26 September 2011
Marketing journalist Siobhán O’Connell, wrote an interesting article in the Irish Times Media & Marketing section recently where she posed the question “Does Musgrave’s takeover afford the opportunity to reinvent or kill the Superquinn brand?” ThinkTank was kindly asked to comment and our thoughts together with the diverse views of other branding and marketing experts can be viewed here in the Irish Times article.
Superquinn’s excellence in the past was due to the extraordinary vision of Fergal Quinn. He understood brand innately and knew that every world beating brand is underpinned by a strong customer value proposition. He set about identifying the important problems that needed to be solved for Irish grocery shoppers, exceeding their expectations constantly through a culture of innovation, relentlessly placing the customer at the core of the organisation and in so doing building a hugely successful brand.
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Tags: Brand Positioning, Branding, Fergal Quinn, Irish Times, Management Consulting, Market positioning, Marketing, Musgrave, Retailing, Strategy, Supermarkets, Superquinn, USP, Value Proposition
20 September 2011
It is certainly refreshing in the Cork advertising space to see the broadsheet Irish Examiner making a bold move with the development of their hard hitting and thought provoking billboard and print ad campaign.
Developed by Dublin based Chemistry advertising the campaign promotes the Examiner’s “Special Investigations” supplement that tackles several of Ireland’s socially taboo subjects -including alcoholism, mental illness, clerical abuse, human trafficking, suicide and pornography.
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Comments (2) | | Digg This | Save to Del.icio.us | Posted by: Jon
Tags: Advertising, Billboard Campaign, Branding, Chemistry Advertising, Creative Directors, Creativity, Irish Examiner, Jonathan Amm, www.think-tank.ie
2 May 2011
At ThinkTank we were encouraged to read Alf Smiddy’s recent Blog post entitled - It’s all about your Brand - which also appeared in innovative financial services firm, Quintas’ spring newsletter.
As a former MD and Chairman of Beamish & Crawford Plc, for over twelve years and current chairman and director on a number of Boards, Alf has a tremendous depth of experience in both the financial and branding arenas. This combination of skills is particularly unique and it’s inspiring to hear one of Cork’s most respected business leaders recognising the importance and value of brands.
In an insightful and thought -provoking post he outlines why in our tumultuous economic landscape, business as usual has become irrelevant and how companies need to to “inspire and mobilise people around a common purpose.” He goes onto explain,“I firmly believe that it’s through innovation, the re-invention of existing brands, and the creation of new brands that will create the climate for business success going forward.”
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Comments (5) | | Digg This | Save to Del.icio.us | Posted by: Jon
Tags: Alf Smiddy, Beamish & Crawford, Brand Damage, Brand Positioning, brand relevance, Brand Valuation, Branding, Branding in Ireland, Cork, differntiation, Innovation, Irish brands, Jonathan Amm, Lisa Murphy, Management Consulting, Marketing, Quintas, Value Proposition, www.think-tank.ie
24 September 2010
Good design is good business. Yet it’s amazing how few good business people recognize and understand the commercial value of good design.
Think about how every day poorly designed products and services add complexity instead of simplicity to our lives. The tortuously convoluted language used by the financial services industry, the non-intuitive features on electronic gadgets that most of us will never fathom, big call centres that tell you what they can’t do instead of what they can, antiquated recruitment practices that tick boxes instead of identifying talent and newspaper layouts that are cluttered with ads all fighting for attention like kids on a sugar rush! The universe may contain intelligent design but many products and services certainly do not!
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Tags: @ThinkTank_, Brand Architecture, Branding, Cork, Creativity, Design, design sustainability, Design Thinking, environmental design, Glucksman Gallery, Innovation, Ireland, Irish Design, Jonathan Amm, Marketing, ThinkTank, Twitter, www.think-tank.ie
2 August 2010
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FACT: One in five Irish Enterprises fail according to the Irish Small and Medium Enterprises Association. In many instances they fail due to a lack of understanding of their customers and market place.
Post-recession shoppers are a completely different breed when compared to what has gone before. They’ve been profoundly impacted by a feeling of deprivation the recession caused and the way in which they’ve coped with it. Now they are more demanding than ever and their expectations are increasingly high. We all know shoppers are fickle and the days of being completely loyal to one brand or company are gone. Shoppers have been conditioned to search out the best price and value during these recessionary times yet they can be swayed at the point of purchase to make very different decisions. Other factors like emotions also come into play, hence the contradiction in terms, when you hear that more than one in two customers claim to be cutting down on treats but sales of premium products such as ice cream and chocolates are on the rise. How can that be?
