An excellent example of interactive advertising: Guinness vs Steinlager
Copy should be as short as possible to explain the brand’s message and as long as necessary to express the brand’s voice.
Lee Clow, Chairman – TBWA\Worldwide
Simple but clever recruitment ad
Tongue-in-cheek advertising concept for The Meg
I like the clever twist in this brand packaging
What I like about it is the subtle twist of words… indicating that Australia has been made from Vegemite since 1923, rather than the other way around. A nice touch, I think.
The three Cs model of brand positioning
“The old model – the ‘three Cs’ of customer, company and competition – remains the acid test of positioning… I want a position that will be what my target customer wants, and which my company can deliver better or differently or more distinctively than my competitors. It’s not that the three Cs dispel the need for brand purpose but they do provide a stern, rigorous test of whether purpose provides the strategic muster to get the branding job done.”
Professor Mark Ritson, via Marketing Week
