In the case of an Apple launch, the consumer wants to gets caught up in something bigger than themselves. This creates urgency around purchase proximity to release. To buy into the Apple brand culture is to follow a doctrine of values of continuous improvement, sexy innovation, to have the...
The Digital Evolutio...
posted by Hayden Breese
Imagine a world where paper is digital. This electronic paper is as thin as paper, flexible, wraps, folds, rolls, looks more or less like paper, but is far more technically advanced. We pick up the morning paper from the grocer along with a coffee. The single sheet of digital paper is as...
Whats a brand without a story?
posted by Hayden Breese
Your brand tells a great true story about your company that deserves to be told well. Leadership brands represent the relationship and common understanding between consumers and companies. When this is done well it is more valuable than any other marketing or management investment. Remarkably, if you are in business and you tell someone you tell stories this might seem to be something bad. I have to come clean and tell you I love stories, especially commercial stories. I am proud to be a master storyteller, a brand magician, stories excite me. Consumers love stories too. Today on Breakfast I watched Brian Richards, an Auckland based Brand...
Dunedin, The First City of New Zealand
posted by Hayden Breese
The search for a Dunedin brand personality begins. It is very difficult to combine the entire range of city wide features and experiences of all Dunedin has to offer into one definitive statement of fact and emotional feeling. Instead taking one of the strongest and most versatile aspects seems like the most logical approach. As said before a positioning statement must have guts and legs, that means it must be much more than hype if it is to be believable by the public and most important by the locals. Ideally this aspect would be not easily replicable by other centers in the sense that it denotes a differentiating aspect. I will therefore...
Filtering the Intern...
posted by Hayden Breese
For years people said “knowledge is power”, and they were probably right. Knowledge and information used to be reserved for a special few. Then came the internet and for many years access to knowledge was indeed power. We all marveled at how much information was available and how...