We’ve been covering the basics and we’ve looked at research, uncovering the internal product needs; the consumer target and how that market behaves. So you understand what your product does by way of a solution and you’ve tackled measuring its value to the consumer which in turn assists you to develop a positioning strategy. It’s time to look at your brand.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
It’s hard for me to say, but I think I may be a cynic. This is not a statement I make lightly, indeed I very much dislike those who love nothing more than finding fault, pointing fingers and generally being dream killers. For awhile I thought I may have finally curbed my cynical tendencies, and you know what? It actually felt really good. But then, last night, I saw an advert on tv which filled every inch of my being with such intense dissonance I nearly choked on my tea. Let me tell you this story from the beginning…
We live in a world of insurance. Everywhere you go, there it is. Public liability, indemnity, personal, life, car, house…the list goes on and on. How about marketing insurance? When was the last time you saw that advertised!
Drinking beer and saving the environment are typically at opposite ends of the social responsibility scale. But Tasmanian Brewer, Cascade, is trying to shift that norm by introducing the first 100% carbon neutral beer – Cascade Green. Not only is the manufacturing process completely carbon neutral, but so are the carbon outputs created once it’s distributed, purchased, drunk and disposed of.
If the objective of a newspaper headline is to make you read the article, it certainly worked with me when I opened the local paper just yesterday, but only after the fire brigade had hosed me down to ensure the medicos could treat me for a massive attack of hysterical laughter. After the little men in yellow and half the regional ambo. service had left and the valium had kicked in did I start on the article itself.
My Mother, Grand Mother and umteen aunts were all knitters. What confused me wasn’t the great speed with which their nimble fingers worked but what they did with all the pieces when they finally were finished. Bits shaped like a baby seal. Long skinny pieces that always seemed to be longer than anyone’s arms. Scarf like slices which could wrap up a refrigerator, all turned into a warm sweater with those grotesque patterns that brought great amusement to the local lads. Yep! Thems was the days my friend.
Seriously…where did it go? It’s not a rhetorical question. I really don’t know where it went. One day there we were, sketching mock-ups on an art board, providing hand renderings to clients and the next thing you know, we’re presenting full colour, near complete ‘concepts’! What the bloody hell happened!