Archive for December, 2009

Word on the Web
As some of the world’s largest financial institutions fight their way back to the top of the heap, it’s not all sunshine and kittens when it comes to their battered brand equity. We’ve illustrated a cross section of current brand sentiment for one of the biggest names in the business; Goldman Sachs. As always, it’s worth reading between the lines (literally) – the smaller words tell the story of current sentiment – and the further you look, the more intriguing the narrative.

David Ansett, Brandamentalist
If you’d like daily updates of our brand thinking, you can follow me on Twitter here.

Graphic-design-Melbourne-GoldSachs

Apple Does it Again
Continuing their fine tradition of festive season ads, Apple releases a campaign for Christmas 2009 featuring the iPhone and it’s ever growing store of apps. A great example of brand strategy creatively translated into memorable (and blogable) entertainment.


The Top 10 Australian Brands

This week there has been a lot of press coverage of Brand Finance’s ranking of Australia’s strongest brands. The study focused on brand portfolios owned by ASX listed companies and excluded secondary listings. The value of individual brands was not split out, so the results reflect the total basket of brands that an individual company may own. That means for some one like Woolworths, it is the combined ranking of the likes of its supermarket brand, along with Dick Smith, Dan Murphy’s and
the like.

Brand Finance reaches a total value of the corporate and consumer brands on its list by adding up a company’s market capitalisation, debt and intangible assets – which can be anything from the strength of its brands to loyalty schemes, supplier relationships and intellectual property.

The top 10 Australian brands, were ranked as follows:

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Nicolo Bianchino Wins 2009 IGNITE! Design Graduate Award
Congratulations to the enormously talented Mr Bianchino for taking-out the hotly contested 2009 IGNITE! Award. This years awards had a record number of entries from all over Australia and the creative talent was red hot. As the 2009 IGNITE! winner, Nicolo from UTS takes home $1000 in cold-hard-cash and a three month internship working with us at Storm Design & Brand DNA.

Here’s a snapshot of some of Nicolo’s brilliant creative.Nicolo2

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I couldn’t help but laugh when I saw the front cover of the January 2010 edition of Golf Digest in light of everything that has happened to Tiger Woods in the last few weeks or so – and I quote Geoff McClure from The Age newspaper “surely the most excruciatingly ill-timed front cover ever”, with the main headline reading 10 TIPS OBAMA CAN TAKE FROM TIGER.

ex_golf_digest_cover_tiger_and_obama

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What Makes a Brand Ad?
Most of the ads we see on TV have a marketing focus, that is their intent is to highlight a USP – Unique Selling Proposition such as a product or service feature of offer to compel their audience into purchasing. Some ads take a higher level approach aimed at creating indelible impressions of their UBP – Unique Brand Proposition.
As a Brand Design Agency based in Melbourne, Australia we have a love of, a bias towards, and an expertise in the creative expression of brand strategy. On that basis we’ve selected the five ads we think tell the best brand stories.

Strongbow Cider
Where apple growing tradition meets cider making magic.


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Word on the Web
Given the flood of blogs, tweets and mentions on the latest chapter in the Tiger Woods saga, it’d be remiss of us to not take a snapshot of current social sentiment. As Tiger announces he’s taking a break from golf, we’ve created an illustrated cross section of current sentiment on Tiger Woods’ personal brand. As always, it’s worth reading between the lines (literally) – the smaller words tell the true story of the current sentiment – the deeper you look, the more intriguing the narrative.

David Ansett, Brandamentalist
If you’d like daily updates of our brand thinking, you can follow me on Twitter here.

Tiger Woods Social Media Map

Mission Impossible
Could there be a more difficult market segment for brands to differentiate themselves than water. On the surface it would seem to be brand mission impossible, but over the last fifteen years we’ve seen water become a hotly contested market place. In this time we’ve seen an evolution from water brands battling on the purity of their product both sparkling and still based on geographic heritage, then water brands positioning around brand personality, and most recently the launch of a new category of Vitamin waters.

Another Bloody Water
A new competitor launched into the fray a few years ago with the apt brand name of ‘Another Bloody Water.’ Launching with a brand strategy that included a bold brand personality and the lovable brand personality attribute of being able to laugh at itself and the market it belongs to, Another Bloody water successfully grabbed a share of the retail bottled water market.

Another Bloody Water

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Peter Singline, Brand Scientist with Storm BrandDNA, comments on Tiger Woods‘ personal brand on 9 News


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Word on the Web
Social Brand Snapshot provides a visualized cross section of current blogs, tweets and social mentions of Starbucks, providing an instant view of current brand sentiment.

Java Printing

David Ansett, Brandamentalist
If you’d like daily updates of our brand thinking, you can follow me on Twitter here.
Brand Agency & Graphic Design Melbourne