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Delta and Coke’s brand gesture; clever or creepy?

Delta Airlines and Coke apologise after napkins offend Delta and Coca Cola have canned their inflight match-matching brand gesture after many label it creepy. What was intended a bold and fun has potentially caused brand damage. Far from inspiring hook-ups, it has potentially also fractured…

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Truly Deeply creates brand identity for shared value consultancy, Hugh Foley

Consulting brand creates value for company, customers, and the community. Building on Hugh’s personal reputation in shared value strategy, we created a strong and distinctive consulting brand to engage corporate, philanthropic and public sector leaders. “Getting some good thinking into the brand identity process right…

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The 3 golden brand rules to standing out in a crowded market

The strategic brand thinking at the heart of every successful brand. Over the weekend I was having a conversation for the thousandth time with the owner of a relatively new, fast growth business who I realized was hearing it for the first time. The conversation…

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Vero – True Social. Just another social app?

First of all, lets start with this disclaimer. If you can’t be bothered to keep up with yet another social media app then there’s no need to find out more about Vero. Because that’s exactly what it is, but apparently ‘with a twist’. Vero is the…

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Marketing guru Seth Godin talks about Brand Authenticity

The differentiating power of brand authenticity When best-selling author, entrepreneur and marketing guru Seth Godin spoke with Brandchannel editor Shirley Brady about what brands need to do to stay relevant, authentic and innovative at the Brandemonium 2017 conference in Cincinnati, his view on the role…

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Top 5 Tips for Creating Inspiring Workplace Culture

  With the average person spending around 1842 hours at work per year we believe happiness and a healthy work culture are an imperative part of day to day operations. Happiness at work has become serious business these days with more and more workplaces wanting…

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PwC Brand Not Shining So Brightly After Oscars Blunder

For those yet to see the footage, confusion hit the stage at this year’s Academy Awards when Warren Beatty and Faye Dunaway announced the incorrect winner of the Best Picture award as ‘La La Land’, not ‘Moonlight’ after they were given the wrong envelope on…

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From Bandwagon To Brand Wagon?

AFL Women’s League An Untapped Brand Sponsorship Treasure Chest. If  last Friday night’s opening game of the AFLW is any indication, the belief that there’s no interest in women’s sport is fading fast. Even the AFL themselves were not prepared for the crowds that came…

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BONDS Set to ‘Bring It’ with New Sports Range

BONDS introduces their first ever cross-category sports range – led by a perfectly on brand campaign. BONDS have recently announced the introduction of their first ever cross-category sports range. The collection features BodyCool technology, which boasts moisture absorbing and quick dry properties, and marks a…

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David Jones – One Name: Endless Possibilities

Department store giant David Jones unveils new Spring/Summer 2016 collections and new brand promise. Department store giant David Jones has launched their new Spring/Summer 2016 collections, along with a new brand promise ‘One Name: Endless Possibilities’. The new campaign was launched over the weekend, with…

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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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The Power of Consumer-Centric Lifestyle Brands

From boring and monotonous to creative and exciting – the success story of Samsung Mobile Thinking back to a decade ago, when consumers thought about Samsung, the image of a true technology and innovation company would spring to mind. Fast forward to now, Samsung represents a…

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4 Basic Rules for Brand Survival

4 Basic rules the top brands are using to ensure brand survival Branding is one of the key areas a business should focus on in order to differentiate themselves within a crowded market. Brands that we have grown to love, would not have had such an immense…

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Is your brand a market leading story teller?

When was the lat time you heard a really good story… from a brand? It’s part of the way we’re wired that we relate to stories with a level of engagement and emotion that is simply not attainable for functional messaging. And whilst all brands…

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When Brand Cannibalisation Backfires

How Wesfarmers’ cannibalisation strategy backfired, leading to Target’s downfall Brand cannibalisation occurs when a company offers a brand, product or service that directly competes with another within the same company. When this level of internal competition is directly head-to-head, only the strongest will survive. Australian consumers…

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Why story telling trumps data every time

A good brand story is worth a thousand data points. Science & education You-tuber; Veritasium looks at why a story is much better at influencing our decisions than hard data. For so many brand managers and brand owners the emphasis in their branding is focused…

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Spotify is planning to sell their most popular playlists

Music streaming giant Spotify continues their expansion of audio advertising by  allowing brands to sponsor their most popular playlists. Spotify has announced that they will be expanding their advertising opportunities by allowing brands to sponsor their most popular owned and operated playlists. Brands have previously been able…

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Nokia plans for a global comeback – Will consumers embrace the once beloved brand?

