But in Asia, tutors are regarded as essential to help every student, especially the brightest, become brighter - or at least ace their exams.
It’s an interesting cultural difference. And a recent article in the International Herald Tribune newspaper estimated that some ‘star’ tutors in Asia earn upwards of US$1,000,000 a year.
In Hong Kong, where competition for students is intensifying, tutors are investing in branding. It’s essential to differentiate your brand under the current circumstances, in a down economy, and with fewer students applying for more schools.
One school, Ever Learning, has taken an interesting approach.
Rather than touting the school’s methods, or the experience of the teachers, or the average statistical improvement of the students under their tutelage, Ever Learning is going for sex appeal and celebrity.
Dr Amanda Tann is the leader of the school, and her image in communication is distracting. She’s gorgeous (or is it just Photoshop?) and I have to wonder how students can learn from her. The music video for Van Halen’s song ‘Hot for teacher’ quickly comes to mind. Students can slso learn from Kevin Ko - his smiling image could be an advertisement for Crest Whitening Strips. His long hair and glasses say ‘booty, with brains’ - and he teaches economics! For mathematics, choose Keff Chin - he’s got the numbers, but he’s also got the look. The website is www.everlearning.edu.hk.
However, the danger in this situation is that the brand and the celebrity become interchangeable.
If Kevin suddenly has an Oasis moment with Keff, or Amanda goes into celebrity rehab, then the band, and the brand, breaks up.
Few brands can get away with presenting a wholly emotional appeal, with little functional substance.
Fragrances, fashion and a few other categories can, but for most, a competitively positioned balance of form and function is best.
Craig Briggs, MD Brandimage Asia
[email protected]
This article was originally published in 10 September 2009 issue of Media.
It’s an interesting cultural difference. And a recent article in the International Herald Tribune newspaper estimated that some ‘star’ tutors in Asia earn upwards of US$1,000,000 a year.
In Hong Kong, where competition for students is intensifying, tutors are investing in branding. It’s essential to differentiate your brand under the current circumstances, in a down economy, and with fewer students applying for more schools.
One school, Ever Learning, has taken an interesting approach.
Rather than touting the school’s methods, or the experience of the teachers, or the average statistical improvement of the students under their tutelage, Ever Learning is going for sex appeal and celebrity.
Dr Amanda Tann is the leader of the school, and her image in communication is distracting. She’s gorgeous (or is it just Photoshop?) and I have to wonder how students can learn from her. The music video for Van Halen’s song ‘Hot for teacher’ quickly comes to mind. Students can slso learn from Kevin Ko - his smiling image could be an advertisement for Crest Whitening Strips. His long hair and glasses say ‘booty, with brains’ - and he teaches economics! For mathematics, choose Keff Chin - he’s got the numbers, but he’s also got the look. The website is www.everlearning.edu.hk.
However, the danger in this situation is that the brand and the celebrity become interchangeable.
If Kevin suddenly has an Oasis moment with Keff, or Amanda goes into celebrity rehab, then the band, and the brand, breaks up.
Few brands can get away with presenting a wholly emotional appeal, with little functional substance.
Fragrances, fashion and a few other categories can, but for most, a competitively positioned balance of form and function is best.
Craig Briggs, MD Brandimage Asia
[email protected]
This article was originally published in 10 September 2009 issue of Media.
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