Blog

By Category


French’s Mustard reminds us of the power of crazy.

When it comes to branding, standing out is tougher than it ever has been. Compared to a decade ago, there are many more brands doing more things to differentiate and stand out in the market. The challenge for brand managers, owners and marketers is to…

Read more »

Ben and Jerry's Brand says thank you to fans

If you have a brand that is lucky enough to have a loyal and passionate group of people following you then it’s important every now and then to thank them and keep them engaged. That’s just what Ben and Jerry’s do every year with their annual Free…

Read more »

Ikea's movie sleepover: An experiential marketing masterclass

Ikea have always delivered on bringing the sense of place of their store and the Ikea experience to consumers, either through their clever light hearted advertising or imaginative ways of bringing the Ikea experience out of the ordinary, where you least expect.

Read more »

Free Is Better: Disrupting the bottled water market

Free Is Better hit the streets across Melbourne in late 2013 and had a goal of wiping out the existing bottled water brands in the market. The brand gives away free bottled water. It works by selling the label space on its bottles to advertisers at…

Read more »

Inspirational Gesture by DangerDust

DangerDust is the pseudonym for a couple of students from Columbus College of Art, who work anonymously, under cover of night to produce intricate pieces of art in chalk. Their artworks are created on hijacked blackboards on the third level of the Crane building over night,…

Read more »

A legendary brand gesture by Heineken

Heineken has teamed up with 40 sport, art and entertainment legends to create a series of one-off posters to be auctioned in support of global non-profit, Reporters Without Borders.

Read more »

The decision to remove tobacco products is a bold but applaudable strategy by CVS

Last week, the second largest American drugstore chain, CVS, announced that it was dropping tobacco products from its 7600 nationwide stores. It’s the first move by any of the big drugstore chains to stop selling tobacco products, and the effects will likely be far greater…

Read more »

Brands do not need to be ho hum

Consciously think about extraordinary brand gestures In reference to Australians celebrating Australia Day on the 26th of January, Ann Rennie wrote a great piece in The Age newspaper reminding us how the ordinary enables us to discern the extraordinary. She wrote: “We spend most of…

Read more »

WestJet Christmas Marketing Miracle – Viral Video Attracts Millions

Canada’s WestJet airlines is spreading a bit of holiday cheer and brand engagement online this week, thanks to a “Christmas miracle” video. Published on the 8th December the video has seen upwards of 16m views and is growing hourly. In the two hours that passed…

Read more »

Nokia's new brand gesture: Connecting people with free Wi-Fi

Remember Nokia?  The brand that was on the brink of extinction is back in the spotlight with a new way to deliver on their brand promise of ‘connecting people’. This week, Nokia launched a clever brand gesture to provide free Wi-Fi to Londoners and visitors…

Read more »

Brand Gestures for the fun-of-it – Volkswagen's funtheory.com

Just for the fun-of-it There has been plenty of debate over the years (some of it with readers commenting on this site) about the validity and value of brand gestures that do not have an immediate and specific selling proposition. In many ways this represents…

Read more »