How important is Branding? “A great brand comes from a place of truth about what a business authentically represents, and about what its products means to its customers. It’s not magic, it’s insight.” What is a Brand? Ever wondered what it is that drives people to queue up outside Apple stores from the night before the launch of a new iPhone? Or why is the urge to own a pair of Nike's or sport a Rolex so strong that you would happily forgo dine outs and your regular coffee to save up … [Read more...]
The definition of a brand in light of Social Media
I was recently interviewed by Stephen Byrne of Diffusion regarding brands and the impact of Social Media on them. I started thinking about the famous quote from ad agency founder David Ogilvy's definition of a brand: "The intangible sum of a product's attributes: its name, packaging, price, its history, its reputation and the way its advertised" If we dissect each of these elements we can see the influence of Social Media within all these attributes. Name - right this minute Vegimite is … [Read more...]