Recent Posts

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July 17, 2024
Quality, flavour and passion. How to brand a coffee shop franchise.

Stellarossa today is a large and successful coffee shop franchise in Australia. At a pivotal moment in their development, the company's owners realised they needed to think bigger to grow the brand, and to base their thinking on facts rather than entrepreneurial instinct. Qualitative and quantitative market research revealed some fascinating insights, which when placed […]

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June 21, 2024
Old brand. New life.

Prorack was once a go-to brand in the automotive outdoor accessories market. Known and trusted for its range of reliable, but affordable roof racks, bike carriers and more. Thanks to its inclusion in major auto accessory retail stores, the products were almost guaranteed to sell well. Until they didn't. The brand owners had assumed their […]

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June 5, 2024
Year of the rebrand.

Evolving or completely overhauling brands is on the rise. A recent UpCity survey found that 51% of businesses changed their branding since Covid-19, in line with a Hanover Research study that found 75% of business executives have done work on brands since 2020. Nearly every business has conducted some form of business transformation, mostly driven […]

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April 4, 2024
Arena thinking: rocket fuel for brands.

A question: What do Apple do? Rewind 15 years or so and the answer would be “They make computers, of course”. Back in the present, the ‘Mac’ only contributes about 7% of the company’s revenue. Of the $383+ BN total, iPhone contributes just over half, accessories (headphones, Apple TV, Beats etc.) delivers about 10% with […]

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March 12, 2024
Breaking habits to strengthen brands.

In a recent interview, Caroline Adams, Interflora’s marketing director, was talking about the motivation behind the company’s new brand campaign: “We got ourselves into a space where we needed to modernise ourselves a bit… We just weren’t as on people’s radar or as desirable as we perhaps wanted to be, despite the fact our research […]

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January 11, 2024
Blandification. How beige are you?

One of the defining design trends of recent times, ‘blanding’ which became synonymous with big tech and startup culture, has become alarmingly commonplace, even mainstream. What is blanding? In many ways it is the antithesis of branding. It is an effort by companies to look the SAME as their competitors, because that feels safer. It’s […]

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November 9, 2023
How far is your brand from the real culture of your target audience?

After years in the making, searching for fans, growing authority and climbing the ranks, consumer perceptions of a brand’s integrity and intentions can start to unravel when there’s a heavy reliance on data and automation and its communications begin to appear superficial, impersonal or contextually inappropriate. What are your AI chats actually saying to people? […]

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October 23, 2023
Want to reduce your marketing spend? Strengthen your brand.

With the economy as it is, businesses everywhere are looking to trim back costs. Ad ROI has plummeted, leaving companies receiving substantially less revenue from their marketing spend. This is where companies that have invested in their brand are able to succeed against companies that have much less brand recognition. Taken as a whole, your […]

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May 9, 2023
How do you know when it’s time to rebrand?

Without realising it, we humans take involuntary mental shortcuts in almost everything we do – it’s the way we’re set up. It’s so that we don’t have to mentally process every routine daily action from scratch, which would be exhausting and time consuming. Constant, undeviating, persistent presentation of your brand is the one infallible way […]

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February 24, 2023
No Risk: No Fun.

BMW Art Cars. Strange, and a bit of a shame that so many BMWs that you pass on the roads are black, or worse: battleship grey. Strange because, when you consider the lengths that BMW has gone to in the past to differentiate itself from Mercedes Benz, Porsche, Audi and other luxury car brands, it’s […]

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