branding Archives - Page 3 of 3 - stoppress.co.nz

Saturday, April 20

Browsing: branding

From A to B—and A to Z

By StopPress TeamJune 12, 2011

There was plenty of discussion on StopPress about the launch of the Z brand a few weeks ago. And the first pilot station, replete with Auckland-made muffins, Hawke’s Bay-made pies and jingoistic forecourt attendants, has opened up in Greenlane, which is a good enough excuse for us to post an animation that spells out how it turned from Shell to a letter at the end of the alphabet. Whatever your thoughts on the end result, credit where credit is due for creating a fairly entertaining explanation of the process.

The evolution of a super brand—and the power of community ownership

By Alex ErasmusJanuary 26, 2011

I recently read a great article in The Economist about Starbucks’ decision to remove the words ‘Starbucks’ and ‘coffee’ and also the circle around the siren from the logo. As the writer says, there are relatively few brands that are recognised purely by a logo—think Nike, Adidas, Playboy, McDonald’s and Apple. So it’s part of the evolution of a super brand to announce itself as such an integral part of our lives that words are no longer needed. The company now transcends the product itself, which tends to be tied in to the fact that it can now start selling things it wasn’t traditionally associated with. And for Starbucks, this means alcohol and various beverage accessories.

In fine form at the marketing forum

By Vincent HeeringaDecember 2, 2010

I got three main insights from this week’s Marketing Forum, an annual assembly of New Zealand’s top marketers. Hats off to the Marketing Association which once again pulled in 100-plus of our most senior marketers to compare notes, share war stories and drink modestly. Well mostly.

Logo-b-Gone required as Auckland’s unsightly design stain settles in

By Courtney LambertNovember 10, 2010

I’m always reluctant to get into discussions about logos because I don’t think I’m overly qualified to talk about them (and because everyone else thinks they are overly qualified to talk about them). Generally, those that bleat the most about logos are those that know the least about marketing; the ones who think branding is a sticker you put on an apple before you export it to Japan. But I feel the need to make a wee exception.

Tech brands stake claim in Australia as ‘perennial favourites’ fall by the wayside

By StopPress TeamSeptember 23, 2010

Hot on the heels of Interbrand’s Top 100 Brands rankings, another study conducted slightly closer to home showed similar shifts towards technology brands in Australia, with Google, Microsoft, Apple, Sony, Nokia and eBay all making it on to the top ten list.

Newish BNZ logo brings back the stars

By Ben FahyAugust 23, 2010

It was less than two years ago that BNZ released its cute, fluffy, cloud-like logo into the wild. Some thought it was fresh, different and looked like toothpaste. Others thought it was too fresh, too different and too toothpastey and, therefore, lacked history and gravitas. And it seems the BNZ brand boffins agreed with the latter, because it’s gone back to its astronomical roots and changed its logo again, adding the classic Southern Cross back in, reducing the fluffiness and chopping that cheeky vestigial tail off the B.

Eden Park set to turn brand lemon into Lemonade

By StopPress TeamAugust 1, 2010

Lemonade Design has won a competitive pitch to overhaul the Eden Park brand and rebuild its website, with both projects due for completion before the new stand is opened in the next few months. But there appears to be bit of confusion in the Eden Park ranks as to whether or not the cat should have been let out of the bag so early.

Bread and butter get real

By StopPress TeamJuly 12, 2010

Bakers Delight has released its new long-term brand strategy and it’s decided to focus on the expertise and authenticity of its bakers and baking methods and tap into the “growing consumer demand for fresh, natural and above all real produce”. And how ’bout some simple, pleasurable Mainland butter to go with that crusty loaf?

Teacup storm may need bigger vessel

By StopPress TeamMay 27, 2010

SBS called – and they’re not happy. Late yesterday the Aussie broadcaster was still mulling over its options as whether to take legal action over TV3’s use of the line “Six billion stories and counting” – SBS’s own tagline – in its new TVC.

Earlier this week, TV3’s director …

Logos-a-go-go take out Oscar

By Ben FahyMarch 14, 2010

Consider it your Monday morning brand warm-up. And tell your boss it’s solely for the purposes of market research. But try to wrangle 17-minutes to watch Logorama, the film featuring more than 2500 logos that recently took home an Oscar for best animated short.

