In general Australian FMCG brands were late starters in the use of digital media. Now many have used their mass market penetration to play ‘catch up’ through promotions and other incentives to generate Facebook fans. The results, according to social media analysts, are Facebook pages that are high on fans but low on engagement. Essentially, … Continue reading
Despite its questionable launch strategy the Commonwealth Bank’s new “Can” brand positioning may have the ability to stake out a real point of difference that will leave its competitors behind. Australia’s ‘big four’ banks have traditionally been perceived by consumers as a largely undifferentiated group of institutions. A group that has also be seen as … Continue reading
You would be hard pressed to find a mid to senior marketer that isn’t an advocate of the customer-centric view of marketing. It has after all been the dominant marketing paradigm of the past 30 plus years, ingrained in every marketing text and preached by industry leaders. With the identification and fulfilment of category specific … Continue reading
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
Similar to the idea of dressing for the job you want rather than job you have, sometimes brands can accelerate their growth by signalling their ambition to their customers and business partners. This appears to the case with Glorious Foods!, a relatively small UK brand that has just launched (at least conceptually) a very impressive … Continue reading
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
Over the past decade businesses that compete in the mass middle market of their industries have seen increasing pressure on sales and margins. ‘Death in the middle’ as it has been called has been caused by competitors taking either value positions or premium positions. This has shrunk the space in the middle and made the … Continue reading
As part of what some commentators are calling the biggest reinvention in the history of US retailing, JC Penney – a century old US mid-market department store chain – is challenging some of the fundamentals of mass market retailing. A bold move that could ultimately change some of the basic rules of the industry. Targeting … Continue reading
Sir Ernest Rutherford famously said: “We haven’t got the money, so we’ve got to think”. It is a truism that has played out for many small budget advertisers who have had to break rules and take risks to get noticed. Which is why, not surprisingly, many the more innovative users of social media have come … Continue reading
The Kia Soul is a compact car designed for Generation Y and “the young at heart”. While in Australia its sales languish near the bottom of the small car category (ironically attracting older buyers), in USA it has been one the automotive successes of the past three years. A good part of this success has … Continue reading
Brand Truth - Brand Strategy Consulting, Melbourne 