Posts Tagged ‘Brand-Loyalty’

11.02.11

Brand Management: Billabong controlling its destiny

Surfing brand Billabong International is moving down stream into retail to better control how its products are sold. An increasing trend amongst the large retail chains is to increase the proportion of merchandise they sell under their own brands. Brands like Billabong can either cop it sweet and sit back and let their share of floor space and sales decline or they can take steps to control their own destiny. It is pleasing to see that Billabong has opted for the latter. Billabong is increasingly seeking to make retail acquisitions as a way of gaining greater control to their route to market. Last year they acquired the California based RVCA brand,  the West 49 retail chain in Canada, Surf Dive’n’ Ski  and Jetty Surf in Australia. Likewise Billabong is investing to build its online sales, which currently makes up 3% of their revenue.

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10.07.11

Retail Brand Loyalty. Have you got it?

Lately I have been thinking a lot about retail brand loyalty and what it means to brand owners, employees and retailers. Brand loyalty is a strange thing, you can’t hold it or visibly see it, but the value that should be placed on it, for any brand, is paramount.

Brand Loyalty. Have you got it?

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08.19.11

NASA Sends Lego to the Stars – Brand Loyalty to Infinity & Beyond

creative branding agency Australia

As a creative branding agency, we love it when we come across examples of brands that have grown to mean so much more than their functional proposition. Take children’s toy brand Lego for instance. Sure there are Lego fanatics, Lego Masters and millions of kids whose perfect afternoon is spent building things from the little plastic bricks, but the brand holds an even deeper place in our collective hearts.

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03.31.11

How to brand a landmark

Regular readers will already be familiar with the recent innovations taking place in the world of pop-up retail/brand experiences, from the beautifully evocative Cognac brand Martell, to the brand with balls Beatbox Burgers. A recent commission by appliance specialists Electrolux is about to be launched – a portable dining experience. The Cube restaurants will be popping up on a series of landmark sites across Europe over the course of 2011, starting with a placement on top of the Parc du Cinquantenaire in Brussels, Belgium. The aim is to create a brand experience that surprises and inspires guests with fantastic tastes and never-before-seen views, ultimately stimulating them to explore their own creative boundaries next time they entertain friends or family at home.

The Cube is an ephemeral restaurant, an exceptional place, a unique opportunity to experience “dining with a view”.
It is outstanding as far as cuisine is concerned, an ideal demonstration of Electrolux’s know-how. The Cube is a unique architectural performance. Not only due to the place where it is set up, but also through its design: an organic and translucent place, a digest of technology. Read the rest of this entry »

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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08.06.10

Kelvin Natural Slush Co. – Small Brand Big Personality

Following on from our post ‘Coffee Avenue – A Great Brand Experience on Wheels’, Kelvin Natural Slush Co., the brainchild of yet another corporate refugee turned foodie entrepreneur, just recently hit the streets
in NYC, offering a more sophisticated version of a childhood favorite — the slushie.

In an effort to adultify the slushie experience, this premium, all natural brand offers “more sophisticated,
less sweet” flavours like Spicy Ginger, Tangy Citrus, and Green & Black Tea, to which you add any number of fresh-fruit purées…and to really take it to a dessert-worthy beverage add a scoop of ice cream for a slushie float.
They also apparently make good mixers, but you’ll have to supply your own booze.

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08.03.10

How Passionate are your Brand Fans? – Hyped-up brand loyalty for Wendy’s

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07.12.10

Brand Gestures for the fun-of-it – Volkswagen’s funtheory.com

Just for the fun-of-it
There has been plenty of debate over the years (some of it with readers commenting on this site) about the validity and value of brand gestures that do not have an immediate and specific selling proposition. In many ways this represents the difference between the crafts of advertising and branding.

YouTube Preview Image

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07.05.10

Nike’s Bowery Stadium – A Fresh Creative Brand Space

Last month the latest Nike Stadium location opened its doors – the Bowery Stadium in New York City.
Nike Stadiums reflect the trend of many brands (especially those in retail) towards what we call soft brand messaging. Unlike traditional advertising whose function is to deliver a sharp proposition that communicates a specific offer, soft brand messaging is all about giving people a brand experience to create a positive emotional bond with a brand. Brands we care about, brands we believe are a reflection of the way we wish ourselves to be seen own a distinctly unfair advantage when it comers to making conscious and unconsidered buying decisions. Whether buying a $5 burger to a $500k sports car, when it comes to the heart ruling the head, those brands we love hold the whip hand.

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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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