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W elco me This e-portfolio mood board presentation is drawn from a collection of both Australian and International Brands. Each brand has been interpreted through a series of images that reflect personal and cultural emotions and understanding of the brand. The written analysis takes into consideration current product knowledge, live advertising, branding practices and theories by Aaker, Cialdini, Keller and other leading industry sources whilst applying individual thought and opinion.

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A m y McGint y / A M Cre ati v e Communic ation


Content s 09

Uncle Toby’s

13

Darrell Lea

17

Grey Goose

21

Celebrity as a Brand

25 Social Media as a Brand 27 Soureces

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A m y McGint y / A M Cre ati v e Communic ation


Uncle Toby ’s Established in 1892 in rural New South Wales, bought out by Nestle in 2005, Uncle Toby’s is still manufactured in Australia in the same warehouse since their inception. (Wikipedia, 2012) With their ever famous slogan “Nobody does oats like Uncle Toby’s”, Uncle Toby’s has developed and maintained a long standing Brand association that continues to deliver on quality 100 years on. (Hoefler, 2012. WK3)

Demographic: 0 -80 years old. Finance: $15K - 200K

Seen as a family Brand, it’s a product that has always been a staple in my pantry, one in my Mums and my Grandmothers, Uncle Toby’s Brand culture promotes nutrition and healthy living. Whilst most famous for their oats as the slogan suggests, Uncle Toby’s has extended their Brand product lines into various snack foods and in more recent years focused their Brand on healthy living boasting cholesterol and weight management challenges across TVC’s and their online presence. Uncle Toby’s was able to connect to their audience as they enlisted everyday Australians to participate in these challenges, developing another slogan “Building Healthy Australians” (B&T, 2012).

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A smart marketing move by Uncle Toby’s as Australia is high on the list of obesity world wide it positions their Brand in a positive light. And whilst some might say that it was all for Brand promotion, and I would agree in part, it also makes me believe that they are connecting with Australians about obesity and health issues because they truly do care. Being such a wholesome Brand, you can’t help but feel that they are developing new Brand extensions that benefit you as a person. (Hoefler, 2012. WK6) Uncle Toby’s has also done amazing campaigns with the help of enlisting excellent promotional spokes models like Olympic athletes Grant Hackett and Kieren Perkins in the early 2000’s and today’s sports swimming hero’s Eamon Sullivan and paralympian Matthew Cowdrey. Whilst enlisting these great sporting hero’s, Uncle Toby’s has developed an amazing swim safe program again promotion to healthier Australians. (B&T, 2012)

Uncle Toby’s speaks to the whole family., their advertising is extremely family orientated, meaningful and I admire their marketing and sense of community involving everyday Australians in their health challenges, I like that they keep their advertising relevant and Australian, as its true to their Brand, there is a lack of multiculturalism and some might say that the Brand is too “white”, as they speak to a vast demographic, Uncle Toby’s is should have more of a focus on Multiculturalism. For me, Uncle Toby’s is a Brand that is extremely nostalgic; it reminds me of the surf and iron man challenges. It reminds me of cold winter mornings eating porridge with my Dad and as far as Australian food Brands go, I imagine that Uncle Toby’s has that affect on most people, trust in a product that they have known since they were kids. Uncle Toby’s key success is in their slogan and the Brand association that has been engrained into our culture and I’m sure it will be around for many years to come.

A m y McGint y / A M Cre ati v e Communic ation


Da rrell Le a

Demographic: 5 - 80 years old – Any Lover of Chocolate! Finance: $0 - 200K

Darrell Lea, a family owned company since 1927. A Brand that has recently gone into administration and a Brand that leaves me with one question, what went wrong? Darrell Lea is Australia’s oldest and largest privately owned confectionary company and whilst they have a limited online presence, they have over 75 Branded stores and 470 other independent operators, Darrell Lea is a house hold name (Wikipedia, 2012). Famously known for their liquorice and rocky road, it’s an old chocolate company that has a strong sense of quality projected through quality and nostalgia.

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I myself have never been one to ever really buy Darrell Lea, but I know of them and I certainly have opinions of the Brand and their products. Whilst I enjoy their liquorice and admire their novelties on Valentine’s day and Christmas, I’ve never been one to go, “I must go to Darrell Lea to get some chocolate” and I think that’s for a number of reasons; one being they are overpriced and secondly, whilst it might be in their Brand identity to exude a certain sophistication to their chocolate and other products, I think it’s almost a form of snobbery to everyday Australians, and that kind of mentality isn’t a part of the Australian culture. Aaker would suggest that this would push Darrell Lea’s perceived quality adding to their Brand equity, which is of course positive CBBE and Brand image. (Hoefler, 2012. WK1 and 5) But I don’t know if my general lukewarm feeling toward Darrell Lea is because their products were never the pick of confectionary in our house, but I look at their Brand and don’t feel anything. Their Brand doesn’t engage with me, as much as say Cadbury would. I’ll be the first to admit that I love Brands and I am so easily swayed to try new products because of good advertising campaigns and TVC’s, mainly because I connect with the message that the Brand is trying to express. Was that Darrell Lea’s real problem, their lack of demographic engagement? Advertising through the incorrect channels and a lack of Brand integration? Limited marketing, no one to one marketing or direct marketing? (Hoefler, 2012. WK4)

