Offpeak.my is a new dining concept in Malaysia that was just launched in August. It works like this – restaurants are offering discounts through the website to patrons at certain time slots, for example 2pm to 5pm. But offpeak doesn’t remain just within that hours, they also offer all day discounts. That is the challenge that they are facing, to deliver the idea of Offpeak and managing the perception of the consumer. Lee Jia Ping from The Listening Tree is here to provide some insight on language used when delivering any brand message. 

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