Archive for October, 2008

We were perusing through a design trade magazine the other day, and came across an article that we thought was relevant to all businesses. The article in question, refers to how a brand is not just a static visual part of your business, it should filter through to every part of it. We particularly liked the reference to Innocence Smoothies (included below), which talks about how they have created a brand essence that is truly different from their competitors. Taking it a step further to create a culture that believes in its brand essence. With today’s budgets having to be tightened and more choice than ever, this seems to be a simply great idea to take your brand further to stand out from your competition. Maybe we can all learn from Innocence Smoothies…

“It’s no coincidence then that the three founders of Innocent smoothies were originally ad men. They saw a market opportunity, and, instead of just creating a product that delivered against consumer research, they created a brand that delivers and allows for future brand extensions.

This is achieved through an equity whose value far outweighs the capital asset value of the business. Having seen how Innocent operates up close, there is not one thing it does or says that is not delivered throughout every process. From the receptionist, who really does answer the ‘banana phone’, to the grass on the office floor and the free fruit everywhere, the Innocent business is truly positioned to deliver the brand essence.

A memorable campaign of recent years exemplifies this with the ‘Buy one get one tree’ offer. You only need to walk into reception at ‘Fruit Towers’ to see how the brand connects to the many customers who take time out to send in their letters of praise.

You may own your own business with three staff or trade from an industrial estate, but this way of thinking is relevant to every brand. You must offer a degree of difference in your chosen field – otherwise you wouldn’t have started working there or set up the business in the first place.

This difference needs to be part of everything you do – from your culture to how your team works and even to how your offices look. If you are positioning your brand in a certain way, be proud to show your audience how this affects every part of it.”

Original source material:
http://www.designweek.co.uk/Articles/140134/Believe+in+your+brand+essence+.html

What makes viral marketing work. Well a great way is to come up with something fascinating, that will make people surprised, scratch their heads, laugh or perhaps cry… or maybe a combination of all of the above. We came across this bit of viral marketing that certainly made us chuckle and it found itself on our website.

Full Screen:

awareness_test4

If that isn’t proof about whether it works then perhaps a search for this video online will explain. (Go to Google and search for moonwalking bear!)

Did you guess the number by the way?

Channel 5 started broadcasting to the nation (well most of it) at 6pm on March 30th 1997. Still fresh in our minds are the tuning problems that we all experienced. The terrestrial frequencies that had been allocated for the channel in most areas clashed with those already used for our good old VCR’s. A massive re-tuning program started to make sure people could view the channel.

The launch saw the Spice Girls performing a catchy little number (see below) followed by the usual launch protocol/hype. Also pictured is a example of the off-screen promotional literature, with the striking colour themes present throughout.

The latest rebrand is the first time the main channel has undergone a refresh since it transformed from ‘Channel 5′ to ‘five’ in 2002. The 2002 rebrand saw the removal of the ‘five’ toned colour bar, together with the numeral ‘5′ being replaced with the word ‘five’. As you can see, the letters are lower case.

The 2008 rebrand is hardly revolutionary, however the talking point seems to be the shift from lower case letters to upper case. The ‘f’ retains a rounded edge whilst in contrast the other letters have sharp ones. The ‘v’ is slanted and we have to say bears a resemblance to the ‘Living’ channel logo.

An on-screen clip for the rebrand can be seen below. It’s a long way from the original launch, although we should be grateful that after eleven years ‘FIVE’ have got something right by leaving the Spice Girls out of their advertising.

But what next for the ‘FIVE’ brand? If their short history is anything to go by, they should be due for another rebrand in 2013…ish.

We’re sure you will have heard about, or seen, the new Hovis TV ad. It has received a great deal of media attention. The epic 122-second TV commercial is part of a new £15million campaign. The length of the cinema-style advert represents the age of the original Hovis small brown loaf, 122 years. The loaf itself is being re-introduced into stores. Incidentally, the Hovis brand is valued at a reported £380million.

Not to be outdone, Warburtons have started a new ad campaign, said to be costing in the region of £22million. Together with TV ads, press ads will roll out in Women’s press and Sunday supplements with the emphasis on ‘fibre’. A microsite has also been created with a fibre calculator amongst other things. Below is the latest TV commercial entitled, ‘welcome to the family’.

Who will be left with the crumbs?