Archive for December, 2009

12.20.09

Goldman Sachs Brand — A Snapshot of Social Sentiment

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

12.19.09

Apple’s 12 Apps of Christmas

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.


12.18.09

Brand Valuations — The Top 10 Australian Brands for 2009

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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12.16.09

2009 IGNITE! Design Graduate Award Winner Announced

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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12.16.09

When Brands Collide

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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12.14.09

2009’s Five Best Brand Storytelling Ads

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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12.12.09

Tiger Takes a Break — A Snapshot of Social Sentiment

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

12.11.09

Another Bloody Blank Canvas — Cut Through Brand Design

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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12.10.09

Tiger Woods’ Personal Brand

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


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12.10.09

Starbucks — A Social Brand Snapshot

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

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