Archive for the 'Brand' Category
Steve Irwin and the brand Australia
September 5th, 2006I don’t think most people here in Australia know exactly how big Steve Irwin was overseas. Or the influence he had over the brand “Australia”.
He told a story of Australia that people wanted to hear; a beautiful, wild, dangerous place full of 5 meter crocs, snakes spiders and sharks. Never mind the fact that 90% […]
Anyone who is not taking customer service seriously should look again
August 12th, 2006I love this story about a chinese man who didn’t quite get what he expected from Dell and wanted action. Only a few years ago the power balance between complaining customer and multinational would be tipped well and truly towards the multi-national. Not anymore.
Instead of the Intel Core Duo T2300 processor he had expected, […]
Brands and a broken promises
June 23rd, 2006We were made an offer recently to bundle all our telecommunications services and pay a fixed monthly sum. You’ve probably had similar offers. After looking at our total spend and comparing that to the offer, we decided that it was going to save us a fair bit. Condition was, you have to sign up for […]
Advertising money can’t buy; unplanned and very effective
May 10th, 2006Melbourne, Australia is arguably the most sports mad city in the world.
Australia also has it’s own code of football, Australian Rules, better known as “Aussie rules” football. I won’t go into detail about the game (just follow the link if you’re interested.)
As with most sports, many people have a particular commentator they love; maybe because […]
Understanding your target market
April 13th, 2006I have started to use Firefox as my browser a while ago (and I like it a lot). They have been extremely successful in marketing this (free) new browser, even getting recognised as “one of the top 10 most influential brands. (Always take that with a grain of salt; read the disclaimer about their research […]
Brand schmand? Does it really matter in B2B?
April 12th, 2006Our customers almost exclusively deal business to business. The reason we focus on this specific segment is because they tend to have limited in-house marketing resources, so we can fill a gap in a flexible format. As a rule, B2B companies in the SME space have a management team consisting of a CEO/Business owner as […]
Knowing what you don’t want is important
February 7th, 2006As we are working on re-developing our website and brand identity, I have come across a couple of sites that do a great job in highlighting what we have to avoid at all cost.
From my experience in planning anything, it’s equally important to look at what you don’t like as it is to look at […]
Some data on how much we trust marketers
January 26th, 2006My last post on customers’ cynical outlook on marketing messages stuck with me and I came across www.womma.org, the Word of Mouth Marketing Association.
It caught my eye because word of mouth is such a major factor in business to business marketing, and small business marketing in particular. I must say I felt a bit slack […]
The cobblers children have no shoes
December 31st, 2005Cliche, but true. Advising people on marketing for a living, we’ve had a good look at what we actually do for our own business and decided that our children desperately need new shoes…
Our brand image doesn’t represent who we are very well, our communications are too dull and wordy and our promotional activities are […]
