Brand Launch or Re-Launch

Developing or evaluating your brand can be hard when you are so close to your product / business. That' s why we developed a 17 page Brand Launch Primer to aid the process. It covers some of the basic drivers behind brand development then gets into some highly effective creative development tools.

Example Tools :

The Mood Board

The Brand Onion

Characterisation


It won't do the work for you, but it's fantastic guide for client side development.

Free to Download here

Can't see the PDF File?

P Mail and Media Convergence

There's alot of talk about media convergence at the moment and who can ignore the very active blurring of media channels that is taking place. You can watch TV on an Ipod, or view a magazine on the internet.

This example is the most fun.

Paper Based Email

It's Easy!

Instructions (taken from the Author)

1. Download the P-Mail template.

2. Print it out. (You'll need to scale it, so it all fits on one page)3. 'Write' to your friends.

4. 'Post' the letter (this requires an envelope and stamps).

credits go to the Author Gary Kemble

via BoingBoing

Super Biggs at the Canada Bay Go Local Launch

Last night was the launch of the Canada Bay Go Local Guide which will be distributed to all residents soon. As a participant Super Biggs was invited, only it wasn't until a few shandy's had been consumed that the Budgie Smuggling, Big 'B' wearing, Caped Hero emerged.

What a night, I really think the cartoonist captured my inner super idiot without my having to show it at all, unfortunately, I would have loved the opportunity.

On a serious note:

Canada Bay Council are doing a great job of developing local business, the Go Local Guide is but a small part of their commitment.

Not sure what Go Local is, take a look online, you can even search for a local business.

http://www.canadabay.nsw.gov.au/business_services/go_local.html

POP ART BIGGS

Interesting Sign

The Little Slammer Golf Round

In a continuation of my superb acting career, here I am as a golfer who typifies the attitude AND attire.

If nothing else this is a mildly amusing film.

Red Symons on Jaycar Products

Product endorsements can come in many shapes and sizes, but I wonder if this one is an exception to the rules. Red Symons has started to put up some You Tube videos, one of which he points out the ultimate uselessness of a number of USB gadgets that all happen to be stocked by Jaycar Electronics.

The saying goes that any PR is good PR, so in this case I wonder whether the crack team over at Jaycar HQ are sophisticated enough to realize this possibility. Red certainly doesn't hold back in giving it to the products, he even shows the Jaycar catalogue a number of times. My guess is that in Red's typical sarcastic view he has found himself a target that happens to be farily deserving of the abuse directed at them. However, I suspect there could be a bit of interest in USB Gadgets stirred thanks to Red's video.

Enjoy!






http://www.youtube.com/watch?v=5LXQK3L7Msk

Bravia Final Edit

This is the final of the much anticipated second execution for the Sony Bravia TV.

I am less excited now since I have seen it. It's not as impressive as the handy cam cut that was released during production, plus it looks too digitally modified considering they actually splattered the building with real paint.

Give me the bouncy balls any day.





And here's the first video that we saw months ago. Better in my book.

A brand is successful when it stops gathering and is gathered.

Brands start by associating themselves with symbols, experiences, emotions and other brands. The process of packaging specifically what values the brand stands for is realized through borrowing from others. How do we know when the brand is successful enough and can stop borrowing? A fundamental shift happens that illustrates and answers this question. Brands know their own success when individuals begin to borrow from them in order to create their own personal brand. In the same way as the virgining brand, an individual borrows form successful companies and iconic imagery in order to tightly package who they are in the eyes of others. At what point does a brand stop borrowing and start lending? Is there any overlap or do they never stop borrowing?


Stay tuned for what I think are the answers....

Passionate Presentations

I am not specifically a Microsoft supporter, but the clip below shows a level of passion and energy that anyone should envy. If you ever make a presentation, lecture, or pitch there is definitely something to be learned from the insane Steve Ballmer. Take a look, and save up your gusto for your next presentation.

