Earlier this year, on a sweltering March day at Melbourne’s Moomba festival, I was intrigued to see every second person walking around with a curious looking hot snack. Not only did this choice seem incongruous with the temperature, but people were queuing for over 10 minutes in the mid-day heat to get one. What was … Continue reading
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
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 