It’s a no brainer….

It’s a no brainer….

(Source: amexopenforum)

This is a personal statement, sure. But take your business vision and ask yourself, should it not be more fearless. Don’t leave it to the ad agency to be fearless on your behalf: because it won’t be you. It won’t be true. And when sales slip, you will just ask for another. And another - like the drunk, hoping the next one will hit the spot. 
Until one day, you will sit down with you head in your hands and ask yourself how did we become so irrelevant.
Brand>DOC

This is a personal statement, sure. But take your business vision and ask yourself, should it not be more fearless. Don’t leave it to the ad agency to be fearless on your behalf: because it won’t be you. It won’t be true. And when sales slip, you will just ask for another. And another - like the drunk, hoping the next one will hit the spot.

Until one day, you will sit down with you head in your hands and ask yourself how did we become so irrelevant.

Brand>DOC

(Source: konviki, via myuberlife-nyc)

TruVibe disrupts the natural food category with inspired brand messaging.

 The identity is built on creating a positive energy with food, and a philosophy that ‘nothing tastes as good as feeling good feels’. This energy provides a welcome break in a category dominated with functional and worthy propositions.

TruVibe was founded by two very connected souls Anand Dani and Jason Dekker with one single mission in mind… To inspire you to be your true potential by eating healthier and living happier.

Dekker and Dani feel that almost everyone wakes up everyday looking for inspiration and positive energy to fuel them to reach their true potential and live their dreams. They sincerely hope that the combination of their nutrient dense superfoods and positive energetic brand messaging does just that. Superfoods have been enjoyed for thousands of years in their original essence and that tradition continues to this day and we are glad to be a part of it.

The brand identity was created by UK company, Family (and friends) for US natural food brand TruVibe.

 

 

21st Century brand strategy development: ‘Washington’ versus ‘Hollywood’ planning
According to Morgan, “’Washington Planning’ involves focussing on the business problem and seeking truths about the brand and its consumers…, whilst ‘Hollywood Planning’ involves a bold re-imagining of the brand and strong questioning of how things have been done”.
Washington Planning reflects an evolution of the traditional, consumer-centric approach to brand strategy development. Its focus is “the disciplined uncovering of powerful truths within the current business model”. This requires first understanding the business problem. Then getting “close to the history of the brand or the truth of the consumer relationship” to unearth an insight that will stimulate creative thinking that in turn will lead to “consumer reappraisal and measured business results”. It is characterised by an emphasis on “the problem, disciplined analysis, [and] real proximity to the consumer”.
Hollywood Planning, in contrast, lies “more in a bold re-imagining – not just of what the brand can be, but what the media or even business model might be around the brand, and indeed the whole way the problem [needs] to be thought about”. It fundamentally questions the way a brand or its problems have been traditionally approached, and recognises “the need to overturn legacy thinking both about how success should be defined for this problem – as well…as how to achieve that success”.
That these different modes of thinking exist is not new news. (This blog has repeatedly covered topics related to both).
But the succinctness of the Washington versus Hollywood delineation may be useful in helping senior marketers and CEOs think about the type of brand strategy their businesses really need.

More detail can be found on the original post on BrandTruth.

21st Century brand strategy development: ‘Washington’ versus ‘Hollywood’ planning

According to Morgan, “’Washington Planning’ involves focussing on the business problem and seeking truths about the brand and its consumers…, whilst ‘Hollywood Planning’ involves a bold re-imagining of the brand and strong questioning of how things have been done”.

Washington Planning reflects an evolution of the traditional, consumer-centric approach to brand strategy development. Its focus is “the disciplined uncovering of powerful truths within the current business model”. This requires first understanding the business problem. Then getting “close to the history of the brand or the truth of the consumer relationship” to unearth an insight that will stimulate creative thinking that in turn will lead to “consumer reappraisal and measured business results”. It is characterised by an emphasis on “the problem, disciplined analysis, [and] real proximity to the consumer”.

