In a great way to generate brand interaction, punters were encouraged to ‘tweet to eat’ and instantly given a cheeky little packet of crisps for their work.
Posts Tagged ‘retail brand agency’
Where’s the Passion?
Recently I was driving to the airport and couldn’t help but notice a huge billboard on the side of a building next to the freeway. The billboard was for home and kitchenware brand ‘House’ and featured a woman and several cooking implements and a headline about ‘loving cooking’. Not a great description of the campaign I know, but my recollections reflect a) traveling at 100km/hr, and b) less than inspiring marketing. I was immediately struck by the lack of emotion and passion in the ad I was passing. Allowing for the wonderful and evocative subject of food and cooking, and even with the word ‘love’ in the headline, there wasn’t enough passion in the poster to light the bum of a single glow worm.
Bring Back The Brand Identity
For those of us old enough to remember there was a time when retail brand Target had a well defined, well loved position in the market. They leveraged their simple and strong brand identity through everything they did and all was happy in the world of the red and white circles. But over the last decade the brand has lost its way. As consumers have changed, Target has struggled to maintain their relevance and value proposition, and at the same time consigned their powerful brand identity asset to the back of the drawer. Whether by inspiration, strategy or coincidence, the launch of their latest TVC announcing the arrival of Missoni’s range designed for the Target has seen the retail brand get back their groove.
A Brand Story with a Delicious Ending
Our friends at Grapevine have been working with local Confectionery maker Darrell Lea over the last two years as it’s new owners the Quinn family look to rebuild this once iconic Australian retail brand. The new brand strategy was based-around dramatically expanding the channels to market for this much loved brand by selling product through the major supermarket chains as well as their own stores.
Whilst the authentic Darrell Lea brand experience is still delivered through their own retail real estate, the tenfold increase in foot traffic past their product provided by being stocked on supermarket shelves has provided the real difference. This strategy has leveraged the high level of Darrell Lea brand recognition and loyalty whilst reducing the cost of doing business, with the result being a sustainable, profitable business.
The brand has broadened its product range with the introduction of Choc Stix, which is liquorice with chocolate in the centre. The new product is successfully attracting a new generation of younger brand fans, with a plan to explore new product beyond confectionery such as ice cream. Requests are coming thick and fast by the brand’s new retail partners – the supermarkets – to develop a broader product range including everything from baked goods to chocolate milk.
Few things warm our hearts more at Truly Deeply than when a fading iconic brand is rescued through strong business and brand leadership. Kudos to the Quinn family for their passion, foresight and acumen in saving this much loved Aussie brand.
Online wine retailers Get Wines Direct and Vinomofo have very similar product and sales channels but very different brands.
With such similar product offerings, can brand play a role in influencing sales?
This is not your Grandfather’s Tailor.
With this positioning line New York’s Acustom Apparel introduce a new menswear apparel brand that’s changing the tailored clothing category. By using a 3D body scanner and some neat measuring technology they make tailored clothing that’s better fitting, more accessible, and more affordable than available by traditional methods. They offer bespoke suits, shirts, polos, jeans, chinos, and overcoats from a flagship retail store in SoHo, NY.
In front of every great brand is a great leader
All of the world’s leading brands have at their helm a visionary leader. The ability of a business leader to engage his workforce and inspire them to lift the business to great heights is a critical part of every great brand. When I think of local uber brands such as kikki.K, Mecca Cosmetics and Grill’d I immediately associate them with their founders and leaders, who inspire their staff to greatness day-in and day-out. Whether leading a brand through change, growth or simply taking the role as the lead brand story-teller, a brand without a leader is like a boat without a rudder.
When Net-A-Porter’s much loved CEO, Mark Sebba retired recently, his staff around the globe were moved to choreograph a remarkable send-off for him. Executive Chairman and Founder of the Net-A-Porter Group, Natalie Massenet explains that she and fellow execs wanted “an amazing and personal tribute to this incredible man who has run our business for the last 11 years. We wanted him to feel how much we love him and give him the recognition he deserves – and to make him immortal in the digital world.”
The truly remarkable farewell was videoed and recently release on youtube (watch after the jump…)
A Glimpse of the Future Brand Strategy for IKEA
I read a great interview on PSFK recently (link at the bottom of this post) with Rich D’Amico, Deputy Marketing Director at IKEA USA. The interview was exploring where IKEA sees the future of home & furniture design and asks the question; ‘where do they get their drive for innovation?’ D’Amico’s answers point to the exciting convergence of technology and creativity – where else – with 3D printing, a new line of ‘connected home’ devices called HomeSmart, and consumer insight driven creativity.