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iSnack 2.0 – When brand naming goes wrong

When Kraft launched their name for the new spread during the AFL Grand Final, I thought it had to be a joke, they couldn’t be that out of touch. Then I presumed it was a deliberately provocative marketing campaign, give our product the worst possible…

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Brand, Artisan & Exclusive: Demanding a premium

Reading the Age newspaper’s Melbourne Magazine this weekend reminded me of the potency of combining an artisan and a brand with a premium position in the market place. The magazine has a section celebrating the 2009 food hall of fame. It’s purpose is to honour…

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MasterChef Australia Brand Power – Celebrity or Unknown?

With the introduction of the new channel 10 series of MasterChef Australia in early 2009,  ratings for this new show went through the roof. The final episode of the reality TV cooking competition set a new record with a staggering 3.7 million Australians tuned in…

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The 10 biggest Brand Identity Mistakes

The Power of brand Image Whilst brands do not live or die by the success of their brand identity, a well designed image is a valuable asset for every business. An effective brand identity will provide cues to your market about your business, what it…

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Pick the Brand – the Power of Brand Marks

The Power of a Brand Mark A client once asked me; ‘what do I have to do to get a logo that’s as recognisable as Nike’s?’ The answer is you need at least thirty years or $30 million, whichever comes first. Some markets are global,…

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Fast Brandscapes

A mate of mine, while driving his 13 year old daughter between activities on a Saturday, casually asked her how life was for her. She evidently paused, reflected and said… At age 13 I thought the world was a dawdle. In fact I was waiting…

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The Seven Secrets of Creating a Unique Brand Voice

Your brand’s secret weapons. Every brand has a voice. Big brands, small brands, local brands and international brands, all brands use a voice where-ever and when-ever they communicate to their market. The language brands choose to use (or use without conscious consideration) is what we…

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Brand Storytelling – The Power of a Comic

Continuing the theme from an earlier blog, which sang the praises of enduring storytelling of the comic series Archie, here is another example of superb creativity expressed through a comic series. What is interesting here is that this particular comic series truly drives brand preference.…

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Unlocking the hidden code of your brand's Visual Language

The hidden code All brands project an image through the visual language of their brand identity. Customers and markets use the code contained within their visual language to make logical and emotional associations that drive their responses to trust, lust, aspire and desire the brand……

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Brand Storytelling – A Love Triangle

There is more and more being written about the power of brand storytelling and compelling narratives. Even politicians are referring to the need to develop narratives that connect with voters. However, sometimes when you are working with clients on their brands you sense that they…

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Art with Heart, building a brand with social responsibility

Art from the heart Eight years ago we sat down as a business to discuss how we might combine doing something good for our local community with continuing to build our brand as one of Australia’s most interesting creative brand agency. The brand gesture we…

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