Archive for the ‘Brand Strategy’ Category

Odd Bunch Woolworths Brand

Last year we featured a blog on a French supermarket chain Intermarché who launched a glorious fight against food waste with their ‘Inglorious Fruit & Vegetables’ campaign. This was a great initiative, something that Australia has been in desperate need for. For too long we’ve been caught up on how our fruit and vegetables look and not focussed on how our product choices can help to combat food waste and our local farmers. I’m pleased that one of our large supermarket chains, Woolworths is taking some steps in the right direction to combat fruit and vegetable waste by stocking imperfect produce that they are branding as The Odd Bunch. This follows a recent campaign by Harris Farm Markets called Imperfect Picks which also educates the market on imperfect looking produce. But is this enough to change consumer perception and buying behaviour and why aren’t food retailers doing more to stop this ridiculous trend?   Read the rest of this entry »

Jenny Craig - packaging re-fresh gives a fresh perspective - Cereals 3 packs RGB

Truly Deeply has helped Jenny Craig significantly improve their brand experience and shift brand perceptions with a brand refresh including a major packaging redesign.

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Truly Deeply

Truly Deeply is proud to share our brand work for the inaugural Our Watch Awards – the first national media awards to recognise exemplary reporting that ends violence against women.

Kristine Ziwica, National Media Engagement Manager, Our Watch said that the feedback from the media and our stakeholders has been extremely positive. “I’ve received a ‘wow’ and several people have commented on how it is an excellent design concept. It is appropriate to the audience and captures the principles and right tone”.

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Nivea's little sun doll parental brand engagement

Building on the brand promise of protection Nivea and FCB Brazil have created dolls that are even more sun sensitive than your average three your old, with the aim of teaching kids the importance of sun protection (and which brand they should be using).

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brand strategy agency

Is branding the most undervalued investment in business?
There’s an old marketing adage that ‘50% of all advertising works – the trick is understanding which 50%’. This wisdom predominantly addresses the dated advertising mindset of sales, but in today’s brand landscape where integrated marketing campaigns need to deliver brand engagement and increase in brand value the old 50/50 equation is no longer your best bet.

WPP brand consultancies The Partners and Lambie-Nairn have collaborated with Millward Brown and BrandZ on the world’s first financially quantified analysis of how brand-building activities drive growth in brand value. Taking ten years of BrandZ valuation data and uniquely combining this with Millward Brown consumer opinions of these brands, the findings finally prove beyond doubt what we at Truly Deeply have always believed; that investing in brand positioning and identity produces markedly greater returns in brand value when compared to, or used in conjunction with strong advertising. Read the rest of this entry »

Engaging brands

“Brands that stand on the shoulders of giants are not created by branding agencies, they are created by people”.

One of our clients recently launched their new brand internally and the owner of the organisation used this line in his closing words. He was giving his employees responsibility for the future of the brand, entrusting the brand with them. It was very powerful and you could feel the excitement in the room. I would add that branding agencies play a pivotal role in creating and shaping brands, we provide the structural foundations of the brand. These foundations are built on a clear strategy which is brought to life with an identity and visual language that ensures the brand sets off on the right path. We then hand over the reins to the people who live and breathe the brand everyday, the people  ensure that the brand stays true to the strategy we’ve developed. We can’t always be there every step of the way so the people need a clear direction and the right tools to ensure the brand lives on and continues to breathe. Read the rest of this entry »

brand strategy agency

Strategic Thinking, Brand Architecture & Brand Communications Guidelines
Truly Deeply consulted with all the VCCC partners and stakeholders to build consensus and develop a compelling and authentic brand proposition. This involved one-on-one meetings and group sessions with the leadership and marketing teams of the partners, the government and the VCCC to understand different points of view, address challenges and uncover brand insights. This was combined with a market review and brand audit to define opportunities for the brand identity and architecture. Building on the brand insights and opportunities, we created a new mantra that was all about uniting the partners and the VCCC to advance the control and cure of cancer.

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brand insights and research

Today’s post is an article written by Brandhook, good friends of ours and the sharpest brand research and insights agency around.

It is always hard when gathering insights, to measure people’s intentions.

At the end of last year a client asked us to find out what a bunch of their consumers would do based on a promotional piece they were going to implement.  The punters said they would respond… and if we had-of taken their proclamations on face value, we would have recommended the promotion.  We didn’t as it was only through prompting, prodding and probing that we uncovered the truth – the promotion made them feel good about themselves but wasn’t compelling enough to spark the action the promotion wanted.  They would stick with what they knew at the end of the day.

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Tesla Powerwall brand disruption

Tesla’s Powerwall Energy Storage systems and their upscale relatives for businesses and utilities are causing waves through the energy community in ways not seen since the iPhone launched and changed the way we live forever. Read the rest of this entry »