Darrell Lea spent several hundreds of thousands of dollars every year on designs for new ranges and marketing campaigns focusing on a new product lines or upcoming special events throughout the year like Fathers Day and Easter etc, and yet, lacked exposure on prime positioning. I never saw TVC’s or print advertising and I work in print media. Something was wrong with the art direction or marketing, maybe even the agency but Darrell Lea has never really gotten the exposure that that kind of money can buy. (B&T Articles, 2010-12) Whilst looking into Darrell Lea, I stumbled across and interesting article online from marketingmag.com.au (2012) and one thing that stood out was how the author, Rebecca Wilson spoke about consumers not buying for nostalgic reasons anymore. Yes, Darrell Lea is a long standing family owned business, but more and more consumers won’t just buy for Brand name anymore. Instead she suggested that the Australian confectionary market has been overrun by supermarket chains that have deeper pockets with larger budgets to better position their Branding within an international market. She also went on to say that you can’t build a Brand on nostalgia alone, that won’t make people open their wallets. (Wilson, 2012) In some regards I definitely agree, you can’t get your business off the ground without speaking to your demographic, family owned sustained business or not, you need to speak to the target market and offer them consistency in your product and pricing to avoid being outdone but the big boys and their chains. Darrell Lea has never tried to be anything more than a long standing Australian business and in the end, that was the problem. You can’t expect people to buy on nostalgia alone, and you can’t expect them to buy your product if you don’t let them know they need your product. Clearly the Australian consumer market agrees, which is really sad.

A m y McGint y / A M Cre ati v e Communic ation


Gre y Go ose

DEMOGRAPHIC: 21– 85 years old FINANCE: $30K ++

As one of the names that have become synonymous with quality vodka, Grey Goose is a brand that all others are compared to, for an obvious reason: it’s the best.

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Its sophistication, class, grace, elegance makes Grey Goose vodka is a stunning American brand that emulates every inch of perfection. A young brand designed for the American market in 1997, Grey Goose was an advent of the premium Polish rival Belvedere. The product was initially designed around the concept that the French, who have an inherent link with perceived high quality alcohol, quality which can only be developed in these specific regions in France, the development team thought that they could create a product based on this notion. (Wikipedia, 2012) “French quality” and in honesty, having read about the production process, the ingredients and the location (European of course) Grey Goose is clearly an art form; it promotes care, quality and true sophistication and is delivering on that French quality concept. Success? Definitely; I had no idea that Grey Goose was an American product, this development of an identity using the French reputation of quality is really clever, and maybe that’s were some big brands or brand extensions have gone wrong, their identity hasn’t been strong enough. Grey Goose has delivered on a premium product, which is what I would consider, top shelf “only drink it on a special occasion” type of drink. To me, they most certainly are everything that they value and consider their brand to be; Perfection. They have brand extensions into other flavoured vodkas and more recently their development of a new flavour “Cherry Noir” and their campaign focused around a fictitious Hotel, “Hotel Noir” is stunning. Hotel Noir is a complement to their current TVC and elaborates further into a narrative than their first online video promotion of the campaign. Every week, a new chapter of the story is added inspired by the themes in the video. (Mind Jumpers, 2012)

The most interesting part of the reveal of the new narrative is shown through the Instagram photos accompanied by a Pintrest board to further develop on the story. Its integrated marketing at its finest, by using social media and engaging with the community, by making popular Instagrammers brand ambassadors allows the brand to reach potential customers in a creative and unexpected way. (Hoefler, 2012. WK4) This type of advertising is smart, it cost effective and it creates interest with its audience; but most importantly it gets the viewer or the Grey Goose Community to look online, get onto Instagram, use that hashtag; all to see what the next instalment of Hotel Noir will be. There is also element of Cialdini theories of persuasion at work, scarcity, social proof and liking (Wikipedia, 2012) and especially in times where budgets are thinner, it goes to show that you can still create a campaign for your consumers with impact. There are other cheaper alternatives available to businesses, but what will stick with me for a while is the innovation in their concept. Clearly from day dot they know how to create something beautiful and do so in a creative way that they have become leaders in brand development. The campaign is so clever; it makes me wish that I thought of it! I want to create campaigns like this, campaigns that will be recognised as one of the best advertising campaigns in the world, referenced and defined as pop culture in the 21st century. By getting their audience involved and using these relatively new social platforms, Grey Goose positions itself as a leader; targeting a young, hip audience which in turn is ultimately is driving their success.

