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Uber shows it’s elastic brand strategy with UberMOTO

The Uber brand pivots like a tech start-up. In 2016 Uber launched uberMOTO in Hanoi and Ho Chi Minh City in Vietnam, allowing riders to catch a ride on motorcycles. Uber have always been clear that they are not a ride share business, not even…

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UberBoat – A Brand extension Masterclass

E for Excitement… and Brand Extension. Brand Extension isn’t always about launching more products with great sales potential in themselves. Sometimes the smartest brand extension plays are those that reinforce brand excitement and the values that made the brand loved in the first place. Uber…

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Ikea’s Cook This Page campaign is another smart brand gesture

Swedish home furniture brand Ikea continues to be at the heart of affordable stylish urban living. We always solute brands who continually look for interesting ways to engage and add value for the lives of their customers. That’s why we love this clever idea from…

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Ikea bike strengthens the brand’s smart urban living image

Swedish home furniture giant Ikea’s commuter bike, ‘Sladda’ is another brand reputation proof point. Ikea has built their reputation on providing affordable stylish urban living. However, in the past couple of years, the brand has stepped up its product development to extend its dominance in…

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Mercedes Man – star brand extension or stinker?

Mercedes has followed a number of fashion brands and celebrities who have tried to leverage their status to create a brand fragrance. Their new range of fragrances are now available at Chemist Warehouse but is this good for the Mercedes brand? For many premium fashion…

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Coopers Clear Muddies the Brand

Brand Aligned Product Extension – It’s not Rocket Surgery There’s no doubt product line extension is critically important to engage with an increasingly splintering consumer market. For many brands, going to market with the same handful of products with broad appeal is a sure recipe…

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Virgin Hotel – using brand to reframe another category

With the crown for the most elastic brand, Virgin has managed to reinvent and standout in many categories including music, finance, telecommunication and entertainment. In travel, they have been particularly successful in showing up heritage brands for being out of touch with customers. Following the…

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Brand Extension and the Cannibal Effect

Existing brand buyers account for 63% of sales of new product line extensions. Research carried out by Catalina Marketing in the US brings into sharp focus where the buyers of new product line extensions come from, and the answer is; ‘they’re mostly the people who…

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Bounce brand expands to Dubai

The Free Jumping Revolution hits Dubai Truly Deeply is proud to see another one of our brand creations take on new markets. This month, Bounce Inc continued their brand expansion with the launch of the free jumping revolution in Dubai.

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Triple J extends its brand by dropping a ‘J’

It’s been a long time coming but Triple J has finally announced that DIG radio will become Double J from April 30. This is a smart move by the ABC to leverage the brand equity in the Triple J brand into another station to extend…

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Aesop brand extension with personality

Aesop has teamed up with the french APC fashion brand to create an awesomely daring brand extension. Post Poo Drops! What appeared to many to be an April fools joke is an actual product, available from both APC and Aesop stores. As a continuation of…

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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…

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