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Nike puts brand values first with Kaepernick campaign

Are brand values are more important than brand value? Nike this week rolled out their 30th anniversary ‘Just do it’ campaign featuring the ex 49ers quarterback Colin Kaepernick. In a move that will define the brand for the future, Nike have made an incredible brave move.…

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Smells Different. Demeter leverages the romance of everyday experiences.

Fragrance brand bucks category norms to standout in highly competitive fragrance category. Demeter continues to defy the age old art of using sex, glamour and mystique to sell fragrance. Instead, the brand uses everyday experiences as their inspiration. The US fragrance company has just released…

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Qantas rebrand – new era spirit or just spiritless?

Australia’s national carrier just launched its refreshed brand identity. It’s being positioned as “a new era, same spirit”. The Qantas rebrand is being linked to the airline’s new fleet of Dreamliner aircraft. It follows a series of service and product improvements. “This is not just…

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The Body Shop strengthens their eco credentials with new brand belief

‘Enrich not exploit’ becomes new brand belief for The Body Shop After 40 years, The Body Shop is seeking to reaffirm its position as a leader in ethical business with a new commitment to its audiences. The Body Shop founder Anita Roddick has always wanted…

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Etsy prepares to test its belief system with IPO

If global craft market Etsy goes public this year it will be an interesting test to see how the brand can balance their explicit social mission with shareholder revenue expectations. Founded in 2005, Etsy, is like the handmade and craft version of Ebay. It’s an…

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