With a host of national and international speakers it was a fascinating few days to pick some insights from some leading brands.
So I thought I’d share a few notes from the from the conference from some of the speakers who really struck a chord.
I hope you find these snippets from some leading brands thought provoking for your own business.
Coke (Ivan Wicksteed, Creative Director) – Brands Should Be The Greatest Story Tellers
– there are actually very few real storylines, what does your brand fill (the tragedy, the drama, the hero, the ugly duckling etc)
– what is your brand’s archetype? How is it transferred on to communications to tell the story?
– great stories transfer across geographies and media
– great brand stories draw the consumer into the experience before, during and after the sale
Jetstar (Bruce Buchanan, CEO) – The Jetstar Brand
– the middle of the market has been gradually disappearing in many industries including travel. There is demand for premium and demand for affordable, but little in-between.
– the middle man is dying.
– many airlines had tried to launch a successful low cost airline from a full service airline and failed
– Qantas set a clear brand strategy that was aligned with the business strategy. Qantas will speak to the full service, business destination, premium traveller. Jetstar will speak to the no frills, budget leisure destination traveller.
– Jetstar stayed true to the brand promise
– was only able to deliver it through clear separation of the businesses
– grew the brand through ‘choices’, unbundling products wherever it was possible
Tourism Queensland (Anthony Hayes, CEO) – ‘Best Job In The World’
– TQ created the ‘Islands of the Great Barrier Reef’ brand to sell the grouping of the islands of the Whitsunday’s. This regional place brand was the beginning of the journey of creating the ‘best job in the world’ campaign.
– coming up with a great big idea had a pay off far beyond expectations and forecast
– selling place was about getting the brand right, use a great idea as a wonderful platform and then selling this across multiple media with a strong focus on PR & digital executions
– TQ spent the time prior to the campaign getting the distributions systems right so that the publicity would translate in to sales
Woolworth’s (Luke Dunkerley, GM Marketing) – A New Identity
On the new brand identity for Woolworth’s, 2 lessons:
1. Do not change anything unless it is doing a very poor job at expressing the brand, does it withhold the truth?
2. Don’t choose anything until you are absolutely in love with it.
Other great insights:
– complexity is always the enemy
– success breeds complacency
Mitchell (Harold Mitchell – Founder, 09/10 Media Outlook)
– it is a changing media world
– there is fragmentation in audiences
– there must be more collaboration across the media spend to get the bang for buck
– the two major changes since 1959 have been:
1. Introduction of TV
2. Introduction of the digital world,
both have changed the media landscape, we’d grown accustomed to TV now we have to adopt new strategies for digital and online.
– every brand must be integrating the online, print and tv spend to create the outcome
– the main driver of quality advertising has and always will be creativity
Lego (Jacob Kragh, Chairman Global Marketing Board)
– If yesterday’s brand was about exposure & integration, today is about engagement & permission, tomorrow’s brand is about experience and participation.
– Lego have been building a permission based marketing model which includes; Club Magazine (3m subscribers), lego.com, Video Games, Lego Land Theme Park, Branded Lego Retail Stores
– The Lego social media strategy has seen more than 200,000 lego videos posted on You Tube, a Flicker fan network, my Lego network, Lego Universe online multi player video game, Lego World on Facebook and Brickfest Lego events.
Westfield (John Batistich – GM Marketing) – “Developing Competitive Intelligence”
– 3 step phase of understand -> anticipate -> advantage
– use online communities as a source of insight
– reframe the boundaries of your market & beware the maverick.
– The greatest challengers won’t come from your industry, what would happen if Virgin opened a shopping centre? What happened to Nokia when Apple made a phone?
Where possible I’ve thrown a link to the actual presentation. Enjoy.