Truly Deeply – Brand Agency Melbourne http://www.trulydeeply.com.au Differentiated branding to make your business stand-out, transform and grow. Tue, 16 Jan 2018 22:48:48 +0000 en-GB hourly 1 The 8 ways online has changed the way we shop and what traditional retails should do about it. http://www.trulydeeply.com.au/2018/01/online-retail-learn-strategies-retail-branding/ http://www.trulydeeply.com.au/2018/01/online-retail-learn-strategies-retail-branding/#respond Tue, 16 Jan 2018 19:00:30 +0000 http://www.trulydeeply.com.au/?p=38055 Intel’s global head of retail Jon Stine recently spoke with a group of Australian retail managers ahead of the National Retailers Federation’s annual expo in in NYC. Given Stine works with Intel, he has a pretty strong view on the future of online retail, but…

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online retail

Intel’s global head of retail Jon Stine recently spoke with a group of Australian retail managers ahead of the National Retailers Federation’s annual expo in in NYC.

Given Stine works with Intel, he has a pretty strong view on the future of online retail, but regardless, had some interesting things to say about how online is changing the way we shop and what traditional bricks and mortar retailers can learn from it. As a marketer, brand manager or brand owner, you’d be forgiven for thinking the majority of consumer purchases were made online, and if they weren’t already, it would soon be the case. For all the talk of online retail being the future, I think perspective is important. A look at the latest retail figures in Australia from November 2017 show that 5.5% of all retail was online. These figures still sit below the US – 10% for the same period, and the UK – 19%. There is no doubt the number as a percentage of sales in Australia continues to grow, and that at 19% of sales being online in the UK, retail in that market has changed significantly, but to an extent, with only 5.5% of retail sales in Australia being online, we have yet to see the ‘brave new world’ that has been long predicted.

Let’s compare for a second the impact of home delivery on the fast casual and restaurant category in Australia. In less than two years, the introduction of delivery has seen a significant change in the way Australian’s are ‘eating-out’. Delivery has grown the total category spend by as much as 30%, with around 1/3 of those sales cannibalized from the restaurants existing customers. That by comparison is a seismic shift in consumer behavior with a significant impact to businesses in that part of the hospitality category.

The more significant number in terms of online retail is the metric of how many customers started their buying journeys with a digital search. In the UK research has shown this to be as high as 80% of consumers. Regardless of the exact numbers, where you are located and what you are selling – indisputably, digital is shifting the way consumers prefer to buy, and all retailers need to grasp this change and develop strategies for their brands to respond accordingly.

“The younger and the more digital the shopper, the greater the expectation that the world will be like the internet, as opposed to the internet being like the world,” Mr Stine said. “With more and more products being commoditised, merchandise was becoming less important and service was becoming more so and the ability to gain customer loyalty was becoming the most crucial element to a retailers success”, he said. “Amazon Prime is the killer app – it allows easy shopping, friction free payment, payment in a click”.

The 8 ways online has changed the way we shop:

01. Choice – Consumers today expect to choose from the widest possible range of products. Retailers who carry a narrow product range without a strong rationale will find they frustrate more and more of their customers.
02. Product Information – Consumers expect to be able to find out every detail relating tho the products they are considering purchasing. Retailers need to have this depth of information at their finger tips, or even better; available for customers to access if and when they wish.
03. Product Comparison – Consumers are used to being able to compare apples with apples when it comes to the products they are after. regardless of what their preference is based-on.
04. Personal Recommendations – With more eCommerce sites providing recommendations based on your previous purchases and profile data, retailers need to be able to do the same.
05. Reviews – Along with product comparisons, consumers value objective product reviews as a valued part of the decision making process. Retailers unable to provide reviews as part of the shopping experience are inadvertently providing a roadblock to purchase.
06. In My Own Time, In My Own Way, Without Being Hassled or Sold to – Online retail provides a zero pressure sales environment. Consumers are becoming used to this way of shopping when they want, even spreading the decision making process over days or weeks, with all the assistance they require and without any sense of sales pressure. The challenge for traditional retailers is to provide attentive service to assist with closing a sale, without any sense of sales pressure.
07. Immediacy, the ability to buy when and where I want. Retailers with restrictive opening hours and only one retail outlet will find it increasingly difficult to meet the shopping habits of consumers. Longer opening hours and wide availability of product through more stores or retail partnerships are becoming table stakes.
08. Simple One Click Sale (incl. remembered payment details) – This final step may not sound like much, but anyone who’s spent much time in retail understands how important the last five feet are in the purchasing process. Get the last step right and you go a long way to having a happy customer. Get it wrong and you likely lose the sale and a customer for life. Online retail offers an immediate, pressure free payment process with more retailers offering one click purchasing with credit card and delivery details saves to their customers’ profile.

