The High Stakes of Packaging: How to get it Right

Packaging is one of the most powerful (and somewhat underrated) marketing tools a brand has: it’s the key touch point in store, and as such has an audience reach potential far beyond that of any other communication channel. With that in mind, pack design decisions can lead to commercial disaster or significant gains. The well-known case of Tropicana’s 2009 pack re-design provides some clear … [Read more...]

Brand Tracking: From bastard, to golden child

For some, brand trackers have become the bastard child of market research. Two hour long presentations and never ending reports that show “brand awareness and consideration have remained broadly stable since last quarter” have resulted in a lack of stakeholder excitement about brand tracking outcomes, and a lack of enthusiasm from agencies that work on them. Despite these issues, brand tracking … [Read more...]

What’s Your Swoosh? Building Strong Brand Assets to Increase Marketing ROI

Brand Assets: What Are They? These are all examples of distinctive Brand Assets (full credit to the Ehrenberg Bass Institute, Byron Sharp and Jenni Romaniuk for introducing us to this thinking). Put simply, Brand Assets are design elements, outside of the brand name itself, that provide a mental shortcut for people to identify your brand. Brand Assets are most commonly visual, but they can be … [Read more...]

Prize Draw Winners – August 2016

Congratulations to the following people who have won a $100 gift card. Dora, Glendalough WA Pinesa, Leda WA Maria, Dianella WA Wendy, Doreen VIC Robyn, Thornlie WA     … [Read more...]

Survey Prize Draw Winners – June 2016

Congratulations to the following participants who have won a $100 gift card. Wayne F, Padbury Tina O, Oakford Patsy, Bull Creek Marion N, Shoalwater Marjorie C, Lynwood. … [Read more...]