Article :: Marketing Case Studies
(Extracted from How Asia Advertises by Jim Aitchison)

Demonstrating Originality

The Problem:

Levi's had successfully launched Engineered Jeans in Japan . The brand had originated the category – a new jeans product with an innovative “twisted-to-fit” design concept: the seams run over the knees rather than straight down the legs, the hip pocket slant, and the bottoms are cut so they do not trail. The new product retailed for ¥13,000 (US$60). Levi's predicted that the Engineered Jeans category (also known as EJs or 3D jeans would eventually occupy 20% of their core customers' wardrobes. Hailed as the new blueprint for denim, Levi's was banking on its Engineered Jeans to help win back the brand's global leadership status vis-à-vis surfwear, cargo pants and hip-hop clothing styles.

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Tutorial :: What is E-commerce and why E-commerce?
(Written by Sam Lim)

Electronic commerce, or E-commerce , which literally means buying, selling, marketing, and servicing of products or services over computer networks, has been around since mid 90s. However, recently, E-commerce is getting more and more attention from entrepreneur and consumers, both local and international. The reason for this could be due to the highly successful operations of some well-known names on the Internet, such as eBay, Yahoo and Dell. The sales revenue these companies shown in their annual reports are without doubt, one of the biggest factors why E-commerce is important in the commercial market nowadays .

Tutorial :: Guidelines for selecting a logo design
(Written by Benjamin Ong)

What is a logo?

Simply put, a logo is a name, symbol, or trademark of a company or organization. Logos can be made up of text that is configured in a unique way. Your logo can be an illustration with your company's name on or around the illustration. Or your logo can be a symbol. A logo may also be a combination of these, but its goal is always to project the company's intended image.