For many years, I’ve felt the need to defend my passion for veggie gardening, composting and general foraging. At best, my friends found this pass-time a quaint little quirk, and at worst, an embarrassment. I struggled to spread the word on how cool gardening really is. Fortunately, American artist, designer, collector and all-round gangsta, Ron Finley, is doing a way better job than me. ‘If you ain’t a gardener, you ain’t gangsta’ is Finley’s proclamation, asserting that inner-city gardening is ‘the most therapeutic and defiant act you can do’. Read the rest of this entry »
Archive for the ‘Experiences’ Category
It’s not every day that we get to work with a client who lives and breathes their brand like GMHBA do. The local Victorian health insurer are committed to being at the heart of healthy communities and their latest sponsorship of the Lorne Pier to Pub was another example of this commitment.
We always encourage our clients to find interesting relevant to promote their brand. So when we found out our Client GMHBA, a local Victorian Health Insurer, was going to become the main sponsor for Lorne Pier to Pub we were delighted. As an organisation that prides itself in being at the heart of healthy communities it was a perfect meeting for corporate and community.
Wishing you a Merry Christmas from Truly Deeply
Here at Truly Deeply we love a good flash mob, especially if there’s a way that brands can create the magic without souring it with commercial intent. Last week Canada’s West Jet airlines surprised passengers waiting for their red-eye flight from Calgary to Toronto with a first class, impromptu festive brand experience.
Creative Brand Campaign Shows How Much the Times are A-Changing
Technology brand Brother have put together a creative campaign to launch their new range of printers they’re calling Print 3.0. The creative is built around a scrapheap orchestra compiled of redundant printers, scanners, copiers, faxes, hard drives and modems, whose mechanic whirs, beeps and growls have been composed into a cover of Bob Dylans; ‘the times they are a-changing’.
A Brilliant New Brand Campaign of the French National Railway.
Last year we wrote a blog on a brilliant tourism campaign for the French National Railway called the Escape machine (you can check it here). What we loved so much about the guerrilla campaign was the way it captured the spirit and excitement of traveling to new destinations, and rolled-it up into an engaging brand gesture. Well the clever folks at FNR and their agency TBWA/Paris have done it again with another piece of guerrilla branding. ‘Take a Look at Brussels’ is all about communicating FNR’s new direct line between Lyon and Brussels.
The Power a Recommendation
We all know how crucial and personal our morning coffee from our favorite cafe’ is to ones mental state. That feeling of walking into the cafe’, stumbling our way to the counter, mumbling our order to the more hipster behind the counter, and fumbling through your wallet for what little money you have. This morning ritual is almost as important as getting up in the morning, it is a second awaking! It is personal!
The Retail Design Philosophy of Apple
Purely on a sales per square meter basis (a measure I find pretty damn compelling) Apple is indisputably the greatest retailer in the world. In a branding article we wrote earlier this year for The Melbourne Review titled; ‘Walking with Retail Dinosaurs’, we pointed out that Apple stores deliver the highest sales per square meter of any retailer – figures from the US show Apple stores deliver sales of US$65,000 per m2, which is 25% higher than the next best performing retailer; Lululemon Athletica. A quick glance at the Apple retail offer turns-up a number ‘Golden Rules of Retail’ that the technology brand does not do.
• They do not cram every square centimeter of floor and wall space with product.
• They do not rely on monthly sales and door buster discounts to attract customers.
• They don’t skimp on staff or hire school kids with little idea of the product.
• They do not utilize a ‘Loss Leader’ strategy.
• They don’t offer product that is functionally unique to their competitors.
• They don’t cut corner on store design and fit-out costs.
So what is it that Apple does, what is their philosophy that drives this incredible return on their retail investment?
The clip after the jump is an internal video that has made it to the outside world.
Small + Big for Local Retailers
One thing the US does particularly well is to build consumer rituals that are good for business of all shapes and sizes. Small Business Saturday is a great example of this mindset – a day where consumers are encouraged to show support of independent retailers by shopping local and helping those retailers who are so often at the heart of vibrant communities.