THE NEW ROCK STARS

Craig Briggs’ opinion column in Media Magazine – September 2009

In the west, scholastic tutors are generally regarded as a necessary resource for students who are somehow learning challenged. 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 per year! And in Hong Kong, where competition for students is intensifying, tutors are investing in branding. It’s essential to differentiate your brand under these circumstances, in a down economy, and with fewer students 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 students under their tutelage, EverLearning 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. Van Halen’s “Hot for Teacher” video quickly comes to mind. Also 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 Math, choose Keff Chin – he’s got the numbers, but he’s also got the look. The danger here is that the brand and the celebrity become interchangeable. If Kevin has an Oasis moment with Keff, or Amanda goes into celebrity rehab, then the band, and the brand, breaks up. Few brands can present 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 Managing Director, Brandimage – Desgrippes & Laga Asia cbriggs@brand-image.com

More columns written by Craig Briggs in Media Magazine:
Creative industry awash with shockingly untrained juniors

When times are tough, the tough still like to go shopping