Thursday, September 16, 2010

How was the phenomenal Orange brand built?


The story is told on this 15 minute video describing Brand Building the Orange way.
It describes some unconventional gut-based decisions that were highly innovative at the time.
The idea was to create an optimistic, communal, aesthetically beautiful brand that people just wanted to be a part of. It was a wildly radical move at the time and has been widely copied since - think telus.
The presenters are both honest and self-serving, as it is part of an upcoming series from the UK-based IPA whose mission is to promote the value of communication agencies. So take it with a grain of salt but take it.

Thursday, September 9, 2010

Why Are They Fans

http://www.emarketer.com/Article.aspx?R=1007912

I think that this is a good start to the right questions to ask. What the motives for taking the time and effort to be a fan.

How do you deliver in a way that works for both the brand owner and the fan. Moving beyond discounts is a good place to start.

Lighthouse Clients

Cases, examples and client references are available upon request. Some of my clients over the last few years are:

Toyota Canada
Labatt Breweries/AB-InBev
Canadian Blood Services
Cadbury Adams
Constellation Brands/Vincor
Prime Restaurants - Casey's, East Side Mario's, Fionn MacCool's, Bier Markt
Sigma Alimentos - a large food company in Mexico
Multiple Sclerosis Society - MS WALK
Yellow Pages Group
New Balance Canada
Ideazon -(Gaming Hardware)
Edwards Builder's Hardware

Going further back:
Pfizer - Viagra, Detrol
Volvo Canada
Red Lobster USA
Xerox Canada
Sprint Canada
Absolut (Maxxium)

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