But it’s not a completely biased playing field. The traditional bricks and mortar retail experience still provides some natural advantages to meeting the desires of consumers. The opportunity here is for retail brands to understand their natural advantages, and overlay those with shifting consumer shopping habits, to develop a strategy to build consumer loyalty into the future.

The 5 big advantages bricks and mortar retailers still have:

01. Trial & Sizing – Reducing the Chance of Dissatisfaction/Returns – Still a bug-bear for online retail is the hassle for consumers when their purchase arrives and it isn’t the right size or what they ordered. This is an opportunity for traditional retailers to exploit their natural advantage.
02. Visual Merchandising – Displaying, demonstrating and trialing product is still the best way to attract and close a sale. Traditional retail is all about the experience, and retailers need to focus on creating ways to display and demonstrate product to leverage this advantage.
03. Informative and Expert Assistance – What could be better than all the info available on the web? An expert on hand who can answer a consumer’s specific questions, make suggestions, offer advice and recommendations. Many consumers remain resistant to asking for help, and online shopping is only reinforcing this habit. Retails need to develop bot expertise, and a way for their customers to access it when and how they wish.
04. Personal Touch – For many consumers, having a human involved in the buying process is still a positive part of the experience. The difference here is well trained staff providing a high level of service Vs a poor customer service experience. Over the last decade, the gap between the best trained retail staff and the rest of the pack has continued to widen (think Apple, Lulu Lemon and Mecca) as leading retail brands identify and leverage this advantage.
05. Immediate Fulfillment – Perhaps the greatest advantage of traditional bricks and mortar retail for consumers is the ability for them to walk out of the shop with their purchase, with little chance of product dissatisfaction relative to online retail.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
For monthly updates of our thinking, click here to receive our free Brand Newsletter

Photo Credit: Kevork Djansezian, jsmith

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Truly Deeply brands How Now; a truly different kind of milk http://www.trulydeeply.com.au/2018/01/truly-deeply-brands-now-truly-different-kind-milk/ http://www.trulydeeply.com.au/2018/01/truly-deeply-brands-now-truly-different-kind-milk/#respond Mon, 15 Jan 2018 19:00:57 +0000 http://www.trulydeeply.com.au/?p=38054 Truly Deeply is proud to introduce our brand strategy, identity and packaging work for How Now. An exciting new dairy brand, How Now not only stands up for cows, it stands out from the herd with a powerful purpose to provide kind milk products for…

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Truly Deeply is proud to introduce our brand strategy, identity and packaging work for How Now.

An exciting new dairy brand, How Now not only stands up for cows, it stands out from the herd with a powerful purpose to provide kind milk products for dairy lovers.

How Now is unique in the Australian dairy industry. Its mission is to eliminate the killing of Bobby Calves, a by-product of the commercial world of Dairy Farming.

Rather than scaring people, we created a powerful and positive brand story of kind milk from a better place. The happy cow messaging carefully calls out the problem but also tells a positive story of why How Now is different and so much better for the cows, their calves, our farmers and for us.

To further help the brand stand out we chose the name ‘How now’. Not only does this play on the famous phrase ‘how now brown cow’ it also highlights the brand’s power to question (how) and challenge the establishment but also provide a better way today (now).

Loosely based on the blotch patterns of cows and drops of milk, the How Now brandmark is made from a fluid friendly typemark housed in a soft organic blob. It works on its own and with the completion ‘Happy Cow’ providing a simple lock-up that proposes things have changed for cows.

     

The simple high contrast colour palette works with the simple label designs to give the bottles strong, recognisable shelf presence while still using a traditional dairy colour palette. The soft blob shape is used as a graphic to create a repeating pattern as the bottles stand together.

