Tag Archives: Branding

Conscious Fashion and Storytelling

Last night, I attended an event run by Women’s Collective at the Biz Dojo (yes I should pretty much move in there!). The founder of fashion label KowTow, Gosia Piatek, shared her inspiring story.

I went to the event as a fan and customer of Kowtow. To be honest, I was pleasantly surprised to find out about the compay’s values through Women’s Collective. This lead me to be curious, why would a company with such a compelling story not leverage it in their marketing?

The answer was surprising, flipping the theory of marketing storytelling on it’s head.  Read more

Why Z? When Branding & Company Culture Meet

Yesterday I attended a fascinating talk on company culture by Z Energy’s CEO Mike Bennetts. It’s an area that I’m passionate about but is often dismissed as “airy fairy”. Companies often advertise external cultures at juxtapositions to the internal reality. Corporate slogans like “Ideas for life” and “Making a better world” are a dime a dozen.

But true company culture extends far beyond the branding and marketing departments.  When embraced culture can provide companies with a strong point of difference even in commodity based markets. The truly great company culture provides tangible value that benefits the customer as well as the staff and shareholders.

Mike was quick to explain that while he was behind the purpose of Z Energy, his job as CEO was to set the “why” and stand back for the rest of the teams to live it out. Most of the successes were credited to the wider Z Energy team, Mike doesn’t use the word “I” frequently. Read more

Rebel Sports Woos Winter Athletes

Last year I was pleasantly surprised by Rebel Sport’s brand campaign “Flight or Sprinting”. A departure from traditional retailer sales advertising it was a truly stunning commercial. It’s great to see that they’ve backed this up with an ode to the winter athlete.

Another beautifully shot and wonderfully scripted piece that blurs the line between advertising and film. The commercial shot in Queenstown and Auckland perfectly echoes the psychology of winter sports. Adding a familiar rugged Kiwi voice is All Black veteran Brad Thorn.

We wanted to celebrate the grassroots winter athlete. Our uncompromising approach to winter sports is something that has shaped us as individuals and as a nation. We wanted to focus less on gameplay and more on the emotion of playing sport not just against the opposition but also against the elements.

~   Angus Hennah, Ogilvy & Mather / Stoppress.co.nz

I’d love to see this story carry through other communication channels also. The sense of pride in playing a winter sport creates a fundamental bond that online communities can be formed around. A Facebook Player of the Day app allowing nominations for teams who battle against winter extremes could be one such idea (I once played a hockey game in hail that was eventually cancelled because a flying goal nearly wiped out a goalie!).

Hopefully Rebel Sports connects this brilliant brand advertising with everyday tactical activities so it forms a ongoing dialogue rather than an isolated message.