Tagged with advertising

How marketers overcomplicate executing strategy – the hilariously pointed lessons of the ‘Designing the Stop Sign’ video

How marketers overcomplicate executing strategy – the hilariously pointed lessons of the ‘Designing the Stop Sign’ video

According to Richard Branson, “Complexity is your enemy.  Any fool can make something complicated.  It is hard to make something simple”.   It’s ironic then how much marketing tends to overcomplicate things, given that Branson is one of the profession’s most popular pin-up boys. Our last post for 2013 held a comic mirror up to some … Continue reading

Can Apple keep its cool?

Can Apple keep its cool?

Apple is one the strongest brands on the planet.  But over the past two years it has been increasingly tested by direct attacks from competitor advertising in its home market of the United States.  This post outlines what’s been happening and Apple’s response to it. A (very) short history of Apple’s brand communications To put … Continue reading

Why Coles is ‘better’ than Woolworths

Why Coles is ‘better’ than Woolworths

During a recent Sunday family lunch my nine year-old daughter made the matter-of-fact statement “You know, Coles is better than Woolworths”.  Given the speed at which her attention shifts this comment could have been both the start and end of this particular topic.  But as it piqued my curiousity I had to ask “Why”; fully … Continue reading

Why and How to use icons in destination advertising

Why and How to use icons in destination advertising

Most destination advertising campaigns face the dilemma of whether to include a destination’s most famous features or – in tourism marketing parlance – its ‘icons’.   After all, icons are seen as major drawcards for potential visitors.  From the Eiffel Tower, the Grand Canyon, the Parthenon, the Statue of Liberty, the Great Wall, and Waikiki to … Continue reading