By now I am sure you will have heard about the new ANZ brand launched in Melbourne the other day. Looking at various blogs it appears that the common reaction is it is a waste of $15 million.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
If any of you have ever wondered just how far we’d go to meet a clients needs, look no further than our latest excursion…to the East Kimberley.
Recently I was out for dinner with some of my European friends who are in the middle of a world-wide tour. As we were leaving the restaurant one of them commented that they had noticed that a large number of Australian restaurants and attractions have a very polished look. More so than in a lot of other countries they had visited. Having travelled a lot myself I had to agree with this but it got me thinking about what is a polished look and why it is really important.
Last week my husband and I were lucky enough to escape the cold wet weather we have been experiencing and escape to sunny Bali. For the flight home we chose to fly Air Asia because of the great prices they were offering. Part way through the flight I had a good look around the cabin and noticed that the Air Asia brand was EVERYWHERE. There were adverts on every single overhead baggage compartment, the backs of the fold-up tables had adverts on, the logo was embossed on every head rest, there were branded magazines and information cards in the seat pockets. My eyes were bombarded with red and I couldn’t look anywhere without seeing the brand!
A very wise man (who, fortunately for me, sits next to me every day) once said to me that staff shouldn’t wear a ‘uniform’, but a ‘costume’ for their daily ‘performance’; borrowed from Disneyland and their unique modus operandi. Let me ask you – do you and your staff wear a uniform, or a costume?
After forty odd years as a marketer, one would think that I would have become used to marketing’s misunderstandings – I haven’t. I need to say from the outset that this is due, in the main to my own intolerance more than to client behaviour. You see after such a long time in the business the disciplines of marketing become so second nature that one, quite wrongly, assumes that everyone knows what you know.
When we design a brand at Jack in the box we do things a little bit different than a lot of design agencies. To start with we hold a discovery session with the client. We also conduct our own research of the client’s industry and their competitors. We spend hours brainstorming, sketching and working on several different alternatives but when it comes time to present we only ever show the client one solution. We just make sure it is the right solution.