Refreshing Your Brand

Posted on Leave a commentPosted in Advertising, Brand Strategy, Graphic Design, retail strategy, Retail Trends, Store Design

When I was a young advertising Creative Director (sometime around the Paleolithic era), there was a golden rule in account pitches. “Whatever you do, don’t touch the logo.” The client’s brand identity was considered to be set in stone and woe betide the eager ad agency who tried to mess with it. How times have […]

How do you fight an 800lb gorilla?

Posted on 1 CommentPosted in Consumer Trends, Retail Marketing, retail strategy, Retail Trends, Store Design, Westfield World Study Tour 2009

Costco rolled into Melbourne last week and Australia got its first taste of American-style value retailing on a truly grand scale. The store is 14,400 sqm of pure big box retail grunt. As reported in Inside Retailing, the pollies revelled in it, the crowds loved it, and the enthusiastic response had quite a few local […]