08 Jun '11, 2pm

Online advertising has much to learn from the Yam Ah Mee phenomenon: Commentary

Psst … If you are in the market for a product name that engenders trust, ups the hip quotient and is known to most of Singapore, I have one hot tip: Yam Ah Mee. Or, yam.ah.mee, eschewed of the upper case formality and infused with contemporary essence. Unfamiliar perhaps only to someone living in a cave over the last month, the Internet meme is a.k.a Returning Officer of General Election 2011. Yam may have gained his exposure on MediaCorp's well-watched polling night show but it was the viral mashups of his deadpan delivery that gained him celebrity status. Roll your eyes, if you will, at Yam's mispronunciation of candidates' names; there is just no denying his popularity and Mr Nice Guy resonance. By now, you probably have heard the tongue-in-cheek suggestion of Yam for President. For all its farcicality and implausibility, the yam.ah.mee idea is instructive for its illus...

Full article: http://www.todayonline.com/Commentary/EDC110608-0000255/O...

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