Branding
Trade-Marking the Occasion
Like all calendar occasions, Easter is well and truly commercialised. But you can’t blame brands for leveraging the occasion, can you?
How much is the Instagram brand worth?
“A lot of people think it’s a marketing game. But really, if you build a quality app you will naturally rise through the ranks” says Kevin Systrom, Instagram’s founder and CEO. How much of the $1Bn price-tag is for a brand that will soon become synonymous with sharing photos online?
This is not the licensing deal you’re looking for
One of Britain’s fastest rising tech-stars, Moshi Monsters, will base its success on brand-licensing. Where does Yoda’s Jedi mind trick come into it? (Hint: It involves a bath robe.)
Advertising a Nation: a GREAT campaign
A campaign that is so general yet at the same time drills down to the core values that Great Britain represents.
Bakery Bake-off
These bakeries have leapt from low-key following to fully baked cult status, and with that, leveraged lateral business opportunities along the way. And best of all, they boast bundles of styled character and warm charm, provoking an emotional connection that is somewhat lacking from those slick designer bakeries.
Homes Away From Home
Soho House Group is a collection of members clubs for those in Arts, Media and Fashion, and, since the founding home in London’s Soho in 1995, has extended to four London clubs, Babington in Somerset, New York, and recent additions in West Hollywood, Miami and Berlin. Each of independent character, yet with underlying similarities – a feel, an atmosphere, an air. And it’s not the styled surrounds and service that make it, that provoke that sense of belonging and membership – it’s what Soho House represents, it’s brand, that makes these Houses feel like your second, third, fourth homes.
