Honest Marketing in a Noisy World: Inside NNIO’s Playbook
Makers at Work
A series that profiles the people behind NNIO: founders, product curators, and thinkers who make deliberate decisions to create better products for everyday living.
Brand Lead at NNIO
What’s your role at NNIO, day to day?
I guard the voice and the experience. I set the brand rules, edit the copy, shape the content calendar, and keep every channel honest. If a post isn’t useful, local, or clear, it doesn’t ship.
How is NNIO approaching marketing differently?
We incorporate people and culture into our content.
Instead of overly polished content, we use playful product demos and meme-style videos featuring the actual people behind NNIO. Every shot is deliberately unposed, with a mix of local humour and realism. It’s relatable, recognisable, and a lot more human.
How has the way people buy home appliances changed in recent years?
Consumers are far more well-researched now. By the time someone lands on our site or walks into a store, they’ve already compared specs, read reviews, and maybe even watched a dozen videos.
That means the role of our content has changed. We’re not introducing the product for the first time, we’re confirming what they already suspect: whether it’s worth their money. Every detail we put online matters, because if it’s unclear or inconsistent, they’ll spot it instantly and move on.
Does that make things harder or easier?
Both. It’s harder because there’s no hiding. If a feature is exaggerated or a price is misleading, people will find out in minutes.
But it’s easier because if we’re clear, consistent, and honest, the research process actually works in our favour. Informed customers are more confident in their choices, and confident customers are more satisfied in the long run.
What do most people misunderstand about “honest marketing”?
They think it’s about being nice. It’s not, it’s about being precise. Honest marketing means telling you exactly what a product can and cannot do, so your expectations match reality. It’s harder than selling the dream, but it builds a relationship that lasts longer than one transaction.
What’s one principle you won’t compromise on?
Never confuse the customer to make a sale. If we can’t explain it plainly, we fix the product or the copy until we can.
Where do you want to take NNIO next?
We’ve done the groundwork: sharpened the brand, cleaned up the channels, set our voice. Next, I want NNIO to be the go-to example of honest marketing in home appliances. That means:
A site where you can find exactly what you need in two clicks.
Social feeds that make you smile, not scroll past.
Clear, consistent messaging whether you see us in-store or online.
The long-term goal is simple: when people think “affordable home essentials in Singapore,” they think of NNIO as the brand with products that fit Singapore homes, and marketing that respects your attention.
What keeps you excited about NNIO’s future?
The idea that we can reset expectations in this industry. In a space where most brands compete on discounts and overpromises, we can compete on trust. That’s not just a marketing angle but our business model.
