Posts Tagged ‘Brand DNA’

04.25.12

ANZAC Day, lest we forget

ANZAC Day goes beyond the anniver­sary of the land­ing on Gal­lipoli in 1915. It is the day we remem­ber all Aus­tralians who served and died in all wars, con­flicts, and peace­keep­ing oper­a­tions. The spirit of ANZAC, with its human qual­i­ties of courage, mate­ship, and sac­ri­fice, con­tin­ues to have mean­ing and rel­e­vance for our sense of national iden­tity. Today, cer­e­monies will be held in towns and cities across the nation to acknowl­edge the ser­vice of our vet­er­ans.  As arguably one of the most sacred days on the Aus­tralian cal­en­dar, surely the day speaks for itself and yet ear­lier this year, the Fed­eral Gov­ern­ment caused a furore with poten­tial plans to brand the day in prepa­ra­tion for the 100th Anniversary.

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04.24.12

Retail Branding; Hermés and the fine art of Store Window Design

retail branding agency

Cre­at­ing Retail Brand Dif­fer­en­ti­a­tion through the Power of Artis­tic Cre­ativ­ity.
French fash­ion com­pany Her­mès have estab­lished a rep­u­ta­tion for cre­ative col­lab­o­ra­tions with inter­na­tional design­ers to cre­ate remark­able win­dow dis­plays for their stores in order to pro­mote their line of prod­ucts in an artis­tic way. Like many pre­mium brands before them, Hermé under­stand the power of art in dif­fer­en­ti­at­ing them­selves from the high gloss, high pro­duc­tion value brand imagery of their competitors.

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04.23.12

Dawn French the new face of Coles; brilliant or risky?

Over the week­end, Coles launched their much-hyped ‘fly­buys’ cam­paign and intro­duced their new brand ambas­sador, Dawn French.

This con­tin­ues their strat­egy of using celebri­ties as the face of the brand. It has worked in the past, but is Dawn the right ambassador?

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04.20.12

Caine’s Arcade Brand Storytelling

We all know how pow­er­ful social media can be and this lat­est story to come out of LA shows just how pow­er­ful it can be when one indi­vid­ual decides to take on a cause.  Caine’s Arcade tells the heart­warm­ing story of a boy named Caine in East LA who made a DIY arcade using card­board boxes from his father’s auto parts store.

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04.19.12

Amazon downunder

For the first time, the world’s largest online retailer is look­ing to set up a ware­house on Aus­tralian shores. In a move that is likely to make our local retail­ers tense, Ama­zon are look­ing to Asia-Pacific to extend their dis­tri­b­u­tion net­work. How­ever it is not yet known what this means for con­sumers pur­chas­ing from the retailer and in turn the impact it will have on the mar­ket. Faster deliv­ery time is likely, but could it also mean cheaper products?

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04.18.12

Storm in a Chicken Bucket

First pub­lished in National Times
A Guest post by Melbourne-based writer James Schloeffel

We now know that Colonel Sanders’ poul­try empire isn’t just about dish­ing out greasy chicken and fake potato. It is also racist. At least that is what some Amer­i­can YouTube view­ers and parts of the main­stream Amer­i­can press would have you believe.

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04.17.12

Our March branding article for The Melbourne Review — Private Label Needs Public Disclosure

packaging design agency

This year we began writ­ing a reg­u­lar col­umn on brand­ing for The Mel­bourne Review. This sec­ond of our arti­cles explores the impact of pri­vate label brands on the retail landscape.

Whichever way you cut it, the growth in pri­vate label brands is going to con­tinue within Aus­tralian supermarkets.

Con­sumers in Aus­tralia are increas­ingly see­ing pri­vate label prod­ucts as rep­re­sent­ing great value. A recent AC Nielsen research report into the power of pri­vate label brands glob­ally found an aver­age of 69% of all respon­dents agreed that ‘super­mar­ket own brands are usu­ally extremely good value for money’. In Aus­tralia 81% shared this sentiment.

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04.16.12

Why brands who love women love Social Media

social media specialists

A Brand Cen­tric Snap­shot of Social Media Use
New data from inter­na­tional social media mon­i­tor Vis­i­ble Tech­nolo­gies reminds us why brands absolutely must have a play in the ‘social’ game. Vis­i­ble stud­ied 125 mil­lion social media posts over a three-month period, find­ing that 17% of the mes­sages con­veyed pur­chase intent — with women respon­si­ble for 69%f those messages.

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04.12.12

Brand Name – The Cost of Literal Meanings

The recent re-branding exer­cise by Aus­tralian com­pany OneS­teel is a great reminder of the lim­i­ta­tions imposed by using lit­eral prod­uct or ser­vice cat­e­gory terms in the brand name. OneS­teel as a name clearly declares to the world that it was in the ‘steel’ busi­ness, and hence from a com­mu­ni­ca­tion per­spec­tive it is direct and unen­cum­bered. The dif­fi­culty is when a busi­ness such as OneS­teel over time morph’s into dif­fer­ent cor­po­rate beast, doing more more and more things  unre­lated to steel. This can be rather prob­lem­atic when you are try­ing to con­vey to investors and other stake­hold­ers that you believe you have an excit­ing future out­side steel.

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04.11.12

The Next Digital Generation

If you think tex­ting while walk­ing is dan­ger­ous, just wait until every­one starts wear­ing Google’s futur­is­tic, internet-connected glasses.

  Direc­tions to your des­ti­na­tion appear lit­er­ally before your eyes. You can talk to friends over video chat, take a photo or even buy a few things online as you walk around.  The glasses will be able to do any­thing a smart­phone or tablet com­puter does now — and then some.  Google gave a glimpse of “Project Glass” in a video and blog post last week. Still in an early pro­to­type stage, the glasses open up end­less pos­si­bil­i­ties — as well as chal­lenges to safety, pri­vacy and fash­ion sen­si­bil­ity. The pro­to­types have a sleek wrap-around look and appear noth­ing like clunky 3-D glasses. But if Google isn’t care­ful, they could be dis­missed as a kind of Blue­tooth ear­piece of the future, a fash­ion faux-pas where bulky looks out­weigh mar­ginal utility.

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