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Why brands need to pick a side and face the consequences

Today’s guest article has been penned by the very smart people at eatbigfish. eatbigfish is a strategic brand consultancy with a single focus: challenger thinking and behaviour. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger…

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Budweiser’s Immigrant Campaign creates a storm in a pint glass

How should a brand react when a campaign gets this kind of backlash? Budweiser’s 2017 Superbowl commercial features the story of the beer company founder’s ambitious journey from Germany to America in pursuit of his dream: to brew the ‘King of Beers’. The story combines…

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What do you do as a consumer?

In the light of the recent #CoopersGate, as a consumer and a brand strategist I wonder: where do we go from here? Last week, Coopers’ beer was featured in Bible Society’s video ‘Keeping It Light’. In the video liberal party politicians, Tim Wilson and Andrew…

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Gatebox and the brave new world of AI

Has artificial intelligence come of age? Tech firm Vinclu has created the ultimate companion for a new generation of overworked Japanese. Her name is Azuma Hikari, and she’s the AI persona at the heart of Gatebox, a $2,500 product that acts as a home assistant…

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Found in translation. A masterclass in global branding from Samsung

Samsung’s new ad in India is a masterclass in localization for global brands. As more brands look to the huge markets in China and India with a mix of enthusiasm and consternation, Samsung’s latest ad campaign created for the Indian market is hitting the mark.…

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Truly Deeply raises over $27,000 for One Voice through Art with Heart 2016

It is not every day you get to hand over a rather large cheque for $27, 812.16 to the beneficiary of Art with Heart 2016, however that is exactly what we had the great pleasure of doing yesterday when some of the team from Truly…

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Big brand Marvel releases their 2017 Superhero NRL Jerseys!

  The NRL’s ongoing collaborative superhero campaign with comic brand Marvel continues with their new jerseys for 2017! Wether your a fanatic fan of Marvel AND/OR the NRL sport, you can’t deny it is a compelling campaign and shows the power of collaboration between two forceful brands…

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Explore your brand in new contexts

The success story of Skam The young adult television show ‘Skam’ (English: ‘Shame’) has gained humongous success and large audience numbers throughout Scandinavia the past years and it all seems to elevate now as the 4th season will air, and the rights to an American…

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Why Consumers Love a Brand that Stands for Something

I recently came across this pic in my Facebook feed; it’s of a label sown into garments produced by a small U.S. brand for sale in the French market. The translation from French says: Wash with warm water Use mild soap Dry flat Do not…

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From Bandwagon To Brand Wagon?

AFL Women’s League An Untapped Brand Sponsorship Treasure Chest. If  last Friday night’s opening game of the AFLW is any indication, the belief that there’s no interest in women’s sport is fading fast. Even the AFL themselves were not prepared for the crowds that came…

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Sensory brand differentiation

Custom Apple accessory maker 12 South has created a ‘New Mac Smell’ candle for this Christmas. While it’s got plenty of headlines for obvious reasons. For me it raises the question: What do sensory branding do you do? We’re all aware of brands that have…

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Why Craft Brands are genuinely challenging the Goliaths

Is the age of the Goliath brand over? Author Ben Zifkin’s book The Rise of the Craft Brand, set’s out a compelling case for why smaller, craft-focused brands are set to become a force in the changing world of commerce. The world of brands and…

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