We're an agency with deep expertise in helping brands find their compelling point of difference. For more than 25 years we’ve paired strategic tools with beautiful design solutions to help business stand-out, transform and grow.

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AirBnB finds-out how tough it is to get your branding right in China

The bumpy road for brands launching into China Recently Airbnb Co-Founder Brian Chesky announced via Twitter that his company has a new Chinese name; ‘Aibiying’. Aibiying is a clever localized brand name which sounds like the Western original, but translates in Mandarin to “to welcome…

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New online mattress brand Sooma launches

Truly Deeply recently created a new online mattress brand from scratch. Sooma is well and truly in the market now so we thought we’d share our process of working with them to create a brand from scratch. Sooma is all about simplifying the mattress buying…

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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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Why public opinion is not the way to name your brand (or anything else)

Popularity Doesn’t Equal Brilliant Brand Naming There’s a fascinating and more than amusing story playing out right now in the world of brand naming. The Natural Environment Research Council NERC) in the UK is launching a new multi-million dollar research vessel and has asked the…

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Kylie Vs Kylie – The power of a personal brand name

If there’s one sure sign you’re a global brand, it’s when you’re recognized by your first name alone; think Madonna, Beyonce, Adele and Kylie. A trademark battle has broken out in the US where Kylie Jenner of Kardashian fame has been seeking to legally own…

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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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What’s in a (brand) name (or brand identity)

  (Brand) names have baggage When creating a new name or identity for something there’s always the challenge of seconding guessing due to current associations. But by knowing you’re following a plan, backing yourself and a little patience it can all work out. Names are an…

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MOMU Launches a New, Differentiated House Builder Brand into the Perth Market

Client News: MOMU Launches their Business and New Branding We’re extremely proud to share the news of MOMU – the first truly next generation home builder – officially launching into the Perth market this week. MOMU is a home builder built around the idea that…

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'Chhirp' follows the mispelled brand name trend but is this a smart approach?

Mispelling a common word is one of the biggest naming trends at the moment. The rationale is often based on making the name ownable and sometimes it is just about being a bit quirky. Last week, we saw another one hit the market with Chhirp…

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Why engaging a brand agency to name your business or product might be the best business investment you ever make

The guy who asked ‘What’s in a name?” never had to grow a brand with a stinker. As a brand engagement agency often assist clients with developing names for their organizations and their products, but just as often we find ourselves working with established brand…

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Kiss or Kiis – is one letter enough to avoid brand confusion?

After 12 months, ARN has done what everyone expected and extended the Kiis brand to Melbourne. Today, Mix 101.1 was relaunched as Kiis 101.1. Now Melbourne has two stations with essentially the same name, albeit slightly different spellings. The David and Goliath legal battle has…

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Partying with Good Cycles in the name of Art

A few sore heads around the place this morning. Fair to say we’ll be a little slow to get going this morning. Had a ripping night last night at our Art with Heart, hanging with clients, friends, family and the Good Cycles Crew. Whilst we’re getting…

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