Nike’s “No Excuses” TVC

My brother has been mocking me with this ad every time the subject of exercising/working out comes up. 🙂 I’d offer him a witty comeback – but I just can’t seem to argue against the inspiring example of Matt Scott.

It’s a well-written ad – hitting directly on Nike’s target audience while also embodying perfectly the brand’s credo to “Just Do It.”

Guess I’ll go jump into the pool or hit the gym or something now…

Brands Are The New Religions

Thou shalt not worship false iPhones

As I was fiddling with my iPhone today, I started thinking about how some of the rabid Apple fans I knew spoke about Apple and its related iProducts with almost-religious fervour in almost-religious terms. I mean, though I don’t consider myself a “rabid” Apple fan, but even I am guilty of this: I talk about my recent purchase of the iPhone4 and subsequent adoption its technology in religious terms! I frequently mention to my friends about how I’m now a “convert” and have “seen the light”… and I even go around proselytizing – telling everyone about the “Good News” that I’ve found in the iPhone!

And then,  I stumble upon this article over at Fast Company that talks about how a university study reveals that the Apple Logo Is an Agnostic’s Crucifix, Star of David! The study by Duke University reveals that:

The brand name logo on a laptop or a shirt pocket may do the same thing for some people that a pendant of a crucifix or Star of David does for others.

Continue reading “Brands Are The New Religions”

DTAC TVC – Cellphone Myopia

(I don’t normally post on weekends, but I’m making the exception here because 1) this is a great ad and I want to keep it here for reference and 2) it’s something light just before we start the weekend! Enjoy!)

I like this ad. To me, it’s a great, creative ad that speaks volumes – telling a great brand story that resonates across cultures. It doesn’t matter that the ad is in Thai and I can’t understand a lick of the language.

What really gets to me is that I get it. I get the message and it causes me to respond – viscerally, mentally, emotionally.

This, to me, is what great advertising and brand storytelling is about. Tell me what you think:

How 10 Brands Came About

I’m currently doing some thinking on “brand storytelling” (more on that as it comes), and thought this was an interesting article via Graphic Design Blog on how 10 brands originated. It got me thinking about the evolution of a brand – from what it originally was to where it is today. If anything, it also makes for great introduction fodder during presentations!

Cool facts about how brands came about:

Continue reading “How 10 Brands Came About”

Which Came First – The Name or The Meaning?

Does the name create the identity, or does the identity give meaning to the name?
The answer: yes.

I can’t remember how exactly I came across this article, “Your Name Goes Here“, but I remember the question that drew me to it – “Which came first, the name or its meaning”, in relation to branding and brand values.

As a brand practitioner, I’ve seen both approaches:

1) The Egg Came First – i.e. Get a brand name, any brand name… then make it great.

This is where proponents will argue that a great name, even though it sounds silly at first, will eventually be great because of the efforts towards building it – fleshing out its values, demonstrating its brand personality and building off the strategic brand platform. This is probably why you see a host of odd sounding names – most notoriously among creative agencies and internet start-ups. Hey, I bet “Google” sounded really dumb before it became the #1 super-giant for web search today, right?

From personal experience, I notice that this is often the approach if you’re on the organisation/client’s side.

2) The Chicken Comes First – Determine the strategy/values/platform/direction, the get a name that embodies it.

Often, this approach is for people who don’t like to “put the cart before the horse”. These are practitioners who need a lot of insight and research before they are able to prepare the brand strategy… which will them guide them as they work towards namestorming. Hence, the name often embodies everything that the brand should stand for – these are “meaningful” name, often with a great brand story and/or history behind it.

From personal experience, this is often the approach taken if you’re the agency/consultant. It’s easier to “make the case” with the client when you have solid “research/data/foundation” to work from.

So which way works best? Does the name create the identity, or does the identity give meaning to the name? I agree with the article, the answer is: yes.

What do you think? Would love to chat in the comments please.