Discounting pricing strategy – detrimental to retail brands


When a brand continually discounts its goods or services do you ever want to pay full price for those same goods when they aren’t on sale? Every time I visit Katmandu they are having a sale and its usually a substantial one with discounts of 40-70% off. The full price on the tag has become meaningless to me because I know that this must be inflated to counteract their continual discount strategy. This leaves me never wanting to pay full price because I know there will be a sale coming up. So is a discounting price strategy detrimental to your brand and what are some other strategies to build brand loyalty and repeat purchase? Read the rest of this entry »

BNP Paribas re-defines the future of retail banking

retail branding agency

A Challenger Brand Mindset from a Big Global Bank
There’s a saying in business that if you’re not moving forwards you’re moving backwards. And on that basis, much of the retail banking sector in Australia has been struggling to keep up with the pace of change seen in categories that surround them. Sure there’s been the development of online banking and a range of (semi) new products, but broadly speaking; innovation of the customer experience has underwhelmed. European bank BNP Paribas have changed that with their new concept retail banking space in Paris. Designed by Paris-based architect Fabrice Ausset of Zoevox, the 1,000m2 branch busts through many paradigms of how a bank should look and behave. At Truly Deeply we love a good challenger brand, and as BNP Paribas demonstrate, you don’t have to be an off-the-wall internet start-up, nor run by a blonde bearded, randy entrepreneur to challenge the paradigms of your industry. What you need is an appetite to lead and the courage to create the future. Check these inspiring pics of the BNP Paribas Concept Bank after the jump…

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MSO brand engages a younger audience with free events

MSO Brand Free events 2

Almost 30,000 people enjoyed the classic sounds of the Orchestra over this February’s three events. 

Melbourne Symphony Orchestras free events have become known to create a great soundtrack to summer in the city; bringing timeless music and talented artists together with a sunset backdrop at Melbourne’s most famous outdoor venue. For many years MSO has struggled to remain relevant with the younger generation, but we see Sidney Myer music bowl’s free events program assist in bridging the gap and attracting a much younger audience for MSO.

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The little cafe that could – Standing out in a crowded landscape of brands.

retail branding agency

The Pulling Power of Design
Collecting reference for a retail branding project we’ve been working on we came across this hum-dinger of a cafe design. More specifically, it’s a stunning piece of retail attention grabbing complete with charm, quirk and stand-out street appeal. If the first task of retail space design is to get noticed (and I believe it absolutely is), this solution must be one of the most successful pieces of retail brand design I’ve come across. With retail brands there are so many million things to get right – today’s post is a reminder to us all to focus on the big things first.

Dave Ansett
Creator of Brands
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Can brands withstand their ambassador’s mess ups?

Glenn McGrath hunting scandal

There’s been a lot of negative press around Aussie cricketing legend, Glenn McGrath in the last week, as pictures of him on a ‘legal’ wildlife hunting safari in Zimbabwe back in 2008 have emerged. He’s pictured hoarding over his prized kills including an elephant, buffalo, hyenias and wildebeast. While I think the act is horrendous, I’m not here to comment on his actions, but what I am interested in, is what does it mean for his Breast Cancer charity brand, The McGrath Foundation?

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Brand authenticity: PFOX gets ‘outed’ by stock image

brand authenticity brand agency

As brand designers, the discussion is all too familiar. There’s no budget for a photo shoot. “Can’t you just use a stock image and work your photoshop magic?” asks the client.

However, for PFOX saving a few bucks on images turned out to be very costly. It not only killed their campaign but it has undermined their entire brand credibility.

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Small – A Big Idea for Retail Brands

small retail branding

For Retail Brands Small Size Matters
In the world of retail, one of the biggest trends we’re seeing is ‘Small’. Small spaces, popups, carts, the smaller the better. As traditional retail continues to think big with large footprints, even larger big-box formats, malls, retail centers and DFOs – consumers (especially the powerful trend drivers; urban consumers) are loving retailers and hospitality brands who are thinking and acting small. The formats lend themselves to heightened brand engagement through local community, prototyping uber targeted product offering, one-on-one customer relationships and creating a buzz simply because they regularly attract a crowd – even with only a handful of customers.

We’ve collected some of the best examples of the trend from around the world (check them after the jump…)

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The world’s most valuable brands

Brand report - most powerful brands 2015

Brand Finance puts thousands of the world’s biggest brands to the test every year, evaluating which are the most powerful and most valuable.

This year Apple has kept the top spot as the world’s most valuable brand. While in Australia Woolworths has retained its position as Australia’s most valuable brand on the annual Brand Strength Index.

Lego scored the prize for the worlds most powerful brand scoring strongly on measures such as familiarity, loyalty, promotion, staff satisfaction and corporate reputation. Brand finance said of the ranking: “In a tech-saturated world, parents approve of the back-to-basics creativity it encourages and have a lingering nostalgia for the brand long after their own childhoods.

“The Lego Movie perfectly captured this cross-generational appeal. It was a critical and commercial success, taking nearly US$500m since its release a year ago. It has helped propel Lego from a well-loved, strong brand to the World’s most powerful.”

The report has some very interesting insights which will hopefully interest you as much as they interest us! Here is a snap shot of a few:

World’s most valuable brands

Brand report - most valuable brands 2015

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Mustang Speed Dating hits the Brand Engagement Gas

brand engagement agency

Mustang Speed Dating Drives Accelerated Brand Engagement
Ford recently released a clever little video content campaign called Mustang Speed Dating. They fitted a Mustang with cameras to capture the driver and passenger, then launched a gorgeous stunt driver onto the blind date market, luring unsuspecting guys to go for a drive in her Mustang, at which point she puts her foot down, thrashes the car like only a stunt driver can and simultaneously smashes her passengers per-conceptions of attractive female drivers.

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Brand China takes another beating and takes down Aussie brands with it

brand design, brand agency

This week in Australia, we’ve had a major recall of Patties Foods frozen berries sold under the brands Nanna’s and Creative Gourmet. The berries have been linked to people contracting Hepatitis A. It appears that this is caused by poor sanitary standards from fruit packed in China.

This has resulted in serious damage to China’s brand reputation, particularly for fresh food but local Australian brands are also sharing the pain. Patties Foods, Nanna’s and Creative Gourmet will now have to spend years shaking of the brand perception of faeces-infected fruit and, worse still, justify why an Australian brand is not an Australian product.

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