DIARY: Book review

Mine was 'should be a fun read, learn about Singapore Airlines, a larrikin view of 30 years of Singapore advertising". Others whispered in my ear - 'oh, you know Jim helped him write it'.

So I came into this bright red cover and chopsticks expecting to be whisked through fun, frivolity and a few great case studies.

Sorry - if this is what you are looking for, go seek out Stuart Lloyd's often humourous 'Hardship Posting'.

What Ian Batey has written frankly, is probably the best book on Asian branding and the best guidebook for brand owners based in Asia. To be clear, this is a serious read for serious marketers who have genuine faith in Asia's future.

We start off with a little of the challenges in 'facts, fallacies and farangs' where he explores the famous 'it won't work here syndrome' (having worked in Europe, I think my belief on this now is 'it won't work anywhere').

Batey puts forward a checklist for Asian brands, which is an excellent 'readiness guide' for those wanting to join the bigger leagues.

Yes, as expected there is a section on the Singapore girl, the hows and whys.

Remarkably, SIA has given Batey clearance to include 'How we play the game' - their joint approach to communication (I'm sure Cathay, Thai, MAS and others will all be purchasers of this book).

He talks about the 'Batey Brand Balance', which sadly looks and feels similar to most agency's brand tools that we see (note to agencies - show it in action, not only in theory).

He makes an important point that "every ad is a brand ad" - tactical ads must perform 'double duty' - never more relevant than today when more and more budgets are being pushed in that direction.

He also goes on to show some smart thinking for the Singapore Tourist Board, UOB, Raffles and even a spectacular failure - Airtropolis Singapore airport - and why it didn't work. This honesty is welcome.

But Asian Branding - A Great Way to Fly truly becomes alive in the section called "The Next Wave" - where he charts through previously unexplored depths the potential brands in Asia for future success.

Someone has done their homework here. From Haier in China to Philippine marble factories to Infosys and others in India, we take a very well-guided tour of more than 50 prospect future-brands in Asia. And all supported with extensive facts and figures on why, not just gut feel.

In the wrap, he also tells how clients can get the best agencies and agency ideas becoming intellectual property.

Since too many advertising agencies in Asia charge for the photocopying and give the ideas away for free, it's refreshing to hear talk of a new model where marketers pay more the more they use a great idea.

I think since reading it I've helped sell another six copies. Too bad I don't believe in paying commissions.