ALL POSTS TAGGED Brands
Has the Big Brand Ad Had its Day?
Posted Feb 26 in Opinion tagged Action Advertising, Advertising, Brands, emotional advertising by Fritz BachenAn article that first appeared in The Australian in Feb 2013. I HAVE a very strong emotional connection to Twitter. What does that mean? I use it a lot, I talk about it often, and I love it. I really enjoy it, and I don’t use any other social media service to anywhere near the [...]
Read more...Why We Judge The Friends in Our Life More Harshly Than We Judge Brands
Posted Aug 11 in Opinion tagged Brands, commercialisation of friendship, Facebook, friendship by Fritz BachenI’ve heard many metaphor of how we (as brand experts) should study friendships between people, and then apply those principles to the brands we work on. If only we could get people to value our brands in the same way they value their friendships with real world loved ones – so the theory goes. It [...]
Read more...If Love is Not The Answer Then What is?
Posted Jun 06 in Opinion tagged Brands, emotional advertising, John Grant, Wayne Arnold by Fritz BachenRecently, 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 [...]
Read more...What Other Untapped Brand Opportunities Are Out There?
Posted May 02 in Uncategorized tagged Brands, Macquarie Bank, Nicolas Moore, Toll Roads by Fritz BachenBrand’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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Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
