Archive for December, 2011
We Love Pop-Up Retail
There’s something about retail experiences popping-up in spaces that were previously public thoroughfares that creates an irresistible energy and attraction. The right offer, appearing magically in the path of the right consumer with the right brand proposition and brand identity creates a dissonance for consumers that is both compelling and inspiring. ‘Snackbox’, a shipping container turned modern canteen has recently popped-up in New York’s Times Square.
Masters of Stunning Retail Brand Design
As retail brands go, AESOP have built a formidable reputation on the back of their stunning store designs, and the latest installation on display within Hong Kong’s I.T Hysan One flagship store continues the theme.
The Power of a Perfect Image
I’m the first to admit, I’m about as far from a vegetarian as you can be. Sure I haven’t reconciled the issues surrounding animal cruelty and a tasty dinner at my favorite restaurant – but when it comes to an appreciation of powerful visual communication I have absolute clarity. So when I saw these images over the weekend from a recent Meat Out protest in Germany I was moved to applaud the power of their visual communication.
Beautiful Retail Brand Design
In one of my favorite creative collaborations for 2011, US retro font designers House Industries have joined forces with iconic, retail fashion brand Hermés to create this magical visual merchandising for their Maison Hermés Ginza, Tokyo store.
A friend of mine was trying to purchase a new smart phone. With great anticipation of acquiring a new gadget (that he had to have), the experience soon soured as he became confused and then frustrated. Eventually, he just gave up and left without buying.
This made me think, instead of making the choice easier, are some brands actually over-complicating the buying experience and causing decision fatigue?
12.14.11
Brand Management the Metcash Way
The art of brand management in today’s economic climate presents huge challenges. In Australia, the theory is that we have missed a recession, but we have been left with a hugely cautious consumer and a distinctly two speed economy. Managing the challenges of a ‘value’ conscious consumers and the relentless intensity of hungry competitors, both domestically and overseas is tough. The battlefront has been complicated with the fragmentation of media and the growth of the digital world. There is an awful lot for brand managers to get their head around.
There is little wonder that many food related brand owners are shaking their heads at the moment, when on top of all this they face total abuse, well certainly a lack of love, from their intermediaries. We have read a lot about the market power of the two major supermarket chains, Coles and Woolworths, their push into private label and the leverage of their clout with respect to new line fees, discounts and promotional support. I thought up until recently I had a fix on the extent of it all, so I was blown away to hear the latest iteration of screw the food brand owner from the third player in the category, Metcash.
Check the ‘fanwagen T1′ and ‘fanwagen Beetle’
In a great piece of complimentary brand leverage, Volkswagen in the Netherlands have created an integrated marketing campaign by hooking up with the facebook brand. The fanwagens are one-off, facebook-themed vehicles produced by Volkswagen of the Netherlands. This great piece of brand communications was created as part of an integrated advertising campaign undertaken by Volkswagen in the Netherlands. More than 33,000 people got involved in the competition, voting online for which model they wished to be built, and entering to be the lucky winner of the final, limited edition fanwagen vehicle. (More detail and pics after the jump).
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It’s not new news that we are big fans of the Lego brand. As a brand with a relatively limited core product Lego are impressive masters of brand building and capturing the spirit of play. In the past we’ve written about Lego’s augmented reality point of sale innovation, Lego obsessed brand fans, the Lego CEO’s brilliant business card design, and the link between Lego and NASA’s space probe, Juno. So as the festive season approaches, it’s no surprise we find Lego creating more brand magic, this time a 10 meter tall Christmas tree erected in London‘s St Pancras Station.
12.09.11
Brands spreading Christmas cheer
Every year, we hear wonderful stories of brands and individuals looking to spread a little Christmas Cheer through unique brand experiences. From creating elaborate lighting and figure displays designed to engage with potential customers, to hosting Carols aimed at connecting with the local community, many brands are using this festive season to promote their own goods and services. One of the most famous in Melbourne, is the Myer Christmas windows, with Myer chief executive Bernie Brookes hoping that the 56-year tradition will draw over one million visitors to the flagship Bourke St store this Christmas.
