Author Archive
Fear marketing – a brand challenge
Marketing to fear is often a lot more effective than marketing to ambition or aspiration. This piece of direct marketing that I received recently seems to have taken this to its natural conclusion. Surely there has to be a more tasteful way of gaining share and customers?
In: Advertising, Brand communications, Brand Strategy, Viewpoints · Tags: Direct Marketing, Fear marketing, Leaflets
Vodafone: Power to you. Or maybe not.
A great brand experience comes about through making an emotional connection with your consumer and, in the simplest of terms, making them feel something. So I was dismayed by a recent interaction with Vodafone, which left me feeling squashed and disappointed. Power to me? Not in this case.
In: Brand communications, Brand Experience, Corporate Identity, Viewpoints · Tags: Consumer, Customer service, Mobile, Mobile phones, Phones, Telecommunications, Vodafone
Retail branding n’that
Branding Agency Design Bridge are delighted to announce that they had nothing to do with this retail branding proposition. It must be said that whilst truth and personality are clearly at large within the proposition, it lacks a certain je ne sais quoi.
In: Brand communications, Brand Strategy, Corporate Identity, Naming, Retail, Viewpoints · Tags: Brand positioning, Branding, Signage
Bravely bold?
The new ‘bold’ Lib Dems brand language – on show at this weekend’s Spring Conference feels more derivative of Arriva Northern’s bus company look and feel – or perhaps of some instore signage for the Co-operative – fresh and optimisitic – yet without the gravitas required to perform the ultimate “consumer” brand challenge of securing [...]
In: Corporate Identity, Viewpoints · Tags: LibDems, Logo
The long and the short of it
Imagine being a neon sign maker when the Marcomms Director of the Osterreichischer Genossenschaftsverband (38 letters) calls you up and says, ‘hey, we’ve changed our font or our brand colour or whatever and we’d like new signage for our branch network!’ Wow – crack open the champagne. It’s pay day in Neon-ville. The thing is, [...]
In: Naming, Viewpoints · Tags: Financial Services, Language
Values vs Personality
In removing the name Deutsche Bank from its core identity – with the logo remaining, Deutsche Bank raises some really very interesting questions. For me this is about values vs personality. They say they are doing it because of brands being emotional capital and they wish to focus on this. Fine. But is there a [...]
In: Corporate Identity, Viewpoints · Tags: Banking, Financial Services
