Alongside experience, positioning is one of the customer elements storing value in a brand. Because no matter what you care about, how that turns into the products you sell, or how well-known your company is. You need to know what it is. During a recent Knowledge Project podcast, guest April Dunfordsaid, “I think...
Loyalty is in the news. Not for a fuzzy feel-good program designed to woo customers as repeat spenders. Instead, IAG is subject to a class-action lawsuit by Slater and Gordon. The suit charges that the insurer used AI to target long-standing customers to hike their premiums because they were ‘loyal’ and less...
Buried in the PR about renaming French Connection (popularly known as FCUK) Australia, distribution group Brandbank CEO Peter Halkett says, “Now is the time to discontinue the Australian distribution deal”. But he stresses, “French Connection may continue in Australia through another distribution network”.Say what.So they are taking a shell, previously...
Buried in the PR about renaming French Connection (popularly known as FCUK) Australia, distribution group Brandbank CEO Peter Halkett says, “Now is the time to discontinue the Australian distribution deal”. But he stresses, “French Connection may continue in Australia through another distribution network”. Say what. So they are taking a shell, previously...
“And then we started the brand work“, said the CEO while I listened to her talk about the behind-the-scenes effort to reimagine their product. Then, later the same week, I received another company’s business plan. A comment hidden in the notes for one area said, “Brand doesn’t play a part in...
The start of April might feel like an opportunity too good to pass up. When better to roll out some levity than with permission from the calendar and marketing gods. Please, don’t. I get it. Geopolitical aggression is on the march. We’re still making our way across pandemic land, and any proportional...
The launch of new products and an accompanying campaign has commentators asking can Victoria’s Secret trade its image for one more in sync with the surging body positivity and equality movements? And will women buy it? Victoria’s Secret was inspired by an embarrassing department store experience and founded by Roy and...
These days, it feels like every damn thing I do is called a journeyI’m not buying a drill. I’m on a home improvement journey.I don’t need to make a different choice. I’m on a change journey.I’m not visiting my doctor. I’m on a wellness journey.I don’t deposit money into my...
The combination of the devil, a pop song video and 666 pairs of Nike Air shoes containing a drop of blood appeared calculated to cause a storm. And last week, it also resulted in a judge upholding Nike’s lawsuit to stop MSCHF Product Studio from using Nike’s trademark swoosh and forced the...
The supermarket giant, and more broadly Woolworths Group, is the target of a #boycottwoolworths social media campaign this week, after announcing its sponsorship of the “Thanks a Million” campaign. The program is designed to “thank everyone who has gone the extra mile” during the hellish year of bushfires and pandemic. So far, so good. The...