The new brand identity brings to life the brand’s belief that all that stands between us and a kinder, luscious, smooth velvety milk, is a new way of thinking.

Despite a highly cluttered and competitive market, How Now is quickly gaining traction. While many brands are in a race to the bottom to fight the $1 milk, How Now is already proving that a truly differentiated purposeful brand is valued by consumers.

How Now is available at select retailers and markets in Victoria. The company is already looking to significantly increase production and expand their product range to meet retailer and consumer demand.

Find out more about How Now, the farm, meet the cows and more.

Read more about our thoughts on milk brands in Australia.

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Marketing guru Seth Godin talks about Brand Authenticity http://www.trulydeeply.com.au/2018/01/marketing-guru-seth-godin-talks-brand-authenticity/ http://www.trulydeeply.com.au/2018/01/marketing-guru-seth-godin-talks-brand-authenticity/#respond Thu, 11 Jan 2018 19:00:58 +0000 http://www.trulydeeply.com.au/?p=37824 The differentiating power of brand authenticity When best-selling author, entrepreneur and marketing guru Seth Godin spoke with Brandchannel editor Shirley Brady about what brands need to do to stay relevant, authentic and innovative at the Brandemonium 2017 conference in Cincinnati, his view on the role…

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brand authenticity

The differentiating power of brand authenticity

When best-selling author, entrepreneur and marketing guru Seth Godin spoke with Brandchannel editor Shirley Brady about what brands need to do to stay relevant, authentic and innovative at the Brandemonium 2017 conference in Cincinnati, his view on the role of brand authenticity stood-out.

Working with so many businesses on developing their branding and marketing for many years, I am a strong advocate for building a brand from a foundation of Authenticity. As Godin explains, for many businesses brand authenticity is a misunderstood and undervalued business strategy.

“Authenticity is a minefield, and the reason is; the last time any of us were truly authentic is when we were three months old in diapers. Ever since then we’ve been doing things on purpose.’ says Godin.

We don’t do only what we feel like, we do what we believe is going to work. And it’s naive to think that  company, a group of people is going to uniformly act however they feel like in the moment. That’s not what it is. Authenticity means; acting in a way that we expect you to act, being consistent, even when we’re not looking. And that’s when brands fall apart, when we discover that behind the scenes you’re not who we thought you were. But if we’re consistent in being who people think we are, then we’re seen as authentic. When we’re seen as authentic the promise of the brand becomes more valuable.”

My experience as a creator of brands for more than 25 years has been that brands with an authenticity borne from passion and craft are provided an extraordinarily powerful differentiator that resonates with their clients and customers. When a business is seen as staying true to the pure principals of their craft, being bread baking, pasta making, 4-wheel driving, recruiting for adrenaline brands or whatever, they are seen as being authentic in the most positive manner. When this authenticity is also driven by passion, the benefit increases exponentially, transforming them into the leader of their own cultural tribe (think Red Bull, Harley Davidson and Australia’s R.M. Williams).

When competing in their market against brands with more functional attributes, these craft brands driven by passion have a strong resonance and preference with their consumers – a natural advantage of preference.

You can read the complete interview on Brandchannel here.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
For monthly updates of our thinking, click here to receive our free Brand Newsletter

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Happy New Year from Truly Deeply http://www.trulydeeply.com.au/2018/01/happy-new-year/ http://www.trulydeeply.com.au/2018/01/happy-new-year/#respond Wed, 10 Jan 2018 05:25:58 +0000 http://www.trulydeeply.com.au/?p=37997 We’re back in the studio and ready as ever for what 2018 has in store. The team at Truly Deeply had a great holiday away (bar the few thirsty studio plants that may need some time to recover), with a few of the team travelling…

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We’re back in the studio and ready as ever for what 2018 has in store. The team at Truly Deeply had a great holiday away (bar the few thirsty studio plants that may need some time to recover), with a few of the team travelling to places like Japan, Russia, Noosa, and Darwin of all places. We hope you had a great holiday and enjoy the blog posts coming to you this year!

