Tag: branding
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Creating distinctive game brands
This is a route map to creating distinctive IP. With additional comments from industry veterans David Harper, Managing Director of Skyhook Games (Lawnmower Simulator), Stephen Hey, Consultant at HeyStephenHey (Doom, Worms, Angry Birds) and Johnny Coghlan, Director of Product Marketing at Cloud Imperium (Star Citizen and soon to be released Squadron 42). Thanks to gamesindustry.biz…
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How to be more distinctive. Six steps in less than 100 words.
Define a clear value proposition – make it creative, commercial, competitive and compelling. Consistency – at every product development and marketing decision point ask yourself does this support the value proposition? Signature actions – create distinctive actions for your brand and keep on doing them, again and again. Own it – go wide and deep,…
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You have to understand story telling before making it work for your brand.
Story this, story that, blah blah blah. We’ve all heard that storytelling works for brands. Our world is full of books, blogs, keynotes, webinars and opinion pieces (like this!) extolling the virtue of the story. But what makes storytelling really work and how can you make sure you’re not just paying lip-service to it? I’ll…
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2022 looks set to be a challenging year for food and drink marketers, with new high fat, salt, sugar regulations.
At first glance the new regulations, which include a 9pm watershed on TV advertising and a ban on all paid-for digital advertising, look disastrous for any brand needing to thrive in such a competitive sector. But is this a real opportunity for positive change? While the changes have been pushed back to the latter part…
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Keep it Simple
Life in marketing seems ever more complicated. The recent Cannes Lions (International festival of Creativity if you didn’t know) presents a myriad of awards including categories for Cyber, Mobile, Promo & Activation and Brand Content & Entertainment. As you’d expect there is also Press, Film, Direct and Outdoor but they seem side-lined by the new platforms…
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WHO IS BEST TO LOOK AFTER YOUR BRAND?
FIFA and the world cup is in the news for all the wrong reasons again due to accusations of corruption and dodgy dealing that can only make the beautiful game seem ugly. Those who sell sponsorship of sports, festivals and events argue that it can give your brand instant access to grass roots credibility, celebrity,…
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WRITING A GREAT CREATIVE BRIEF.
I am as guilty as the next person of writing woolly creative briefs. There’s a real craft to writing a really succinct brief and it’s an equally important part of campaign development as copywriting or art-direction so getting it right is an integral part of a campaign’s success. So here’s my quick and hopefully useful…
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John Lewis Christmas advert – mawkish tosh or sublime positioning?
You’ll have seen John Lewis’ latest Christmas offering by now I assume. If not have a gander. Nice variation on a theme. Young boy pines for his favourite penguin shaped toy to have a little friend as he perceives his toy’s loneliness at a time when no one should be lonely. Blub. Mum and Dad…
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THE MESSAGE OR THE MEDIUM?
Which is more important the message or the medium? Automated media buying online or programmatic advertising is all the rage at the moment. Lots of the big FMCG brands are flying the flag and joining media networks that can supposedly supply the right ad to the right person a million times over at the flick…
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GETTING THE PITCH RIGHT
I know you’ll find this hard to believe, But we didn’t win a pitch last week. I still need to have a debrief with the client to find out what went wrong. And that’s the interesting part. Has anything actually gone wrong when you’ve done the right thing? We could have put ideas in front of the client…
Making brands more distinctive 