Aren’t belly buttons fascinating? The way that they were so important when we didn’t even realise, yet simply become a place for the collection of blue/grey lint as we get older!
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
Last week I was looking through Interbrand’s annual release of 100 global brands in terms of dollar value. After a few pop quizzes in the office to predict the top ten, it made me think – how many businesses out there truly appreciate and know the value of their brand?
From any perspective it’s a triumph. The Bunnings’ success story rolls on and why not? It’s brilliant! They’ve found the formula and it’s simple in strategic terms but very complex in its implementation.
In terms of planning an advertising campaign, buying media is an art as much as it is a science – there are many variable which come in to play that determined the success, or potential for success of a campaign. The potency of any advertising campaign can be determined, if all other things being equal, by the reach and frequency of the execution. Most media campaigns start with a finite budget, where the reach and frequency of the media buy have to be weighed against each other to provide the optimal balance between the average number of people exposed at least once to the advertisement over a specific period of time and; the number of times the average person is exposed to the advertisement over a specific period of time. While a perfect balance is near impossible to achieve, the one Golden Rule to remember here is: reach without frequency = a waste of money. But there are always exceptions that break the rules!
I look at a brand like a cake: the logo and livery are the icing on the cake, and the cake itself is the product/organisation made up of various ingredients such as quality, service, culture etc. Sure we can design the icing to look mouth watering and delicious, because this first impression is the key to enticing the consumer to take that bite. But on chomping into the cake if we are left with a bad taste in the mouth there is no way we will be coming back for another bite.
As marketers, we feel very strongly about the concept of brand management. Almost on a daily basis I see brands treated with little to no respect by the very people who, funnily enough, have the most to loose by having a brand go in a wayword direction – I’m speaking of the owners of the brands themselves.
Never before has the marketplace moved so quickly or been accessed by such a complex global audience. We are saturated by fast paced evolving media, we flick through stations and dial through music on our ipod like a steroid infused hamster on a wheel. This brings the question, are simple logos right or even relevant to a brand today, is a simple logo the answer?