Here are some other exciting things happening in the world in 2018:

  • The 2018 FIFA World Cup is scheduled to be held in Russia. ⚽  🏃
  • It will be 10 years since the release of the TV series Breaking Bad (feel old yet?). 💰 📽
  • Prince Harry and Meghan Markle are getting married on May 19.  💐  🔔 
  • On July 27, Mars will be at its closest point to Earth since 2003.  🌌  🌎
  • Two space tourists are scheduled to fly around the moon marking the first time humans have travelled beyond low-Earth orbit since 1972.  🚀 ✨

Happy New Year!

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Merry Christmas from Truly Deeply (and UK retailer John Lewis) http://www.trulydeeply.com.au/2017/12/christmas-uk-retailer-john-lewis-retail-branding/ http://www.trulydeeply.com.au/2017/12/christmas-uk-retailer-john-lewis-retail-branding/#respond Tue, 19 Dec 2017 19:00:40 +0000 http://www.trulydeeply.com.au/?p=37988 We’ve continued the tradition of sharing our favorite Christmas TV commercials. The festive season is not only an important time for brands to reach-out to their customers to garner their pre-Christmas purchasing, but it’s also a time that audiences are more open to emotionally connecting…

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retail agency

We’ve continued the tradition of sharing our favorite Christmas TV commercials.

The festive season is not only an important time for brands to reach-out to their customers to garner their pre-Christmas purchasing, but it’s also a time that audiences are more open to emotionally connecting with brands than usual. Among the big budget schmaltz we get served-up every Christmas there are always some gems that combine just the right combination of creativity and heart-string tugging.

This year’s Christmas ads from UK retailer; John Lewis have hit the mark, with Moz the Monster being my fave.

Enjoy the festive season. Be safe, be thankful and most of all be inspiring.
#mozthemonster

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
For monthly updates of our thinking, click here to receive our free Brand Newsletter

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Christmas ads 2017; part two http://www.trulydeeply.com.au/2017/12/christmas-ads-2017-part-two/ http://www.trulydeeply.com.au/2017/12/christmas-ads-2017-part-two/#respond Mon, 18 Dec 2017 19:00:27 +0000 http://www.trulydeeply.com.au/?p=37947 More of the best Christmas brand story telling. Here’s some more of the best ads of the season from the usual suspects and a few others. Check out the different brand approaches to make us laugh, cry and potentially buy from them. Boots – Show…

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Christmas ads, brand story telling

More of the best Christmas brand story telling.

Here’s some more of the best ads of the season from the usual suspects and a few others. Check out the different brand approaches to make us laugh, cry and potentially buy from them.

Boots – Show them you know

The big one for the year! Apparently it’s the people’s favourite, according to data research firm 4C Insight.

Bonds – Light it up this Christmas

Aldi UK – Kevin the carrot

M&S – Spend it well

Morrisons – Free From

Myer – Elf’s journey

House of Fraser – Bring Merry Back

Amazon – Give a little bit

Debenhams – Find your fairytale Christmas

Check out part one to see ads from H&M, John Lewis, David Jones, Aldi Australia and Arnotts.

If there’s any great ones that we’ve missed, drop us a note and we’ll update the blog!

From all of us at Truly Deeply, have a wonderful Christmas!

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.

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Old branding lesson in a new world from Tiffany & Co. http://www.trulydeeply.com.au/2017/12/branding-lesson-new-world-tiffany-co-brand-strategy/ http://www.trulydeeply.com.au/2017/12/branding-lesson-new-world-tiffany-co-brand-strategy/#respond Thu, 14 Dec 2017 19:00:21 +0000 http://www.trulydeeply.com.au/?p=37909 Don’t throw the marketing baby out with the bathwater. This recent ad for Tiffany & Co. reminded me of the power of media placement. As the brand world continues to evolve and become more complex, it’s useful to keep in mind that some of the…

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marketing

Don’t throw the marketing baby out with the bathwater.