The Finnish company signs a new agreement, making a comeback doing what they once did best, but is the boat already too far gone?  Two years after Microsoft’s mistreatment of Nokia’s mobile business, the Finland based company has signed a new strategic brand and intellectual…

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The Simplicity of Being Nude – A Brand Delivering the Bare Minimum

Taking a Nude approach. Domestic glassware brand all about simplicity. Nude is a new domestic glassware brand that insists “simple is beautiful”. Nude want to appeal to a younger target market and brings a fresh new angle to a pretty out-dated and fair to say boring industry…

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The rise of video content marketing continues

WebMD announces their plan to capitalise on video content marketing During their first appearance at the Digital Content NewFronts, WebMD announced to media buyers they will be intensifying their video marketing efforts. Shifting from predominantly being known for medical diseases and conditions, to lifestyle content…

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5 reasons behind Donald Trump’s thriving personal brand

Donald Trump has one of the strongest brands in the world right now, and he didn’t have to change a thing to get there. Donald Trump has become one of the most powerful brands in the world, with the Trump boom continuing to grow every day. Trump has demonstrated…

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Tactics for protecting brand reputation – A very real challenge for business

Managing brand reputation is becoming increasingly challenging A plumber in the US state of Texas is suing a car dealer for US$1m after a truck he traded-in appeared in a propaganda video from Syrian rebels in an attack on the city of Aleppo. When he…

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Is brand personality the most underrated way to build brand engagement?

The Brand Strategy of Stand Out Personality In the world of retail and hospitality, so many businesses get caught-up in the operational whirlwind of attracting, serving and delivering product to their customers that they find it challenging to take a breath, step back and assert…

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Amnesty International – What do consumers really think about this Not for Profit Brand

All brands have associations – both positive and negative Whether carefully and strategically considered or by default, all brands hold associated meanings in the minds of the market place. Well considered brands establish a differentiated value proposition (their brand strategy) with layers of meaning to…

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Monash University Encourages You to ‘Question the Answers’

Monash University encourages the audience to look beyond the conventional and accepted, and challenge the status quo. Monash University has launched a new integrated campaign starring Australian actor David Wenham, which thanks people who accept what they’re told, for creating a world where answers should…

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The 2016 Olympic Games Logo – A Representation of Rio’s People and Environment

The 2016 Olympic Games in Rio is all about bringing people together and celebrating the environment. A closer look into the design of the logo, by Fred Gelli. The 2016 Olympic Games are fast approaching and this year it will be held in Rio De Janeiro in Brazil…

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Busting the First Mover Advantage Myth of Branding

Watching a TED Talk recently from Organizational psychologist Adam Grant I came across a brilliant insight that challenged the long and firmly held belief of First Mover Advantage. For as long as I can remember in business and brand the ‘first mover paradigm’ dictated that…

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Elon Musk’s Successful Tesla launch demonstrates how to build a ‘Green Brand’.

Finally a green car brand without compromise. The huge challenge for all ‘Green Brands‘ is to meet or exceed consumer expectations on price, quality and design/functionality allowing those brands to then leverage their environmental credentials as a powerful differentiator. Almost without exception green brands offer-up…

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The 12 Steps to Building a Loved Brand

Loved brands are profitable brands Is the whole ‘Loved Brands’ thing a fluffy piece of feelgood PR from the branding community or a commercially savvy strategy? That so much cynicism surrounds the brand industry must be a reflection of the inability of the industry to…

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American Apparel is Bringing Sexy Back

American Apparel returns to its roots in an attempt to revive the brand American Apparel, the Los Angeles based clothing manufacturer and retailer known for basic apparel and risqué marketing campaigns, has decided to bring sexy back, and propel it back to being at the…

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Major sponsors cut ties with Maria Sharapova, but for what reason?

Sponsors using Sharapova’s news to kill two birds with one stone. Choosing not to stand by Sharapova because of recent events? Or was it just the perfect excuse to move on without facing public backlash? Nike, the same company that stood by Tiger Woods and…

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Zika Virus spells disaster for Brazil’s Olympics but opportunity for Aussie brand

One Brand’s Loss in another Brand’s Gain The US Olympic Committee’s recent announcement that their athletes may choose to sit-out this year’s Games in Brazil if they have health concerns over the Zika virus may prove to be an ominous sign. Facing a whole host…

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IKEA Chief believes we have reached ‘Peak Stuff’ – What does that mean for consumer brands?

Has the West has reached it’s peak of Consumerism? During a recent interview with NPR in the US, IKEA’s Global Chief Sustainability Officer, Steve Howard opined: “If you look at things like oil–well, actually, oil sales have peaked in the U.S. and Western Europe. Beef sales have pretty…

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How Marketing & Christmas lights helped Columbian Guerrillas to put down their guns

An Inspiring TED Talk on how Marketing can be a Powerful Tool for Change Colombia is a country of exceptional beauty and promise, and it’s also a country where the F.A.R.C. guerrilla movement has incited violence for 50 years. The human cost of the war…

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