brand

PHRASEOLOGY #3

by Amber on July 25, 2009 in Writing & Books

I found this Better Homes and Gardens magazine while fossicking in some old boxes at my parents’ house. It’s the August 1982 edition!

Summer fruit puff recipe! Redecorating a 50′s house for the 80′s! Oh yeahhhh. It’s a real retro goodie.

In this one magazine, there’s an astounding 24 pages of full colour cigarette adverts, plus the the back cover. That’s out of 143 pages total. Shocker! The ‘death of print’ and recession aside, could you even begin to imagine that in a modern magazine?

I scanned this Parliament Lights ad to share:

Benefit driven drivel, with a condescending tone. I’m not too sure why, but I am really attracted to this style of excessively persuasive communication. It’s very satisfying to write.

In fact… here’s a fictitious radio ad I wrote for a competition. Entitled, “Smoother & More Satisfying”, please imagine this being read by a 1960′s era male announcer, with formal enunciation:

“We know it’s hard keeping up appearances in today’s fast paced society… but the reward is worth it! What you need in your life is a mild good tasting cigarette, like Durrys Slims Extra Mild.

Smoother than a fine whiskey, more satisfying than cheap sex. For added vigour, to forge your path to victory – do try Durrys Slims Extra Mild cigarettes today. For all of life’s thrilling moments… with Durrys, you have no worries!

‘Mad Men. Sundays 8.40pm. It’s on Prime.’”

Hee! I’m sure I don’t need to remind you that smoking is for idiots who want nasty wrinkles and foul breath. Mwah!

This magazine has 143 pages.

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PHRASEOLOGY #1

by Amber on July 13, 2009 in Writing & Books

As do all writers, I love a good turn of phrase. Signs of good writing? A physical reaction! This may include snorting with laughter, sighing with jealousy, sharp intakes of breath (shock & awe) or frowning.

Because great writing is something to be treasured and I am a magpie, I started holding on to the best pieces I see… Now I have several scrapbooks jammed full of favourite texts (mostly packaging and ads) from around the world.

Rather than let them collect dust, I’m going share the best copy examples with you for a little bit of inspiration. First up, some cheeky wine bottles from Australian winery The Cost Vineyard:

“With tweleve different labels for a single vintage of Willamette Valley Pinot Noir, The Cost Vineyard labels are created to look like newspaper clippings from various parts of a paper. The vineyard is mentioned in some way in each story or article featured, but it is never the lead story or headline.” – lovelypackage

Nothing like a bit of humour, a bit of code breaking, to flog your vino. Because, yes, we probably already know its background, thanks to the retail trend of microcategorising - ‘Oh look a whole selection of organic foot-crushed sauvignon blanc from Matakana‘.

So why not have some fun? All that talk of origin, river beds and voluptuous fruit gets a bit boring sometimes.

Clever, compelling, funny, painful – Phraseology. Expect it regularly and with great anticipation.

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Brands Are For Suckers

by Amber on May 27, 2009 in Notebook

Mmm – Louis Vuitton watermelon slice, YSL caramel and Chanel luscious lilac lollipops. Photographer Massimo Gammacurta conjured up these little treats. I find his ‘Scent of Fashion’ photographs for Grazia UK very clever too! Over at Feature Shoot there is a brief interview with Massimo that explores his background and inspirations.

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VIEWFINDER: SCRABBLE

by Amber on May 1, 2009 in Notebook

I like words. Very much. It’s no surprise to anyone that Scrabble is my favourite board game. I like my Scrabble to be adventurous, no “moon”, and certainly no “nice”. Words like “narwhal” and “cocaine” are much better. Depraved language is encouraged.

So naturally I was totally down with Scrabble’s new ad campaign. It’s genius! A mix of illustrative filthiness (the style reminds me so much of Robert Crumb) and obstreperous words…

Rock on, Scrabble.

[via Juxtapoz]

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ANIMAL SWEATER

by Amber on April 29, 2009 in Notebook

Y’all already know I love a good jumper or tee decorated with prancing mammals. I might also be a bit of a brand geek. So when I saw this Animal Sweater you know I definitely squiggled around in my chair and pointed at the screen in rapture.

In the Animal Sweater pattern, 180 animal shaped logos are set free. Emphasizing the beauty of the stylized animals and their collective kinship, rather than each mark’s individual commercial value, the pattern suggests a new way to experience the commercial imagery.

The original pattern:

It’s funny how many brands rely on cute and mighty animal symbols to communicate their attributes. If you choose the right creature, you can build a universal connection between the animal and your product; I’m looking at you Camel, Puma and Puffin. However, ponies and deer can probably be left alone by now.