This recent ad for Tiffany & Co. reminded me of the power of media placement. As the brand world continues to evolve and become more complex, it’s useful to keep in mind that some of the oldest marketing tactics are still effective. Brilliant that it was a classic, traditional brand like Tiffany & Co. who snuck-in this killer marketing punch.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
For monthly updates of our thinking, click here to receive our free Brand Newsletter

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Tis the season – 2017 Christmas Ads http://www.trulydeeply.com.au/2017/12/tis-season-2017-christmas-ads/ http://www.trulydeeply.com.au/2017/12/tis-season-2017-christmas-ads/#respond Wed, 13 Dec 2017 19:00:54 +0000 http://www.trulydeeply.com.au/?p=37924 Snow, eggnog, warm log fires, presents and all that deliciously delightful food. Or like us, if you live in the Southern hemisphere; beaches, pine trees, sunscreen, BBQ’s and backyard cricket. Christmas reaches out and touches all the senses this time of year and so do…

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H&M A Magical Holiday Christmas Ad

Snow, eggnog, warm log fires, presents and all that deliciously delightful food. Or like us, if you live in the Southern hemisphere; beaches, pine trees, sunscreen, BBQ’s and backyard cricket. Christmas reaches out and touches all the senses this time of year and so do all the marketeers with the annual bonanza of festive season TV commercial’s. For many retailers and brands, Christmas is their Superbowl moment of the year where they inject a large percentage of their annual marketing budget into these ad campaigns.

Many of them playing out like short films the big retailers and big brands traditionally do it very well taking their advertising to a whole new level.  Often engaging in some of the worlds biggest and best creatives, celebrities and actors with a great selection of tear jerkers, heart warmers and some good ol’ fashioned fun. It has somewhat become a competition to see who will make the most popular Christmas advert and with Christmas all being about the heart and not the head advertisers know the two most important things a successful campaign needs is to incite laughter and tears.

Take a look at some of our favourites from this year, hope you enjoy them as much as we did. It really is beginning to look a lot Christmas.

H&M – A Magical Holiday
Featuring  Nicki Minaj, Jesse Williams and  John Turturro.

John Lewis – Moz The Monster
Directed by Michel Gondry, who won an Oscar as a writer of the film Eternal Sunshine Of The Spotless Mind featuring a Beatles cover by Manchester band ‘Outfit’

Aldi – The More The Merrier
Agency BMF tell the story of one man’s obsession with winning backyard cricket, spanning across 40 years.

David Jones – Now It Feels Like Christmas
Created by TBWA Sydney in partnership with design house Maud and in consultation with heavyweight UK marketer Steve Sharp.

Arnott’s – Santa’s Big Night
Their first Christmas campaign, by TKT Sydney

If you’re still hungry for more, check out part two. See more of the best Christmas ads including Boots, Bonds, Aldi UK, M&S, Myer, Morrisons, House of Fraser, Amazon and Debenhams, here.

Renee Blakeley
Senior Finished Artist / Studio Co-ordinator

 

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How Bud defied consumer research to create a viral campaign http://www.trulydeeply.com.au/2017/12/bud-dilly-dilly-viral-campaign-branding-agency/ http://www.trulydeeply.com.au/2017/12/bud-dilly-dilly-viral-campaign-branding-agency/#respond Tue, 12 Dec 2017 19:00:11 +0000 http://www.trulydeeply.com.au/?p=37919 Creating a viral campaign with moments of nonsense and fun. If you’ve come across the “Dilly Dilly” movement on social media recently, you can thank Bud Light for turning the phrase into a catch-cry for the end of 2017. In a recent interview with Business…

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branding agency
Creating a viral campaign with moments of nonsense and fun.

If you’ve come across the “Dilly Dilly” movement on social media recently, you can thank Bud Light for turning the phrase into a catch-cry for the end of 2017.

In a recent interview with Business Insider (see clip below) Anheuser-Busch InBev Chief Marketing Officer Miguel Patricio was asked about how they came-up with the whole “Dilly Dilly” idea. As Patricio tells-it, the spark came from a good old-fashioned hunch that surprising and delighting with nonsense and fun was a better indicator than market testing.

“‘Dilly Dilly’ doesn’t mean anything. That’s the beauty of it” Patricio says. “I think that we all need our moments of nonsense and fun. And I think that “Dilly Dilly,” in a way, represents that.”

“To tell you the truth, we never expected this to be so successful. It didn’t test that well. We did that ad, actually, because of – the new season of “Game of Thrones” coming, but when we tested, it didn’t test that well. We said, ‘Consumers will get it.’ And especially with repetition. We have a chance here for this to become big. So, we went against the research and we gave a chance to ‘Dilly Dilly’ and we are so happy!”

