Learning from the past. How Mars thrived during the Russian financial crisis of 1998.
To help clarify your brand experience we align your communication around a driving ambition that helps connect wholeheartedly with your community, customers and stakeholders
Whether they’re based on people, animals or objects, mascots make short work of communicating complex brand messages, sometimes without even having a face.
With Oxfam’s recent wealth inequality in Australia report indicating that 22% Australia’s wealth is now concentrated in the hands of just 1% of its population, and with a housing downturn looming over the heads of Melbournites and Sydneysiders, more and more consumers are reviewing…
If you don’t think about it too much, you may assume that any meal claiming to be ‘gluten-free’ has to go through vigorous testing to display this status, and if it’s not an issue that deeply affects you, you might have never considered any other possibility.
If your normal day consists of being constantly bombarded by social media, advertising, emails and work deadlines to the point of despair, then you’re not alone. Brands are having to compete harder than ever to capture and keep our attention with promotions and new “must have” products.
This tension is particularly potent for brands as they shape-shift to remain relevant. But uncertainty can be a catalyst. “Rather than grasping futilely after a sense of certainty that’ll never come,” argues entrepreneur and author Jonathan Fields, we must, “act without having all the answers.
But not everyday is Christmas. So the challenge for brands is to create lasting positive experiences that connect with our emotions. These everyday moments if not considered carefully can illicit frustration, even anger.
It takes courage but if, at the heart of the exchange, there is a foundation of trust, this will make certain our strategic and creative responses will positively impact the behaviour of your audiences to meet your ambition.
Think Richard Branson. Think Oprah Winfrey. Think Steve Jobs. They didn’t listen to the haters. They connected disparate stimuli and potent influences to do what felt right to them. You never know, you might just set off a spark in others and inspire the whole world.