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Celebrit y a s a Br a n d Celebrity Branding can take several different forms, from promotional spokes models to PR events for charities, even advertising campaigns or simple associations in products and services in your everyday TVC’s. (Wikipedia, 2012) But today, with so many celebrities associated with Brands or own their own Brands, makes me ask the question, is there a difference between a celebrity promoting a Brand and celebrity as a Brand? Are the lines now blurred?

DEMOGRAPHIC: 5 – 85 years old FINANCE: $30-100K+++

When I think about Sarah Jessica Parker, I think about her perfume, Lovely. But many other women instantly associate her with Sex and the City; just like George Clooney is associated with the films he stars in, he is also associated with Nescafe and their new Brand extension into espresso coffee. So what’s the difference between celebrity as promotional Branding and celebrity as the Brand? I honestly believe that there isn’t really a difference now between a celebrity promoting a Brand and a celebrity developing a Brand they want to sell and I would even go as far to say that a family like the Beckham’s are a Brand just for being who they are.

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From the amount of media I read and the products I buy, more and more are endorsed by celebrities or are developed by the celebrities themselves; just like my Lovely perfume, SJP is one of many who have crossed into celebrity as a Brand. SJP is a Brand herself and her products are her Brand extensions. Celebrities are easily transferable across different mediums each element to building brand equity no matter the product, celebrities develop Memorability, Meaningfulness, Likability, Transferability, Adaptability and Protectability in nearly everything they do. (Hoefler, 2012. WK3) Consumers have high trust in celebrities and ultimately buy their products to be like them. These products must be delivering on quality to keep consumers wanting more celebrity endorsed or developed products. The Kardashian’s are another famous family that have become a Brand, they have it all; a TV show, handbags, lip-gloss, sunglasses clothing stores. They even went so far to enhance their Brand identity by naming a child after their Brand name DASH. So now everyone wants a part of them, other Brands want to be associated with their name and everything that comes along with it, good or bad press. But is this good or bad Brand association? (Hoefler, 2012. WK5) If you take for instance the recent allegations regarding Lance Armstrong, he is now no longer the spokes person for LIVESTRONG. How will Nike and the foundation recover? Or will it not affect them at all as they have a substantial loyalty with their consumers?

Celebrity endorsements can be risky, just like LIVESTRONG this kind of bad press can happen to any business, some will survive it and others will go down the drain. (Hoefler, 2012. WK6) Not to discredit all the wonderful things some celebrities do with their Brand and status, look at (RED) and the way Bono is involved with the fight against Aids – “we can change the world”, he probably can change the world with his commitment and ideas to truly help people through (RED). I came across an interesting website when looking into “celebrity” as a Brand. Yes, celebrities have agents, managers, family and friends all aiding them in their development of a Brand to in turn make more money and gain more status; and yes, there are marketing and research & development departments within businesses to ensure the right spoke model is chosen for the promotion of their Brands but call me naïve, I didn’t think that there was agencies out there that Branded you to be a celebrity. (October, 2012) Obviously, now it all makes perfect sense; of course there are people out there who are specialised in the world or celebrity, making you been seen in a way that people can identify not only with you but your product. There are not many Brands out there who aren’t endorsed by a celebrity or have had at one stage in their business lifecycle, been involved with an advertising campaign that had a celebrity endorsement attached to it. The Beckham’s, Hiltons, Kardashian’s – their whole life is watched and critiqued. They must maintain their identity to protect their Brand, these celebrities are constantly on show to promote themselves whether it’s through a product or social media, celebrities are out to get to press and be top of mind with consumers. (Hoefler, 2012. WK2) Brand’s (products) are exactly the same, they maintain and promote the best image / identity of themselves to better increase consumers buying their goods. Really, there is no difference between celebrities who project a Brand Identity and celebrities who align with Brands.

A m y McGint y / A M Cre ati v e Communic ation


So cia l Media A s a Br a n d Without a doubt, I’m addicted to social media and I’m sure I’m not the only one. Social media is a staple in our daily communication whether it’s looking at photos, reading blogs, chatting on Skype or looking at the latest product review online; social media is used every day by every person. But is social media a Brand? Most definitely; these media Brands have logos, Brand guidelines and most importantly they provide a service to a wide variety of consumers. Their sites are their product and the users are their consumers. When thinking about social media, I think about an online dialogue, a connection from web to consumer. Businesses who use social media as a Branding platform do so to develop dialogue that leads the consumer to trust in them, ultimately connecting to Brand equity and promoting positive CBBE (Hoefler, 2012. WK1). But how is it developed? Through your updates in the news feed, giveaways or competitions? How do you know how much is enough dialogue? It’s a difficult question to answer because some Brands do it really well, like Lorna Jane, independent musicians and small business; but some still haven’t figured out how to properly connect with their consumers online like Radox and surprisingly enough larger corporate entities. One thing is clear though, social media mediums, when used correctly, can better impact the Brands bottom line; popularity, online presence and at the end of the day promote higher sales. (Hoefler, 2012.WK3)