“I think that one of the proofs of success, nowadays, from a cultural standpoint, is when you go to Amazon and you don’t do anything, there are people already selling t-shirts. Two weeks ago, I went on Amazon. There were like ten different types of “Dilly Dilly” t-shirts. I said “Yes! That’s it!” It becomes a cultural currency.”

As the world of branding becomes more data-driven, we need to make sure we create the opportunities for the moments of nonsense and fun that Bud Light have so successfully tapped into. The more focused we become on honing-in on ‘what we know’, the more opportunity there will be for brands who make room for a little ‘what we feel’. Hats off the the Anheuser-Busch team and their agency Wieden+Kennedy for reminding us.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
For monthly updates of our thinking, click here to receive our free Brand Newsletter

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5 charts that explain the growth in experiential retail http://www.trulydeeply.com.au/2017/12/5-charts-explain-growth-experiential-retail/ http://www.trulydeeply.com.au/2017/12/5-charts-explain-growth-experiential-retail/#respond Mon, 11 Dec 2017 19:00:26 +0000 http://www.trulydeeply.com.au/?p=37860 Brands find innovative ways to merge entertainment and technology with traditional shopping to survive. ‘Experiential Retail’ or ‘Retailtainment’ is one of the biggest growth areas in retail at the moment. Just like Google’s pop up store in Manhattan, brands are constantly seeking innovative ways to…

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experimental retail, retailment

Brands find innovative ways to merge entertainment and technology with traditional shopping to survive.

‘Experiential Retail’ or ‘Retailtainment’ is one of the biggest growth areas in retail at the moment.

Just like Google’s pop up store in Manhattan, brands are constantly seeking innovative ways to entertain and engage customers in the product and brand. While traditional bricks and mortar stores rapidly disappear, there’s growing data that more innovative physical brand spaces are more relevant than ever.

Below are five charts that Digiday has identified as demonstrating the push towards experiential retail.

1. More channel choice but physical stores still relevant

The National Retail Federation’s 2017 “Consumer View” report shows that while consumers have more choice than ever, both Gen Y and Zs are visiting retail stores more.

retailment, experiential retail

2. Pop ups increase brand sentiment

Brands are realising that pop-ups not only re-engage customers, they significantly drive positive brand sentiment. In the graph below, Brandwatch shows the strong sentiment of the Google and the Calvin Klein x Amazon Fashion pop-up stores on social media.

brand engagement, brand experience

3. Retailers are investing more in experimental

PSFK’s “Future of Retail 2018” report found that 55 percent of the 400 retail executives surveyed will spend part of their marketing budgets on in-store experiences by 2020. Read more about retail trends and the report here.

retailtainment, experiential retail

4. Entertaining shopping centres perform better

GlobalData found that centres providing extra services like restaurants, in-mall entertainment, pop-up shops and child care drove more frequent visits and more spend.

brand experience

5. Experiences in-store drive stronger sales

Walker Sands “2017 Future of Retail” study identified personalised and unique experiences as key to driving and increase sales.

experiential retail

This story was originally published in Digiday. Read the full article here.

Image courtesy of Google.

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oBikes – when technology and good intentions meet the real world http://www.trulydeeply.com.au/2017/12/obikes-technology-good-intentions-meet-real-world/ http://www.trulydeeply.com.au/2017/12/obikes-technology-good-intentions-meet-real-world/#comments Sun, 10 Dec 2017 19:00:40 +0000 http://www.trulydeeply.com.au/?p=37843 Dockless bike sharing is an innovative and profitable new market place for tech-savvy start-ups but what happens when technology and good intentions meet the real world? The generosity of bikes appearing across cities throughout the world to help us get from A to B, improve…

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Dockless bike sharing is an innovative and profitable new market place for tech-savvy start-ups but what happens when technology and good intentions meet the real world?

The generosity of bikes appearing across cities throughout the world to help us get from A to B, improve our health and have a positive impact on our environment is a wonderful brand concept.

Earlier this year brightly coloured yellow bikes began popping up like chocolate Easter eggs around Melbourne street corners, train stations and many other public areas. A new concept to Melbourne that initially made many of us concerned that someone had randomly dumped a brand new stolen bicycle.

