Recently I went to the cinema to see the much anticipated Lego movie and as Emmet and his friends raced around to save the world, I was reminded of the importance of brand storytelling. Jetstar is synonymous with low fares, but it’s most recent campaign aims to share more about the brand and what it Continue reading
There was confirmation this week that Australia Post would be axing 900 jobs over the next 12 months blaming the loss of letter volumes and looking at ways to cost save including the delivery of standard mail being reduced to 2-3 days a week. While the parcel side of the business is booming, it simply Continue reading
Take a trip back to the play room when you were 7 years old, tinkering with a Lego set to build the next harbour bridge or giant space ship. Remember the joy and excitement associated with constructing the figments of your imagination? Were you eager to show your creation off to anyone that would watch Continue reading
Celebrity endorsement has been a marketing strategy for brands since marketing began. Borrowing the positive traits and personality of a celebrity to create awareness and meaning for a brand is a technique many businesses employ here in Australia and around the world. Some say it is a successful strategy. A 2011 study published in the Continue reading
Over a year ago, we wrote a blog that imagined the consequences “if Channel 10 scheduled a 3 hour prime time interview with Julia Gillard”. In it, we spoke about brands like the Labor party, the Australian cricket team and Channel 10 as brands in trouble. A whitewash summer campaign and a terrible budget has Continue reading
German ad agency Jung von Matt/Neckar devised a clever delivery service viral marketing campaign for DHL in which competitors were employed as unwitting promoters of DHL. The agency created boxes that appeared black when cold — they were stored in walk-in freezers before being picked up — but then would slowly reveal the words ‘DHL Continue reading
Flowers and chocolates might be high on the list of gifts that sons and daughters were planning on buying their mothers this year, but when we asked the Mums themselves what they wanted today, it was all about the gift voucher. In a nationally representative study of 1,100 people in Australia, we asked what presents Continue reading
Dear Lily Sometimes it’s hard to find the words to say I’ll go ahead and say them anyway Just thought I would borrow some lyrics to frame the response to this article we saw. You’re right to question whether people who take part in market research are representative of the marketplace and horrible to think Continue reading
#outrageousclaim but afford me a little time to outline my rationale after seeing my beloved Bombers lose to Collingwood on the previous weekend: Going to the football is an experience that you embark on and choose to be with family and friends. You’re creating the network that you want to share with. At the Continue reading
Melbourne band Architecture in Helsinki (AIH) has launched a pop up store to celebrate the launch of their new album NOW + 4EVA, creating an exciting sensory space that is part listening post, part avant-garde gallery and part retail boutique. Beyond buying the band’s latest album on CD, vinyl or USB, fans can buy exclusive Continue reading
H&M is a great retail success story. Some statistics have placed the company as the second largest clothing retailer in the world, behind Zara and above America’s GAP. And now it has hit Melbourne. More than 3000 people queued up Saturday morning to catch an early glimpse of this impressive GPO store and the brand Continue reading
In the 12 months to January 2014, Australians spent $14.9 billion on online retail, an increase of 11.3%. This means online sales now represent around 6.5% of traditional retail spending, up from 5.8% for the same time last year. The increase of online shopping has meant that people have less and less need to visit Continue reading