Hollywood Planning, in contrast, lies “more in a bold re-imagining – not just of what the brand can be, but what the media or even business model might be around the brand, and indeed the whole way the problem [needs] to be thought about”. It fundamentally questions the way a brand or its problems have been traditionally approached, and recognises “the need to overturn legacy thinking both about how success should be defined for this problem – as well…as how to achieve that success”.

That these different modes of thinking exist is not new news. (This blog has repeatedly covered topics related to both).

But the succinctness of the Washington versus Hollywood delineation may be useful in helping senior marketers and CEOs think about the type of brand strategy their businesses really need.

More detail can be found on the original post on BrandTruth.

Irish Cancer Society, a bold new positioning
Following the launch of their Strategy Statement 2013 –2017, Irish Cancer Society has been steadily and systematically aligning itself to a more assertive and focussed role in the fight against cancer. Coping and caring have been common associations with the Society. However, with Ireland having one of the highest and fastest rising incidences of cancer in the world, eliminating is where their sights are now set. The new positioning statement was created as a clear communication of intent.
‘We won’t give up until cancer does’ is not a just a communications line though, it is a statement of purpose and a call to concerted action.  Concerted action both internally and externally.
Following the development of the positioning strategy, a ‘one voice’ programme ran throughout last year, bringing together and aligning all facets of the Society to the new positioning. This was followed by an agency pitch and appointment of Chemistry as the lead agency, tasked with bringing the positioning to life across the yearlong calendar of events.
Daffodil day is the launch platform. We will all remember the washout that was last year. This year, not only does bad weather loom but a dark cloud hangs over the charitable sector following revelations at CCRC and most recently Rehab controversy over salaries. Public opinion is hardening with charities reporting as much as 40% drop in giving.
Against this backdrop the Irish Cancer Society positioning seeks to clearly demonstrate the direct benefit that donations make whilst being resolute as to their purpose within the cancer sector.
     
Brand>doc services provided: positioning strategy, ‘one voice’ facilitation, pitch consultancy and brand stewardship.

Irish Cancer Society, a bold new positioning

Following the launch of their Strategy Statement 2013 –2017, Irish Cancer Society has been steadily and systematically aligning itself to a more assertive and focussed role in the fight against cancer. Coping and caring have been common associations with the Society. However, with Ireland having one of the highest and fastest rising incidences of cancer in the world, eliminating is where their sights are now set. The new positioning statement was created as a clear communication of intent.

‘We won’t give up until cancer does’ is not a just a communications line though, it is a statement of purpose and a call to concerted action.  Concerted action both internally and externally.

Following the development of the positioning strategy, a ‘one voice’ programme ran throughout last year, bringing together and aligning all facets of the Society to the new positioning. This was followed by an agency pitch and appointment of Chemistry as the lead agency, tasked with bringing the positioning to life across the yearlong calendar of events.

Daffodil day is the launch platform. We will all remember the washout that was last year. This year, not only does bad weather loom but a dark cloud hangs over the charitable sector following revelations at CCRC and most recently Rehab controversy over salaries. Public opinion is hardening with charities reporting as much as 40% drop in giving.

Against this backdrop the Irish Cancer Society positioning seeks to clearly demonstrate the direct benefit that donations make whilst being resolute as to their purpose within the cancer sector.

Brand>doc services provided: positioning strategy, ‘one voice’ facilitation, pitch consultancy and brand stewardship.

J&B Limited Edition Tattoo bottles

Le Sphinx Studio Paris individually tattooed 25 bottles to create a limited edition, celebrating the origins of the brand.

J&B Rare scotch blend whisky was created in London by famous wine and spirits merchant Justerini & Brooks specifically to capitalise on the American market during prohibition.

