I was reading with interest recently that Samsung Electronics has taken the wraps off a new, larger version of its popular iPad rival, the Galaxy Tab. The Australian Financial Review was suggesting that many see it as the biggest challenge yet to Apple’s dominance in tablet computers. It was this comment that really got my attention, because it was suggesting to me that for the Galaxy Tab to be competitive it must have some real ‘functional smarts’ about it.
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Focusing your Brand Communication.
Whether you’re managing the budget of global brands with mass market appeal, or attempting to position a small business in your local market, focusing your brand’s communications is more critical than ever. As markets fragment, the importance of having absolute clarity around your audience, how and where they live their lives has become equally important for all businesses and their brands large and small.The four critical steps to brand communications focus are:
The Evolution of the English Language
After a meeting earlier this week with the executive team at Melbourne University’s Ormond College, I found myself thinking about two things. One, why I didn’t attend the college myself, and two, how many brand specific words I use in every day language.
So what is it that makes one brand stand out from the others?
In the world of burgers there are a million different brands in the market place. A few giants like Macky-Ds and Burger King stand out with their mega-marketing budgets. Some like Lord of the Fries stand out with their brand personality and unique product offer (you just gotta try the Canadian cheese gravy). And for the other 2,999,997 burger businesses, the big question is: what’s your differentiated point of difference?
FebFast asks Australians to take a month off alcohol and fund raise to help reduce the impacts of alcohol and other drugs on young people. We worked with the FebFast board to define their go-to market proposition and how they could attract more supporters to raise more money for their beneficiary organizations.
When the Brand Communication becomes the Entertainment.
Last week we profiled Dior’s elegant play in the brand/entertainment space, and last year we featured another Mercedes-Benz short film that went viral, and also the wonderful Spike Jonze/Absolut Vodka creative collaboration. Today we’ve found another great example of this brand communications genre of entertainment – Venger, an ‘auto, revenge, thriller’ short film brought to you by and featuring the products of Mercedes-Benz.
See the short film after the jump…
Bringing Truly Deeply Brand Thinking to Bangalore.
This week our very own Truly Deeply founder David Ansett will be presenting to the brightest new business minds in India at the Alliance University School of Business. David has been invited to present our view of the world of brand to the MBA course at Alliance, one of India’s leading business schools.
Whilst we’re proud as punch that Dave’s engaging with the burgeoning business community in India, we wonder whether it’s merely coincidence that the Cricket World Cup will be in town at the same time.
The new ad campaign from Australian bank NAB has potential, but are they capable of leveraging it? The campaign idea of ‘breaking up’ from the other 3 major banks (CommBank, Westpac and ANZ) , has captured lots of media focus and commentary. It has laced its various ‘breaking up’ episodes with a little tongue in cheek humor, albeit it a bit repetitive. It is also using a great mix of media in an integrated manner.
Straight-up Brand Differentiation.
On Valentine’s Day 2011, across Australia, NAB bankers simultaneously broke it off with the other big banks. The break-up was very public, it happened in restaurants, parks, public transport and bars around the nation. On Tuesday NAB took-out full page advertisements in all the major newspapers taking aim at its three rivals, declaring: ”It’s over between us.” The ‘break-up’ is a clear play by NAB to differentiate themselves from the other big banks and their dubiously unpopular reputations.
I had another post in mind for today about how a mega brand is created, but then I saw these videos on Fast Company and that took a back seat. The videos combine two of my favourite things: travel and type. They are told with a visual richness that gave me flashbacks to my last trip to Europe, re-awoke my wanderlust and fired a desire to learn French that teachers never could.
