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Design Collaborations Invigorate Brands

Photograph – Jonus Kuhn The pace of change in the world means that it is very easy to become yesterday’s brand. There is a relentless need to keep your brand relevant and interesting. Over recent years there has been more and more collaborations between brand…

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Online really offline for Harvey Norman

Australian retailer Harvey Norman last week confirmed what we already new, and that was that they have just had a lousy year of trading. They posted a 31.6% drop in net profit and continue to bemoan the lack of consumer appetite for shopping, and the…

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Corporate Brand Personality Needs a Human Dimension

Product and Corporate Brands can have very Different Personalities Last week I caught up with a client who has corporate brand role within a successful large publicly listed company in Australia. We had previously worked together on a project for her company that eventually did…

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Facebook and brand worlds collide thanks to VB

The pending ruling by the Advertising Standards Bureau (ASB) in Australia regarding user comments posted on beer brand VB’s official website will be eagerly awaited by all brand managers who use social media. The comments in question run the full gambit from vilifying sexual identity…

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Underdog brand archetype can work for PM Julia Gillard

There are many brands in the market place that know how to leverage the status of the underdog. They use the position to drive a more emotional connection with their target market. Harvard academic Anat Keinan co-authored a paper for Journal of Consumer Research, titled…

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Unilever Brand Inspires

Kotler in his book Marketing 3.0 states that a brand possesses great character when it becomes the symbol of a movement that addresses problems in society and transforms lives. In my mind Unilever as an organisation has the potential to become symbolic of a brand…

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Brand Management and the King Oyster Principle

We always say you either get branding or you don’t. There is no real middle ground. It was therefore a pleasure to visit our mate Lester Marshall from the Coffin Bay Oyster Farm just before Christmas. Lester farms oysters in Australia’s premium seafood area on…

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God, Scandals and Brand Narratives

For those of us playing in the brand space, we have been very well drilled over recent years to the need to create compelling brand narratives. The need to become masters at the art of storytelling. To captivate, enthrall and evocatively strike such  an emotional…

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