articles tagged 'Brand'

What brands stand to learn from Justin Bieber

  • opinion
  • November 14, 2016
  • Claire Tutill
What brands stand to learn from Justin Bieber

2016 has been the year of Justin Bieber. So how did this once cringe-worthy teenage pop sensation turn into a worldwide superstar, and what can brands learn from his transformation? TRA marketing coordinator Claire Tutill takes a look.

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MYOB launches new branding across New Zealand, Australia and space

  • Brand
  • October 18, 2016
  • Erin McKenzie
MYOB launches new branding across New Zealand, Australia and space

A lot can change in 25 years. And what represented a brand a quarter of century ago isn't always going to be applicable today. This point is particularly pertinent for a brand like MYOB, which in that time has gone from floppy disks to the cloud. We chat to the company's executive general manager of marketing Natalie Feehen about the process of getting the brand in line with what the company actually does today.

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topics
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...

Report ranks New Zealand as world's fifth strongest nation brand

  • Branding
  • October 13, 2015
  • StopPress Team
Report ranks New Zealand as world's fifth strongest nation brand

New Zealand's combination of pride and self-doubt means we still seem to crave foreign endorsement. And a report by Brand Finance, which "specialises in brand valuation and strategy, evaluates the financial impact of the image and reputation of the top 100 countries", has given it to us, showing New Zealand sits at number five on the list of healthiest country brands.

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Why we need more people to exploit brand New Zealand

  • Opinion
  • December 1, 2014
  • Marc Potter
Why we need more people to exploit brand New Zealand

President of the Harvard Business School Association of New Zealand Marc Potter explains why we need more people such as Peter Jackson and Richard Taylor to exploit brand New Zealand and why this would be good for Kiwi business.

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voices

Ja, das ist gut: VW brings the weather with it, reaps rewards from more localised approach

  • Advertising
  • April 16, 2012
  • StopPress Team
Ja, das ist gut: VW brings the weather with it, reaps rewards from more localised approach

Not too long ago, Volkswagen was seen by Kiwis as a brand that was too expensive, too Germanic and too standoffish. So the European car maker set about changing that and, with the help of DDB NZ, it's been making some serious inroads into the Kiwi market, with the 2011 results achieving records for both its passenger and commercial vehicles. Now the pair are hoping to continue the upward trajectory with a new series of ‘the same, but different’ TVCs running in the pre-weather spot on ONE News.

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Researchers to marketers: don't mount the business cycle

  • Brand
  • March 19, 2012
  • StopPress Team
Researchers to marketers: don't mount the business cycle

One of the perennial bug-bears of the marketing industry is the fact that it's often seen by the bean counters as a cost to be cut in times of economic hardship, rather than an investment that will pay off when things pick up. And, according to the research of a top marketing professor who’ll be speaking in Hamilton on Friday March 30 as part of the Excellence in Practice seminar series offered by Corporate and Executive Education at Waikato Management School, billions of dollars of shareholder value are destroyed each year by companies that tie their marketing budgets to the business cycle. 

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Kiwi rum runners seek Kiwi rum runners in customs-busting PR stunt

  • Brand
  • March 19, 2012
  • Ben Fahy
Kiwi rum runners seek Kiwi rum runners in customs-busting PR stunt

Back in 2008, swarthy old seadogs Roger Holmes and Jamie Duff ditched their fancy London day jobs and returned to New Zealand to launch Stolen rum. Since then, the sugary nectar has won a few awards, added names like Peter Gordon, Nick Worthingon, Brent Smart and James Hurman to the investor list and, through a combination of savvy PR and branding and a good product, is now stocked in a number of classy bars, swanky restaurants and luxury lodges. And, to launch a new rum variety called SX9 that's aimed squarely at the hospitality industry, it's taken a leaf out of the 42 Below book with a potentially controversial campaign enlisting the services of local mules to help smuggle its illegal contraband into Australia. 

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Designworks sprinkles magic dust over Tait as new global identity unveiled

  • Brand
  • February 2, 2012
  • Ben Fahy
Designworks sprinkles magic dust over Tait as new global identity unveiled

Tait Communications is one of New Zealand's best under-the-radar business success stories and is a great example of a local tech company finding its niche and selling its wares in the international market. And, in an effort to better reflect the company's transformation into a "world-leading solutions provider" rather than just a radio manufacturer, Designworks Wellington has given it a spiffy new visual identity, slogan and website.

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Fiji looks to go large as tourism office puts feelers out for global agency

  • Advertising
  • January 23, 2012
  • Ben Fahy
Fiji looks to go large as tourism office puts feelers out for global agency

Barnes, Catmur & Friends won the Tourism Fiji account in mid-2009 and set out on its mission to grow New Zealand visitor arrivals from 100,000 per year to 120,000 by 2011. Since it took over, and despite the ongoing political uncertainty, arrivals have gone up 18 percent on the back of some good creative comms, including an enticing TVC, a billboard that showed how hot it was in Fiji during the New Zealand winter and a well-received Adshel promotion that 'Fiji'ed' a few hundred locals. But, despite these local results, Tourism Fiji has decided the best approach to "ensure the best possible return on the Fiji Government’s significant annual investment in marketing Fiji to the world and to effectively position Fiji competitively into the future" is to find a lead global advertising agency to develop and implement a new global masterbrand strategy. 

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Kiwi cancer charity fights confusion and 'compassion fatigue' with new rebrand

  • Brand
  • January 23, 2012
  • StopPress Team
Kiwi cancer charity fights confusion and 'compassion fatigue' with new rebrand

It's tough being a charity at the moment. More charities mean there's a heap of competition for the donated dollar, a drop in the level of donations seems to show that givers may be suffering from a form of 'compassion fatigue' that makes them immune to charitable overtures and, in many cases, there's confusion about what the charity actually does, something evidenced by the story of the newly rebranded Leukemia and Blood Cancer New Zealand.

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The parallel universe: how to protect your brand from 'foreigners'

  • Brand
  • November 17, 2011
  • Jenni Rutter
The parallel universe: how to protect your brand from 'foreigners'

Parallel importing. That’s been legal in New Zealand for ages, hasn’t it? Well, yes and no. If we’re talking about branded goods and not music, films or software, then parallel importing has been legal here since 2003 and it's allowed traders to import genuine goods bearing a trade mark (think L’Oreal perfume or Sony cameras) that are sourced from an overseas supplier rather than the authorised distributor in New Zealand. So what legal weapons are available to local businesses whose investment is being put at risk by cheap imports? 

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