• Kapferers Brand identity Prism
    Framework,  Marketing

    Brand Identity and Kapferer’s Brand Prism Template

    I used Kapferer’s Brand Prism for a brand identity project and discovered that it is a useful framework to shape the perception and image of a brand. The idea is that the prism will help you define and visualise what the brand symbolises to the user and what it represents and reflects to a non-user. The prism consists of 6 sides which represent Physique, Personality, Relationship, Culture (Values), Reflection and Self-Image. Mapping the brand according to this framework forces you to ask certain questions that are key to defining the brand identity. You can see a completed Prism for Apple below (source). You’ll see it looks at both the sender…

  • Marketing

    Paper: Customer Relevance in the Digital Age

    Discovered a paper on Customer Relevance in the Digital Age [PDF]. It explores how brands can reach these new “born digital” consumers and how companies can become truly customer-centric. Published by Harvard Business Review, it’s an interesting, if heavy read.  

  • Advert,  Digital Marketing,  Marketing

    Ad Campaign: Nike celebrates Arab female athletes

    Brand: Nike Ad Campaign: Nike Women, #justdoit Sadly I can’t speak Arabic, but even so, this Nike advert that celebrates female, Arab athletes is incredibly inspirational. Even though the Nike logo is visible throughout the spot, it is still an empowering tribute to what these women have achieved in the face of rigid, traditional gender roles.  In the ad, Nike explores the question – “What will they say about you?” Somehow, the #justdoit slogan has never seemed more appropriate or powerful. Women featured in the spot include Zahra Lari, the first Emirati figure skater, Tunisian fencer and Olympics medalist Ines Boubakri, Emirati Parkour trainer Amal Mourad, Saudi singer Balqees Fathi…

  • Advert,  Digital Marketing,  Marketing

    KFC #CleanEating Burger Prank

    Brand: KFC Campaign: #CleanEating Burger This is just a great piece of content. Nice departure from their usual “smile, laugh, eat a chicken pop, glance at the camera and everything is right with the world” style. It’s ballsy for a fast-food brand, but “the Scandinavian chopping boards” will give you a giggle.  In terms of digital content, it’s strong, on-trend and spot on. Nice one KFC.

  • Marketing

    Quote of the Day

    Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value. ~ Philip Kotler