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Choice, the evolution of a brand.

More than a rebrand. There’s been something interesting going on at Choice. More than a logo refresh, it seems the stalwart reviewer is starting to develop its activist side. While Choice is known for its product reviews and buying guides more than it’s disruptive activist…

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The first steps to creating a new brand. Part Two.

We’re constantly working with start-ups and entrepreneurs looking to get their brand up and running on limited funding. Wondering what they can do to guarantee value from the process and ways to use the budget as efficiently as possible. Over my next two blogs, I’m…

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The first steps to creating a new brand. Part One.

We’re constantly working with start-ups and entrepreneurs looking to get their brand up and running on limited funding. Wondering what they can do to guarantee value from the process and for ways to use the budget as efficiently as possible. So over my next two…

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Triple M stretches their brand again to represent country music

Once known as the rock station, Triple M is stretching so far it risks diluting its brand to nothing. First it was the rebrand of heritage gold format stations, now Triple M wants to be the brand for country music. As of February, Triple M…

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Truly Deeply creates new Aussie baby formula brand for China

Rebranding Royal Warton to standout in the Chinese market and hero its Australian product origin. Royal Warton has been tapping into the growing demand for Australian baby formula in Australia. However, it was struggling to standout in the highly cluttered local market and was lacking…

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Amazon’s vertical shift from brand seller to brand owner (and seller)

Amazon Builds their House of Brands. New’s this week that Amazon has been advertising for brand managers to create  a private label of Sportswear Apparel is another indicator of the online retail giants ambition to become an owner as well as a seller of brands.…

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Coca Cola ‘one brand’ architecture comes to Australia

Multinational soft drink giant introduces its new brand architecture strategy to Australia. After decades of establishing more niche brands, Coca Cola has shifted back to what they call the ‘one brand’ design. Essentially, they are now refocusing on creating a stronger master brand, with more…

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SCN’s new brand architecture favours national advertisers over local listeners

D-Day approaches as Southern Cross Austereo (SCN) rebrands regional radio as Triple M or Hit. Next week, most of SCNs regional stations will get a new name and identity to align with the company’s city stations. This is largely a corporate brand architecture approach to…

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Mercedes Man – star brand extension or stinker?

Mercedes has followed a number of fashion brands and celebrities who have tried to leverage their status to create a brand fragrance. Their new range of fragrances are now available at Chemist Warehouse but is this good for the Mercedes brand? For many premium fashion…

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Brand differentiation: Sometimes you just need an asshole.

Asshole or hero? Donate Life takes boldly different approach to organ donation. We often talk about the importance of brands being brave and different to truly standout and that’s just what Donate Life America has done with its latest campaign. The World’s biggest asshole dials…

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How hotels have responded to the rise of Airbnb

The changing landscape of hotel accommodation to target millennial travellers Since Airbnb’s disruption of the hotel industry from its inception in 2008, and pioneering a shift toward the sharing economy, many have predicted the demise of traditional hotels as a result. While younger travellers have…

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Tata’s Zica brand name to be ditched due to Zika virus

Tata Motors rethinks brand name for new car on launch. Being associated with the horrible Zika virus could potentially kill the Zica brand before it gets going. Tata recognises the brand name Zica is no longer #Fantastico! But are they responding fast enough?

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