Browsing: branding

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‘We’re more a house of brands than a branded house’ – Garage Project co-founder Jos Ruffell
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Tearing up the marketing rulebook since the very beginning, Garage Project has paved its own unique path to success. Now entering a new phase of growth with the opening of its Hawkes Bay brewery, Garage Project co-founder Jos Ruffell explains both the benefits and challenges of foregoing an overarching brand, how it works directly with artists in lieu of agencies, and its relentless commitment to remaining an independent brewer.

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Horse’s Mouth: Doug Hastie, Chanui
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Breaking into a well-established market is no easy task. But by coupling a strong product with the some-might-say mad decision to front his own advertising, Doug Hastie has made Chanui one of the more recognisable brands on the supermarket shelves. And for him, this is only the start of much bigger things.

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Z Energy continues its sustainability push
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Around four years after revamping its brand, Z Energy has now released a campaign, via Assignement Group and Robber’s Dog, that touches on the four concepts integral to the brand. “This is the biggest refresh of the brand since it was re-launched in 2012,” says Z Energy corporate communications and investor relations manager Jonathan Hill. PLUS: we question whether Z Energy’s sustainability push is another example of corporate greenwashing.

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Report ranks New Zealand as world’s fifth strongest nation brand
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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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A design perspective on New Zealand’s new bank notes
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While the news has been filled with reactions to the flag, our newly designed bank notes seem to have taken a back seat. They aren’t cheap either, at a ‘mere’ $80 million, and if we are looking at shedding the shackles of the monarchy in the form of the Union Jack, should the Queen be departing our bank notes too? And what about core design principles. Do our notes stack up to the aesthetics of those from other nations? We talk to designer Brian Slade, creative director for Insight Creative for a commentary on another facet of New Zealand’s branding, our currency.

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Lewis Road Creamery cries over copied milk as Goodman Fielder aims for a slice of the premium market
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Lewis Road Creamery’s Peter Cullinane says the premium dairy brand he founded in 2011 has re-energised the white milk sector and now has over 50 percent of the organic milk market in New Zealand. Now Goodman Fielder has taken the cow by the teats and released its own range of three premium organic milks under the Puhoi Valley brand. But Cullinane has come out swinging, saying it is “pathetic plagiarism” and shows a “staggering lack of imagination”.

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Selling the ‘super city’: inside ATEED’s search for Auckland’s essence
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Auckland’s been the City of Sails and the Big Little City. Aucklanders have been JAFAs and (long before that) Rangitoto Yanks. But none of these holdovers from the good ol’ days of the share market boom, the America’s Cup or the John Banks mayoralties work for the diverse ‘super city’ of 1.5 million people that Auckland is becoming. And after a comprehensive review of Auckland’s economic development strategy, Auckland Council’s economic growth agency Auckland Tourism, Events and Economic Development (ATEED) is undertaking Global Auckland, a rebranding project chaired by NZME’s chief executive Jane Hastings.

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Extending themselves
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We’re all used to Barbie clothes and makeup, Transformers colouring books, and Disney characters emblazoned across anything made for children. But the newly-released Star Wars-themed make-up from cosmetics company CoverGirl had us scratching our heads.

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Hallenstein Brothers confirms that Jay Alvarrez has a better life than everyone else
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Over the last few months, Jay Alvarrez has become something of a YouTube and Instagram sensation through a series of videos and images that show him skydiving, surfing, flying helicopters, visiting tropical islands and just living what appears to be the ideal life. And in case there was any doubt that the ridiculously good-looking Alvarrez and his annoyingly gorgeous girlfriend had way better lives than pretty much every other person in the world, Hallenstein Brothers has now confirmed it by commissioning the pair to appear in its new brand spot.

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Beautiful beer: Garage Project’s alcoholic art–UPDATED
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Wellington-based craft beer brewery Garage Project has grown from humble beginnings since Pete Gillespie, brother Ian Gillespie and Jos Ruffel started out in 2011 using a 500 litre “glorified home brew kit” to moving to a 2000 litre tank and say a large part of their success is not just the quality of the beer, but also its unique branding approach, hiring different artists to design the labels for individual beers. The brewery has also been a frontrunner in the canning of its craft beer, much to the scepticism of some. But it has worked. Demand is strong, and over 140 beers later, a slew of awards and a team that’s grown from three to about twenty, it’s showing no signs of slowing down yet.

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Forced facelifts
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Sometimes unfortunate or unforseen circumstances arise, which means that brands, for better or for worse, need to change their names. We thought we’d look at a few examples closer to home and further afield.

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Every brand needs a rugby player*
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This Sunday the All Blacks will take on the United States in a widely hyped exhibition match in Chicago. While the United States certainly can’t be described as a rugby playing nation, all 61,500 seats at the Soldier Field have been sold out. Such is the star power of the All Blacks that they are capable of filling a stadium in a country where rugby ranks below badminton, ten-pin bowling and pro wrestling in terms of popularity. And given the seeming supernatural ability of those who don the increasingly tight black shirts to make people interested in things that they don’t necessarily care about, it comes as little surprise that Kiwi brands have shown such a willingness to attach their labels to rugby players. StopPress looks at how rugby players are helping brands get noticed.

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McDonald’s makes online push to raise awareness of McHappy Day, continues efforts to be seen as a ‘good neighbour’
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In the lead up to this year’s edition of McHappy Day—the signature fundraising event for the Ronald McDonald House Charities (RMHC)—McDonald’s has launched a YouTube video that draws attention to the charitable work the organisation does to assist families who have children suffering from illnesses. The video features compilation of clips heart-wrenching clips of families living in on the Kiwi-based Ronald McDonald Houses.

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