The concept of branding is by no means anything new. There was a time when a brand was literally just that, perhaps it was the mark of the village’s blacksmith signifying a level craftmanship, attention to detail, even an assurance of quality. But here we are we are thousands of years later and designers, manufacturers and producers are all leaving their mark on their wares. So what makes the process of branding so powerful that it has transcended over the many generations and various cultures throughout history? And most importantly to a marketer, why do some brands flourish while others fail to take flight and tank?
You all saw the adverts, heard the controversy, probably talked about it at a barbecue with a few mates and might have even tried one just for fun. The Hungry Jacks stacker burger sure had people talking – health nuts all over Australia literally went nuts – it was promoting a heart attack in a packet, with fries and coke on the side. There’s the old adage: ‘any publicity is good publicity’, which I don’t believe in at all, however in this case, Hungry Jacks sure hit a winner. Why?
So greed is good? All evidence to the contrary! If you want an answer just take a look at the stock market high jinks, the world finances spin that would challenge a ‘Whirlpool’ washing machine. As one of marketing’s geriatrics I’ve seen most of it before so it worries me less than it might have. What’s different this time is that people are genuinely looking at things differently. Our consumer research senses a new mood, something we haven’t seen before and it’s not just an Australian thing.
Nothing can ruin a headline or a logo design more than bad kearning, well okay maybe a spelling mistake. But this fundamental element of design is often neglected by the designer and unseen by the client, so read on and see if you can spot the glaring mistake in the following example.
There comes a time in every business where you no longer know enough to continue moving forward. The point where you have exhausted every last ounce of your ability in one or a number of areas. The time when you know that in order to take that next step, you need someone else…a consultant!
In times of economic uncertainty, such as those which we are currently experiencing, it is vital for businesses to understand the role and function of marketing. While it is perhaps a natural reaction to tighten the marketing purse strings when times are tough, this approach will only serve to take you out of the game and perhaps take your brand/business/product/service out of the equation for any potential customers in the market. In a tight economic climate where budgets are restricted, what is needed is a greater level of accountability for the marketing dollars being spent…and if figures published by Interactive Advertising Bureau (IAB) Australia are anything to go by, online marketing may be the key.