During the same period a tattoo trend started to spread through London, as Royal Navy sailors returned from distant travels sporting exotic tattoos. This trend reached the British upper class when Prince Bertie (later Edward VII) was first tattooed in 1862. The trend then spread over all Great Britain and Europe

Sebastien Mathieu, owner of the Paris-based tattoo, lent his ink talents to the branding of J&B Scotch Whiskey by tattooing 25 bottles - each bottle took 20 hours to complete. 

Art direction by Button Button.

 

Stunning work. Looking at this guys website it is hard to comprehend so much creativity coming from one guy.
weandthecolor:

Graphics and Poster Design by Alberto Carballido

Stunning work. Looking at this guys website it is hard to comprehend so much creativity coming from one guy.

weandthecolor:

Graphics and Poster Design by Alberto Carballido

Andy Payne from global brand consultancy Interbrand, discusses why brand-led design is about more than creating an effective design - it’s about adding brand and business value.
What is interesting about this opinion piece by Andy, is that it recognises brand as a strategic tool. A tool, which if used well, can influence a variety of cues to connect the customer with the attributes that underpin your market position. Andy talks of design here but this could easily refer to quality, performance, behaviour and even flavour.
I would also take Andy’s final point (brand led design is fundamental to brand value) a step further. Brand led business is fundamental to brand value, especially if you charge a premium for your product or service.

Andy Payne from global brand consultancy Interbrand, discusses why brand-led design is about more than creating an effective design - it’s about adding brand and business value.

What is interesting about this opinion piece by Andy, is that it recognises brand as a strategic tool. A tool, which if used well, can influence a variety of cues to connect the customer with the attributes that underpin your market position. Andy talks of design here but this could easily refer to quality, performance, behaviour and even flavour.

I would also take Andy’s final point (brand led design is fundamental to brand value) a step further. Brand led business is fundamental to brand value, especially if you charge a premium for your product or service.

Tusla: Ireland’s new Child and Family Agency, heralds a ‘new day’, putting ‘Children First Always’
Congratulations to all involved in the launch of Tusla, Irelands Child and Family Agency on Thursday. Born out of what was described by the Taoiseach as ‘systemic failure’ of successive governments to protect and nurture our most vulnerable children.
This is a launch that was long awaited, but there was never a going to be a perfect time to launch. Indeed, Enda Kenny’s speech was reflective: showing gratitude for the courage and determination of the team behind the new agency, but recognising the failings of the failings of the past, with a specific apology to Louise O’Keeffe, who this week won a landmark European Court of Human Rights battle to hold the state liable for her suffering after being sexually abused by her school principal at in 1973. Such is the backdrop behind the launch of this porposeful and hopeful brand.
The agency was established, under the stewardship of Gordon Jeyes, who was the UK’s first Director of Children’s Services. When Gordon took to the podium, he pulled no punches and made his passion and commitment very clear.
 "The Child and Family Agency will be a ferocious corporate parent, demanding for the children of Ireland the very best that the state can give.
This pragmatic and straight talking attitude was indicative and evident throughout the brand development process. It was recognized from the outset that the role of brand was not to badge, but to provide a beacon for behavior change, to empower culture change.
At the centre of this new brand is shared purpose: Children First Always.
It was recognised and further emphasised through consultation that the name of the agency would form an important catalyst for change.
The name Tusla is derived from the Irish words ‘tus’ + ‘lá’, to form is a completely new word reflecting a shared desire for a new beginning, forging a new identity. A new word, a new way of working.

To make this new agency work will require courage, which is why courage sits as a core value. I wish all involved the courage to make this new agency a beacon for others to follow and I am thankful to Creative Inc, for the opportunity to be involved in its creation.

Tusla: Ireland’s new Child and Family Agency, heralds a ‘new day’, putting ‘Children First Always’

Congratulations to all involved in the launch of Tusla, Irelands Child and Family Agency on Thursday. Born out of what was described by the Taoiseach as ‘systemic failure’ of successive governments to protect and nurture our most vulnerable children.

