Thinking

A better brand begins with a better understanding of the world of marketing strategy and brand identity.

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.

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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…

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“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.

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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.

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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.

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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.

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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.

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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.

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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.

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