Brand stories and the latest thinking from those great business minds who believe in the power of premium branding as strongly as we do.
Those great minds who think alike.
Does your organisation address the elephant in the room? Or does it sweep the uncomfortable under the rug?
At a Hawthorn Football Club social event they addressed the uncomfortable.
For our creative thinkers, we’ve summarised some creative thinking tools and approaches you can use for your next project or campaign. Those best advertising approaches that are timelessly effective.
For all the Marketers and Brands in Australia, here’s a recap of the highlights and hot topics from APAC ADWEEK 2023, including data, privacy, channels, measurement, audiences, creativity and opportunities.
Social value and business value are becoming more and more intertwined. Customers want to support brands that inspire real change and have an overall beneficial impact on society.
Understanding your audience is everything. It’s often the reason why campaigns fail. Before you start any project or campaign, know who exactly who you’re talking to and what’s important to them. Here’s some reminders on how to use your creative thinking in ways that will capture your audience’s attention…
Great brands, like Qantas, use their brand as a management approach to drive their culture, company operations, and customer experiences.
Positioning or repositioning has revolutionised industries and turned the tables on well-established, unsuspecting markets. Done well, it can be a game-changer.
Great brands outwin the competition. That doesn’t just happen by chance. It’s a combination of strategy and smarts.
When creative thinking for your next project or campaign, don’t just come up with ideas. Develop solutions that will give your client or your business that competitive advantage. Here’s how…
We’re in the age of being data-driven. We’re capturing so much data, but it’s a matter of ‘then what’? One brand that’s using this data-capture exercise extremely well is Spotify. Their Wrapped Campaign is killing it on the data front, by turning their user insights into a campaign that’s now regarded as a global sensation. At the One Club, New York, we were lucky enough to meet these great minds, and learn from their insights and thinking.
“When people can’t see the value in what you’re selling, you’ll always compete on price.”
This number one rule applies to every business. If you’re on that slippery slope of competing on price, or even worse, discounting, then your business’ future is short-lived. Discounting hurts profit margins and is unsustainable in the long-term. What’s worse, it hurts your brand.
Mass marketing is just that. Marketing to the masses. Except the problem is that the masses aren’t listening. Avoid trying to be everything to everyone. Why? Because it runs the risk of not being seen.
The most common mistake that businesses make during growth phase is they lose focus. Over time, as more and more people join the organisation, with different personalities, conflicting opinions and a multitude of personal agendas, the initial focus is diluted. Or worst case, lost.
No longer are we standing for a word in the minds of the consumer. We’re standing for an emotion. This is the differentiator between brands.
The mistakes made by new businesses are often the same. That’s partly because the same principles of branding apply to every business, no matter what the size.
With the rise of social media, brands are made differently now. What happens on the inside of your organisation is now completely transparent. Your brand and your culture are now one and the same.
There’s no ‘one size fits all’ approach to creating a killer Comms Strategy, however we’ve listed a few key considerations that we use in our approach.
How brands are built these days has changed significantly. Every person who touches your brand is a potential or existing stakeholder. Which is why we take a different approach.
The biggest disruption to branding is cultural, and most companies are failing to adapt their brand strategy.
Despite your greatest marketing and advertising efforts, what you say no longer matters. It’s what others say on your behalf.
In 2013 we saw a tipping point – some of the fastest growing brands in the world were known for their incredible cultures. That’s because brands are made differently now.