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Department stores require far more agile brand management

In Australia the department store sector has surrendered almost one third of its market share since peaking in the mid 1980’s (Herald Sun November 8, 2011). They are between a rock and hard place, with online and specialty retailers earnestly chipping away at their customer…

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The power of unique brand gestures

Musical duo Ritornell have worked with designer Katharina Hölzl to create business cards that can be read by a music box to play out different tunes.  Ritornell — comprising of composer Richard Eigner and pianist Roman Gerold — is an experimental music group that combines…

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123-Jump; Integration is the key to Online Brand Design

The Very Best Brand Experiences are Integrated One of the problems we see with most online brand expressions is that they’re seen as only that – online brand expressions. It’s when online brand communication integrates seamlessly with the brand in the real world that the…

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In the Press – Truly Deeply's fresh Brand Identity Design for the Jean Hailes Foundation is featured in B&T Mag

Australian Marketing & Design Industry Mag B&T features our recent rebrand project for the Jean Hailes Foundation Melbourne-based brand agency Truly Deeply recently created a new corporate identity for not-for-profit women’s organisation The Jean Hailes Foundation. The organisation which is devoted to improving the health…

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Ex-wife Bitter – the Power of a Brilliant Brand Name

Nothing’s Colder than an Ex. The Truly Deeply brand team were enjoying a Friday arvo pub lunch up at The Clarendon a couple of weeks ago when one of our guys spotted a point of sale promo for Ex-wife Bitter. The brand name was so…

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Australian airline Qantas jumps out of the brand frying pan into the fire

A Case Study of the Pitfalls of Branding with Social Media Iconic Australian airline Qantas can’t seem to do anything right just now. Hot on the heels of grounding the airline to break-up an industrial dispute and leaving thousands of irate customers in the lurch,…

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Sandilands, Austereo and Twitter – brand association; being held accountable for the company you keep

Twitter continues to set the news agenda and prove how fast the message can spread and galvanise public debate. It also highlights the importance of monitoring and participating in the conversation about your brand and being ready to respond appropriately, particularly when you are caught…

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Omni-channel retailing – A brand management mindset that is critical

We have been banging on for a while about the need for retailers to move beyond seeing themselves as channel specific marketers. They need to develop an integrated mindset that moves beyond seeing online and bricks and mortar offers as being mutually exclusive. Likewise they…

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Movember – a Not for Profit Brand with Craft and Pride

When it Comes to Brand, few Not-for-Profits Really Hit the Mark. As a rule, not-for-profit organisations fall short of the mark when it comes to sophisticated brand development. Given the hugely competitive environment they play in, a clearly differentiated brand proposition provides a critical platform…

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Benetton – Brand Building on a Higher Purpose

Benetton Unhate Campaign Features Kissing World Leaders If there was ever any doubt of the effectiveness a powerful image can have in building a brand, the latest visual brand campaign for Benetton makes a most compelling point. Benetton have long been loved for building a…

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In The Press – Melbourne design agency Truly Deeply unveils brand identity design for Inspired Gift Cards

Campaign Brief features our recent launch of the new Inspired Gift Cards brand identity design Melbourne brand strategy and design agency, Truly Deeply, has unveiled their brand identity design for Inspired Gift Cards. The new Australian online retailer ‘Inspired Gift cards’ provides an innovative solution…

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The Power of Brands – when 'Sorry' is the hardest word to Say

Qantas celebrated its 91st birthday yesterday with the launch of its new new Boeing 787 Dreamliner with little ceremony.  The more subdued approach to the milestone and the new plane is a sign of the company’s desire to avoid any negative media attention.  In recent…

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