Posts Tagged ‘Brand Strategy’

08.27.10

Nature’s 9 simple rules for business survival

The success of the Greens in last weeks Federal election in Australia is a great reminder that markets are not homogenous, that there are different segments with different needs. The Greens have ended up with a National Senate Vote of almost 13% and surprise, surprise, a controlling influence on matters that come before that House of Parliament. Throw in the independents who have also convincingly won seats and you get further insight into the diverse market needs of an electorate. But segmentation is not the purpose of this blog, rather the degree to which the Greens have been ever present in Australia in recent weeks is a great reminder of nature and the Greens quest for ecological sustainability – more specifically the lessons on offer for business, from nature.

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08.20.10

Johnnie Walker – The Brand Who Walked Around The World

Last week I went and saw the awesome Expendables. It’s pretty much the male version of Sex and the City. I was at one point a little confused as to why they where starting to build a plot, by my calculations there could have been at least 10 more explosions and 40 more awesome ways to take out the bad guys and that should have been the priority.

Before the movie there was the story of Johnny Walker, an ad sure, but a really interesting and engaging one. Even if you don’t have any interest in whiskey the story is amazingly engaging. Narrated by Robert “perfect delivery” Carlyle.

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08.19.10

Brands Behaving Naturally – A Refreshing Experience

Brand Theatre of the Highest Order
Passengers on a recent Lufthansa flight from Tel Aviv to Frankfurt experienced the type of brand gesture most businesses can only dream of.

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08.18.10

Will the Real Brand Please Stand Up – Authenticity and Brand Sponsored Content

The Critical Role of Authenticity in Brand Sponsored Content
Just the other day LA advertising gun Miry Whitehill and I were swapping thoughts on a new content-based social media campaign for Levis.

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What a huge project, with a nice, soft brand ownership from Levis, but something just wasn’t quite striking the right note for me.
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08.13.10

The Heineken Brand Experience

What better way to claim your authenticity than to share your heritage with customers in an interactive and engaging manner. Let them play with your brand in a way that is both fun and informative. Claim your place in the category by sharing the highs and lows of your journey. And if you happen to do it from the ‘place’ of your origins you add significantly to the authenticity of who you are and what you are about.

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08.11.10

Brandelicious – Ferrari V4 Concept Superbike

Have you ever asked the question “why is there no Ferrari motorbike?” well one designer certainly has. Israeli industrial designer Amir Glinik has come up and conceptualised an incredible Ferrari superbike using a modified engine from the Ferrari Enzo supercar. Amir’s design is influenced by the vintage and modern Ferrari projects and his idea is to produce a practical machine – not in any way a “sci-fi” future ride.

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08.09.10

Mitchum – The Hardest Working Integrated Brand Campaign

brand designers

It all Starts with Brand Clarity
Like all of the hardest working brand communication campaigns, this little gem for Mitchum from the US has at its core a clear brand proposition hard-wired with with customer benefit. Mitchum is an antiperspirant brand with a well defined proposition – America’s Hardest Working Antiperspirant. As with all brands – having absolute clarity around their brand strategy – what you stand for and your differentiated proposition provide the basis for creative communication campaigns that work harder and smarter than the rest. Mitcham took their ‘Hardest Working’ proposition and leveraged it into an integrated brand marketing campaign to find America’s hardest workers. However, not happy to sit on the strength of the idea, it is the quality of the execution of the Mitchum campaign that have delivered on the promise of the brand.

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08.02.10

The Nexis Project – A Creative Brand Design Collaboration

Creative Brand Design Collaboration with a Capital C
In what may be a first for creative and style collaboration, shoe brand Sebago have teamed with uber-cool shoe designer Ronnie Fieg from David Z and a pack of the most influential fashion/style bloggers to create a new range of custom shoes with a wonderfully, rich, socially-loaded brand experience.

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07.30.10

The Branding of Politics

Applying branding frameworks to politicians and political parties is a very much established practice. In fact, some may even argue that politics is increasingly about symbolism as opposed to policy implementation, image rather than content. A little harsh perhaps, but certainly in Australia we are seeing our major political parties trying to position themselves on populist mandates over political ideology. They are trying something we strongly advise our clients against, and that is to try and be all things to all people. It never works in commercial settings and it is of highly dubious value in politics – it simply gives strength to the brand positioning of minor parties (eg. the Greens) and independents.

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07.29.10

The Truly Deeply 2010 Trend Report – The Visual Language of Brands

The Most Comprehensive Trend Report on the Visual Language of Brand Identity
Trends in the visual language of brand identity are driven by many factors from the ‘me-too-ism’ of designers and their clients mimicking the visual language of market leaders, to new and emerging trends such as ‘sustainability’ that draw a similar and en-mass visual response from designers all over the world. Over the past 12 months we have collected more than five thousand different brand expressions spanning almost every major industry and category of the western world.

Our 2010 Trend Report has been picked-up and re-published in blogs and marketing publications around the world – so by request we’re providing the report as one, complete pdf download (even if it is a whopping 6.8mb in size).

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