13 May Brand Relationships: How are we going to treat our customers? Posted at 05:25h in Brand, Strategy, Strategy 101 by Danielle Spinks-Earl Share Services can map out the kind of relationship they have with clients, and embed a few deal partner attributes. These should include Authority, Quality, Empathy, and Authenticity, as well as special sauces that make the service brand relationship distinctive.... Read More
23 Mar Coronavirus is the Time for Business to Build Trust Posted at 00:53h in Blog, Brand by Danielle Spinks-Earl Share Right now, it's not about take, It's about give. Brands that withstand the coronovirus character test will be those that Give.... Read More
23 Feb Understand your Customer’s Self-Image and Reflect it Back Posted at 23:43h in Brand, Tools by Danielle Spinks-Earl Share Self-Image and Reflection working together using the Brand Identity prism. This is a powerful combination of customer insight to drive connection.... Read More
31 Aug Why is the Logo an Elephant? Posted at 08:43h in Brand by Danielle Spinks-Earl Share You may have wondered why my logo is an elephant. Read More
30 Aug Starbucks Lessons from Australia Posted at 03:57h in Brand, Case Studies, International Marketing by Danielle Spinks-Earl Share Starbucks rapidly opened 87 stores in Australia from 2000, only to close more than 70% in 2008. Was the failing entirely the fault of the GFC? Lessons from Starbucks failure in Australia.... Read More
14 Jun Understanding the Hidden Power of Brands Posted at 04:18h in Brand by Danielle Spinks-Earl Share One of the hidden powers of brands is that consumers use them to continually form and re-form their self-identity. What about brands for services? ... Read More
15 Apr Using the Brand Identity Prism Posted at 04:02h in Brand by Danielle Spinks-Earl Share The brand prism consists of six facets, some are in the control of you, the company, others are on the receiving side of your clients and customers. This is what it looks like.... Read More
15 Apr What is a Brand? Posted at 03:05h in Brand, Uncategorized by Danielle Spinks-Earl Share A brand is the set of perceptions that are unlocked by your name, your symbol, or your signifiers.... Read More
02 Nov Branding Nonprofits – Case Study of ‘The Salvos’ Posted at 06:25h in Brand, Strategy by Danielle Spinks-Earl Share Nonprofits face many difficulties when branding. Some of these are unique as the value proposition for a nonprofit is unique to that sector. It is a social exchange with an intangible, higher-order reward as its value proposition. The key issues are values and vision, trust and transparency, organisational culture and structure. Read More
26 Jul The Elephant Whisperer Posted at 09:12h in Brand by Danielle Spinks-Earl Share On 2nd March 2012, The Elephant Whisperer, Lawrence Anthony, passed away from a heart attack at his home in Zimbabwe. He was 61. Read More
09 May A Classic Neuromarketing Experiment Posted at 08:08h in Brand by Danielle Spinks-Earl Share In 2004, researchers at Baylor College recruited 67 people. They took them into the biomedical laboratory and divided them into four groups. All groups were asked the same question about two almost identical cultural products. Read More
19 Dec Campaign Deconstruction: Pantene Whipit Posted at 06:39h in Brand, Case Studies, Digital by Danielle Spinks-Earl Share While checking your Facebook Newsfeed, you may have come across the Pantene #Whipit ad that has now officially 'gone viral'. Here's the background.... Read More
04 Dec Cheap Tactics Posted at 05:26h in Brand, Services, Strategy 101 by Danielle Spinks-Earl Share Now, you’ve plotted your vision on the map, you know your engine pretty well or at least you know what type it is, and you’ve got a comfortable position to steer yourself right into the heartland of that target market. Read More
04 Nov Small Business. Super-sized Brand Posted at 05:30h in Brand, Strategy 101 by Danielle Spinks-Earl Share There are a lot of components that make a brand. In order to make a powerful and durable brand, you have to put in the work. It's not design work, not initially. Read More
10 Sep The Case of Yahoo! Posted at 01:42h in Brand, Case Studies by Danielle Spinks-Earl Share About this Case Yahoo! was born in the early 1990s, surrounded by empty pizza boxes. It was the brainchild of founders David Filo and Jerry Yang, computer science PhD students. Read More
