‘Brand purposes’ might be popping up all over the place these days, but FCB’s David Thomason finds they’re often slippery beasts.
Marketing, advertising & media intelligence
This evening 2degrees will be taking over TV channels nationwide for 60-seconds as it rolls out a new brand campaign, via DDB, that shows how its services are an intrinsic part of everyday life.
Spark’s general manager of customer and marketing, Clive Ormerod, is set to depart the company and take on the CMO role at Les Mills International.
After 167 years in business, TSB's undergone a customer-driven makeover by shortening its name and redesigning its logo. And to launch its new identity, the bank's rolled out a new advertising campaign via Special Group and Finch.
Y&R NZ and Y&R Engage have been appointed agency partners of supplement brand Go Healthy.
Y&R Media has a new name in Y&R Engage, following a rebrand to bring the agency in line with its vision for media. We chat to national general manager Nicky Greville about how the agency is taking a creative approach to drive engagement.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
Superette has long been a top player in social media. The clothing retailer has a social reach of nearly 100,000. The Register spoke to Superette owner James Rigden about the importance of reaching out to your consumer via different platforms.
A new generation of shoppers is driving demand for brands to make a positive social impact, and speakers at the PwC Herald Talk on Conscious Business say it's about building value through values.
It's time to tick off those to-do lists according to Warehouse Stationery, which is showing off the wide-ranging capabilities of its products in a new brand ad by 99.
New Zealand-based global healthcare brand Comvita has harnessed the power of virtual reality to give Kiwis a glimpse of how it sources its Manuka honey. And recently, StopPress' Holly Bagge whipped on the headset to give the experience a go.
The coffee cart that hatched a Kiwi brand: the design, purpose and 'kaizen' behind Kokako's 15-year story
Auckland-based coffee retailer and café Kokako started from humble beginnings in 2001 when former owners Helen Ollivier and Christian Lamdin slung their steamy brews out of a coffee cart. Now the Kokako brand can be seen in cafes and stores all over the country, while its flagship Grey Lynn store has become a hub for customers who enjoy slick surroundings, organic food and perhaps a glass of cold brew coffee or two. Having just celebrated its 15-year anniversary, it seemed like the perfect time to chat to owner Mike Murphy about the brand and why he thinks it’s been so successful.
In 2008 Canadian musician Dave Carroll was travelling with United Airlines. During a layover he heard a fellow passenger remark that baggage handlers on the tarmac in Chicago were throwing guitars. He arrived at his destination only to discover his $3,500 guitar was severely damaged. After an unsatisfactory response from the airline, he used his musical talent to create a song he dubbed ‘United breaks guitars’ with a music video and all. The song went viral and the incident created a PR disaster for the airline. But now, when Googling the airline, there is no mention of the incident. This is an example of the power of search engine optimisation (SEO) and its role in protecting brand reputation. We chat to Pure SEO’s Richard Conway about this idea and the threat of negative SEO.
When it comes to corporations, history shows that consumers tend to forgive accidents—and even stupidity. But willful deception is another kettle of fish. And Volkswagen inventing technology to cheat on its emissions tests is about as willful and deceptive as it gets (if it wasn’t so evil, you could almost applaud their inventiveness). So far, it has had a major impact on Volkswagen’s share price (and other car brands’ share prices), it is getting ready for a recall of 11 million cars, billions of dollars in fines are on the cards and the first of what could be many lawsuits have already been filed. Some believe it could bring Volkswagen to its knees. So can the company recover from this reputational car crash? And what can marketers learn from the saga?
While most retail advertising released today features little more than price, product and sale shouted through every available megaphone, there are also some examples of retailers returning to a more creative approach when it comes to their advertising. And the most recent example of this is the new Farmers brand ad. PLUS: should marketers focus on the emotional or the rational? Should they be doing more brand or retail ads?
You might be wondering why Justin Timberlake is dressed up as a giant lime in a recent commercial. Well, it’s because he has founded his own tequila blend in partnership with Sauza Tequila called Sauza 901 and subsequently stars in an E True Hollywood story-styled mockumentary about the sad state of limes after the triple distilled liquor hits the shelves.