Archive for the ‘Brand Strategy’ Category

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.

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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.

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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.

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chrissieswan mix 101.1

I was very disappointed to learn on my drive to work earlier this week that the Chrissie and Jane show on Mix 101 would cease to exist in 2015. Calls poured in with listeners who were devastated that they wouldn’t be listening to Chrissy and Jane in 2015. As I listened to these loyal callers I wondered if it was a personal decision by the presenters. As it turns out the station is re-branding and have appointed hosts to help them shift their positioning in the market. Read the rest of this entry »

IMG_0201-2LowRes

After a successful night and many sore heads, we are pleased to announce most of the artworks have now sold and we will be contacting the successful bidders! There are still some pieces available, so we have set up a gallery on our Facebook  so you can still see the artworks and make a purchase on these pieces. First in best dressed!

To purchase please email weare@trulydeeply.com.au with your price and contact details and we will contact you.

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Screen Shot 2014-10-06 at 4.57.48 pm

What’s the first thing that comes to mind when you hear Starbucks?
Is it the coffee? A green mermaid? Or maybe the USA? With this campaign, the global coffee giant is attempting to reinforce its emotional brand connection going beyond the coffee to reinforce their brand mantra of being the third place.

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