This is a launch that was long awaited, but there was never a going to be a perfect time to launch. Indeed, Enda Kenny’s speech was reflective: showing gratitude for the courage and determination of the team behind the new agency, but recognising the failings of the failings of the past, with a specific apology to Louise O’Keeffe, who this week won a landmark European Court of Human Rights battle to hold the state liable for her suffering after being sexually abused by her school principal at in 1973. Such is the backdrop behind the launch of this porposeful and hopeful brand.

The agency was established, under the stewardship of Gordon Jeyes, who was the UK’s first Director of Children’s Services. When Gordon took to the podium, he pulled no punches and made his passion and commitment very clear.

 "The Child and Family Agency will be a ferocious corporate parent, demanding for the children of Ireland the very best that the state can give.

This pragmatic and straight talking attitude was indicative and evident throughout the brand development process. It was recognized from the outset that the role of brand was not to badge, but to provide a beacon for behavior change, to empower culture change.

At the centre of this new brand is shared purpose: Children First Always.

It was recognised and further emphasised through consultation that the name of the agency would form an important catalyst for change.

The name Tusla is derived from the Irish words ‘tus’ + ‘lá’, to form is a completely new word reflecting a shared desire for a new beginning, forging a new identity. A new word, a new way of working.

To make this new agency work will require courage, which is why courage sits as a core value. I wish all involved the courage to make this new agency a beacon for others to follow and I am thankful to Creative Inc, for the opportunity to be involved in its creation.

Ernst & Young go head to head with Spanish porn brand
“Our new brand name and logo demonstrate clearly and boldly who we are and reflect the goal we have recently set ourselves to be the number one brand in our profession”.
 I cannot imagine that the existence of EY as an established Spanish soft porn magazine was missed by the good folk at Ernst & Young, or indeed their brand advisors. More likely they thought; hey, we are one of the largest professional services firms in the world, we are big, we are in the big 4. We own EY.
This rebrand and repositioning is the work of Brand Pie, a solid crew, who put purpose at the front and centre of their craft. Something I support in spades.
Naming aside, Building a better working world, is certainly an intriguing purpose statement, one that got me interested, somewhat excited and then bitterly disappointed. Why? Well look at the keynote from their Global Chairman and CEO, Mark Weinberger. It is clear from him that: whereas there may be purpose, it is not higher purpose, just self-serving commercial purpose. He talks about being global, but nimble enough to respond locally. Yawn. He talks about better customer service. Yawn. In fact it is one big fat yawn.
If you look at the EY website, you can see that Building a better world is explained, with some deeper meaning. But this is communications positioning, totally disconnected from the business leaders and their CEO, who is displaying old school commitment through lip service. Meh. 
There is more authentic and honest expression in the Spanish porn brand, EY!

Ernst & Young go head to head with Spanish porn brand

“Our new brand name and logo demonstrate clearly and boldly who we are and reflect the goal we have recently set ourselves to be the number one brand in our profession”.

 I cannot imagine that the existence of EY as an established Spanish soft porn magazine was missed by the good folk at Ernst & Young, or indeed their brand advisors. More likely they thought; hey, we are one of the largest professional services firms in the world, we are big, we are in the big 4. We own EY.

This rebrand and repositioning is the work of Brand Pie, a solid crew, who put purpose at the front and centre of their craft. Something I support in spades.

Naming aside, Building a better working world, is certainly an intriguing purpose statement, one that got me interested, somewhat excited and then bitterly disappointed. Why? Well look at the keynote from their Global Chairman and CEO, Mark Weinberger. It is clear from him that: whereas there may be purpose, it is not higher purpose, just self-serving commercial purpose. He talks about being global, but nimble enough to respond locally. Yawn. He talks about better customer service. Yawn. In fact it is one big fat yawn.

If you look at the EY website, you can see that Building a better world is explained, with some deeper meaning. But this is communications positioning, totally disconnected from the business leaders and their CEO, who is displaying old school commitment through lip service. Meh.

There is more authentic and honest expression in the Spanish porn brand, EY!