Archive for February, 2011

02.28.11

Samsung may well be Samsunk!

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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02.28.11

Focusing your Brand’s Communications — A Lesson for every Tom, Harry and Dick

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:

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02.25.11

Five Everyday Brand Inspired Words

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.

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02.24.11

Beatbox Burgers — a Brand with Balls

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?

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02.23.11

FebFast Re-brand – Truly Deeply gets Sober

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.

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02.22.11

Mercedes-Benz blurs the Line between Brand Communications and Entertainment

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…

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02.21.11

Upcoming Speaking Engagement — David Ansett at the Alliance University School of Business, Bangalore India

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.

Related arti­cles
02.18.11

NAB is breaking up, but can it find a new love? (Another perspective)

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.

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02.17.11

National Australia Bank’s Break-up Campaign — Brand Differentiation with a Difference

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.

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02.16.11

Beautiful type fires up language brand

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.

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