The Task: Understand how to develop and launch a cider to get the attention of wine drinkers What our client said: “BrandHook’s approach of getting into people’s homes and talking about the concept amongst groups of friends, really got us to closer to the people we were developing this for. This gave us clear direction Continue reading
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Case Study: Launching Strongbow Blossom Rosé Cider
The Task: Understand how to develop and launch a cider to get the attention of wine drinkers What our client said: “BrandHook’s approach of getting into people’s homes and talking about the concept amongst groups of friends, really got us to closer to the people we were developing this for. This gave us clear direction Continue reading
Closing The Gap – What Brands Can Do To Help Drive Gender Balance
With International Women’s Day coming up on this Friday (8th March) and this year’s theme being #Balanceforbetter, here at BrandHook we’ve been thinking about the role of brands and their contributions towards helping achieve gender equality. A recent talk by social commentator and author of ‘Accidental Feminists’ Jane Caro, hosted by Verve Super – Australia’s Continue reading
Podcast: Pip Stocks Talks About Agency Thought Leadership & More
This week, Pip Stocks joined The Small Spark Theory Podcast with Lucy Mann to talk all things about thought leadership, service innovation, closing the gap and how to market your agency. To listen to the podcast click here.
You Can’t ‘Fake’ Customer Care
Last week while I was wandering around Chadstone Shopping centre, I walked into Mecca Maxima and stumbled upon one of the best customer experiences I have ever had. Mecca Maxima were offering a free beauty contouring class to the public. I was expecting to just watch the instructor put make up on her face or Continue reading
What Australia Day Advertising Says About Brand Purpose And Cultural Leadership
This opinion piece originally appeared in CMO written by Nadia Cameron. View the original article here. In this article Nadia Cameron speaks about the significance of brands tapping into Australia Day. In the article Pip Stocks gives her opinion about polarising positions on Australia Day advertising. Is Australia Day too tainted a concept for brands Continue reading
Customer Experience That’s Got Our Tails Wagging
It’s not often that a brand manages to deliver to all 5 elements of what makes a great customer experience. But Bones & Harmony, a Melbourne-based doggy day-care is one of those rare cases that manages to achieve just that. When I recently took my dachshund Sarah for her first of doggy day-care experience, Bones Continue reading
An Open Letter To All Brands In 2019: Please Stop With The Irrelevant Experiences
Dear brands, At a time when we’re being surrounded by messages about new year’s resolutions and fresh starts, here at BrandHook we have been brainstorming (i.e. venting about) the things we wish brands would stop doing in 2019. I’m talking about those really annoying, irrelevant, time consuming experiences that make for a poor CX. If Continue reading
From Fantastic To Frustration – Breaking Down Relevance In The Digital Age
This opinion piece by Pip Stocks originally appeared in Marketing Magazine. View the original article here. I know I should be writing that expected Christmas themed blog, and I have to admit I tried to make a spurious link to this topic (stressful time, reevaluating life) but it came across as wanky. So here goes Continue reading
Why Customer Care Should Fall On The Whole Business
If Maslow was developing his Hierarchy of Needs for CX, care would be at the top of the triangle. And he wouldn’t have left it for just some people in the organisation to deliver it, it would be up to all of us to hit that actualisation level. Demonstrating your brand cares means the people Continue reading
Consumers, Choice and Control – Building a Seamless Brand Experience
This opinion piece by Pip Stocks originally appeared in Marketing Magazine. View the original article here. I went to get a pedicure before I went on holiday. And I had a colour in mind. Red. As soon as I entered the salon, I was directed to the rows and rows… and rows of nail polish bottles on the Continue reading
When Brands Tap Into A Tension And Go Against Conventional Thinking To Help Solve It
Apple recently announced the introduction of a new software tool to help wean people off their devices, offering users a ‘digital detox’. There’s a couple of things going on here that I like. Firstly, Apple have taken an active approach in addressing a tension that has arisen in society around the impact of excessive use Continue reading
Keep ’Em Coming Back – How To Provide a More Consistent Brand Experience
This opinion piece by Pip Stocks originally appeared in Marketing Magazine. View the original article here. I am really late on this column’s deadline. I might even get the boot it’s so late! So why am I so late? Because I am writing about the importance of consistency and it is BORING! If you asked your friend to Continue reading