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Ikea bike strengthens the brand’s smart urban living image

Swedish home furniture giant Ikea’s commuter bike, ‘Sladda’ is another brand reputation proof point. Ikea has built their reputation on providing affordable stylish urban living. However, in the past couple of years, the brand has stepped up its product development to extend its dominance in…

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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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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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IKEA brand taps into a higher purpose to support the Red Cross in Syria

  Meaningful branding builds deeper customer loyalty An unwritten law of commerce is that we do business with those we like. This applies equally to B2B sales as it does to B2C where it’s often about how much we like the brand rather than the…

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KolesWorth – Revealing the layers of successful SME branding

There’s more to branding than meets the eye Recently a small, independent supermarket opened at our local shopping strip. I was immediately drawn to the name and brand identity which are  naively unethical and amusing in equal measures. It turns out this is the fifth…

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Darknet Coffee – The new frontier in extreme brand exclusivity

Exclusivity has always been an important differentiator for luxury brands. Quality, price and aspiration are the other key dimensions for brands wishing to be positioned in the luxury end of their category. As a category becomes more competitive (such as the craft end of the…

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Is minimalism an appropriate brand differentiator?

The trend of minimalist branding We’ve had some recent discussion with clients and in turn in the studio about the relevance of minimalism in brand identity or logo design. Some point to a trend of recent rebrands like Pentegram’s work for Mastrcard, wondering if there’s…

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Standing out from the clutter to find true brand differentiation

On average consumers receive on average 3,000 marketing messages everyday, you’re no longer just competing against your direct competitors you’re competing against all messages that bombard people’s lives in order to get noticed. By offering the same, product, features and benefits as your competitors you…

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Branding, invisible gorillas and the art of standing out

How much are consumers really noticing your brand? In 2004 Christopher Chabris and Daniel Simons shared the Ig Nobel Prize in Psychology, awarded for ‘achievements that first make people laugh, and then make them think’, for the experiment they completed at Harvard that inspired The…

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Organic natural brands no longer differentiate

When mega brands go organic Gatorade is introducing an organic version of it’s brightly coloured sugar water for ‘athletes’. While the new product will be tested in select markets it seams Pepsi Co., the parent brand, sees the threat to the market dominant sports drink from more…

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BONDS Set to ‘Bring It’ with New Sports Range

BONDS introduces their first ever cross-category sports range – led by a perfectly on brand campaign. BONDS have recently announced the introduction of their first ever cross-category sports range. The collection features BodyCool technology, which boasts moisture absorbing and quick dry properties, and marks a…

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