tell the truth

3 incredible claims from DJs, MYER and WOOLWORTHS Positioning statements if authentic can contribute much in the branding of a business. I would argue however that an inauthentic statement of any kind will more often than not detract from the branding of a business’s by bringing into question the credibility of the claims made by […]

3 incredible claims from DJs, MYER and WOOLWORTHS Positioning statements if authentic can contribute much in the branding of a business. I would argue however that an inauthentic statement of any kind will more often than not detract from the branding of a business’s by bringing into question the credibility of the claims made by that business. Consider the following examples: David Jones – EXTRAORDINARY Woolworths – THE FRESHFOOD PEOPLE MYER – FIND WONDERFUL I quite like David Jones as a store, but it is anything but EXTRAORDINARY. Good – yes, but extraordinary – no. Indeed, I would argue that if you expect it to be extraordinary you will be very disappointed, particularly when it comes to speed of service. Woolworths may have once set the standard in FRESH FOOD, but I would argue that this is not the case today. Again, good – maybe, but setting the standard –…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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