Recently I attended the ‘Wings for Life World Run’, a charity fun-run for spinal cord injury research, and the event comes with a few twists. First of all, there is a moving finish line; once runners start off, they run as far as they can before a ‘catcher-car’ slowly takes off behind them at 15km Continue reading
We talk a lot about transparency here at BrandHook. We tell our clients that consumers want to know the truth, they want to understand what’s really going on, and they want to hear authentic stories. Because honesty is what will ultimately build a bond between a consumer and a brand. To elaborate, I’m going to Continue reading
The following is a piece written by BrandHook Managing Partner Paul Dixon on the agency’s work with SEO platform provider Linkdex. For more information on Linkdex and the great work they do, visit their website here. As an independent brand research agency, BrandHook divides its time between many things. Innovating new products for time-poor mothers, understanding Continue reading
The blurring of lines between gender, identity and fashion isn’t exactly new. From the world of music, we had a series of icons who popularised androgyny and brought non-traditional gender identities clear into the view of the mainstream. In the 60s we had the ambiguous alter ego of Bowie, in the 70s there was Bolan and Continue reading
Innovation; the very word conjures up images of great inventions that change the world or the newest technological marvel that has us all clambering at the shelves. But innovation really doesn’t have to be that world changing; it just needs to change the world for the right person. There is an all-too-common perception that innovation Continue reading
Very recently, I came across the new Jeep Australia campaign – which features a competition to win (via prize draw) rural land worth AUD 100,000. All that people need to do to be in with a chance to win is to test drive the Jeep Grand Cherokee. Called the Grand Land campaign, Jeep has partnered Continue reading
Much has been written in recent times around the death of brand loyalty, with quotes such as ‘78% of Western consumers have no loyalty to any one brand in any category’ flying around, terrifying many well established businesses and brand leaders! However, a recent personal experience got me thinking about how even though today’s consumer Continue reading
BrandHook founder Pip Stocks makes yet another national television appearance on A Current Affair. In this segment Pip discusses the perpetual sales which seem to haunt some brands. Watch by clicking play on the video below: This video was originally posted on the A Current Affair website. For the original, click here.
I used to be a fairly frequent flyer, taking flights for business trips on a monthly or fortnightly basis. Flying on a plane feels sterile – regardless of where I go, I feel like a piece of cargo being transported from point A to B. Regardless of the airline I took, food would taste the Continue reading
At 4pm in the BrandHook Melbourne office this afternoon, there was a sombre feeling. App fingers were being rested, iPhones were being recharged and there was a reliance on the google image search “heaps cute puppies” to fill the gap that #UberPuppies promised to deliver. To say there was high excitement at 7.20am this morning when Continue reading
How long did it take you to read that headline? It needed to be read in less than 8 seconds because according to researchers in Canada, the average human attention span has fallen from 12 seconds (in the year 2000), to 8 seconds (in the year now) – leaving humans trailing well behind the previously Continue reading
UBER are picking up bags of clothes for charity, delivering umpires to backyard cricket matches and bringing kittens and puppies to offices. Why are they doing this? Why don’t they just concentrate on providing fast, reliable and comfortable transport with effortless, cashless transactions for their passengers? Because, UBER don’t just know their customers, they really Continue reading