I just experienced a strange case of brand deja-vu on a mini break at Silverwater Resort. I was struck by the similarity of the Silverwater Resort brand to that of Emaar Properties.
The resort is in an idyllic spot overlooking Phillip Island. It has a lot going for it, especially if you have kids. But the similarity of the brand identity made me feel like the whole experience was not authentic.
For generations, parents have been trying to get their kids to eat healthier food. Is it possible that one brand has finally found a way to make it happen, at least at school?
A Beautifully Executed Re-branding Project.
We were engaged with Jean Hailes to conduct a full brand re-design, starting with the strategic framework and outputting all brand identity collateral. In a little under two decades Jean Hailes has developed a significant standing in the women’s health sector. But it also understands that it needs to continue to proactively develop the direction of the Jean Hailes brand. A direction that would further solidify Jean Hailes as the authority in women’s health to deliver cutting edge research and medical services for their clients. The result – a beautifully designed re-brand for this not-for profit in women’s health.
The Litmus group is a market leading niche international management consulting company who needed to rephrase their brand to better fit their highly differentiated approach business proposition.
The famous and annoying catch cry, “down, down” and the big red finger might actually carry far greater symbolism for Coles and their reputation than they realise. As the brand becomes more elastic and focuses on ‘stretch, stretch how far can we stretch’, could this strategy actually bring the brand down or is Coles setting a new benchmark for Australian brands?
Companies are always seeking new ways to grow and expand but when brands start to develop a bigger range of products, there is a danger of stretching the brand too far. Extensions can have a knock on effect that confuses the brand’s identity, its customers and can potentially leave the brand open to attack from more focussed competitors.
IKEA reminds us to not forget the Brand Communication in our Brands.
Last year we featured a post on IKEA’s brand communication, and here the Swedish mass-design furniture and home-wares brand are popping up again. As a global brand, IKEA is well known for the budget priced, low-mid quality Swedish inspired, practical and functional furniture they design and sell. The interesting additional element to their successful brand strategy is design. IKEA have accomplished the not insignificant task of lifting the design bar for the average Joe (and Jodie). The secret ingredient to the IKEA brand DNA is their ability to bring an impressively high level of Swedish furniture design to the masses. So what better way to communicate that brand attribute than through delivering creatively designed brand communications along with it.
Over the past couple of years we have been witnessing the demise of the Qantas brand, with its business strategy dictating the brand’s terms of engagement. Every public gesture that the business has made, has reflected an unwavering commitment to taking cost out of its operations. There has been scant regard for the brand or the customer.
The Brand Art of Standing-Out.
Rotterdam-based artist Florentijn Hofman has created this wonderful work; ‘stor gul kanin (big yellow rabbit)’, his newest large-scale sculpture conceived for this summer’s Openart Biennale in öreboro, Sweden. Hofman’s work uses scale and context to challenge the function and purpose of the public space, this 13-meter high bunny explores the notion of scale and urban perspective by providing a new focal point in the open square. I cannot think of a better analogy for creating brand communications that both connect with your market and stand-out in your market than Hofman’s giant yellow bunny.
Viral Brand Story Telling Captures the Spirit of Travel
3 guys, 44 days, 11 countries, 18 flights, 38 thousand miles, an exploding volcano, 2 cameras and almost a terabyte of footage = a trip of a lifetime… all to turn 3 ambitious linear concepts based on movement, learning and food ….into 3 beautiful and hopefully compelling short films; Move, Eat & Learn.
Originally commissioned for STA travel, these videos created by a trio of Australian mates (Rick Mereki : Director, producer, additional camera and editing, Tim White : DOP, producer, primary editing, sound, Andrew Lees : Actor, mover, groover) have taken on a life of their own with more than 5.5 million views to-date in a matter of a few short weeks. Another example of high quality content leveraging the power of viral to create incredibly high ROI brand communications. Check the three great clips after the jump…
A great TED talk from Child prodigy Adora Svitak. Adora says the world needs “childish” thinking: bold ideas, wild creativity and especially optimism. Kids’ big dreams deserve high expectations, she says, starting with grownups’ willingness to learn from children as much as to teach. There are some great, big ideas in this clip - check it after the jump…
