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2009

FBi Asked Richard at www.askrichard.com.au

Seen this campaign – http://www.askrichard.com.au/? It’s a campaign developed by Naked to help save fbi, a station close to Naked’s heart. The camaign asks you to ask Sir Richard Branson for $1,000,000.00 to save FBi radio station. The ways Richard has been asked are numerous and bazaar – well worth checking out. This morning Richard [...]

If Love is Not The Answer Then What is?

Recently, I posted and commented that love was not the answer, and that a focus on love is killing brands, resulting in “Donut brands”. What then is the answer? Here is an attempt: 1. Brand Opportunity Understand the market you are operating in, how it segments, and the driving dynamics of that market. Understand where [...]

Blood

Here is an interesting approach to get people more involved – it was a very small campaign developed by Naked to support World Blood Donor Day

How Cool Are You?

Ever wondered what makes people cool – or how cool you are? Some years ago, while at The University of Western Sydney we set out to identify what made people cool. We found there were 5 factors: Self Belief and Confidence: Being true to yourself no matter what the environment. having a strong internal locus [...]

Why Clare Werbeloff Did It, And Why Channel 9′s The Real Bogan

In a few hours time we are going to hear from ‘Clare the Bogan’ in her own words why she did what she did. For what it’s worth I thought it would be interesting to hypothesise why. Here’s what did not happen:a) It wasn’t a stunt for a beer brand. The marketing department at Lion [...]

The Answer is Still Distribution

OK – its been a while since I did marketing 101. So I am going to guess that the 4 P’s (even though there are now 7) were Promotion, Price, Product, and Place.  I’m also going to guess that Place meant distribution.  Take three of the worlds biggest and most powerful brands: Coca Cola Google [...]

Volunteering Makes You More Attractive

Do you want to be happier, more successful, and more attractive to the opposite sex. I have a very simple solution – one that you can implement immediately, and it doesn’t cost you a cent. The scientific findings of Positive Psychology show that volunteering makes you sexier, happier, more popular, and basically more content with [...]

Is Your Agency Killing Your Brand With Love?

Many agencies are so concerned with “creating an emotional connection” that they are killing the brands they work on. This is especially true of many big, established brands, some of which have lost their way. Take for example, the following brands: Myer Ford Westpac Toohey’s New What do these brands stand for? What is the [...]

Brand vs. Communications vs. Social Media Strategy

Have a look at the Adage Power 150 Blogs (well just look at the first 50 really) and what bloggers blog about in ‘marketing’. Very few blogs actually look at marketing, most instead focus on communications, with the majority focusing on social media and digital communications. I’m not sure why there is such an executional [...]

What Other Untapped Brand Opportunities Are Out There?

Brand’s exist because a) brands make consumers life easier and make them feel good – consequently they are willing to pay over the odds for the privilege, and b) companies therefore make more money as people are prepared to pay more or use the same thing more often. A useful strategy is to look for [...]

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