NSC does whatever it takes to be exactly like Ashburton

By StopPress TeamFebruary 16, 2010

The NSC Group, a company that specialises in the “design, implementation, management and support of highly sophisticated business technology solutions”, has completed a six-month brand refresh. And poor old Ashburton is, like, whatever.

Nickelodeon brand police to enforce strict new logo rules

By Ben FahyJanuary 27, 2010

Nickelodeon NZ has released a new logo to replace the “historical splat”, with new livery launching on-air, on-line and in all off-air marketing collateral. And the Nick brand police are obviously on high alert, chasing down transgressors who don’t follow its very strict, specific, capitalised and unintentionally entertaining logo guidelines.

The end is nigh for ‘I am Dunedin’

By Ben FahyJanuary 10, 2010

‘I am Dunedin’ is to get the chop as Dunedin’s slogan and a nationwide search is underway to find a new tagline and promotional strategy.

Sochi 2014: a portal to ‘the future’

By Ben FahyDecember 10, 2009

Sochi 2014 recently launched its new brand, emblem and tagline (‘Gateway to the Future’) for the winter Olympics, introducing the first ever Olympic Games emblem that also forms a web address.

Ironing delicious as ‘super-regional’ bank confuses regions

By Ben FahyNovember 19, 2009

The release of ANZ’s new ‘super-regional’ brand initiative is a very exciting time for the bank. So exciting, in fact, it forgot to check which country Cathedral Cove was located in.

Glass now half-full for Cadbury

By Ben FahyNovember 19, 2009

Cadbury’s decision to add a glass-and-a-half of palm oil to its shrinking Dairy Milk chocolate blocks was, as everyone has seen, a big mistake. The brand suffered, sales dropped and competitors took the opportunity to stick the boot in.

Turned clods unearth new cycle trail brand

By Ben FahyNovember 17, 2009

Last week, our dear leader turned a few symbolic clods on the banks of the Waikato River and kicked the New Zealand Cycle Trail project into ‘high gear’.

Five town sloganeers instantly become more fashionable

By Ben FahyNovember 17, 2009

It’s fair to say that ridiculing New Zealand towns – or, more particularly, the slogans attached to them – is one of our nation’s favourite pastimes. And we have the metrics to prove it

Mobile AdVert wraps up Telstra Clear

By Ben FahyNovember 15, 2009

Urgent Courier’s Mobile AdVert scheme has attracted its first major paying client, with Telstra Clear deciding to emblazon their message on 17 of the company’s low emission vehicles for eight months.

ANZ rolls out ‘The Lotus’

By Ben FahyNovember 10, 2009

ANZ’s new global brand identity has already had an airing in Indonesia, Australia and other parts of Asia. But we’ll have to wait a while for the external rollout in New Zealand (and the inevitable discussions about how good it is and how much it cost).

Hastings: it’s near Napier*

By Ben FahyNovember 8, 2009

Hot on the heels of the phenomenally popular town slogan competition currently running on StopPress and a virtual cornucopia of new town branding initiatives springing up around the country comes word that another local authority is attempting a rebrand.

Getting inside the shopper’s mind

By Media CounselNovember 8, 2009

This week from the Consumer Counsel: Shopper Marketing 3.0: what works in-store.

Adshel increases mobility

By Ben FahyNovember 5, 2009

Adshel has launched its 2010 offerings with 11 redefined campaign packages, including a new innovation: New Zealand’s first mobile out of home network.

Embrace your sloganic creativity and win better friends

By Ben FahyOctober 28, 2009

Town branding, as Jonathan Dodd pointed out in the Herald, has a nasty habit of being exceptionally easy to ridicule, particularly if the slogan that eventually makes it onto the welcome sign is based on lies, unrealistic expectations or blatant straw-clutching.

Of course, town branding can work. But the message …

$1b boost for Progressive’s Countdown brand

By StopPress TeamSeptember 21, 2009

Impression of flagship store in Newtown, Wellywood

In the most drawn-out brand merger of recent times Progressive Enterprises is finally merging Woolworth’s and Foodtown brands into the more popular Countdown.

The company has also committed to investing $1 billion over five years in a major spruce up of 20 …

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