The swoosh. An apple. A giant golden “M”. Chances are each of these immediately brings a brand to mind. Yet good branding goes way beyond the icon of the logo. It is the style, the personality and the ethos of your business. It is what makes you stand out from the crowd.
Tag Archives | Marketing
Startups are very important to a country’s economy. They generate jobs, create services and products and open up new channels of economic activity. But they have their own set of problems. They are cash-strapped, face a stiff competition from bigger peers, badly need publicity, and have a pressing need to locate relevant customers. All these factors combine to make marketing for startups extremely challenging.
New Zealand’s A2 Corporation (A2C) is working some serious brand magic – in spite of the debate about the health benefits of their a2 milk. According to the February figures released by A2C, a2 brand fresh milk sales grew by 28.3 per cent in 2013 and they now hold around 8 per cent market share in the Australian grocery channel.
The 100% Pure New Zealand brand has been a powerful one, executed beautifully ever since it first launched in 1999. In the early years of the campaign, Tourism Australia had plenty to be envious of. Some nitpickers may even say a little of the credit belongs to Australia.
If you’ve been to Melbourne lately you may have heard whispers of a new coffee shop down a cobbled lane and up the unmarked stairs, through a bespoke tailor’s showroom. The coffee is brewed for three days prior, using a bean roasting technique first developed by the Mayans on the steps of Chichen Itza.
If you’ve ever been into a toy shop or wandered through the children’s section of a department store, you’ll know all about consumer choice. Aisle after aisle of products vying for attention. Things that beep and bleep, shake and sing. High tech, low tech, vintage revival. The toy and games sector is overwhelmed with products.
These days working at home is a growing trend for several reasons. 1. Everyone needs more than one income and most families need 2-3 sources of cash flow! 2. Working at home saves tax dollars while you earn income. Basically it is 1 effort and 2 streams of income: commissions from your home business and reduction on your tax liabilities.
When it comes to rebranding, I have one word for you: Monday. It was, in fact, a Monday in 2002 that the (then) PricewaterhouseCoopers spun off its consultancy arm under a new brand, the aforementioned Monday.
In the fifth and final part of the Business with Australia series, I ask New Zealand exporters whether the long distance relationship can work. It’s unlikely to come as a surprise that in business, as in personal life, the risks outweigh the benefits.
New Zealand’s sense of humour, lifestyle and early heritage may not be too different to Australia’s, but business culture in the two countries is not the same. Australians are generally a tougher bunch to deal with and the size of Australia – both geographically and in population.