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The 3 golden brand rules to standing out in a crowded market

The strategic brand thinking at the heart of every successful brand. Over the weekend I was having a conversation for the thousandth time with the owner of a relatively new, fast growth business who I realized was hearing it for the first time. The conversation…

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Fastbrick Robotics – The power of a truly differentiated value proposition

Australian technology business set to disrupt the global building industry. Yeah, that’s a pretty big claim, but in the case of Australia’s Fastbrick Robotics, it’s more likely a prediction than fanciful mission statement. Fastbrick’s first prototype; the Hadrian X is nearing commercial readiness, with the…

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Re-imagining Retail Design – A truly differentiated brand space

Fresh New Retail Design from Japan Tokyo has rightly earned the reputation for a city that thinks outside the square. Japanese design culture is often fresh, innovative and disruptive, and this retail space designed by Nobuo Araki/The Archetype is a bold example. Following-on from The…

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Woolworths free fruit for kids campaign builds on their differentiated brand proposition

Deliciously Good Brand Differentiation Australian Supermarket brand Woolworths have teamed up with celebrity endorser and fresh food campaigner; Jamie Oliver to introduce their latest in store brand initiative – fresh fruit. Launched in-store and driven by an above the line TVC campaign, Woolworths have come…

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Investing in brand positioning & identity produces 7 x greater returns than advertising alone.

Is branding the most undervalued investment in business? There’s an old marketing adage that ‘50% of all advertising works – the trick is understanding which 50%’. This wisdom predominantly addresses the dated advertising mindset of sales, but in today’s brand landscape where integrated marketing campaigns…

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Truly Deeply Strategic – Building a compelling brand proposition for the VCCC

Strategic Thinking, Brand Architecture & Brand Communications Guidelines Truly Deeply consulted with all the VCCC partners and stakeholders to build consensus and develop a compelling and authentic brand proposition. This involved one-on-one meetings and group sessions with the leadership and marketing teams of the partners,…

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