Posts Tagged ‘Brand Voice’

09.15.11

Coles, clever brand stretch or caught red-handed diluting their brand?

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.

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09.12.11

IKEA fresh brand imagery by photographer Carl Kleiner

branding marketing

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.

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09.06.11

Bold Brand Communication Design — The Art of Standing Out

creative brand agency

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.

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09.05.11

Brand Communication. Move, Eat, Learn — Capturing the Spirit of Travel

brand communications agency

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…

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09.02.11

What Brands & the World can learn from Children

brand agency Melbourne

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…

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09.01.11

Chipotle and Willie Nelson for a cause

Chipo­tle has joined forces with Willie Nel­son to cre­ate this beau­ti­ful ani­mated short. Haunt­ingly cov­er­ing Coldplay’s The Sci­en­tist, the short tells an emo­tional and beau­ti­ful story of the mod­ern food pro­duc­tion world. The mes­sage doesn’t directly adver­tise Chipotle’s prod­uct (cre­at­ing hand crafted bur­ri­tos that sup­ports local pro­duce and farm­ers) but rather sup­ports their cause. While there are a grow­ing num­ber of organic, local farmer sup­ported prod­ucts, the cause is enough and this type of cre­ative strat­egy is not only going to strengthen Chipotle’s brand but also their indus­try. And being a leader in a grow­ing mar­ket is a good place to be. What’s more they have embraced the oppor­tu­nity to cre­ate some­thing last­ing and with meaning.

Check out the beau­ti­ful ani­mated short after the jump.

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08.30.11

A Peek Behind Apple’s Retail Brand Experience

brand agency Melbourne

A Sneak Peek behind Apple’s Retail Brand
Apple has long been held-up as the bench­mark as the brand for inno­va­tion and just plain cre­at­ing cool stuff, but much of it’s unher­alded work has been in the expe­ri­ence arena — specif­i­cally cre­at­ing amaz­ing retail places in which the brand comes to life face-to-face.

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08.29.11

AC/DC Brand Extension Rock-n-roll Style

wine lable design

What Next for Rock-n-roll’s Brand­ing Rock­stars?
Rock Gods AC/DC have long been a major export brand for Aus­tralia. With earn­ings of more than $100m p.a. AC/DC are sec­ond only to U2 when it comes to earn­ing the big rock-n-roll bucks. But contra=y to their hard rockin’ image, AC/DC are also the mas­ters of lever­ag­ing their brand for com­mer­cial gain. The lat­est in a long line of band brand exten­sions see the release last week of AC/DC wine.

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08.26.11

Absolut Blank — More Brand Communication goodness from Absolut Vodka

feeldesain absolut blank 01

Abso­lut Bloody Rip­per Brand Com­mu­ni­ca­tions
Yes — we’ve writ­ten about Abso­lut Vodka’s great phi­los­o­phy on brand com­mu­ni­ca­tion before. Yes, we’re not the first and wont be the last to do it either. But if any other brand dis­played the same gen­uine pas­sion for cre­at­ing unique and won­der filled brand cam­paigns we’d write about them just as reg­u­larly too.

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08.23.11

Stunning Brand Visual Language created for the World Wildlife Foundation

feeldesain hand-body-painting-by-guido-daniele-6

Cre­at­ing Unique Brand Visual Lan­guage
One of the tough­est tasks for brands is cre­at­ing unique brand visual lan­guage that touches the soul of their mar­ket. This chal­lenge is increased by those brands who must con­tin­u­ously refresh their visual lan­guage as they develop new and ongo­ing adver­tis­ing campaigns.

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