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Making sure your sponsorship makes sense for your brand

Businesses can use effective sponsorships to add credibility to their brands, get in front of the right people and even improve their corporate social responsibility credentials. While, at its core, it is an exchange of money for services, a sponsorship can be so much more. More than a logo on an invitation or a branded banner at an event, it provides business…

What’s in a slogan? – the dos and don’ts of company taglines

Think Different – a bad use of grammar, and perhaps the most effective slogan of the 21st century. Apple, on the back of innovative products, exceptional marketing and this simple, two-word slogan, has become one of the most valuable companies in the world with legions of devoted customers. But what is it that separates a good slogan from a meaningless tagline? And…

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…

Communicating a brand: from imagination to reality

Communicating with customers is an essential activity for any business, but in order to communicate effectively, you first need to know your brand identity. How do you want to portray yourself to customers? How do you want to be perceived? The challenge of formulating a brand identity, and maintaining it, can be an arduous one. But by defining your identity and communicating…

Beer, bibles and boycotts: The Coopers debacle

Recent news headlines were dominated by a curious incident involving Australia’s largest family brewer, Coopers, the Bible Society and an awkward seven minute video featuring two Liberal party politicians. Coopers had partnered with the Bible Society to produce a run of 10,000 commemorative cans celebrating the society’s 200th anniversary. Following this, the Bible Society produced a video debate between openly gay Liberal…

Evolving a brand: giving the house a new lick of paint

We’re all very well aware of how powerful a good brand can be, after all we’ve seen many companies’ fortunes won and lost on the strength of their brand. Effective branding is crucial to establishing an organisation’s identity and has the potential to either set you aside or ahead of your major competitors. As a brand, you are fighting for your audience’s…