Tag Archives: Brand Marketing

A RedBalloon world – the story travels

I am often out and about meeting people, customers and suppliers and of course speaking to groups this can take me to anywhere in Australia (and sometimes overseas). It still surprises me that a business that no one had ever heard of a decade ago now appears in the most remote and far distant places. I dreamed that RedBalloon would become a household name in Australia and New Zealand – and in the past few weeks I have discovered that…

Eleven essential talents for marketers

The great game of business is all about change. It is about adapting to the environment – listening and responding to all stakeholders. There is no doubt that this century marketing is forever different. People do not want to be bombarded with messages that are not relevant to them. They want to have someone ‘curate’ what is interesting and what they want to hear about. Everyone wants to feel that they can have an ‘intimate’ relationship with the brands that…

CAN versus Breaking up…

I am continually fascinated by corporate marketing. In my day (oh I sound so old) communications strategy was all about ‘above the line’ and a bit of ‘below the line.’ You would tell the agency the problem then they would tell you what you should stand for and create a campaign around that. Given that I am no longer a corporate marketer – I remain fascinated by how it all comes together. So I felt excited to hear directly from…

Marketing: an industry of cool?

This is my column from Monday 16 July 2012 in the Australian – just in case you missed it.     I was asked by the Australian to comment last week after a judge in the UK deemed Samsung’s Galaxy tablet “not as cool” as the Apple iPad, as part of the ongoing patent war between the two techno giants. Apparently he tweeted his verdict from the bench on his iPhone. As a marketer I can say the judge’s comments…

Three online branding lessons

It seems that lately I am being approached by many people who are asking a similar question, “How did you do it?”.  Obviously I write this blog so that I can share what I have learned which also means that people can dip into what they think is relevant for them whenever they choose. My initial reaction when people ask “how did you do it?” Is that it wasn’t ‘I’ … it was ‘we’. I have been fortunate that I…

Coming up this week 4 April 2011

RedBallooners Celebrate 1 million

I suppose the theme that came out of last week – was ‘am I listening enough?’ It was a busy week, full of celebration. I had a fabulous time at the Contours Conference in the Gold Coast…. What a fun group. I had to rush back to Sydney to host a boardroom lunch at RedBalloon. It is very un-RedBalloon to have a board room lunch – so the invited guests sat amongst the team and we all had lunch together….

A ‘luxury’ brand experience.

I am fascinated by how organizations personify the brand experience.  It is often so hard to get it right. One thing is promised in advertising but the in store experience is completely different. Company owned stores, however should ‘in theory’ have a far better ability to ensure that the brand is executed consistently at every touch point. This week I was at the AICD course and one of the female participants said she was desperate to get a new handbag…

Coming up this week 24 January 2011

I have had a few weeks off with the family.  A complete break it is important to recharge. I’m back and ready for another big year at RedBalloon… I have had  a quick look at the diary and I see that I will be quite busy…. This Week Monday: Interview with The Age  – and reconnecting with everyone in our one on ones Tuesday: Speaking engagements for Dell and another for Deloitte… then a photo shoot with Pete for Latte…

Happy Suppliers = Happy Customers

Wonderful RedBalloon suppliers - Radical Race Cars

It is the festive season – so obviously at this time of year you think ‘who has helped me this year?’ Clearly no business can operate without it’s supply community. Our fabulous suppliers who deliver on our brand promise everyday are critical to our success. Great supplier relationships can make the strategic difference to a business. I remember when I was at Ansett Airlines – many suppliers had to wait for months to be paid, yet were asked to perform…

Launched

m.redballoon.com.au - for mobile devices

This week will see some significant enhancements to the RedBalloon offering…. All of the innovations that we will announce this week have all been driven by our single minded purpose: ‘RedBalloon is changing gifting in Australia forever’. Over the past five years this sense of purpose has driven much of our innovation in our Corporate team, our gift card offering through retailers (including Coles just announced which takes us to about 3000 retail outlets), our gift box range – which…