Blog

By Category


Brand Extension and the Cannibal Effect

Existing brand buyers account for 63% of sales of new product line extensions. Research carried out by Catalina Marketing in the US brings into sharp focus where the buyers of new product line extensions come from, and the answer is; ‘they’re mostly the people who…

Read more »

Why do theatre productions shy away from social media engagement?

I recently went to see Grease at the Regent Theatre in Melbourne. As we were being seated the were ushers telling off people who were taking photos of the opening screen. As you can see by the person in front of me, we were both…

Read more »

Truly Deeply Raises $28,000 for Good Cycles through Art with Heart – Nice!

Art from the Heart One warmish night in October last year we held our 14th annual Art with Heart charity art show. The night was a huge success with more than 90 pieces of art created, donated and sold to raise money for our friends…

Read more »

Lyft brand symbol shifts from a pink furry moustache to a glowstache

Having an iconic brand symbol is important to build brand awareness and help distinguish your service. But while Lyft’s furry moustache was helping the brand stand out, it was not necessarily for the right reasons. Uber competitor, Lyft has always been a whimsical and irreverent…

Read more »

Iconic Triple J Hottest 100 has an identity crisis – Happy Australia Day!

I’m not an avid Triple J listener but I must admit there is one day of the year that I tune in and listen to the station – Australia Day. The Triple J Hottest 100 has become synonymous with Australia Day and almost as traditional…

Read more »

Why Jim Collins was right; 'Open Minded' is the Right Strategy for Brands

Versatility is the new Black in Branding All brands start life with a product and a customer (hopefully lots of custo0mers). But when your market shifts, new competitors appear or technology takes the value right out from under your consumer value proposition, great brands know…

Read more »

Consumer group crashes the Doritos Super Bowl competition

Consumer group movement SumOfUs is targeting the Doritos Crash the Super Bowl competition with an ad making the brand and the parent company PepsiCo accountable for their use of Palm Oil. At first the ad looks like an entry for the Crash the Super Bowl campaign…

Read more »

How a little design studio in Australia attracted Two Million web site hits

My How Times Have Changed – The Online Brand Revolution Recently we passed 2 million hits on the Truly Deeply web site. Back in 2009 when we launched our updated site and blog – if you’d told us we were going to have that many…

Read more »

Kiss or Kiis – is one letter enough to avoid brand confusion?

After 12 months, ARN has done what everyone expected and extended the Kiis brand to Melbourne. Today, Mix 101.1 was relaunched as Kiis 101.1. Now Melbourne has two stations with essentially the same name, albeit slightly different spellings. The David and Goliath legal battle has…

Read more »

There's a Perfect Personality for Every Brand – You just have to know what you're looking for

Wine and people are not so different As this wine label demonstrates, a little personality goes a long way towards brand engagement. It’s likely customers in this category have a preferred wine brand, region and price point that directs their purchase behavior, but increased engagement…

Read more »

Adriano Zumbo laughs in the face of negative reviews

In a bold move Adriano Zumbo decided to highlight negative comments on the hoarding surrounding his new location at Emporium, Melbourne. It defiantly stopped me in my tracks while I was doing my Christmas shopping! Every brand needs to be aware of what their customers…

Read more »

Coca-Cola Israel launches campaign to celebrate the individuality of millions of diet drinkers

2 Million Unique Packaging Designs One of the trends in retail we’ve discussed previously is the shift towards a market of one – where the retail experience is curated for each individual customer. As a concept there are plenty of brands looking at this exciting…

Read more »