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
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
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
Brand Truth - Brand Strategy Consulting, Melbourne 