Posts Tagged ‘Authentic’

12.24.10

Merry Christmas and The Santa Brand

Wishing you and yours a truly, deeply festive season from all of us.
It is that time of the year when the age old question is asked by children all over the world, do you believe in Santa?

Santa is an amazing brand in many ways. It heavily relies on a vast number of brand ambassadors from parents to department store Father Christmases to deliver the brand, whilst at the same time lacking authenticity as most of the world doesn’t actually believe in it.

Despite all this the Santa brand has brilliant storytelling, an instantly recognizable brand visual language, creates a powerful sense of brandticipation and consistency of brand experience – I don’t know about you but my December 25ths have a definite groundhog day feel to them.

The Santa brand continues to capture the hearts and minds of hundreds of millions of people – perhaps making it the most powerful brand in the world. And with a share of the wallet estimated $450 billion plus of Christmas spending in the US alone each year, I’d love to see Interbrand calculate a value for Santa’s brand equity.

For those interested in the exercise of brand thinking with a touch of Ho Ho Ho, take a look at the Santa Brand Book from Quietroom we came across this week:

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07.02.10

Brand Authenticity – Real or Fake

Recently on a trip to Europe I had the pleasure of hearing a presentation by American author and strategy consultant Joseph Pine on authenticity in branding. Pine has co-authored several books in the brand space. Namely the ‘Experience Economy’ and his more recent offering simply titled ‘Authenticity’.

Luigi Zuckermann sign

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02.22.10

adidas Vs Nike – A Battle of Brand Association

All Brands Have Meaning
Whether carefully and strategically considered or by default, all brands hold associated meanings in the minds of the market place. Well considered brands establish a competitive brand proposition (their brand strategy) with layers of meaning to both differentiate themselves from their competitors and to connect with their audience. These brands reinforce their meaning through all of their actions or brand touch points and their brand design. As a brand agency we help brands to define their meaning and create their unique brand design for all their communications in order to create a consistent association with these layers of meaning in the hearts and minds of their customers.

adidas Vs Nike
Today we compare the brand associations of spots apparel icons adidas & Nike.

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02.15.10

Old Values = Fresh New Retail Brand

London’s aBuzz About ‘Unpackaged‘
London has long been one of the worlds greatest retail cities – a place where new concepts are launched and sunk every day with barely a ripple to mark their passing. As they say in the classics – ‘If you can make it there, you’ll make it anywhere…’. Into this buzzing retail landscape, old school food store ‘Unpackaged‘ was quietly launched four years ago as a market stall and over the ensuing years has grown to become a much loved and powerful little retail brand in a charming shop at 42 Amwell Street, London.

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11.30.09

Brand Speak – Understanding the new Language of Brand

The Rising Tide of Brand Strategy Speak
It seems the brand and marketing industries are no more immune to the rising tide of ‘business speak’ than any other industry. Over the last year I’ve collected examples from around our brand agency and the web and researched the trends to bring you a list of my favorites. The good news is I think you’ll find them as imaginative and entertaining as they are informative.

BrandSpeakPicShort

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11.22.09

Brand Design; Evolution of the Coke Bottle

A Packaging Icon
Few brands boast packaging that has gained iconic status – the ability for cultures all around the world to identify the product purely from the form of its bottle. Coke has long understood the brand equity within the proprietary bottle shape, maintaining the authenticity of their packaging as it has evolved over the years.

Here’s a photo that shows the evolution from Coke’s first bottle, through to their current packaging – a snapshot of the fascinating visual history of this most valuable brand property.

CokeBottleEvolution

If you’d like some help with identifying and developing unique properties for your brand, why not give us a call.

David Ansett, Brandamentalist.
If you’d like daily updates of our brand thinking, you can follow me on Twitter here.

11.16.09

Big Ideas and Brand Distraction

At the end of a long hard day have you ever sat back and dreamt of escaping the constraints of modern life? I know I have. It’s what makes all the sea change programs and stories so appealing. So when recently I found myself watching a TV ad that set out to appeal to exactly that sentiment, I was intrigued. It was long at 60 seconds, but was well produced with stunning imagery.

The ad began by showing a baby swimming, this is the freedom we are all born with.

Then the images became grey and hum drum. This is the reality of our lives. The baby is soon behind the bars of a cot, a man is just one of dozens sitting in identical work stations in an open office, miserable commuters are standing on a packed train etc. You get the picture.

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11.03.09

Brand in the hand…

I got home one evening recently and I had 4 envelopes in the post box. They were all pretty much the same size, but there the similarities ended.

The first envelope was plain, brown and unaddressed, except for the ominous warning ‘To the Home Owner’. The second was a plain white window envelope addressed to me. The third had the brand mark of my mobile phone provider and the fourth the logo of the travel agent we went on holiday with six months ago and carried a message ‘Exclusive offers and packages for our VIP customers’.

So I took out my ‘stethoscope’ and  listened for a brand heart beat from each envelope.

Brand in the hand

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09.11.09

Brand Storytelling – The Power of a Comic

Comic - Brand StorytellingContinuing the theme from an earlier blog, which sang the praises of enduring storytelling of the comic series Archie, here is another example of superb creativity expressed through a comic series. What is interesting here is that this particular comic series truly drives brand preference. It is a Japanese Manga comic series  with a very novel plot. Called “The Drops of the Gods” it follows the main character Shizuku as he learns about wine, allowing the reader to do the same.

At the start of the series, Shizuku has rebelled against his father, a famous wine critic, by refusing to drink wine and working instead for a brewery. Suddenly, though, his father dies and leaves in his will a description of 12 wines he considers the world’s best, comparing them to the disciples of Jesus. Pitted against his adopted brother, who happens to be a sommelier, Shizuku must catch up in his knowledge so he can find the 12 wines mentioned in his father’s will and inherit his father’s vast cellar.
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09.07.09

Unlocking the hidden code of your brand’s Visual Language

The hidden codeGrill'dBurger
All brands project an image through the visual language of their brand identity. Customers and markets use the code contained within their visual language to make logical and emotional associations that drive their responses to trust, lust, aspire and desire the brand… or not. A well designed brand identity utilizes the visual language code of its market to pin-point the positioning it wishes to own in the hearts and minds of its customers.

When we talk about a brand’s visual language we refer to its brand mark (logo), brand colours and typefaces, and every visual expression of the brand on-line and off including; advertising campaigns, packaging, store design, product names, web site, uniforms, and marketing and shareholder communications. The scope of visual language is unique for every different brand. Read the rest of this entry »

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