Write right.

Your brand has an essence.

And whether we’re communicating its message in print, on-line, on radio or the telly, it’s important that your brand’s unique and desirable essence shines through.

When your brand and an opposition brand both offer the customer similar benefits, it’s this essence that draws a customer to you.

It’s also what I’d love to hear about.

 

Austral Clotheslines

If your major competitor’s product has dropped in quality – if it’s made from weak Chinese components – you want to talk up your strength. And if you want to subtly reinforce your position as an Australian manufactured product, use a much loved four-legged Aussie to help.

Complete Pest Control

The thing about termites is that they hide behind your walls. You’d need to punch holes in your walls to see them OR have Complete Pest Control’s fancy contraption that can look through walls. Imagine what you could get up to with a gizmo like that.

Concordia

Even if you’re an affordable private school, the parents of the families that you want to talk to are still likely to be successful. They’d make plans and achieve their targets. Part of those plans would be investing in their children’s education. So you’d want to show them that you are going to help their children succeed in life.

Coopers

As a pub, you might have a lot of different meals on the menu – like steak, fish, and pasta. But, if you do one REALLY well, focus on it. Become famous for it. Then casually suggest it right before lunch and dinner.

Out of the Cot

Babies sleep in cots. Big kids, who do important big kid things, aren’t babies. They could be anything from five to ten fingers old. That’s like way too grown up to be spoken to like babies. So, those baby places that say they also sell big kid stuff, not interested. And those adult places that also sell TVs and computers and outdoor furniture – no. You’re not cool. Big kids want cool stuff from a cool place.

Jani King

As a new player into a relatively crowded market, Jani King really wanted to stand out as quality commercial cleaners.

ANZAC Vignette – Sidney Morley

World War 1 – Western Front

ANZAC Vignette – Jack Dihm

World War 2 – Greece