Ted Talks of Asia

The ORIENTED Dialogue & Exchange Series gave young professionals a unique opportunity to dialogue with and hear straight-from-the-gut insights from industry leaders about market trends and developments in China.

The first Dialogue & Exchange was held in Shanghai with a spectacular Media Panel that included the Country Manager of the Walt Disney Internet Group, Editor-in-Chief & Chairman of FORTUNE China Magazine, and more. The event was attended by well over 100 professionals and executives in the industry, effectively launching the speaker series forward.

Till this day, there is no equivalent to the Ted Talks of the West that is focused squarely on the issues unique to the Asian region. So think of oriented.org as the non-profit arm to the core business and the impact it would have on society as a whole. We need more compassion and understanding in this world…

Ebay.com –> Ebay.org
Google.com –> Google.org
HP.com –> Packard.org
Oriented.com –> Oriented.org
Walmart.com –> Walmart.org


ORIENTED Dialogue & Exchange
Past Events & Speakers


“Cards and Loyalty Programs in China” (view)

Moderator: Jane Bai – Marketing Director, Pepsi Asia-Pacific
Daniel Borin – Founder & Director, Enjoy China
Julien Rochard – Business Development, Accor Services Shanghai
Henry Winter – Chief Executive Officer, SmartClub

“Paying Your Taxes in China” (view)

Freeman Bu – PricewaterhouseCoopers
William Leong – Willsonn Partners
Lulu Zhang – Dezan Shira & Associates Shanghai (invited)
Daniel Zhou – Shanghai Jiahua CPAs

“Discovering China – Future of China Travel & Tourism” (view)

Jeanette Chen – General Manager, Changfeng Oceanworld
Glen Hingley – CEO, Classic Travel
Ralph Grippo – VP & Area General Manager, Ritz-Carlton Shanghai

“Corporate Social Responsibility and China” (view)

Murray King – Chief Representative, APCO
Carine Seror – WWF China
Mark Steele – President, ITT Industries (China); President, American Chamber of Commerce Shanghai CSR Committee
Carolyn Wu – Global Issues Manager, Nike

“Consumer Marketing: The Success of New Mediums & Events” (view)

David Turchetti – Director of Digital Marketing, 21 Communications
Ranjit Singh – Global Head of Marketing Solutions, Mobile 2 Win
Marcus John – Senior VP, Managing Director China, IMG Asia-Pacific

“Overcoming Entrepreneur Challenges” (view)

Thomas G. Tsao – Partner, Gobi Investment Consulting (Shanghai)
Philip Xiao – Co-Founder, Profex
Stephen Leong – Chief Financial Officer, CapAdTV
Danyeu Cheng – Founder, Ruzzi
Rossana Hu – Founder, NERI & HU, architects of Three on the Bund

“Investing in China: Will the Boom Continue?” (view)

Richard Wang – Managing Director, ChinaVest
Stephen Green – Senior Economist, Standard Chartered Bank
Michael T. Hart – Head of Research – Greater China (North), Jones Lang LaSalle
Kenneth Rhee – Head of Investment Operations, Shanghai Dragon Investment

“Career Development in China” (view)

Moderator: Clancy Houston, Managing Director, Burson-Marsteller China
Eugene Dorris – General Manager, Professional Way
Jeff Hasenfratz – Managing Director, Mindsight Talent Management Services
AJ Hu – Managing Director, HuiJie Consulting/The JLJ Group

“China’s Media Markets — The Last Great Frontier” (view)

Moderator: Clancy Houston, Shanghai Market Leader, Burson-Marsteller
Carter Agar – Country Manager, The Walt Disney Internet Group
Thomas Gorman – Editor-in-Chief & Chairman, FORTUNE China Magazine
Luo Yan – Producer & CEO, Silver Dream Productions
Richard Robinson – Vice President, Linktone

The Holy Grail of Generic Domain Names

Characteristics of premium domain names are explained here.

But the rarest of them all are those that are not only generic and descriptive but have multiple meanings and can be used in different parts of speech.

Why?

