Posts Tagged ‘retail brand agency’

integrated marketing campaign

The Romance of this campaign is in its Swedishness
For every business who has ever advertised above the line, launching their first TV campaign is fraught with excitement and anxiety. TVC’s come with a huge price tag and for many businesses, being able to afford them in the marketing mix is a real sign of maturity, not withstanding the need to ‘get it right’ and translate that spend into the ringing of Christmas cash register bells. So when kikki.K – one of Australia’s new generation of retail super brands – launches their first TV ad, it was always going to be well considered and beautifully executed.

The emotion of Christmas memories (and are there many stronger?) have been tapped by brands ever since the first ads were penned, but the real beauty in this kikki.K ad is a wonderful Swedish dimension – not only was the ad shot in Sweden, but for the first time we hear the brand voice, narrated in a charming blend of Swedish with English sub titles and English with Swedish accent.

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Recipe to Riches Branding

With more exposure on the branding industry than ever, it’s important for people to understand the process of strategy and design without being mislead by unrealistic expectations portrayed in shows such as ‘Recipe to Riches’.

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Christmas brand ad 2014

Retailers are all scrambling to remind us that Christmas is just around the corner. For most, this is the key time of the year where they need to enhance their connection with their customers to stay top of mind and maximise their share of wallet.

Here are is selection of this season’s best Chrissy ads that deliver powerful and relevant Christmas brand story telling. Read the rest of this entry »

Retail brand agency

American Express has long had to battle its image as being elitist and not retailer friendly, especially for small businesses. Now they are trying to change this perception by starting a movement and becoming the ambassador for local business with their campaign ‘Think big, shop small”.

This is a powerful promotion that could shift the brand’s reputation but it could also be just a massive over promise that they simply can’t deliver on.

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Truly Deeply Brand Agency

Frito-Lay brand Walkers Crisps connects social and outdoor media to create a rewarding brand gesture for fans.

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.

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retail branding

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.

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retail brand agency

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.

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retail branding agency

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.

Dave Ansett
Chief Creator of Brands
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Photo: Wayne Taylor

Wine retail brands

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?

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retail branding agency

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.

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