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Shopper docket lessons for brand strategy

The recent focus on the Australian supermarket giants Coles and Woolworths for their cross-subsidy shopper docket strategies raises some interesting lessons for brand owners managing a portfolio. The supermarkets are providing a great insight into the power of understanding how customers see their world. They…

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Dawn French the new face of Coles; brilliant or risky?

Over the weekend, Coles launched their much-hyped ‘flybuys’ campaign and introduced their new brand ambassador, Dawn French. This continues their strategy of using celebrities as the face of the brand. It has worked in the past, but is Dawn the right ambassador?

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Fresh fruit and vegetables – the new brand battleground

Yet again, Coles and Woolworths are set to battle it out in a price war. This time its fruit and vegetables with Coles trying to steal the “fresh food” crown with its new campaign; “There’s no freshness like Coles freshness”.  Woolworths, badged “The Fresh Food People”,…

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Australia Day 2012; drink Aussie wine or lose your strides

Australia day is here for another year, along with painted faces, flag flying, boxing kangaroos and, of course, companies trying to leverage patriotic feelings for their brand’s benefit. Coles and Woolies are fighting it out to prove who is ‘more Australian’, Vegemite has renamed their…

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Coles, clever brand stretch or caught red-handed diluting their brand?

The famous and annoying catch cry, “down, down” and the big red finger might actually carry far greater symbolism for Coles and their reputation than they realise. As the brand becomes more elastic and focuses on ‘stretch, stretch how far can we stretch’, could this…

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The Battle of an Honest to Goodness Brand

In recent months, the larger supermarket chains have found themselves embroiled in controversy as a result of their price wars and less than market friendly tactics.  As Peter Singline mentioned in his recent blog, the plight of smaller brand owners, in particular the smaller milk…

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Coles: The Natural Food Brand?

Coles Supermarkets in Australia has for years sat back and watched its formidable competitor Woolworths claim the market positioning of being ‘The Fresh Food’ people. It is a positioning line that is strongly recognised and recalled amongst consumers. In recent years they have successful reinforced…

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The Truly Deeply 2010 Trend Report – The Visual Language of Brands

The Most Comprehensive Trend Report on the Visual Language of Brand Identity Trends in the visual language of brand identity are driven by many factors from the ‘me-too-ism’ of designers and their clients mimicking the visual language of market leaders, to new and emerging trends…

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Trend Report – The Visual Language of Brands (Chapter 6)

The Final Chapter in our Comprehensive Trend Report Over the last month we’ve published the first five chapters of our research report into trends in visual language. This Monday and we publish the final chapter of the report. In this week’s chapter we’re exploring trends…

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Trend Report – The Visual Language of Brands (Chapter2)

The Second Chapter in our Comprehensive Trend Report on the Visual Language of Brand Identity Last Monday we published the first section of our report into trends in visual language. Each Monday for the next five weeks we’ll publish another chapter. This week’s chapter focuses…

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Brand Valuations – The Top 10 Australian Brands for 2009

This week there has been a lot of press coverage of Brand Finance’s ranking of Australia’s strongest brands. The study focused on brand portfolios owned by ASX listed companies and excluded secondary listings. The value of individual brands was not split out, so the results…

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Woolworths choking on an Apple

What an intriguing battle there is playing out between Australian supermarket chain, Woolworths and Apple. The question at the center of the struggle is; when is a stylised green W (Woolsworths new logo) really an apple? At first glance we may feel that Apple is…

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