Posts Tagged ‘brand association’

11.24.11

Sandilands, Austereo and Twitter – brand association; being held accountable for the company you keep

Twitter continues to set the news agenda and prove how fast the message can spread and galvanise public debate. It also highlights the importance of monitoring and participating in the conversation about your brand and being ready to respond appropriately, particularly when you are caught up in the cross-fire.

More and more, it seems consumers are holding brands accountable and judging them on the company they keep. Brands need to be ready to protect themselves from the attack and use the opportunity to strengthen the relationship with their audiences.

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07.19.11

OPSM – Brilliant Brand Association

The Brand Sponsorship, Brand Communications Conundrum
For many brands, the brand strategy question of sponsorship is a tough one – calculating the benefits to the brand is often an imperfect science. The only hard and fast rule for success is ‘be brilliant’.

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01.26.11

Fujitsu Brand Adrift

Fujitsu stranded in a sea of negative brand association

Recently Fujitsu found itself in cold water when a hot air balloon was stranded in Port Philip Bay, in Australia’s southern city of Melbourne. The balloon, along with its ten passengers, originally landed on South Melbourne beach before being swept into the water. Consequently, the Fujitsu balloon has been the lead story in the nation’s TV bulletins, radio, twitter feeds and blogs in what could be a brand association nightmare for Fujitsu.

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11.16.10

adidas’ Pinata Promo – Smashing Brand Design

brand designers Melbourne

Smashing Brand Communications Campaign
Footware brand adidas spend more time than most thinking outside the box. And in this case the box is their take on the classic kids party game, the pinata. Teaming-up with sports shoe retailer Footlocker, adidas has put together an online campaign – integrating video and Facebook – to build awareness around the launch of their new range of Ciero skate sneakers.

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10.21.10

Oakley hits Gold with Chilean Miner Brand Association

Brilliant Brand Association by Design
International sunglasses brand Oakley hit pay-dirt recently when their products were spotted on the dials of each of the 33 Chilean miners as they appeared in front of the world’s media, above ground for the first time in more than three months. Since they resurfaced, the rescued Chilean miners have been wearing specially designed Oakley sunglasses to protect their eyes as they re-acclimate to the sun.

brand designers Melbourne

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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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02.08.10

Apple Vs Microsoft – A Battle of Brand Association

All Brands Have Meaning
Whether carefully and strategically considered or by default, all brands hold associated meanings in 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 brand reinforce their meaning through all of their actions or brand touch points. As a brand agency we help brands to define their meaning and create the brand design for all their communications in order to create a consistent association with these layers of meaning in the minds of their customers.

Apple Vs Microsoft
Today we compare the brand associations of consumer technology icons Apple & Microsoft.

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02.01.10

Audi Vs BMW – a Battle of Brand Association

All Brands Have Meaning
Whether carefully and strategically considered or by default, all brands hold associated meanings in 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 brand reinforce their meaning through all of their actions or brand touch points. As a brand agency we help brands to define their meaning and create the brand design for all their communications in order to create a consistent association with these layers of meaning in the minds of their customers.

A Snapshot of Brand Association
The clever people at Brand Tags have been busy collecting a comprehensive  list of more than 1.7 million associations that people have with brands. The result is a unique opportunity for those brands to compare the meaning and messages of their brand communication strategy with the brand associations of a cross section of the market.

Audi Vs BMW
Today we compare the brand associations of German Luxury, Automotive brands Audi & BMW.

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01.22.10

Abercrombie & Fitch – a Brand Association Snapshot

All Brands Have Meaning
Whether carefully and strategically considered or by default, all brands hold associated meanings in 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 brand reinforce their meaning through all of their actions or brand touch points. As a brand agency we help brands to define their meaning and create the brand design for all their communications in order to create a consistent association with these layers of meaning in the minds of their customers.

A Snapshot of Brand Association
The clever people at Brand Tags have been busy collecting the associations that people have with brands. The result is a unique opportunity for those brands to compare the meaning and messages of their brand communication strategy with the brand associations of a cross section of the market.

Today’s snapshot is of fashion brand Abercrombie & Fitch
As we might expect, the greatest level of association is with their brand-mark – the A&F Moose – but from there it gets pretty interesting.

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08.23.09

When Brand Association Goes Wrong

During the recent unrest in Iran, the Adidas brand got caught-up in the violence when this image was published all-around the globeWhen brands appear in mainstream media associated with an individual or an event, it can take the brand into new territory they’d never anticipated.
I’ve never agreed with the old adage; ‘there’s no such thing as bad publicity.’ All brand expressions have the potential to enhance or detract from a brand’s reputation. The higher the profile of the brand expression, the more powerful its ability to have a positive or negative impact.

When the mainstream media captures events, Crime matriarch; Judy Moran sports Dolce & Gabbana shades in the National press as she's arrested for being an accessory to the murder of her brother-in-law Desmond Tuppence Moransometimes brands are unintentionally caught-up at the same time by association with the people involved in those events. Brand owners themselves have no control over either the situation or the association it creates with their valuable brands.

During the recent unrest in Iran, the Adidas brand got caught-up in the violence when this image was published all-around the globe. And recently, Melbourne crime matriarch; Judy Moran sported Dolce & Gabbana shades on the front pages of the national press as she was arrested for being an accessory to the murder of her brother-in-law Desmond Tuppence Moran

When brands become ‘iconic’, they begin to pervade our lives to such an extent that it’ only a matter of time until they appear in the mass-media in an association that’s not to their making. Whilst they are powerless to influence this manner of brand association, the way brand owners choose to manage negative associations is entirely within their control .

If you’d like to discuss how to manage positive brand associations for your business, drop us a line.

Dave.