DEMOGRAPHIC: 10 – 50 years old FINANCE: $0-100K+++

From this dialogue comes trust. Trust based marketing is a marketing theory based on building consumer relationships through trustworthy dialogue and unbiased information. (Wikipedia, 2012) Developed by Dr Glen Urban from MIT Business School, Urban’s study on customer advocacy techniques suggest that consumers make informed purchase decisions based on comprehensive marketplace options and equitable advice streaming from this online dialogue. Urban’s research also suggests that trust based businesses have higher customer retention and more stable revenue streams.

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Whilst social media is a new-ish non-traditional form of public relations, it allows Brands to interact with their consumers immediately and directly. Recent research into consumer online behaviours statistics show that Facebook, Twitter, Pinterest, Blogger and Google + are search engines within themselves leading consumers go to these social media sites first. Accessing this social media content to gain information about product or services is promoting not only the Brand, but also the social media site that hosts said information. (Forbes, 2012) What interested me the most about this research was how the demographics of people accessing social media sites has dramatically widened since social media’s take off. Facebook has grown to over 600 million users in since 2004 and continues to be the number one used and fastest growing social media site in the world.

A recent article in the San Francisco Gate (November, 2012) discussed a survey released from Offerpop, revealing that consumers are now more likely to consult social media for purchase decisions than TV, newspaper, and online advertising. Why? Because these social media sites have provided a platform that enables various users of different demographic and usability knowledge to access content with ease. Making social media and the Brands who choose to advertise with them, “top of mind” (Hoefler, 2012. Wk2) and Brands can no longer ignore this opportunity to get online and involved with social media, for the need to build Brand trust and Brand value with existing or potential clients is necessary in this economic climate. But with positives there has to be negatives and there are various issues social media has with their identity including trolling, bullying, privacy issues, and whilst these social media sites are a fantastic platforms to promote a Brand, there are risks involved. As a public, free platform to advertise on, it invites consumers to express their opinions that may not always be welcome and or warranted. And as we all know, social media has had some unfortunate outcomes in regards to these issues. Is that the risk you take when you choose to advertise through social media – can being associated with Facebook or Twitter have a negative impact on your Brand? Or is this type of co-branding simply just the risk you take when trying to promote your Brand through the best possible channel? (Hoefler, 2012.WK6) Clearly these negative attributes don’t affect the social media identity or the identity of the advertising Brand because social media is still growing. I’m fascinated at how big Facebook has become and is continuing to grow, how much Zuckerberg is worth and how his empire will develop over the coming years. All the advertising and all the press, some good and some bad, it makes me question why Brands like Facebook and Twitter so successful. Since I’ve been writing about this week’s Moodboard, I’ve checked Facebook six or seven times and refreshed my Twitter feed twice. Clearly I can’t live without it, but why? Is it because I can instantly connect or is it just that it for-fills my need to feel connected? Do I like it because I can access information, primarily about pop culture? There are so many things I like about social media but I can’t pinpoint what it is about them that actually keeps me loyal. Maybe that’s the sign of a thriving successful Brand they can subconsciously embed themselves into your life without you even knowing how they do it.

A m y McGint y / A M Cre ati v e Communic ation


Source s  Cherise Hoefler Senior Teaching Fellow, Bond University Lecture Slides; Week 1-11, 2012 Wikipedia

Mind Jumpers

en.wikipedia.org/wiki/Uncle_Tobys

Social Media Group

en.wikipedia.org/wiki/Darrell_Lea

www.mindjumpers.com

en.wikipedia.org/wiki/Grey_Goose_vodka en.wikipedia.org/wiki/Robert_Cialdini

Hinge Brand Marketing

en.wikipedia.org/wiki/Celebrity_Branding

Branding and Marketing for professional firms

en.wikipedia.org/wiki/Social_media

www.hingemarketing.com

en.wikipedia.org/wiki/Trust-based_marketing Market Hipster B&T Weekly

Failed Brands

http://www.bandt.com.au/home

themarkethipster.com

Millward Brown

The Celebrity Branding Agency

Knowledge Point,Slogans in Advertising, April 2011

www.celebritybrandingagency.com

MarketingMagazine.com.au

Forbes Online

Rebecca Wilson, A take home message for Marketers, CEO’s and Business Owners

6 ways to Building Trust www.forbes.com

24 July 2012 San Francisco Gate

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Brands of the World

Social Media Outranks TV, Newspaper and Online, November 2012

www.brandsoftheworld.com

www.sfgate.com

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