Posts Tagged ‘Qantas’

11.18.11

The Power of Brands – when ‘Sorry’ is the hardest word to Say

Qantas celebrated its 91st birthday yesterday with the launch of its new new Boeing 787 Dreamliner with little ceremony.  The more subdued approach to the milestone and the new plane is a sign of the company’s desire to avoid any negative media attention.  In recent years we have slowly watched the brand decline with the decision to ground the fleet at the end of October, simply the icing on the cake.  As our Truly Deeply Strategy Director, Peter Singline, discussed in his blog, Qantas brand strangled by business strategy, “its focus for so long has been about the business and not brand relationships. Worse it seems that with the on going pursuit of cost cutting it is also cutting the guts out of the culture of Qantas”. 

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09.22.11

Best practice for brands is problematic

Business literature keeps advocating the need for businesses to pursue best practice. To aspire to achieve against a set of metrics that are considered optimum performance in a given category. However, the extent to which brands seek to identify best practice performers amongst their competitors, and then match them or better them on those measures, ultimately produces sameness and lack of differentiation in the market.

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12.06.10

Qantas brand needs a safety net!

As a brand agency we are regularly exploring with clients the brand values they need to live to give their brand the marketing positioning they wish to achieve. Regularly in those conversations we use an airline example to explain how some brand values are mandatory, but often not necessarily at the extreme end of differentiating the brand. In terms of airlines in Australia an example of that has been safety. Critical to the brand but for a lot of consumers not the determining factor in which airline they choose because they feel that most of the airlines have strong enough safety records.

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05.28.10

SOLO Lucky Undies – Brand Campaign

Being an avid sports enthusiast (in particular the round ball game) I went to the Socceroos farewell game against New Zealand on Monday night at the MCG. Now I’m going into detail about the match (fair to say it wasn’t pretty) but upon entering the ‘Best Sports City‘ in the world’s precinct there was the usual cheering, flag waving and buzz that Melbourne is accustomed to for any major (or for that matter often minor) sporting event, but something caught my eye and not only my eye but thousands of supporters – male and female.

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04.19.10

Trend Report – The Visual Language of Brands (Chapter 6)

The Final Chapter in our Comprehensive Trend Report
Over the last month we’ve published the first five chapters of our research report into trends in visual language. This Monday and we publish the final chapter of the report. In this week’s chapter we’re exploring trends in brand visual language relating to colour, as well as posing the 10 most critical questions you should be asking yourself about your brand’s visual language.

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04.12.10

Trend Report – Visual Language of Brands (Chapters 4&5)

The Fourth and Fifth Chapters in our Comprehensive Trend Report
Over the last three Mondays we’ve published the first three sections of our research report into trends in visual language. This Monday and next Monday we’ll publish the final chapters of the report. In this week’s chapters we’re exploring trends in brand visual language of ‘Shape Shifting’, ‘QR Codes’ as well as a number of typographic trends we’ve spotted.

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03.26.10

Qantas in Hot Pants – Melbourne F1 Grand Prix

Melbourne has the hype of the Grand Prix this weekend, when petrol heads from around the country descend on our fair town for some thrills and spills. The event is a highly subsidised marketing program designed to build the profile of Melbourne internationally and, along the way, inject some dollars into the local economy. There is always heated debate about the merits of hosting this event. The suggested cumulative $622m cost to tax payers since the circus began in the mid 90’s in Melbourne means that the event represents a huge ‘opportunity cost’ to the communities of Victoria what ever way you cut it.

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03.03.10

The Power of Colour in Brand Design

Today it’s more critical than ever for businesses to differentiate themselves from their competitors and make memorable connections with their audience by creating unique, recognisable brands.

Colour in Brand Design
Every touch point of a brand plays a vital role in brand recall, but the brand mark is the heart and soul of a brand’s image. Whilst it’s the interplay between colour, typeface, and symbol that creates a brand mark, colour is registered by the brain before either images or typography. A University of Loyola, Maryland study recently found the correct use of colour could increase brand recognition by up to 80%.

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