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Smells Different. Demeter leverages the romance of everyday experiences.

Fragrance brand bucks category norms to standout in highly competitive fragrance category. Demeter continues to defy the age old art of using sex, glamour and mystique to sell fragrance. Instead, the brand uses everyday experiences as their inspiration. The US fragrance company has just released…

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No differentiation. Wesfarmers continues to cannibalise their brands.

Target gives up on brand differentiation and becomes another Kmart The remarkable turnaround of Kmart in the past few years has left its competitors scrambling to compete. The strategy has achieved its goal of killing Big W. However, in the fight, Westfarmers has also severally…

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Notel reframes accommodation with urban trailer park brand

Check out Melbourne‚Äôs glam rooftop Airstream trailer park. While many hotel brands are struggling to differentiate, Notel taps into the glamping and rooftop urban oasis trends to redefine the category. Notel consists of six shiny Airstream trailers perched high on a rooftop terrace. All the…

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