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FRESH THINKING

You have to reach people

Ideas and Blogs

We regularly post on the issues and what we have observed happening in the complex world of marketing. The views and opinions are ours - and we are always open for debate. Let’s chat.

Most Recent

Media - Sector Updates

26.12.17 / 03:10AM / Peter O'Leary

Television Television continues to be the most influential of all media, despite no growth. TV remains the first choice for most people, accounting for 86.6% of all viewing (in Australia). There is ongoing polarisation around programming content, with news, sport and the reality genre enjoying substantial audiences. The impact of technology and personal devices (like Tablets and Smartphones) is enabling time-shift viewing - around 3% of viewing is shifted between 8 and 28 days from the original broadcast.

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brand marketing

Brands are built in media and at point-of-purchase.

22.12.17 / 03:09AM / Peter O'Leary

Consumer research has consistently shown that products that are advertised on TV are considered to be of a higher quality than those that aren’t. It doesn’t mean that TV is the only answer but it does show that cues come from an array of sources.

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brand building

Human Attention span is getting shorter.

18.12.17 / 03:09AM / Peter O'Leary

Human attention span is now measured at just 8.25 seconds, down from 12 seconds in the year 2000. (For comparison, a goldfish is measured at 9). The shift is attributed to the use of devices and the cluttered world in which we now find ourselves.

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brand marketing

The media, the audience and the Advertiser.

15.12.17 / 03:08AM / Peter O'Leary

The relationship between the Audience, Advertiser and Media is fascinatingly delicate:

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Media Advertising

Why invest in your brand now?

11.12.17 / 03:07AM / Peter O'Leary

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 (who appreciated the lift in share price that followed). Congratulations to all involved.

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brand strategy

The origins of branding

06.12.17 / 05:46AM / Peter O'Leary

The modern word Brand is derived “Brandr”, an ancient Norse word meaning “to burn”. Its early use was to signify ownership (i.e. this cattle belongs to me!). Over time the Brand gained more meaning. When recognising the Brand, not only could you identify the Owner but also the origin and often make a determination on quality.   

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brand identity

Letting Creative Lead

13.11.17 / 05:35AM / Peter O'Leary

Continuing to do the same thing and expecting different results has often been cited as the definition of stupidity. It seems obvious - to make change means doing something different, yet the reality is that much of what we are prepared to do is way more subtle. We stay in our Comfort Zone and do the familiar. Maybe it's the fear of the unknown, a lack of confidence or simply inertia that keeps our feet firmly planted.

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Creative Process

When your advertising stops delivering results

04.09.17 / 02:50AM / Peter O'Leary

As a marketer is there anything worse? You’ve invested energy, much of your limited budget and the dial just didn’t move. Everyone is asking the question - what went wrong? And, everyone involved is pointing fingers.

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marketing strategy, advertising strategy

Why invest in good creative work?

22.08.17 / 10:25PM / Peter O'Leary

When it comes to all things marketing, the obvious answer to any question about investing should always be based on the return generated - the ROMI. By that definition, creative that is good yields stronger results. What is good creative and how do you know when you’ve found it?

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Creative Advertising

AMBA has moved!

18.08.17 / 02:06AM / Peter O'Leary

Do I hear a What! Why? Where?

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brand growth, brand strategy