Great Marketing Ideas

Branding at the weekend

It is a marketer’s lot that we are never really off the job. Take a glorious weekend a couple of weeks ago… ‘Let’s go to the fair and there is a beer festival on at the pub in the village’ Perfect!!
Yet there were marketing lessons lurking there. Firstly at the fair. No ordinary fair, it was Carters Steam Fair. Every show and every caravan consistently decked out in a superb colour combination of ochre and orange with a strong identifiable logo everywhere with a powerful description. No brand manual, I’ll bet just a family business certain and proud of its identity.
A lesson to every one of us – pride is one of the most important factors in branding and implementation.

Over at the beer festival I started musing where had the phenomenon of the beer festival come from? I reasoned thus…with the headlong pursuit of lagers, cheaper to produce and easier to serve but with the key differentiation being in the expensively won image sustained by TV advertising the big brewers did not support their bitter brands. So into the gap came every Tom Dick and Harry with their micro brewery and silly names yet with a good and interesting product self-selected by the publican. By the way the gap may have been widened by the big brewers practice of guest beers.

Marketing Superior thought; In a big market leave a consumer gap and it will be filled.
So that was how I came to have a pint of Old Tom and thoroughly enjoyable it was too.
Now back to work!

Honda High Flying

One of the biggest issues today is how to make the brand work across all media.The more technical and formatted the media ( this blog for instance!) the more difficult it is to assert the brand. What this means is that the stronger the brand and its core values are recognised and understood the more the recognition will permeate through all media and positively apply to a range of products.

This is what Honda are successfully doing with their DREAMS campaign which builds a ‘creative sky’ under which all Honda marketing communications can shine. Taken originally, perhaps, from the name of a motor bike the campaign which lifted spirits over the world cup has now been widened to include ‘problem solving’. The bedrock has been to now actively involve the logo with a team putting it together form a giant jigsaw to make HONDA. Powerful stuff.

In a digital and visual world it is staggering to see how many logos are flat and immobile.

Marketing Superior thoughts…

1 – Use the power of televsion to set the brand values and create a communication framework for all your messages
2 – Adapt your logo for the digital world
If you would like to achieve marketing superiority and more effectively align your brand to the digital world visit www.tarrystone.com