Post by Eileen Soh

I nearly collided into a road divider last week because I was so distracted by this billboard. Joseph Schooling, our first and only Olympic gold medallist, was hefting up a water dispenser, grinning in agony, in an ad for a home appliances and lifestyle brand. He was holding up a unit the size of a small fridge. I laughed out loud because the ad was ironically selling it as a "portable experience". The biggest missed opportunity was that the whole billboard was selling me a feature, the portability, instead of the outcome I actually care about, which is having chilled water available anytime, anywhere. We advertise ourselves the same way on LinkedIn. You must have read these kind of headline, "Strategic leader with 16 years of experience in cross-functional transformation and stakeholder engagement." It tells the reader what she has collected over the years, without saying what she would give the company if they hired her. That billboard got me thinking, our LinkedIn is our advertisement. Why not learn from them? I chose three iconic Apple ads, break down the magic behind them, and apply them to our lives. Click to read more. #Marketing #Advertising #Sales #B2B #B2C #Communications #Singapore #Influencer