How To Create A Great Brand
How To Create A Great BrandHere in Australia we have a fruit drink brand called Nudie. Nudie was started a couple of years ago and has, through quirky imagery, copywriting, etc, quickly developed a highly visible brand.
I was reading an Industry magazine today where I learnt that the guys at Nudie have "taken the successful innocent brand from the UK and replicated every detail" (take a look at the web sites and you'll see some very marketed style similarities).
That's a bit disappointing. As a marketer I know that we'll all be influenced by what others are doing. But not the the extent these Nudie guys have done.
That has completely changed the brand for me - now I don't see Nudie as a fresh, innovative company, but just as a sneaky little company that is completely unoriginal, not authentic and not decent.
And that lessens the brand. And means that I probably won't buy Nudie again, I won't recommend Nudie and I'll more than likely tell others not to buy them.
Your brand is everything - it has to be real.
Cheers
Brendon
[ comments ]
The web is just 1 part of the marketing mix that nudie have pretty much copied (in terms of feel, style, etc).
Their whole branding and positioning is very, very close.
Brendon