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Why AV business Scene Change spent their entire marketing budget on a private jet (and why it was a good decision).

Marketing Strategy Madness or Branding Genius. In a marketing strategy that sounds lifted from a Vegas comedy about three guys on a bachelor party, Australian corporate AV company Scene Change invested their entire marketing budget for two years to buy and run a private jet.…

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Good brand advice is not expensive if you can recognize its value.

The Value of Good Advice. Recently I re-read Confessions of the Pricing Man by Hermann Simon, arguably the best book ever written on the subject of pricing. I’ve always seen the subject of pricing as directly connected to branding. As Simon says: “People have asked…

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Is the Old-Fashioned Flyer Doing a Steven Bradbury?

Today’s post is an article written by Brandhook, good friends of ours and the sharpest brand research and insights agency around. Two mornings in a row, I have been handed direct advertising materials at Richmond station.  One for Uber Eats and another for Pet Circle;…

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Consumer activism; a powerful vehicle for change

Now more than ever consumers are turning their everyday purchases into a form of protest or demonstration of ideology to create change, sending strong signals to brands by using their purchasing choices as votes. How a brand produces and delivers its goods and who they…

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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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Political Incorrectness and Brand Differentiation

Can Political Incorrectness ever be a valid brand communication strategy? OK, so this may be skirting the boundaries of sensitivity and taste, but sometimes the most interesting strategies are found where others fear to tread. When it comes to political correctness, most clients want to…

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Why brands need to pick a side and face the consequences

Today’s guest article has been penned by the very smart people at eatbigfish. eatbigfish is a strategic brand consultancy with a single focus: challenger thinking and behaviour. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger…

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How American Baseball taught us the Golden Rule of Brand Differentiation.

Differentiation works in Major League Baseball too. Re-reading Marty Neumeier’s book ‘Zag’ this week, I was fascinated by the story of America’s shortest ever professional baseball, Willie Keeler. Wee Willie, as he was known back in the good ol’ politically incorrect days of the 1890s…

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Busting the First Mover Advantage Myth of Branding

Watching a TED Talk recently from Organizational psychologist Adam Grant I came across a brilliant insight that challenged the long and firmly held belief of First Mover Advantage. For as long as I can remember in business and brand the ‘first mover paradigm’ dictated that…

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The fart in a bottle test – How do your neighbors impact your brand?

Oops, there goes the brand neighbourhood The thing I love about online is that somewhere there’s someone trying to sell just about anything you can think of. Take this ‘fart in a bottle’ for instance with a bid of 99c – brilliant product design for…

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How can we effectively communicate an anti- message?

Effective communication in advertising will often result, at best, in a small change in consumer behaviour. While this change often has a product driven focus — buy this, try this, consider us — the predominant message generally doesn’t require the audience to drastically change their…

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Free Marketing and Brand Awareness Lessons from '1800 GOT JUNK?'

Creative and free marketing initiatives to get you brand awareness and more customers. On my way to work a month ago I was surprised to see a man jumping up and down on his truck with a blue wig waving a sign ‘1800 GOT JUNK?’.…

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