You Only Get One Chance to Make a First Brand Impression
So the saying goes. And when Aol. launched their new brand identity last year, it was met with the type of disgruntled negativity reserved by marketers and brand designers for big corporates who make a meal of their opportunity to create a magical connection with the market as they tell their new brand story.
Archive for June, 2010
06.11.10
UK Embrace Safety Video
A Refreshing Take on a Tragic Subject
It’s not often I come across a TV ad that you feel like you should watch again, but the impact of this video is truly amazing. It’s a beautiful example of what a huge dose of creative intelligence can deliver. This driver safety video from Sussex Safer Roads in the UK definitely is one worth watching.
Brands have a number of weapons in their arsenal for making powerful emotional connections with their customers. Starting from a differentiated brand proposition, brands can leverage a unique brand voice, their brand personality, a well designed brand identity, unique brand visual language, brand experiences, brand gestures and rituals. But for nearly 100 years, the leading brands have leveraged the art of stunning photography to help them tell their brand stories and make a lasting impression. Brand photography has risen to the challenge it seems as each year the quality of photography becomes more and more breathtaking. Over the weekend I cam across these jaw-dropping pics from photographer Andric Ljubodrag and I they were just too beautiful to keep to myself.
06.09.10
In search of missing pieces
I’ve always loved sculpture and bronzes, so I was blown away when I came across the work of French artist Bruno Catalano. His work in the set ‘In search of missing pieces’, plays on our ability to visualise the whole object even when we are presented with only part.
Just found this amusing little gem of creative whimmery on the net. It’s by an artist called Brock Davis. He says; “Yesterday I was doing an interview with tpt.org regarding my recent MSCED exhibit. I was asked to try and make something “cool” during the interview itself. Looking around the room, which was quite sparse, and I didn’t have any ideas. Then I saw this electrical outlet, picked up a marker and…voila, snoutlet!”
Loved it so much we had to share.
Brock David (aka Laser Bread) is an artist and musician who works in a variety of mediums. Professionally, I work as a group creative director and art director for an ad agency in Minneapolis.
http://www.itistheworldthatmadeyousmall.com/
Download Part Twelve (the final part) of our Framework into Best Practice Annual Report Information Design; Appeal and Presentation — Are you Engaging Enough?
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The very best brands are those that have their differentiation — the thing that grabs the hearts of their customers and wont let go — built right into the product. Apple is a brand renowned for its ability to do just that, with the result being fiercely loyal brand advocates — not just customers. Another brand who take the same approach is Mini. Owned by BMW, Mini understand that the emotional pull in their products is as much in the styling and what’s under the bonnet as it is in the brand messages it builds around its products. Sounds simple — but few brands really live by this credo.
When brands ‘bake’ their differentiation into their products, the release of each new model or innovation can build to what we call ‘brandticipation’. Brandticipation is the heightened sense of anticipation some brands command (create) around the launch of their products. Car makers have released photos of prototype concept vehicles for years in an attempt to build this very sense of excitement about new model releases. Mini is no different in their ‘concept car’ strategy — except that they have the edge in brandticipation, and their new Coupé Concept is a case in point:
Download Part Eleven of our Framework into Best Practice Annual Report Information Design; Your Company’s Brand — What is it you Stand For?
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06.04.10
Where the bloody hell are we now?
A new Australia tourism ad has just been released to replace the infamous “Where the bloody hell are you?” ad.
It seems that Australia has had a few goes at making a tourism ad. So it is interesting to note the direction that we take presenting to the world. The new ad stays well away from the profanities that got us into trouble the last time, and it is at best a safe representation of a few things to do while you are over here. But it has still managed to be shrouded in controversy. There is a scene where there are 2 girls driving in the outback, but they are driving a left hand drive car. We normally drive on the right over here. The ad will be on You Tube for 3 months before it goes live, I guess to find out if there is a back lash. Have a look and tell us what you think.
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What’s the Deal with Googles Top 1k?
Last week we wrote a post about Google’s top 1000 brands. These lists of the top 100 anything always gain alot of interest. For us Google’s list raised some interesting questions about the relevance and importance of site traffic the the success of a business and its brand/s. Read the rest of this entry »
