Great cities are far more than mere products
In the wave of activity post-COVID, there’s unprecedented interest in what regional cities offer and how they compete with each other.
Learning from the past
Learning from the past. How Mars thrived during the Russian financial crisis of 1998.
What is your brand against?
To help clarify your brand experience we align your communication around a driving ambition that helps connect wholeheartedly with your community, customers and stakeholders
Why mascots work
Whether they’re based on people, animals or objects, mascots make short work of communicating complex brand messages, sometimes without even having a face.
No room for mediocrity
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…
“Gluten-free” not guaranteed
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.
Time to slow down and understand luxury
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.
Time keeps on ticking, ticking, ticking… Into the future…
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.
What’s your favourite childhood memory?
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.
Being distinctive means being brave
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.
Release your inner child
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.
Fertile new ground
With these perilous warnings ringing in our ears, we are thankfully finally seeing sustainability going mainstream, creating fertile new ground for brands to play in. Recently a coalition of major brands joined together to experiment with a zero-waste platform.
Locker room talk. It’s just not cricket.
While we’re not going to comment on the ad itself, at Fluid we weren’t surprised by Gillete’s move.
Distinction over differentiation
This approach is what led to the creation of a new brand in the disability and aged care space. Genü is the melding of two legacy brands with a long history of supporting vulnerable people.
Keep calm and let go
A.I., smartphones, the Internet of Things, chatbots… the pace of change appears to accelerating at an ever increasing rate. But data tells another story. The speed of change is in fact static. We adopt smartphones and computers at the same rate we did radios and televisions.
The perils of being something to everyone.
Consumers are flooded with choice. Concurrently, marketers are overwhelmed being all things to all people. “Smart niching” is one of the most effective ways of creating bonds between customers and brands. It means standing for something and sticking to your guns.