Anyway, back to fashion… imagine what sort of unique statement my personal brand would be making if I wore this sweater. Yeah, I totally wish I could buy one!

[via those inspiring folk at endemic world]

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A Visit To Barbie Shanghai

by Amber on March 31, 2009 in Travel

“A plastic tan never fades.”

Barbie has just opened its first dedicated retail store in Shanghai. Comprising of 6 pink levels, it’s a place designed for girls and grown women (the ones with the disposable income) alike to live out their pink dreams.

The massive amount of space means there’s more than enough room for a candy bar, a fashion stage for Barbie runway events, a girl’s clothing zone and a “passport” counter.

[click to continue…]

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FLY CUTE

by Amber on March 20, 2009 in Design,Travel

Porter is a Toronto based airline, bringing both the fun and the woodland back into flying…

Design*Sponge has conducted a great interview with Neal Whittington, a creative on the project (as part of the Winkreative shop, run by Mr. Tyler Brûlé). It’s a interesting insight into this brand’s creation process; it looks like Porter is definitely delivering a much needed. quirky breath of fresh air into the airline business!

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VIEWFINDER: IN PURSUIT OF PERFECTION

by Amber on January 30, 2009 in Notebook

This is so sweet. This ad is part of a wider campaign for for everyone’s favourite sports shoe brand – ASICS. Kick ass graphics? Check! Origami, my latest obsession? Check! Gentle tugging of the heart? Check! Enough said… you just need to watch it.

I particulary enjoyed the neat moment of octopus inspiration. Keep an eye out for it!

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AUTHENTIC STORIES

by Amber on January 27, 2009 in Notebook

Branding is super big right now (natch, I should know – it pays the bills). The art of personal branding is rapidly becoming a key factor in making it, whether you are an artist, a fashion designer or even a chef. To that point, one of the most carefully managed brands in the world right now is Jamie Oliver (check out the beautiful identity work done for his homeware line by Pearlfisher).

Another group who have mastered the art of branding are musicians. From ye olde rock-god to garden variety pop tarts, they’re all into it – to differentiate, to consolidate and to connect. Think of your favourite band… do they have a logo? Do they perhaps have a logo designed by Turner Duckworth? Yes, the force is strong in these ones. If there was a book written called “BRANDING: tales from the tour bus”, I would totally buy it.

So when I recently came across some branding quotes, straight out of the mouths of musos, I was not surprised. They relate to the two cornerstones of branding, authenticity and storytelling.

Renaissance man Dave Grohl had this to say in the Nov. 2007 edition of Esquire:

It’s all a bit “dude” but Dave’s basically saying be truthful to yourself, and hints at making sure everything you do is honest… Otherwise why bother?

The perfectly coordinated Jack White chipped in with this insight:

Interesting – and the White Stripes certainly did build up a multi-layered fantasy around their music (the mysterious cat is outta the bag now however).

The two quotes and ideas are simpatico, they go hand in hand. Without authenticity there’s no point telling your story loudly because you’ll soon be called out; conversely, without actions that confirm your authenticity, well, your brand may as well sit quietly in the back of your wardrobe like an unworn frock. Good intentions… but no tangible benefits.

As always we can relate these ideas back to our blogs, our online identities and the way we dress. It’s just some things to think about or try. Be true, tell your story through your actions and you’ll succeed.

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Blazing Hot Hair

by Amber on June 3, 2008 in Notebook

“Hair style is the final tip-off whether or not a woman really knows herself” :: Hubert de Givenchy, Vogue, July 1985

And a good tip-off to a great hairdresser is often a cohesive and stylish brand. A week or so ago I had the pleasure of getting my hair styled at Blaze. It’s a hair salon that offers the complete package: from a fun and easy website, to the super friendly staff (who make great coffees) and the glossy easter coloured interior (designed by Katie Lockhart).

What initially attracted me to them was the strong sense of overall design investment, and then I was completely seduced when I discovered the complete offer. It’s the little touches that count – like a design library with Eames chairs, a brand book and a dinky little members key chain.

I am also very impressed by the scheme they have with (oh-my-gosh) shoe designer Kathryn Wilson to show off her kicks (all the Blaze stylists wear them). Clever elements and a strong sense of direction pay off when it comes to building brand awareness, for both parties in this situation!

And finally, after all my oohing and intellectual ahhing, I got a great cut from Kelly. Elegant yet easy care, the result was fantastic. Hurrah for Blaze, it’s awesome to see small independent brands being considered at every touch point. I’ll be back and I recommend! Even if you’re not in Auckland, the Blaze Hair website is worth having a look at for latest trends and an interesting look book.

BLAZE, 350 Broadway, Newmarket, Auckland.