May the 4th Be With You: The Power of Brand
Who does the brand Star Wars belong too? It is a phenomenal success…
Master
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Reach and Frequency: What Should Be The Priority?
Let’s say that you’ve been tasked with delivering the best results from a limited budget. It’s now time to decide on the optimal exposure/reach and frequency needed to make your advertising campaign a major success – there are so many options, opinions and possibilities. More importantly, how would you know if you have the right…
The True Value of IP
Mark Twain famously said, “there is no such thing as a new idea…” The reality is that greatness often comes by re-imagining and extending what already exists. What’s newly created is still unique and novel, just maybe a little familiar and occasionally spectacularly inventive…
Key Visual Elements in Branding Your Digital Presence
Branding is now more critical to business success than possibly at any other time…
Branding with a Heart: The Benefits of CSR
Corporate Social Responsibility (CSR) is standard practice for most business. No matter what the size, there is an expectation that businesses do the right thing…
Billboard Design Best Practices
Outdoor advertising is about catching the attention of your audience through…
When to Consider Brand Repositioning
There are four reasons why you would consider repositioning your brand…
When Do You Hire a Brand Ambassador?
Let’s start with a straightforward definition of what a Brand Ambassador is…
The Five Traits of an Effective Advertising Agency
With plenty of advertising companies endorsing the same services out there, how can you guarantee quality for your business?
1. Communicative Group of Creatives.
The ability to communicate is one of the primary traits of a successful advertising agency and holds the key for outstanding collaborations…
The Use of Rational vs Emotional Persuasion in Advertising
Emotion-oriented messaging for the sort-of watchers. It should come as little surprise in today’s media-proliferated, multi-platform world, that the average human attention span has dropped to an all-time low…
The Essential Visual Components of Branding
There are a myriad of ways companies embed their brands…
On Branding Through Product Packaging
We like to think that all marketing communication strategies and principles begin with the product packaging…
Aiming for Distinctiveness over Differentiation in Advertising
Contemporary marketing strategies often rely…
Google Expands Video Use
As the digital landscape evolves the battle between the alpha corporations…
A Tale of Two Strategies: Inbound Marketing vs Outbound Marketing
With the context of marketing in mind, the internet…
Sales Growing or Slowing? What’s a Realistic Target?
One of the great business challenges is to deliver ongoing, continuous, growth in sales and profits. It’s an obvious objective – a common belief that it’s easy to repeat what you have previously done and then do some more. Markets grow and…
Human Attention Span is Getting Shorter
Human attention span is now measured at just 8.25 seconds, down from 12 seconds in the year 2000…
The Art Behind Successful Advertising
Advertising is still seen as the most direct and efficient way to reach your audience, but…
The Origins of Branding
The modern word Brand is derived “Brandr”, an ancient Norse word meaning “to burn”. Its early use was to signify…
Does Price Promotion Really Pay-Off in the Long Run?
Often used to spur interest, boost brand recognition…
Working Your Magic Through an Effective Advertising Creative Brief
An effective creative brief needs to clear two hurdles…
Adapting to the Shortening Audience Attention Span
This fast-paced, always-on world has completely changed the way we think…
Why Invest in Your Brand Now?
Some years ago a large Australian Retailer underwent a major re-brand. After 50 years, the leadership recognised the need to demonstrably update and refresh. The outcome was outrageously successful – receiving universal praise (how rare is that?). Acknowledged by the customers, embraced by the vast workforce and recognised by shareholders…
Letting Creative Lead
Continuing to do the same thing and expecting different results has often been cited as the definition of stupidity…
Why You Should Start with Strategy
Strategy is an often misused and much misaligned term. By definition, a strategy is a plan of action…
Strong Brands Deliver Profit
Brand, by definition, is a Mark – initially created as a method of distinguishing ownership and origin…
Brands Are Built in Media and at Point-of-Purchase
Consumer research has consistently shown that products that…
When Your Advertising Stops Delivering Results
As a marketer is there anything worse? You’ve invested energy, much of your limited budget…
Why Invest in Good Creative Work?
When it comes to all things marketing, the obvious answer to any question about…
Driving New Sales Growth
Before you can influence consumers, you have to reach them. So the key to driving new sales growth is talking to as many people as possible. Long-term growth isn’t stimulated by any one segment or category of customers…
Knowing That ‘You Are Not Your Customer’
There is a common lament amongst agency peeps when their client isn’t able to articulate why something…
