A little light reading if you love building business value as much as we do.
Our work in recent years has led me to believe that when the going gets really tough, the toughest can do worse than to look first to their employer brand for help, rather than the knee jerk slashing and spinning of the business on a sixpence that usually ensues.
Back in October 2021, we wrote about what the “New Normal” for retail brands might look like in the post-Covid era. But even since then so much has changed that it seems appropriate now, in June 2022, to revisit those predictions and adapt them for where things are today.
Specialists in UK breaks designed exclusively for adults, Warner Leisure Hotels, has appointed Mimo Brands and Carter Wong to undertake a comprehensive brand identity refresh.
Brands that simply tell you how good and different they are without supporting evidence are being rapidly confined to the garbage pile of irrelevance. Brands need to demonstrate their use. It’s much like swanning into a party and telling people how funny you are. Prove it.
It comes in many flavours and colours, but ultimately it conforms to a few conventions that separate the awesome from the average.
You can tell when food, regardless of how special or everyday it is, has been prepared by an expert food lover, an expedient novice, or worse still, on a production line.
Hats off to Channel 4. Again.
For years they have bared cheek and raised several fingers up to the often recklessly conventional cabal of mainstream TV.
Horseferry Road’s finest have been the country’s most diligent purveyors of thoughtful and slightly uncomfortable promotion for decades. Think Jamie’s School Dinners, the internet-only swear-fest, and Superhumans for starters. To this esteemed collection of premier league media branding we must now add the current Sochi spot (Gay Mountain).
Brand trust and its demise has been a familiar topic of late. First it was our institutions (“Kelloggs trusted more than the government”), then it was the banks (“Marketing to blame for lack of trust in banks”). More recently it's been the turn of the media (Leverson and the Jimmy Saville scandal), sport's stars (Lance Armstrong), tax-evaders (Starbucks and Amazon), the food industry (Tesco and horse meat) and the data-hoarders (Facebook, Google et al).
Business people, and marketers in particular, love to launch new brands. It is an exciting part of brand strategy, blending analysis and creativity, left & right brains, sheer hard work and inspiration Above all, it's is fun.
I was lucky enough to be invited along to ‘Media Meets Money’ at Shoreditch House recently. The conference boasted an interesting mix of digital industry experts, entrepreneurs and financiers who shared their experiences of doing business in the UK and the USA; what the hot opportunities in new media and technology currently are, and how best to finance them. This in itself used to be viewed as a strange partnership – creatives, innovators and moneymen all in the same room. However, as Google’s Communications Director for Europe, DJ Collins pointed out in one of the panel sessions, "in years to come the idea that media and money don't go hand in hand will be seen as quaint".
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The challenges that private education institutions face in communicating what, in other circumstances, we’d have little hesitation to call Return On Investment.