Archive for the ‘Brand Strategy’ Category

Omni channel retail brands

Omnichannel has been the buzz word in retail for some time but in many cases it seems to be more talk than action.

However, with recent technology innovation and structure changes, Gap Inc. is now one step closer to living the omnichannel dream.

Read the rest of this entry »

branddiscountstrategy

When a brand continually discounts its goods or services do you ever want to pay full price for those same goods when they aren’t on sale? Every time I visit Katmandu they are having a sale and its usually a substantial one with discounts of 40-70% off. The full price on the tag has become meaningless to me because I know that this must be inflated to counteract their continual discount strategy. This leaves me never wanting to pay full price because I know there will be a sale coming up. So is a discounting price strategy detrimental to your brand and what are some other strategies to build brand loyalty and repeat purchase? Read the rest of this entry »

retail branding agency

A Challenger Brand Mindset from a Big Global Bank
There’s a saying in business that if you’re not moving forwards you’re moving backwards. And on that basis, much of the retail banking sector in Australia has been struggling to keep up with the pace of change seen in categories that surround them. Sure there’s been the development of online banking and a range of (semi) new products, but broadly speaking; innovation of the customer experience has underwhelmed. European bank BNP Paribas have changed that with their new concept retail banking space in Paris. Designed by Paris-based architect Fabrice Ausset of Zoevox, the 1,000m2 branch busts through many paradigms of how a bank should look and behave. At Truly Deeply we love a good challenger brand, and as BNP Paribas demonstrate, you don’t have to be an off-the-wall internet start-up, nor run by a blonde bearded, randy entrepreneur to challenge the paradigms of your industry. What you need is an appetite to lead and the courage to create the future. Check these inspiring pics of the BNP Paribas Concept Bank after the jump…

Read the rest of this entry »

When hastags backfire

Social media has revolutionised marketing practices creating a sense of intimacy with customers and brands never before experienced. With relationships moving from transactional to social, the power of social media is being harnessed to communicate directly with customers irrespective of location. The downside is a campaign with good intentions that then spirals out of control.

Read the rest of this entry »

disruptive branding agency

At Truly Deeply we love a brand that disrupts the market
Any brand with the gumption to re-think the product or business model paradigm and challenge the market is cool by us. The massively, huge, global coffee market has seen its share of disruption with Starbucks leading the charge 40-odd years ago. But any market of this size and popularity is sure to be fertile ground for ongoing disruption, especially when overlaid with the burgeoning trend of personalization. As the coffee market in most of the Western world continues to grow its sophistication, individual preference for bean, brew and barista is becoming more important in the equation brand loyalty. This trend is feeding the cool, local, SME end of the cafe category, and setting the scene for a new global player.  Enter Wheely’s Cafe Carts – The world’s first global bike cafe for a better world. Read the rest of this entry »

Triple J hottest 100

I’m not an avid Triple J listener but I must admit there is one day of the year that I tune in and listen to the station – Australia Day. The Triple J Hottest 100 has become synonymous with Australia Day and almost as traditional as a cold beer and a snag on the BBQ. I wouldn’t say that I’m the core target market of the station but I do enjoy a lot of the music they play. Over the past few weeks there has been some debate as to which musicians can be a part of the hottest 100 list, this has been sparked by a Buzzfeed article campaigning for Taylor Swift to win the hottest 100 competition with #tay4Hottest100.

Read the rest of this entry »

brand strategy Consultancy Melbourne

Versatility is the new Black in Branding
All brands start life with a product and a customer (hopefully lots of custo0mers). But when your market shifts, new competitors appear or technology takes the value right out from under your consumer value proposition, great brands know how to shift, re-set with a new proposition and grow again.

Jim Collins in his classic business bible; ‘Good to Great’ makes the case for many global Goliath brands that started out in one category before shifting to a more fruitful product or service to find their greatness. By uncoupling your skill, talent and experience set from your current brand offering you can identify new and greater opportunities where you hold an unfair advantage through your lateral entry into a new category. This is how disruptive brands are born.

Sometimes the best strategy for a brand is versatility.

Dave Ansett
Creator of Brands
For monthly updates of our thinking, click here to receive our free Brand Newsletter

FMCG branding agency

Wine and people are not so different
As this wine label demonstrates, a little personality goes a long way towards brand engagement. It’s likely customers in this category have a preferred wine brand, region and price point that directs their purchase behavior, but increased engagement at shelf acts to disrupt the subconscious purchasing process, leading to increased consideration whereby they are far more likely to consider; “Maybe I should try this one” regardless of fit with ingrained behavior.

We often get resistance when talking brand personality from business owners and brand managers who believe personality is only relevant for youthful, humorous and irreverent brands. But in reality there are as many different types of brand personalities as there are target audiences – the question is more about finding the right personality – rather than being the brand in the room with no personality at all.

Brand Personality
=
Heightened Brand Engagement
=
Increased Consideration + Sales Conversion + Loyalty

 

Dave Ansett
Creator of Brands
For monthly updates of our thinking, click here to receive our free Brand Newsletter

Pic spotted on: www.dailyhaha.com
Pic Credit: Zag

brand strategy agency

A Brand Strategy with 40 Years Consistency and Clarity
Forty years ago the world was a very different place – TV was king, there were no such thing as personal computers let-alone the internet, no Youtube, no facebook or Instagram, no reality TV or Kardashions – it’s hard to understand how we poor consumers got-by. But as this letter from Lego to Parents shows – some things haven’t changed. The defining emotional drivers of kids, imagination and Lego were a magical brand platform then and are no-less so now, and Lego clearly grasped this underlying insight. Over the past four decades the brand has wandered-off the path occasionally, losing its way and disconnecting with its consumers temporarily, but with a clear road map of brand understanding, Lego has consistently found its way back and maintained a relevant and valued position at the top like no other brand in its category. The question for all brand owners, managers and marketers is; “If you were to write a letter today to the buyers of your product or service, would you be able to capture as succinctly and with as much clarity your unique value proposition?  and in 40 years time would it still carry the same power and effectiveness?”

Dave Ansett
Creator of Brands
For monthly updates of our thinking, click here to receive our free Brand Newsletter

 

real-apple-store-05-2014

London’s Borough Market, one of the oldest markets in the U.K., is marking its 1,000th anniversary this year and in conjunction with it’s annual Apple Day (a festival that marks the end of apple harvesting season) with a real treat for shoppers by creating a “Real Apple Store” for the weekend.

Read the rest of this entry »