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Vinyl Group; the new heartbeat of an equitable music world

Brand architecture, strategy and design for a multinational music group Three separate music businesses, Vampr, Jaxsta, and Vinyl.com, were merged. Truly Deeply worked with the brand owners to create the new brand architecture, strategic proposition, and visual identity for the new entity. As with any…

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Truly Deeply rebrands BirdLife Australia

New brand proposition and identity helps national bird conservation charity grow and activate its member base.

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Unlocking the private label brand architecture strategies of big retailers

From supermarkets to department stores, private labels or store brands are becoming more important to both profitability and customer retention. According to a recent research report from Oracle, private label dollar growth in Australia outpaces branded products by nearly 2x. Private labels currently account for…

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Truly Deeply rebrands 357 Collins St to create a uniquely Melbourne precinct

Located in the heart of Melbourne’s CBD, 357 Collins St is a prestigious office address that has been transformed into a vibrant new precinct. Working closely with Frasers Property, their architects, and the property management team, we set out to redefine the experience of 357…

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Truly Deeply creates Pronto, a unique vapor inhaler brand for the USA

Brand naming, strategy, design, and packaging for an innovative range of vapor inhaler products from Rhinomed. Pronto features a unique vapor inhaler that gently opens the nose and delivers a soothing blend of essential oils. There are two versions of the product, featuring different essential…

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CSL demonstrates how to shift to a monolithic brand architecture

Brand architecture can be a tricky beast to get right but CSL’s new group brand is a good example of how to move to a master brand approach. With any merger and acquisition, careful consideration needs to be given to the brand architecture strategy. While…

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Truly Deeply creates the brand for innovative school software, Zunia.

Research, stakeholder engagement, brand strategy, naming and brand identity for a novel school experience and management solution. An innovative new solution from Education Horizon’s Group (EHG). Zunia brings together the best and most powerful functions of the group’s existing products into one intuitive platform. Paul…

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Is Harley trashing their brand in an effort to stay relevant?

Harley focuses on product development and growth but disregards its long held brand beliefs As a brand strategist I have often admired and held up Harley Davidson as great example of a powerful brand. Not because I own or want to own a Harley (so…

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Choice, the evolution of a brand.

More than a rebrand. There’s been something interesting going on at Choice. More than a logo refresh, it seems the stalwart reviewer is starting to develop its activist side. While Choice is known for its product reviews and buying guides more than it’s disruptive activist…

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The first steps to creating a new brand. Part Two.

We’re constantly working with start-ups and entrepreneurs looking to get their brand up and running on limited funding. Wondering what they can do to guarantee value from the process and ways to use the budget as efficiently as possible. Over my next two blogs, I’m…

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The first steps to creating a new brand. Part One.

We’re constantly working with start-ups and entrepreneurs looking to get their brand up and running on limited funding. Wondering what they can do to guarantee value from the process and for ways to use the budget as efficiently as possible. So over my next two…

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Triple M stretches their brand again to represent country music

Once known as the rock station, Triple M is stretching so far it risks diluting its brand to nothing. First it was the rebrand of heritage gold format stations, now Triple M wants to be the brand for country music. As of February, Triple M…

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Truly Deeply creates new Aussie baby formula brand for China

Rebranding Royal Warton to standout in the Chinese market and hero its Australian product origin. Royal Warton has been tapping into the growing demand for Australian baby formula in Australia. However, it was struggling to standout in the highly cluttered local market and was lacking…

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Amazon’s vertical shift from brand seller to brand owner (and seller)

Amazon Builds their House of Brands. New’s this week that Amazon has been advertising for brand managers to create  a private label of Sportswear Apparel is another indicator of the online retail giants ambition to become an owner as well as a seller of brands.…

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Coca Cola ‘one brand’ architecture comes to Australia

Multinational soft drink giant introduces its new brand architecture strategy to Australia. After decades of establishing more niche brands, Coca Cola has shifted back to what they call the ‘one brand’ design. Essentially, they are now refocusing on creating a stronger master brand, with more…

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SCN’s new brand architecture favours national advertisers over local listeners

D-Day approaches as Southern Cross Austereo (SCN) rebrands regional radio as Triple M or Hit. Next week, most of SCNs regional stations will get a new name and identity to align with the company’s city stations. This is largely a corporate brand architecture approach to…

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Mercedes Man – star brand extension or stinker?

Mercedes has followed a number of fashion brands and celebrities who have tried to leverage their status to create a brand fragrance. Their new range of fragrances are now available at Chemist Warehouse but is this good for the Mercedes brand? For many premium fashion…

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Brand differentiation: Sometimes you just need an asshole.

Asshole or hero? Donate Life takes boldly different approach to organ donation. We often talk about the importance of brands being brave and different to truly standout and that’s just what Donate Life America has done with its latest campaign. The World’s biggest asshole dials…

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How hotels have responded to the rise of Airbnb

The changing landscape of hotel accommodation to target millennial travellers Since Airbnb’s disruption of the hotel industry from its inception in 2008, and pioneering a shift toward the sharing economy, many have predicted the demise of traditional hotels as a result. While younger travellers have…

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Tata’s Zica brand name to be ditched due to Zika virus

Tata Motors rethinks brand name for new car on launch. Being associated with the horrible Zika virus could potentially kill the Zica brand before it gets going. Tata recognises the brand name Zica is no longer #Fantastico! But are they responding fast enough?

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How much should I pay for my Branding?

What should my branding cost? So you’re at start-up/running a growing business/recently merged/feeling the heat from new competition/just stepped into the big chair and you’ve got a sense that your branding isn’t working. No matter how clear-minded you are at leading your business, the task…

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