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ALDI rebrands to differentiate

Reading through the articles about the upcoming ALDI rebrand I’m struck by what seems to be an inability for people to grasp some of the strategic rational behind this rebrand and rebranding in general. Everywhere ALDI has opened, they taken on established supermarket brands and…

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Collaborations and why I love them

I love collaborations. I’m not sure why. Whether it’s Louis Vuitton, H&M or IKEA coupling up with a new designer, I am there. I’ve chased down press releases online, waited for collections to drop (calendar event created) and happily lined up both on- and offline to purchase. I’ll admit it:…

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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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Smells Different. Demeter leverages the romance of everyday experiences.

Fragrance brand bucks category norms to standout in highly competitive fragrance category. Demeter continues to defy the age old art of using sex, glamour and mystique to sell fragrance. Instead, the brand uses everyday experiences as their inspiration. The US fragrance company has just released…

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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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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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Own your brand in every way

When I talk Oscars, style and Emma Stone it is not only because I am a big fat fan of award season and film, it is also because I love to see how the brand story telling of the nominated films can play out on…

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PwC Brand Not Shining So Brightly After Oscars Blunder

For those yet to see the footage, confusion hit the stage at this year’s Academy Awards when Warren Beatty and Faye Dunaway announced the incorrect winner of the Best Picture award as ‘La La Land’, not ‘Moonlight’ after they were given the wrong envelope on…

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The Rising Need for Brands to Change and Expand Competitive Sets

Today’s post is an article written by Brandhook, good friends of ours and the sharpest brand research and insights agency around. At BrandHook we talk about the 7 ways consumer behaviour has changed but after attending last week’s Mumbrella Retail & Marketing Summit it was…

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#wegetyou – a Campaign speaking the language of Gen Viz

Gen Viz speak their own (very visual) language. The Partnership for Drug-Free Kids, is a US nonprofit dedicated to reducing substance abuse among adolescents. In 2015 they developed this campaign to raise awareness of what they do and connection with their audience. Yes the campaign…

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Samsung Galaxy S7 Campaign – When reassuring brand ads get it wrong

Unbelievable Brand Messaging. It’s a Sunday night at our place and the new Samsung ad comes-onto the TV, kicking off with the statement: “At Samsung, safety has always been our priority”. It’s not often an ad is met with the instant derision to the extent…

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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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