What Do We Think?
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Personality Brands – Not Just A Pretty Face
Most adults in this country have heard of Paul Newman. Some – mainly women of a ‘certain age’, still go a little giddy as they recall those piercing blue eyes. Butch Cassidy, Cool Hand Luke, the one in the bowler hat in The Sting…pretty familiar memories for anyone of my generation.
But with Paul’s death in 2008 came a need to ensure that the brand’s longevity would be secured. So how do brands that have been built from the reputation of an individual personality extend their life…?
The Impact of Recession on Food & Drink
In early 2007 The Brand Nursery identified three ‘New Food Drivers’ – consumer behaviour drivers that we believed would strongly influence food and drink purchase over the coming years. We termed them ‘Virtuous’, ‘Crafted’ and ‘Tailored’.
Two years on, and with the clouds of recession encamped over the country it seemed a good time to re-visit the drivers, and to examine whether they’re still influencing purchase decisions. At the same time it made sense to assess the impact that the current economic difficulties are having on the grocery marketplace, and how brands and products can prepare to turn the corner towards recovery.
The Olympian Lesson For Brands
Beijing 2008. The lasting memory?
With apologies to Adlington, Ainslie, Hoy and the rest of the triumphant Team GB, there are two outstanding candidates that shone on the global stage.
Ask me midway through the fortnight and I’d have had to say Michael Phelps. A day later and it all changed in 9.69 seconds of dominant, fluid, pure sprinting genius. But it wasn’t just the record, or the winning, or the fact that (let’s face it) the 100m is the flagship event of the whole Games - it was the performance of Usain Bolt.
The Empire State Building :
The Perfect Example of ‘Thinkdo’
The Empire State Building has long been the towering icon of New York City - but did you know that it was constructed in record time in order to maximise its commercial return? It’s the perfect example of visionary ‘thinking’ combined with actually getting a job done...
Reach Beyond The Rhythm, Find The Soul
Music can evoke the strongest of feelings and emotions.
It has this weird ability to make us feel happy or sad, calm or uplifted. Music touches our emotions. And isn’t the same true of the most powerful brands…?
If It Ain’t Broke, Still Fix It
Some of the greatest sportsmen of our generation constantly seek to improve their technique and skills.
Tiger Woods, Michael Jordan…Phil ‘The Power’ Taylor. Why? Because they know that when you’re at the top of the tree, if you become complacent there’s only one way to go - down. There’s a real lesson for brand-owners here, too…
Why Wrong Can Be Right
These days pretty much every marketing decision that we make has to be justified, quantified and proven beyond any reasonable doubt.
But isn’t there a case to give people their heads, and to allow them the possibility of failing…?