Archive for May, 2006

My brand molecule

May 26, 2006

I was travelling around the US last week, doing research groups for Skype, understanding (among other things) the impact of their recent announcement of free calls to any landline or cell phone within the US & Canada.

On the various flights, I read John Grant’s new book, the Brand Innovation Manifesto. As I’ve said to him, it’s the book I’ve wanted to read about brands ever since I started thinking about them.

Part of John’s thinking is that brands are clusters of strategic cultural ideas, and he draws this as a molecule, rather than a traditional layered and hierarchical ‘onion’ model. This is so cool – it is a much better representation of how modern, textured experience brands work. It also reflects something like the reality of how consumers might think about your brand, rather than an over-clever, tortured and abstract set of words.

Anyway, so I’ve been busy playing with some molecules of my own. In fact I’m a little bit addicted; it’s really fun. So much so that I absent-mindedly started writing my own…

 Glyn's brand molecule

New Apple ads

May 3, 2006

Apple’s new ads are really nice, contrasting the PC and the Mac with a gentle humour and unassuming confidence.

When naming goes bad

May 1, 2006

Currys.digital seems so wrong.

I’m not saying this from a planner’s point-of-view. I haven’t undertaken a brow-furrowing analysis, or thought hard about the strategic implications of such a move. It’s just that:

  • Doesn’t common sense tell you that Dixon’s is the cooler brand from the DSG portfolio? I know we’re splitting hairs when it comes to ‘cool and ‘DSG’ in the same sentence, but come on!
  • Aren’t brand names that fake internet syntax just… wank? Didn’t they cringe with the rest of us 4 years ago at ‘iceland.co.uk on retail facisas?

Sorry Rita.