Archive for the ‘Brand Voice’ Category

09.03.10

Truly Deeply wins 2010 MADC Awards

Last Friday night the winners for the 2010 Melbourne Advertising and Design Club (MADC) Awards were announced. The annual MADC Awards celebrate excellence across a range of advertising and design categories, encompassing print, radio, television and ambient media.

We were excited to see that Gelati Sky took out the Silver for The MADC Award for Best Packaging Design (Label Only) and was a finalist for The MADC Award for Best Corporate Identity Design. While our own brand Truly Deeply took out a bronze for The MADC Award for Best Self Promotion Design.

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09.02.10

Brand Communication – Your Customers are Talking to you, Are you Listening

brand communication agency

In brand, your customers view of the world and how your offer adds value to them is all important. Sometimes if you’re fortunate enough, your customers will actually even communicate their impressions of your brand, what it’s doing well and where it’s falling short for them. Social media provides brands with a sound-track of customer conversation which is a ready source of rich insight. But customer conversations are only valuable to a business when they have the mind-set to listen, interpret and act.

08.27.10

Nature’s 9 simple rules for business survival

The success of the Greens in last weeks Federal election in Australia is a great reminder that markets are not homogenous, that there are different segments with different needs. The Greens have ended up with a National Senate Vote of almost 13% and surprise, surprise, a controlling influence on matters that come before that House of Parliament. Throw in the independents who have also convincingly won seats and you get further insight into the diverse market needs of an electorate. But segmentation is not the purpose of this blog, rather the degree to which the Greens have been ever present in Australia in recent weeks is a great reminder of nature and the Greens quest for ecological sustainability – more specifically the lessons on offer for business, from nature.

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08.25.10

Private label and the savings addiction…

When I was a kid my mother used to buy the cheapest private label cornflakes she could find and serve them up as the real ‘Kellogg’ thing by putting them in nondescript plastic cereal containers. Even as a kid I knew I was being served an inferior product – and if I had any doubt, breaking a tooth on the gritty, overcooked grain confirmed the switch. I swore when I grew up that I would never betray my favourite brands for a few cents, my family would never eat inferior brands.

It’s a promise I kept for many years. Then the GFC hit and I fell under the spell of the private label. Guess what, no gritty bits. In fact acceptable quality and lower cost – the perfect partners. Very quickly saving money became a weekly goal and its achievement delivered  huge satisfaction in its own right.

It seems I was not alone.

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08.20.10

Johnnie Walker – The Brand Who Walked Around The World

Last week I went and saw the awesome Expendables. It’s pretty much the male version of Sex and the City. I was at one point a little confused as to why they where starting to build a plot, by my calculations there could have been at least 10 more explosions and 40 more awesome ways to take out the bad guys and that should have been the priority.

Before the movie there was the story of Johnny Walker, an ad sure, but a really interesting and engaging one. Even if you don’t have any interest in whiskey the story is amazingly engaging. Narrated by Robert “perfect delivery” Carlyle.

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08.18.10

Will the Real Brand Please Stand Up – Authenticity and Brand Sponsored Content

The Critical Role of Authenticity in Brand Sponsored Content
Just the other day LA advertising gun Miry Whitehill and I were swapping thoughts on a new content-based social media campaign for Levis.

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What a huge project, with a nice, soft brand ownership from Levis, but something just wasn’t quite striking the right note for me.
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08.13.10

The Heineken Brand Experience

What better way to claim your authenticity than to share your heritage with customers in an interactive and engaging manner. Let them play with your brand in a way that is both fun and informative. Claim your place in the category by sharing the highs and lows of your journey. And if you happen to do it from the ‘place’ of your origins you add significantly to the authenticity of who you are and what you are about.

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08.11.10

Brandelicious – Ferrari V4 Concept Superbike

Have you ever asked the question “why is there no Ferrari motorbike?” well one designer certainly has. Israeli industrial designer Amir Glinik has come up and conceptualised an incredible Ferrari superbike using a modified engine from the Ferrari Enzo supercar. Amir’s design is influenced by the vintage and modern Ferrari projects and his idea is to produce a practical machine – not in any way a “sci-fi” future ride.

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08.09.10

Mitchum – The Hardest Working Integrated Brand Campaign

brand designers

It all Starts with Brand Clarity
Like all of the hardest working brand communication campaigns, this little gem for Mitchum from the US has at its core a clear brand proposition hard-wired with with customer benefit. Mitchum is an antiperspirant brand with a well defined proposition – America’s Hardest Working Antiperspirant. As with all brands – having absolute clarity around their brand strategy – what you stand for and your differentiated proposition provide the basis for creative communication campaigns that work harder and smarter than the rest. Mitcham took their ‘Hardest Working’ proposition and leveraged it into an integrated brand marketing campaign to find America’s hardest workers. However, not happy to sit on the strength of the idea, it is the quality of the execution of the Mitchum campaign that have delivered on the promise of the brand.

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08.06.10

Kelvin Natural Slush Co. – Small Brand Big Personality

Following on from our post ‘Coffee Avenue – A Great Brand Experience on Wheels’, Kelvin Natural Slush Co., the brainchild of yet another corporate refugee turned foodie entrepreneur, just recently hit the streets
in NYC, offering a more sophisticated version of a childhood favorite — the slushie.

In an effort to adultify the slushie experience, this premium, all natural brand offers “more sophisticated,
less sweet” flavours like Spicy Ginger, Tangy Citrus, and Green & Black Tea, to which you add any number of fresh-fruit purées…and to really take it to a dessert-worthy beverage add a scoop of ice cream for a slushie float.
They also apparently make good mixers, but you’ll have to supply your own booze.

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