Will work for food

I recently founded a marketing consultancy, Inventive Branding, with three accomplished colleagues.  One of our first clients is a marketing firm in Singapore called 6-Shooter, led by my friend, Yeo Ai Ling, and a partner.  Ai Ling asked our help in positioning 6-Shooter vs. agencies in Southeast Asia.

Among other things, I suggested a tagline to 6-Shooter, based on their principals’ predilections, and their name:  “dangerously effective marketing.”  The Crispin Porter + Bogusky of Singapore.  Like Inventive Branding, 6-Shooter knows that courageously distinctive marketing yields greater return on investment.

My favor-to-a-friend price:  Singaporean chilli crab.  If you’ve enjoyed this in Singapore at an outdoor restaurant with cold beer and plenty of napkins, you know its estimable value.

A package arrived today with all manner of Singaporean yummies.  Wisely, 6-Shooter followed the advice of the fish mongers in not mailing frozen crabs from a city near the equator to Chapel Hill in summer.  But they sent plenty of chilli sauce for use on North Carolina crabs.  They also sent a wide variety of other SE Asian specialties.  I was reminded of the importance of language sensibilities in international marketing when reading the label on one package.

2009 06 22_3058

I warned my 13 year old daughter not to hog the stuff, and to share generously with her sisters.

Other food I might work for:  Szechuan spicy fish, Abbott’s chocolate almond frozen custard, Zweigle’s white hots, and anything from Frontera Grill in Chicago.

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3 Responses to “Will work for food”


  1. 1 matt smith June 30, 2009 at 11:01 pm

    I believe Coors/Banquet need some help w/ their new campaign and brand. Maybe you can work for beer. Check it out: http://www.youtube.com/watch?v=wO8-Ac0bdvM

  2. 2 Craig Merrigan July 1, 2009 at 11:51 am

    Dear Coors:

    Here is a cheap fix. Keep the ads as is, but delete The Banquet Beer logo and tagline. The image of a banquet is nearly the least connected thing I can think of to the Rockies, stability, tradition, good times with friends, and uniquely great water (other brand images in the ad). Maybe banquet and good taste go together. But selling beer on good taste is like selling soap on clean skin. And having another logo fighting the Coors logo is self defeating.

    That one’s on me.

  3. 3 david shaw July 28, 2009 at 10:45 am

    Good advice to 6-shooter.
    Unfortunately they didn’t take it.
    Their tagline is “Your marketing marksmen.”
    I’m having lunch with Ai Ling next Wed & will
    give her an earful for not grabbing your suggestion.


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