Archive for July, 2009
Brand ‘Melbourne’
Posted by Jason Dunstone on July 31st, 2009 at 5:45pm
There is some controversy surrounding Melbourne’s new city logo to a non-local.
The comments I posted on B&T follow:
“Just a quick one, and I don’t know the in’s and out’s of this issue. While the discussion of brand Melbourne is interesting, I think that a degree of level-headedness is required when thinking about involving a non-local design agency. Yes, there are many great Melbourne designers, yet sometimes when it comes to location [city / state] branding locals cannot see the wood for the trees so to speak. Over recent years I’ve managed a few location branding research projects – make the move to X or how to position Y. We’ve seen some real clangers from local creative agencies way too close to be neutral in the branding. They can be patronising or even blind. Totally agree with Peter Singline that a brand should build on existing core values. However, sometimes a fresh set of eyes, ears and brains are what’s necessary to rejuvenate. No matter where, when a piece of ad or design work for a local icon leaves the State anger surfaces. But, take a chill-pill guys, you can always look to brand Sydney, Brisbane etc. My two cents for what they are worth …”
http://www.bandt.com.au/articles/34/0C062C34.asp#comment-13733912
http://www.landor.com/index.cfm?bhcp=1
Posted in Branding
Man tears
Posted by Jason Dunstone on July 30th, 2009 at 11:27am
I am writing this with man tears in my eyes. Thinking of a man, 15 years ago, bravely entering a career in an industry he longed to be a part, yet amongst the jeering of friends and family – “why” and “sounds boring”. A profession that even his early workmates warned him to “run away”, as for them it was too late. They had lost all hope.
The man was ‘me’ and the profession is ‘research’. These memories surfaced when reading the recent article in B&T in which Campaign Palance Chief Executive Jacques Burger pointed his finger at research saying the Australian ad industry has “become fixated on research in a bad way.” As I noted in my response to Burger on www.bandt.com.au the danger in such a public opinion is the unreasonable link that poor advertising is because of research.
Posted in Advertising
Thanks for the memories David
Posted by Jason Dunstone on July 23rd, 2009 at 11:06pm
It was a sad day 10 years ago when ad legend, even god, David Ogilvy died. The man questioning the status quo and establishing one of the king agencies and a personal reputation to match died 22 July 1999.
His wisdom on advertising and general business acumen is well known.
David Ogilvy’s best business advice:
1. Remember that Abraham Lincoln spoke of life, liberty and the pursuit of happiness. He left out the pursuit of profit.
2. Remember the old Scottish motto: “Be happy while you’re living, for you are a long time dead.”
3. If you have to reduce your company’s payroll, Continue reading…
Posted in Advertising, Uncategorized
Australian advertisers and their agencies are too fixated on research and play too safe
Posted by Jason Dunstone on at 7:02pm
In a recent article on B&T on-line, Jacques Burger, the South African managing director of The Campaign Palace in Sydney and national CEO argues that “People go with their gut because they like it. Australia is too safe, its way too safe. Clients are too safe. I think it has become fixated on research in a bad way.”
In Australia for just over 10 months, he views the local advertising scene as “too safe”.
Posted in Advertising, Imagination, Marketing Strategy
Creating social marketing that engages and empowers
Posted by Mal Chia on at 5:44pm
Square Holes MD, Jason Dunstone, recently spoke at the Australian Marketing Institute’s seminar on ‘Creating social marketing that engages and empowers.’
He was joined by Clemenger BBDO Adelaide’s John McLaren as they discussed how advertising can be used to change behaviours and attitudes towards social problems and the research that drives it.
Posted in Advertising, Insight, Research