Archive for the ‘Branding’ Category
Brand salience must be a strategic objective
Posted by Michelle Tustin on August 7th, 2009 at 1:22pm
The argument continues as to whether brand salience is top of mind awareness or more broadly the propensity of the brand to be noticed or thought of in buying situations. At Square Holes we believe salience is a measure of how big the brand is in the minds of customers. Specifically, this means that it is more than just a top of mind awareness measure. It is what is in the mind of the consumer, in both the number of brand associations and the strength of those associations.
Posted in Branding, Marketing Strategy
Taglines, are they important?
Posted by Victoria Carbone on August 6th, 2009 at 2:17pm
Recently, i sat in the boardroom of an Australian bank discussing their proposed rebranding.
The discussion became rather conflicting when we approached the topic of the new tagline. I left this meeting pondering the question as to whether they even need a tagline? Especially when their new brand tells consumers exactly what they are…a bank!
After some initial research, i discovered that taglines are an important component of branding; yet are not integral in a successful brand. Continue reading…
Posted in Branding
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
Hyundai’s brave new strategy
Posted by Mal Chia on March 16th, 2009 at 2:43pm
As marketers, one of the things we’ve been told is that if you stop marketing in a recession, expect to see your share of the market erode.
Korean automaker Hyundai appears to have truly taken this piece of advice onboard. While most of their competitors appear to have scaled back their marketing and advertising spending in 2009, Hyundai have pushed even harder with the Hyundai Assurance program (and accompanying Superbowl ads) that launched in January.
Posted in Advertising, Branding, Marketing Strategy