Biggs the Australian Fast Bowler

At an Agency I worked for we developed an idea to sell cricket bats. We didn't steal any runs of the client but the idea still hit them for 6.

The idea is funny, but the real joke is me as the 'Australian Fast Bowler'. If I don't make it in advertising, there's always an acting career.

Dr. G. Clotaire Rapaille Continued

In a continued dedication to understanding how we think I have found another very high quality resource offering manifesto's on a range of business topics that you can download.

Most relevant to one of my recent blogs is the manifesto by Dr. G. Clotaire Rapaille. The manifesto talks about what he calls 'codes' that all of us have programmed into us as children. If we can then tap into these codes we can more effectively understand and therefore sell to people across a particular culture.

The manifesto PDF

Site with full list of manifestos

My previous entry on this subject

New Sony Bravia Execution

In a continuation of the previous Bravia campaign that I so passionately when on about, here is a short of the new execution which is in production in Glassgow.

This time the colour idea is taken a little further, I am still impressed with this idea as simple as it may be.





Sony are hosting their own site with info and images covering the shoot.

http://www.bravia-advert.com

My previous posts about the Bravia Coloured Balls Ad:

http://bigsmallbrands.blogspot.com/2005/12/sony-bravia-lcd-tvc-it-oozes-of-great.html

http://bigsmallbrands.blogspot.com/2006/05/sony-bravia-ad-spoof-for-tango-uk.html

Biggs & Bigger Advertising Newsletter Launch

We are proud to announce that we are launching the Biggs & Bigger Newsletter. A digital broadcast is no new thing these days, but we are happy to be reaching out to our clients and fans.

Our goals for the newsletter:

• To offer tips on improving your marketing capabilities both internally and through a better relationship with your agency.
• Offer actual thinking tools that can aid the process of thinking and creativity.
• Make regular commentary on current advertising campaigns and issues that affect the industry.

Interested? Signup Here

My brain made me do it.

I have recently been exposed to some new tools for understanding how the brain works. This is the whole reason that I got into advertising in the first place: wanting to understand how creativity reacts with a human brain and why people do stuff. To give a quick history, my interest and research into this line of thinking started with reading much of the works of Edward De Bono, the self proclaimed pioneer and leader of Lateral Thinking. De Bono is famous for the 'Six thinking hats', 'Serious Creativity', 'Lateral Thinking' and many others. All of which have added much value to my thinking ability. Just do a Google search, this guy has alot to offer.


My recent search for more resources and more understanding led me to Dr. G. Clotaire Rapaille, an internationally known expert in Archetype Discoveries and Creativity. I went in search of him after catching TV program that if I recall correctly was called the Persuaders, in it a group of FMCG companies visit his French mansion, pay a large sum and leave with a couple of carefully uncovered truths he calls Codes. These secrets to connecting with your target on the emotional level are then the basis of brand and communication activity for the brand or company in question.

I found these resources helpful, and have inspired me to integrate these kinds of operations into any and all projects I take on.


The Persuaders - Frontline Interview with Dr Rapaille.

How he sells coffee - there maybe something in here for Starbucks and Gloria Jeans

http://www.rapailleinstitute.com/
http://www.neuromarketinginc.com/

Great Report via CQM online Journal, about Dr Rapaille's work specifically applied to management and leadership. PDF- right click and 'save target as'.


Most recently I was lucky enough to see a presentation that included even more information and techniques to understand the human brain. An expert who works with Herrmann, in particular the Herrmann Brain Dominance Instrument (HBDI).

The concepts covered in the Herrmann session are primarily for use in one-on-one situations and for effective leadership and management. That doesn't mean they are not of any value in futher understanding people that form communities and groups aswell.

Here are some snapshots of the concept.

The 4 sectors of the brain work in different ways, and usually an individual will have a noticable preference to one sector.

Here are some fantastic products you can purchase to assist with understanding the 4 part- whole brain concept.

The below should raise your interest but they are certainly not self explanatory, but give an overview of the 4 main character preferences.