Archive for the ‘Brand Strategy’ Category

Border force - Photo: Oliver Milman/Guardian Australia

A couple of weeks ago when the Immigration Minister Scott Morrison held another press conference to tell nobody, nothing about whats not going on at any undisclosed locations where there are no boats. But the takeaway from the press conference was not interest in the new headquarters for border protection but rather the apparent new identity for the Border Force.
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A growing trend in short-term brand activations is getting traction, not just in Melbourne, but everywhere. “Pop Ups” are becoming a viable way for businesses and brands to utilise spaces in short term experiments, to keep themselves fresh, keep pushing ideas and trial things that may give them a long term edge and leg up.
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brand strategy consultancy Melbourne

A vision of the near future where the sharing economy and Internet of Things birth new networks.
In this great article on PSFK, Futurist Jeremy Rifkin presents his vision for the direction of consumerism over the next 15 years. His view is certainly an interesting one that sees us on the edge of significant change to the habits of consumers.

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Bottled drinks of all varieties are often the topic of conversation, especially in sustainability circles. Whatever your feelings are about our mass consumption and the effects of plastic pollution on the planet, plastic bottles are currently a necessary evil. And at the top of it all is the humble bottle cap (pun absolutely intended). However, brands are starting to think about new ways to utilise the bottle cap to educate us, connect us and give us more reasons to keep reusing their products.
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Millennials are the main focus for today’s marketing. They are, in a lot of cases the most targeted audience as they’re constantly plugged in and in-the-know of the next big thing. However tapping into this market is also a double-edged sword: they have seen it all and are growing impatient.

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Harley Davidson on an interesting segmentation ride

Bad Ass or not.
Harley Davidson are about to launch two new motorcycles models in US, targeted firmly at the female rider.

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A budget airline in the Philippines has recently shown that advertising doesn’t always require big bucks to see a big return on investment. Sometimes, all that’s needed is a simple idea, executed with intelligence.

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Taking photos of food, you either love it or hate it. The trend of food photography has become a fundamental pre-eating ritual, sometimes much to the annoyance of whomever doesn’t share the passion of foodgraphy (yes, it’s a viable term). I can recall several dining occasions with friends where my eagerness to dig-in have been physically fork-blocked just so they can take an untouched photo of my ordered dish.

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Giving is a great brand strategy

Employees attracted to a big heart.
According to a recent article in Forbes Magazine, across the world employee expectations of the companies they work for are dramatically expanding when it comes to corporate philanthropy.

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Bridestowe Lavender Bear

Purple is the new envy. Learn from Bridestowe Lavender and their model for growth.

Last week, ABC’s 7.30 Report ran a story on an incredible small business that is now one Tasmania’s top tourist attractions that is attracting hundred of Chinese tourists daily.

The ABC focussed on Bridestowe’s famous bear but it is clear that the company has invested significantly in building a unique and authentic brand. This is a model that could be adapted for any small agri-business looking to grow.

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