campaigns, a unique tone of voice, and messaging that is relevant to the audience it’s trying to reach. These positive experiences form a personal bond between the brand and its loyal customers that can withstand the test of time.

Revisions are necessary to keep the logo up-to-date aesthetically, but that should be all they are – improvements on what was already done well… which leads us to the principle of consistency.

When brands use and build upon their logos with consistency in mind, consumers will be able to recognise their logos with ease. By maintaining a similar type, color, and visual elements over the years, brands get to keep the goodwill and positive memories that they have formed with their consumers. 

Coca-Cola is a classic example of logo memorability and consistency over multiple generations. As illustrated in the chart above, their logo has essentially remained the same since 1891, which is one of the contributing factors of its crowning as an iconic brand. 

At this point you must be wondering, “Okay we get it, it’s a good idea to invest adequately when conducting a branding exercise with a brand identity agency. But why do they do a better job?”

Industry Expertise 

Brand identity agencies (like us!) are the experts because of their exposure to a variety of clients. As a result, they have the experience and knowledge to ensure that your logo follows design industry standards, is scalable as your businesses grow, and ages well, even in a fast-paced landscape.

Brand Consistency

One of the biggest challenges of branding is actually what happens after everyone has signed off on an impeccable new logo design: consistency in application. An agency can create templates and guidelines to help businesses maintain a cohesive visual identity across different collateral applications.

Better Communication

As we have seen in the two case studies above, the vision and execution of a concept don’t always match up. Hiring corporate identity experts can help you clearly communicate your brand message and values through design that makes sense both on paper and in execution. Rest assured that as a common practice in our industry, every artwork gets examined rigorously by senior graphic designers, creative leads, art directors, account managers and creative directors before the client ever sees them.

So, to answer the question posed when we started this article: yes, businesses can get their logos right. But only when they have the right help. 

And that’s something we’re more than happy to do here at Mutant. Drop us a note at hello@mutant.com.sg.