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How American Baseball taught us the Golden Rule of Brand Differentiation.

Differentiation works in Major League Baseball too. Re-reading Marty Neumeier’s book ‘Zag’ this week, I was fascinated by the story of America’s shortest ever professional baseball, Willie Keeler. Wee Willie, as he was known back in the good ol’ politically incorrect days of the 1890s…

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Optus differentiates from the market with a flexible rebrand

Optus is the second largest telecommunications provider in Australia offering mobile, fixed, and broadband services to consumer and business customers. It has repositioned itself in the market with a flexible rebrand. You may remember their recent rebrand back in 2013 that received many mixed reviews and…

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Brand Strategy Internship – Applications Now Open

We have an exciting opportunity for a Brand Strategy Intern and we would love to hear from you. Truly Deeply’s Internship program represents a fantastic opportunity to learn on the job with real world experience. During your time at Truly Deeply, you will be able to…

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David Jones – One Name: Endless Possibilities

Department store giant David Jones unveils new Spring/Summer 2016 collections and new brand promise. Department store giant David Jones has launched their new Spring/Summer 2016 collections, along with a new brand promise ‘One Name: Endless Possibilities’. The new campaign was launched over the weekend, with…

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Here come the milk brands

Things may have died down since the consumer backlash against big milk in Australia following Whaleed Aly’s piece on the project in May but I think we’re starting to see some of the effects in our Milk isle still today. While there was a immediate…

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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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Time for Telstra rethink its brand proposition as it comes under attack again

Once again Telstra’s public relations team is frantically working to deal another brand attack, this time from Choice. The problem for Telstra is their network performance is not just core to the brand, it is really everything the brand stands for. Telstra needs to urgently…

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Truly Deeply refreshes iconic Aussie BBQ fuel brand, Heatbeads

Melbourne brand strategy and design agency has developed new packaging, brand messaging and design for the Heatbeads range of products. “The team at Truly Deeply took the time to really understand the Heatbeads customers and market to create packaging that both respected our brand’s long…

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The 5 levels of brand leadership – from Survival to Significance

Measuring your brand’s social standing Jeremy Waite (Head of Digital Strategy EMEA @Salesforce.com Marketing Cloud) in his book, ‘From Survival to Significance’ represents an interesting perspective on the way brands and consumers engage on social media. This is an area of brand management that is…

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Harley Davidson – Breaking from Tradition to Target Millennials

Harley Davidson steers in a new direction with their latest creative campaign. Harley Davidson has been able to build a brand that goes beyond just a brand name, it has become a legend. Any mention of the brand evokes images of long highways through classic American landscapes,…

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Why Enjoyable Brand Experiences are so Valuable for Customers

  The Science of Brand Influence Here at Truly Deeply we bang-on a lot about brand experiences and why they are so important for brand engagement. The science behind this phenomena is what we call the Dopamine effect. Dopamine is a neurotransmitter (a chemical in…

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Milk brands need genuine brand differentiation to survive

Time for Lion Group to step up. It’s milk brands, including PURA and Dairy Farmers are suffering from no real brand differentiation and now they are fighting a legal as well as marketing battle. For decades, full cream milk has been just been milk. The…

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