Will New Zealand’s new road safety campaign hit the sweet spot? It depends on the follow-through

The latest New Zealand road safety campaign has not only attracted much attention locally, but internationally too. Historically, most advertising campaigns based on fear have proven to be less than ineffective (fear works really well as a motivator in war!) After our first few viewings we tend to switch off to the message. For one, we know exactly what to expect so the surprise and shock factor is lost. Secondly, our natural coping mechanism kicks...
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Apple is stuck between a rock and a hard place with the launch of the iPhone 5C

Would Steve Jobs have launched iPhone 5C (does C = China)? Does this mark the end of Apple as a brand-led organisation? As an avid Apple user, unofficial brand advocate and ex Samsung user, the news of the 5C immediately gave me a slightly discomforting feeling. Without any conscious consideration, it immediately felt like a small part of why I love being associated with the Apple brand had been taken away from me. This is...
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Creating brand relevance – emotional differentiation and a higher purpose

Today, the battle for marketing supremacy is being fought in the minds of our customers. The objective of brands is no longer to capture the customers’ attention, as it was in the heyday of mass media, but to create relevance – a purpose or brand belief that they can relate to and connect with at an emotional level. Research into cognitive neuroscience and brain function unequivocally supports this hypothesis. Brands that create and effectively communicate...
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