Brand Articles

The Elephant Whisperer

The Elephant Whisperer

The passing of Elephant Whisperer, Lawrence Anthony, inexplicably resulted in two herds of wild elephants making the 12 hour walk to his home to mourn the friend who had saved their lives.

A Classic Neuromarketing Experiment

A Classic Neuromarketing Experiment

In 2004, researchers at Baylor College recruited 67 people. They took them into the biomedical laboratory and divided them into four groups. All groups were asked the same question about two almost identical cultural products. A Classic Neuromarketing Experiment is published on 2014-05-09T08:08:13+10:00 and last modified: 2016-08-22T06:57:27+10:00 by Danielle Spinks

Brands Behaving Badly

Brands Behaving Badly

From the sublimely irresponsible to the ridiculously silly, here is a subjective assessment of three companies involved in particularly bad behaviour.

Campaign Deconstruction: Pantene Whipit

Campaign Deconstruction: Pantene Whipit

While checking your Facebook Newsfeed, you may have come across the Pantene #Whipit ad that has now officially ‘gone viral’. Here’s the background.

Small Business. Super-sized Brand (Part 2)

Small Business. Super-sized Brand (Part 2)

Cheap Tactics Now, you’ve plotted your vision on the map, you know your engine pretty well or at least you know what type it is, and you’ve got a comfortable position to steer yourself right into the heartland of that target market. Small Business. Super-sized Brand (Part 2) is published on 2013-12-04T05:26:56+11:00 and last modified:(…)

Small Business. Super-sized Brand (Part 1)

Small Business. Super-sized Brand (Part 1)

Just because you’re a small business, doesn’t mean you can’t have a super-size brand. Tips for those entrepreneurs who want to do it themselves. Based on a presentation delivered in 2003, but the principles are as true today as ever.

The Case of Yahoo!

The Case of Yahoo!

This report presents the case of Yahoo! at the close of 2007. Once the darling of Wall Street, the brand’s stock price has fallen and so has consumer, advertiser and investor confidence. Five key questions are answered from a brand management perspective.

Analogy of Elephants

Analogy of Elephants

You may be wondering why our logo is an elephant. Here is why it is the perfect symbol for our brand. Read our Analogy of Elephants.

Making Sport Sponsorships that Work

Making Sport Sponsorships that Work

It isn’t easy to create a long-lasting sport sponsorship. Here are the challenges so that you know how to overcome them for the mutual benefit of the sport property and the sponsoring brand.

The Dirt on Loyalty Programs

The Dirt on Loyalty Programs

The best and worst rewards programs. Some practical advice from those who have studied them and found what works and what doesn’t. Based on Harvard Business Review article by Joseph Nunes and Xavier Dreze.

How McDonald’s Copes with International Tastes

How McDonald’s Copes with International Tastes

Wisely, the McDonald’s team decided early on to seek ideas and input from their franchisees. They were the ones at the frontline, they understood their markets and local tastes better than headquarters. Soon enough Filet-O-Fish emerged, the Big Mac idea was from Pittsburgh, the Egg McMuffin in Santa Barbara. In Australia, the Mighty Angus burger is the local input.

Starbucks Lessons from Australia

Starbucks Lessons from Australia

Starbucks rapidly opened 87 stores in Australia from 2000, only to close more than 70% in 2008. Was the failing entirely the fault of the GFC? Lessons from Starbucks failure in Australia.

International Marketing Whirlpool

International Marketing Whirlpool

Whirlpool Corporation is the world’s number two appliance company, selling $18 billion of ‘white goods’ each year, including washing machines, microwaves, refrigerators and stoves. It is number one in the USA, where it is headquartered. International Marketing Whirlpool is published on 2013-03-20T02:51:42+11:00 and last modified: 2013-12-25T20:25:00+11:00 by Danielle Spinks

Blue Ocean Strategy

Blue Ocean Strategy

Three years after the book, Blue Ocean Strategy was published, Indian motor car maker, Tata Group, pulled the same trick as Henry Ford. In 2008, they launched a $2,500 ultra-cheap four-wheel car for the masses of Indians who were used to getting around on two. Now the “People’s Car” is set to flip the entire auto industry on its head.

Managing Customer Experiences

Managing Customer Experiences

The ‘humanics’ of your service experience are just as important as the mechanics. How to make your service a positive experience. Summary of the article “Managing the Total Customer Experience” by Berry, Carbone & Haeckel, 2002, MIT Sloan Management Review.

Net Promoter Score

Net Promoter Score

Measure your customer satisfaction and brand health with one simple question. An explanation of the Net Promoter Score – perfect for both big and small businesses.

IKEA – Strategy in a Nutshell

IKEA – Strategy in a Nutshell

IKEA is an iconic global phenomenon. What’s the secret? Is it sustainable? How does it work? A company strategy in a nutshell.

Brand Marks

Brand Marks

What is a brand mark? A symbol and a promise.

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