We soon discovered these untethered bikes were a fabulous brand concept from Australia’s first dockless bicycle sharing platform from Singapore called oBike. They saw a gap in the market here and wanted to implement a system that was faster than walking from bus/train/tram station to and from work, cheaper than a train, bus or taking a cab, less time consuming than waiting for a bus and healthy and environmentally friendly.

 

Melbourne's oBike's

 

The concept is fairly straight forward and incredibly affordable at $1.99 for 30 minutes; instead of heading to a docking station full of bikes, users tap a mobile app to locate the closest bicycle left by a previous rider on a footpath or in another public place, a rider scans a QR code on the bike to unlock the rear wheels and once the rider gets to their destination they find a location eligible for bicycle parking and lock the bike manually.

Unlike fixed docking stations you can leave your bike wherever your journey ends, literally and perhaps therein lies the challenge with the business model, did they factor in understanding the psychology of human behaviour? Unfortunately, the mistreatment of the oBikes has shown us an ugly side of human nature with many of the bikes being dumped in obscure places and vandalised.

oBikes in Yarra River

Melbourne City council began impounding the bikes declaring them “visual pollution” after they’ve been found up trees, discarded on railway tracks, placed on rooftops and toilet blocks and dozens dumped in Melbourne’s Yarra River, not to mention the amount discarded in laneways missing wheels and bike seats.

They have been used in a blockade at the Victoria International Container Terminal by the maritime union of Australia blocking two entrances in an industrial dispute and more recently a disagreement about the use of the oBikes have sparked a brawl on a Melbourne train. How’s that for Melbourne’s response to this fabulous concept and oBikes good intentions!

obikes used In Blockade

Feeling a little embarrassed of my hometown and sad and sorry about the mistreatment of the oBikes I decided to do some research and find out what was wrong with us? Has this happened anywhere else in the world or is this wave of misbehaviour a uniquely Australian cultural flaw?  Surely it has to be.

To my surprise there has been similar treatment of shared bikes throughout the world and in particular in China where there are over 16 million shared bikes on the road, they have bike sharing graveyards as vast as Australia Rules Football fields. Their wave of mistreatment of the bikes also led many Chinese to look for deeper explanations and ask if bike-sharing has revealed essential flaws in the national character, prompting a far-reaching debate about social decay and the decline of decorum and morality in the country. I hear you China, however rest assured it’s not you, it’s all of us.

Bike Share Graveyard in China

Bike-sharing grave in China

Sadly, throughout the world public properties are seen as having no owner therefore people believe they can take advantage of them without regret. Used and abused bike sharing bikes are having a tough ‘ride’ on the grand bike path of life.

Bike sharing systems have shown that they can help reshape urban transportation and make cities better, people healthier and the planet greener for their inhabitants which I am a passionate advocate of however their placement (often in comical positions) in the real world and mistreatment  by many is a stark reminder of the short comings of human nature and something these tech start-ups and ourselves need to address.

Emma Ferris 
Office Manager

 

 

 

 

 

 

 

 

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Refreshingly beautiful beer packaging design from Norway http://www.trulydeeply.com.au/2017/12/refreshingly-beautiful-beer-packaging-design-norway/ http://www.trulydeeply.com.au/2017/12/refreshingly-beautiful-beer-packaging-design-norway/#respond Thu, 07 Dec 2017 19:00:46 +0000 http://www.trulydeeply.com.au/?p=37817 Krone Organic Pilsner – A deliciously refreshing drop of beer branding. Norwegian brewery; Norbrew have released a new Pilsner called ‘Krone’, which is Norwegian for ‘Crown.’ The product is brewed using just four organic raw ingredients. This simple brewing recipe is reflected in the packaging…

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beer packaging designers

Krone Organic Pilsner – A deliciously refreshing drop of beer branding.

Norwegian brewery; Norbrew have released a new Pilsner called ‘Krone’, which is Norwegian for ‘Crown.’ The product is brewed using just four organic raw ingredients. This simple brewing recipe is reflected in the packaging design – refreshingly clean, simple and bold. The cans feature a matte finish with metallic gold tops and type to emphasise the beer’s quality and the brand name, which is beautifully communicated through the typographic play of the brand name. The end result is a piece of packaging that both reflects the spirit of the product and stands-out from the market with a unique visual language.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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