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Rebranding: Bringing your stakeholders on the brand change journey

Winston Churchill said “To improve is to change” and when it comes to brands, change can reinvigorate your business and help you to reconnect with your customers and stakeholders.

Think of examples like Old Spice, who pivoted their brand towards a much younger customer base with an engaging ad campaign in 2010; or Apple, who came back from the brink of bankruptcy in the late 90s with a rebrand that saw them become one of the most successful businesses of the 21st century. Read More

Peak Facebook: Are demographics going to kill the world’s largest social network?

Facebook is getting older. Now in its 13th year, everything about the site is maturing including its user base. A 2017 study by ISL revealed that 66% of Facebook users were over the age of 35 and there was a 40% decrease in 13-17 year olds using the site, indicating a clear shift in the world of social media.

Some sources suggest that younger audiences are leaving the platform due to the older presence ‘policing’ their interactions. Other sources indicate that Facebook just isn’t ‘cool’ anymore.

With the Facebook’s core users aged between 25 and 49, younger demographics simply don’t want to spend time on a social networking platform populated by their parents. In the eyes of youths, nothing is quite as uncool as something their parents deem cool. Read More

What do you want to be famous for?

When we think of brands, we often think of businesses. Coca-Cola, McDonald’s and Apple – iconic household names that we encounter every day. However, we often overlook the opportunity to apply the same principles that these and other successful brands use to set themselves apart in our own lives.

Companies cultivate memorable brands not just with logos and catchy slogans, but also through consistent behaviour and engagement with their target markets. Take Apple for example, they are known for being one step ahead of the competition – releasing new, innovative and desirable products. McDonald’s are known for their consistency – it doesn’t matter whether you visit a McDonald’s in Japan or India, you’re always going to have a similar experience. And since 1886 Coca-Cola have articulated their core brand messages of happiness, togetherness and refreshment. These brands have all walked the walk and talked the talk, implementing and communicating their core brand messages for decades. Read More

The importance of honesty in branding

The year that’s been 2017 has well and truly established itself as the ‘ground zero’ of ‘fake news’ on an international scale. In this climate of dishonesty and uncertainty, consumers and citizens are responding with scepticism and mistrust – of the media, politicians, and organisations everywhere.

So how can you navigate your way around this mistrust to rebuild and maintain a trusting relationship with your audience? The answer is simpler than you’d think.
Be honest. Read More

Sustained momentum: Stakeholder engagement when you’re out of the woods

Most people associate stakeholder engagement with the management of something significant –events, change, crisis, or disruption. It is most commonly associated with the idea that you want someone to do, feel, or approve something related to a specific project.

These projects can be enormous undertakings for an organisation, draining resources both financially and culturally. However, it’s often the case that, regardless of the outcome, the engagement ceases once a special project has come to an end. The crisis is over, let’s move on.

So what should your stakeholder engagement plan look like when you revert back to business as usual? Read More