Business consultancy Deloitte released an interesting research report just this week in New York where they talked about a ‘paradigm shift’ in consumer purchasing habits in the US. It found that a whopping 84% of households were examining their spending in every category to try and save money while 79% believed they were ‘smarter’ shoppers than they were two years ago. But it also found that 75% believed that the financial crisis had caused them to realise ‘which brands I really care about and which ones are less important to me’ and that there were only two or three brands which they ‘could not live without’.
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Tags: @ThinkTank_, brand audit, Branding, Colette Quinn, Company Analysis, competitor analysis, consumer insights, consumer trends, Cork, differentiation, Enterprise Ireland, Ireland, Jonathan Amm, Lisa Murphy, Market Analysis, Marketing, Marketing Director, post recessionary customer, Real Insights, Research, social media, ThinkTank, Twitter, www.think-tank.ie
24 July 2010
Insights & Tips on Company & Product Naming
Naming a business is a lot like laying the cornerstone of a new building. Once it’s in place, the entire foundation and structure is aligned to that original stone. If it’s off, even in the slightest, the misalignment becomes amplified.
The tougher it gets out there, the more important it is to put your marketing money where it will do the most good. Coming up with the right name for a company or a product can make a huge difference in building a brand and even in determining it’s future success. Too often companies jump straight into designing a logo and then spend the rest of the marketing budget trying to explain to people what they actually do and what their difference is.
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Comments (1) | | Digg This | Save to Del.icio.us | Posted by: Jon
Tags: 10 tips on company naming, @ThinkTank_, Advertising, Big Idea, Brand Positioning, Brand Strategy, Branding, Company Naming, Cork, differentiation, Fishy Fishy, Innovation, Ireland, Irish Patents Office, Jonathan Amm, Kinsale, Logo Design, Marketing, Product Development, Product Naming, Start-ups, Strategy, Trade Mark Agents, Trademarks, Twitter
11 July 2010
Soccer’s governing body FIFA recently saw red, but mostly orange – during the Holland Vs Denmark game at the Soccer World Cup in South Africa.
Thirty-six blondes, wearing orange mini skirts gate crashed the game at Soccer City in Johannesburg causing a major brouhaha. The offense wasn’t so much a fashion faux pas but a carefully orchestrated ambush marketing attack by Dutch brewer Bavaria, against its bigger rival Budweiser. The spectacle created a frenzy as photographs and video footage went viral as the story was picked up on social media networks and newspapers around the world.
The reaction of FIFA was swift and ruthless. The authorities immediately evicted the women from the stadium and two were arrested on charges of organising “unlawful commercial activities”. Under pressure from FIFA, South Africa passed laws in the run-up to the World Cup that made ambush marketing a criminal offence. The women face charges of contravening the Merchandise Marks Act (unauthorised use of trade mark at a protected event), and some sections of the Special Measures Regulations Act (entry into designated area while in possession of prohibited commercial object).
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Tags: @ThinkTank_, Advertising, Ambush Marketing, Bavaria, Bavaria Girls, Branding, Budweiser, FIFA, Guerilla Marketing, Holland, Jonathan Amm, South Africa, ThinkTank, Twitter, World Cup Soccer, www.think-tank.ie
19 June 2010
A recent survey from IBM’s Institute for Business Value shows that business leaders value one leadership competency above all others.
After conducting 1500 in depth face-to-face interviews with CEOs and public service leaders around the world – “creativity” was identified as the single most important leadership competency for the successful business of the future.
The report suggests that creative leaders should “embrace ambiguity,” “take risks that disrupt legacy business models,” and “leapfrog beyond tried-and-true management styles.” Coming through the worst economic downturn in their professional lifetimes, when managerial control and process ruled the day, this indicates a remarkable shift in mindset. It’s a sea change from a rational ‘scientific’ management approach built around efficiency and control to a creative ‘intuitive’ approach – based upon agility, adaptability and emotional intelligence.
With the acceleration of the pace of change – global trends are reshaping the business landscape and are forcing companies to either adapt or die. At ThinkTank, we’ve spent a lot of time thinking about how companies can become more creatively evolved.
Think differently
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Comments (1) | | Digg This | Save to Del.icio.us | Posted by: Jon
Tags: @ThinkTank_, Apple, Branding, business models, Creativity, Design Thinking, IBM, Innovation, Jonathan Amm, Lateral thinking, Leadership, Srategy, Steve Jobs, Twitter, www.think-tank.ie
