May the 4th Be With You: The Power of Brand
Who does the brand Star Wars belong too? It is a phenomenal success…
Brand
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 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…
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…
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…
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…
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…