21 May Making Sport Sponsorships that Work Posted at 03:48h in Brand, Sport Sponsorship by Danielle Spinks-Earl Share This article looks at the challenges of creating an enduring sports sponsorship partnership. The difficulties involve finding ‘strategic fit’, articulating this well and then leveraging and activating the association for both parties. The investment – both financial and in-kind - is seen as a significant stumbling block as is the need to thoroughly enmesh two separate organisations and proactively align their goals and activities. Read More
10 May The Dirt on Loyalty Programs Posted at 07:04h in Brand, Strategy by Danielle Spinks-Earl Share Here are some of the best and worst practices of loyalty programs. Read More
01 May How McDonald’s Copes with International Tastes Posted at 01:34h in Brand, Case Studies, International Marketing by Danielle Spinks-Earl Share Fast food master of the universe, McDonald's began as one single drive-in restaurant in California. If you had have driven up to the menu board in 1954, you would have seen a long list of standard menu items including 15-cent hamburgers, cheeseburgers, pies, chips, milk, and milkshakes. Read More
20 Mar International Marketing Whirlpool Posted at 02:51h in Brand, Campaigns & Cases, Case Studies, International Marketing by Danielle Spinks-Earl Share Whirlpool Corporation is the world’s number two appliance company, selling $18 billion of ‘white goods’ each year, including washing machines, microwaves, refrigerators and stoves. It is number one in the USA, where it is headquartered. Read More
28 Oct Blue Ocean Strategy Posted at 11:51h in Brand, Strategy, Strategy 101, Tools by Danielle Spinks-Earl Share The authors of Blue Ocean Strategy argue one game-changing point. Stop competing in overcrowded markets. Read More
04 May Managing Customer Experiences Posted at 08:19h in Brand, Services Marketing by Danielle Spinks-Earl Share When a customer experiences your service, they are receiving messages all around them. Read More
22 Feb Brand Creation Posted at 06:47h in Brand by Danielle Spinks-Earl Share Virgin. Apple. Red Balloon. IKEA. The Body Shop. The strongest brands in the world all share one thing in common.They were pioneered by one person's vision and are a direct reflection of that person's strengths and values. In other words, they are AUTHENTIC. We have... Read More
16 Nov Net Promoter Score Posted at 04:00h in Brand, Strategy, Tools by Danielle Spinks-Earl Share Customer Satisfaction Tool - the Net Promoter Score Read More
01 Nov IKEA – Strategy in a Nutshell Posted at 08:51h in Brand, Campaigns & Cases, Case Studies, International Marketing, Strategy by Danielle Spinks-Earl Share IKEA's founder, Ingvar Kamprad, died in January 2018, aged 91. After starting from the humble Swedish beginnings, his entrepreneurial flare led to a multibillion-dollar global empire. Did you know the name Kamprad is a variant of Comrade? His passing marks a good time to review the strategy of IKEA. How radically it differed from other furniture businesses at the time of its conception makes for a good strategic case study. Read More
19 Aug Brand Marks Posted at 06:45h in Brand by Danielle Spinks-Earl Share Since early mankind, people have used symbols to distinguish their individuality, their clan, their territory, and strength - from cave paintings to flags, to the marks on a beast, to the label on your clothing. They arouse emotion and trigger recall. They are both a mark of trust and a promise. That's why it's worth investing in a solid brandmark. Read More
01 Aug Riot Lessons Posted at 12:32h in Brand by Danielle Spinks-Earl Share The riots in London remind me of when I was a Year 12 Legal Studies student in 1993, a year after the LA riots. Read More
07 Jun Deep Insights the Bridge to Fan Loyalty Posted at 07:15h in Brand, Sport Sponsorship by Danielle Spinks-Earl Share It's been mentioned a number of times by different writers of the prevalent "'marketing myopia' in the sports industry. One of the symptoms of this short-sighted thinking means the core stakeholders (the fans) are not well understood in terms of needs, wants and motivations. Read More