Archive for the ‘Brand Strategy’ Category

Ben and Jerry's brand

If you have a brand that is lucky enough to have a loyal and passionate group of people following you then it’s important every now and then to thank them and keep them engaged. That’s just what Ben and Jerry’s do every year with their annual Free Cone Day.

Did someone say free ice cream? Yes please!!

I’ve walked past a Ben and Jerry’s scoop shop on Free Cone Day in the past and the lines have been massive. I love Ben and Jerry’s but I’m not prepared to line up for a free scoop. But clearly I’m a minority here. You only have to watch their promo video to see how many people love the brand and appreciate that on one day every year they can get a free scoop! Read the rest of this entry »

brand agency

Former Fab exec, Bradford Shellhammer is back in the online retail business with recent launch of Bezar.

Shellhammer says that he has learned the lessons of Fab and is ensuring that Bezar will remain true to its brand and niche audience. Read the rest of this entry »

brand naming agency

The guy who asked ‘What’s in a name?” never had to grow a brand with a stinker.
As a brand engagement agency often assist clients with developing names for their organizations and their products, but just as often we find ourselves working with established brand names that are a millstone around the neck of the business. Brand naming is a task tied firmly to the heart strings of business founders and project leaders. There’s something about choosing a name that clients want to hold onto, with results of varying effectiveness and disaster. Often it is this emotional involvement that clouds the judgement of an otherwise disciplined marketing organization, leading to brand and business names that leave all the potential to connect with an audience and communicate their differentiated value proposition on the shelf. There’s probably a hundred compelling reasons to get your brand name right and invest in an experienced professional to assist with that – but we’ve just listed the top 10 for starters… Read the rest of this entry »

brand engagement agency

Not all brand experiences are born equal
Which is why Pareto’s 80:20 rule needs to play-out in the way your business delivers on its brand promise every day. Every business has a number of brand touch points (functional interactions with your brand) from web site to retail space, from customer ordering to complaints department. As a brand owner or brand manager it’s critical to map your brand’s touch points and create a hierarchy of importance. Every business needs absolute clarity on the top 5 proof points (emotional interactions through the functional brand touch points) for their clients and consumers. By-way of example, for an airline those proof points might be: 01. Booking a ticket, 02. Checking-in, 03. Boarding/finding seat, 04. seat cleanliness, 05. arriving on time.

Understanding which are your critical brand proof points is the first step, turning those proof points into exceptional and memorable brand experiences is where the rubber hits the road. With a little consumer/client research and the strategic thinking of a brand engagement agency like Truly Deeply, every business can leverage their energies to create a highly effective brand experience for their consumers.

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

brand agency, brand belief

If global craft market Etsy goes public this year it will be an interesting test to see how the brand can balance their explicit social mission with shareholder revenue expectations.

Founded in 2005, Etsy, is like the handmade and craft version of Ebay. It’s an amazing online marketplace that amplifies the concept of the local craft market globally but the brand is also rooted is a solid belief system that drives everything they do.

Read the rest of this entry »

Logo Back to the future

We’re pretty obsessed with Lego, you may have noticed! Lego is a brand whose packaging says suitable for aged 4 years+, but probably their biggest brand advocates are blokes 20+ reminiscing of the hours of fun from their childhood. I still buy my boyfriend Lego, he’s 31. We don’t want Lego to change. It’s simple. In a day where kids are getting googly-eyed playing with iPads and mobiles, we ponder back to the good old days, when you just make stuff with your hands and imagination. Real stuff. Cool stuff! That’s why Lego has withstood the test of time. They haven’t changed a thing! Another love of 30 year old men is Back to the Future. Like Lego, we really don’t want to see a new 2015 remake with Justin Bieber as Marty McFly, it would be criminal. What would be cool though, if Lego created their own version of the most epic and iconic scene in Back To the Future. Well they did! And it’s amazing! Read the rest of this entry »

brand strategy consultancy

Olympic Games Sponsorship is no Guarantee of a Gold Medal Brand Association
Eighteen months out from the 2016 Rio Olympics, the majority of brands associated with the world’s highest profile sporting and television event aren’t actually sponsors. Whilst Olympic Sponsors; Coke, Bridgestone, McDonald’s and GE score highly in the analysis carried out recently by the Global Language Monitor, non affiliated marketers including; IBM, Siemens, Pepsi, Starbucks, Red Bull and Official Supplier (but not sponsor) Nike all score a very strong level of association. The challenge for brands and sponsorship has always been about leveraging enough positive association to justify the investment. When managed well, brand association can halo beyond the term of previous sponsorship as I’m sure is playing out to a degree in what we’re seeing here. But make no mistake, the ability of a brand to associate with a globally significant, televised event is as much about prominence, engagement and relevance as it is about a sponsorship ticket. In brand sponsorship as is in life, it’s not what you’ve got, but what you do with it.

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

The Global Language Monitor: www.languagemonitor.com

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 »