There a literally thousands of excellent products and services available in the market that very few people ever purchase — even though they’ve been developed with them in mind. This behaviour might seem perplexing, but it is actually quite simple: great products and services alone are not enough to motivate people to engage in […]
How do you get 53.9 million page views by 8 million unique visitors in six weeks while generating a 60-minute BBC documentary and 6,000 news stories worth $US165 million in free coverage? Turn a media campaign into a job search, was the response for one of the most successful brand campaigns ever. Tourism Queensland’s […]
The growing proliferation of multiple different brands in the market place has made customers spoilt for choice, but often at the expense of easy decision-making. As most of us know, shopping has become a far more arduous affair where we frequently find ourselves overwhelmed and sometimes confused by the array of products on shelf […]
Openly, honestly admitting your brand’s flaws is a daunting prospect, but it just might save your bottom line or even help grow it! Few companies willingly confess their problems, but most customers notice those problems. Whether it’s an unclear label on some packaging that makes it difficult to read the ingredients, a supply […]
In the world of branding, differentiation is a primary driver of success. However, it’s increasingly challenging for brands to stand out in a noisy, crowded marketplace where countless brands are competing across multiple channels for audience attention. One of the most effective ways to differentiate your brand and stand out from the crowd is to […]
Launching a new brand is both exciting and challenging. The excitement comes in the promise of something fresh and new that could be wildly successful, be it for your well established, emerging or new startup company — and the challenge comes in getting it right the first time. Evaluating, articulating, developing and documenting your […]
Today’s retail environment is highly competitive place. • 70% of purchase decisions are made in store • 10% of shoppers switch brand inside a store The most effective and profitable brands are those that stand out distinctively—and packaging design is a critical element for effective brand standout. Whether you’re developing […]
Is your brand struggling to stay relevant, afloat, or sinking in the marketplace? Do you feel that your brand could be capturing more market share—but it just isn’t happening on your current platforms? Renaming your brand or changing your tagline can be a powerful strategy for brand renewal or revitalisation, but it’s not a […]
Your brand is the most powerful asset your business owns. A compelling brand will drive sustainability and long-term profits, increasing your market share and elevate your business above the competition. In order to develop, maintain, and grow your brand, you need an effective brand strategy that combines several elements—and one of the most crucial of […]
Your brand is much more than merely product or service related features and benefits, or a logo. Brands are an experience—the relationship between your business and your customers. In the words of Simon Sinek “people don’t buy what you do, they buy ‘why’ you do it and what you do simply proves what you believe.” […]
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