Taglines with double meanings are extremely memorable because of the ability to elicit an emotional response, as are dictionary words that can be used in different parts of speech because of the many, many ways they can be creatively integrated into marketing campaigns and initiatives.

With all of these rare traits combined, the ability to effectively establish brand recall – the end goal of all marketing efforts – is like no other.

“Companies spend millions … by incorporating music, sounds, images, vivid color and celebrities to trigger huge sensory responses towards their product, company or innovation. An emotional response towards a name is the human-to-brand connection that is sought after like the Holy Grail. If customers feel drawn to something, loyalty … is sure to follow.” – Kyra Dawson

Stephen Houraghan explains the science behind this phenomenon.

“When you have a double meaning within a tagline, your brain actually makes neural connections from one meaning to the other. Because of the way the brain makes those connections, it stores that tagline in a different part of the brain. By creating a dual connection within your tagline, you’re helping the way the brain stores that tagline, ultimately making it more memorable and more effective.”

Real-Life Example:

This website, oriented.com, began as an offline professional network in Asia that quickly expanded worldwide with just 1 FTE and no marketing budget. How could that be possible? When people – be it members, volunteers, ad sponsors, corporate partners, the media, etc. – see or hear the word “oriented”, they can intuitively guess what it is about, remember it, and thus refer it to others.

Domain Valuation of oriented.com

Particularly effective is the tagline, “Get oriented to the Orient!

It is a very clever play on words, generic enough to be used in broad strokes, and almost always elicits humor and smiles. That ability – the ability to elicit a positive, emotional response – together with the instant credibility that one-word domains command, was key to significant growth and opportunities.

Examples of Usage:

  • ORIENTED in Shanghai (view)
  • ORIENTED in Silicon Valley (view)
  • ORIENTED Happy Hours (view)
  • ORIENTED on the Radio with Real Time Beijing (view)
  • ORIENTED in the News (view)
  • ORIENTED Monster Martini (view)
  • ORIENTED at the Grand Hyatt Taipei (view)
  • ORIENTED Advertisers (view)
  • ORIENTED Sponsorship (view)
  • “If you’re not ORIENTED, you’re not anywhere!” (view)
  • ORIENTED in Sydney (view)
  • ORIENTED T-Shirts (view)
  • ORIENTED with Otterbox (view)
  • ORIENTED with the South China Morning Post (view)
  • ORIENTED Newsletters (view)
  • ORIENTED Events Calendar (view)
  • ORIENTED with the Chambers of Commerce in Beijing (view)
  • ORIENTED Dialogue & Exchange (view)
  • ORIENTED Standee (view)
  • ORIENTED with CKGSB in Asia Pacific (view)
  • ORIENTED with CKGSB in North America (view)

It’s the gift that keeps on giving – itself a double entendre.

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The Power Six Elements

Amongst the many characteristics of premium domain names, six of them really distinguish the big domain names from all the others.

The Holy Grail of Domain Names

As Alan Hack explains, these elements are incredibly valuable for the people that acquire them and then extremely powerful when used strategically in marketing and business development.

Element #1 – It is descriptive.

Take ‘retirement.com’. It is a name that defines the category of retirement. It is descriptive of retirement. You can imagine that the website will have products and services about retirement.

Element #2 – It is intuitive.

You think about it intuitively. “I need to plan for retirement, let me check out ‘retirement.com’ and see what information is available.”

Element #3 – It is memorable.

As soon as people hear it or see it, they can remember it. If they already have retirement on their minds, it is easy to remember ‘retirement.com’.

Element #4 – It is marketable.

Highly marketable domains are very valuable because they can be strongly positioned in marketing campaigns – online, offline, and in the real world.

Element #5 – It is referable.

A domain name’s true value is how easy it is for someone to remember it enough to REFER it to their friends and family… because word-of-mouth is the most effective form of marketing.

Word-of-mouth results in 5x more sales than paid media impressions

Element #6 – It is credible.

Generic, descriptive domain names have an inherent if not unconscious element of credibility. One assumes that the people behind ‘retirement.com’ must know a lot about retirement.


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