Latest content from Marketing Magazine http://www.marketingmag.com.au/ en-us Karl Treacher http://www.marketingmag.com.au/blogs/view/811/ Remember the bloke making fart songs with his hands? His name was Gerry Phillips and he was the star of a very well constructed TVC brand execution around Dunlop Volleys being ‘exceptionally average’. Whilst that is true, the ads themselves were far from average and the concept spot on in regard to the markets brand ...]]> Thu, 30 Oct 2008 21:00:20 GMT Karl Treacher http://www.marketingmag.com.au/blogs/view/527/ Karl Treacher ponders why Coca -Cola are bothering to relaunch their energy drink, Mother. Sarah Kelly, public relations manager Coca-Cola South Pacific, is on hand to try and ease Karl's mind. Will the relaunch of Mother (see the TVC below) be a success or should Coca-Cola just quit the energy drink market? Have ...]]> Tue, 05 Aug 2008 05:23:49 GMT Karl Treacher http://www.marketingmag.com.au/blogs/view/337/ I just arrived in LAX, after five hours talking with a philosophy honours student from Harvard who thought the population of the USA was one billion, China two billion and Australia one million. I walked down the bridge-walk and into the terminal. The first thing I saw was a picture of George W Bush. What is that ...]]> Fri, 16 May 2008 21:59:57 GMT Karl Treacher http://www.marketingmag.com.au/blogs/view/279/ How many of us branding folk would die to work on the Olympic brand? “Ah, not me. I’m busy that day, helping mum move house, starting my key-ring collection, that sort of thing.” There are enough people dying because of the Olympic Games as it is. After some limited experience with the Sydney Games, I am permanently ...]]> Wed, 30 Apr 2008 04:14:26 GMT Karl Treacher http://www.marketingmag.com.au/media_zone/view/146/ Brands that turn their backs on their consumers’ emotional bond to them do so at their own peril, writes Karl Treacher. Do people call you ‘big rig’? Do you tell yourself that you eat because you are unhappy and you are unhappy because you eat? Well, this isn’t an article that will help you understand why you have ...]]> Sun, 06 Apr 2008 02:14:39 GMT Karl Treacher http://www.marketingmag.com.au/media_zone/view/62/ Warning: the following may make some marketers uncomfortable. If you were looking for a light-hearted read, turn the page. If you have a social conscience, read on. Karl Treacher reports. So you are a marketer, huh? What does that mean? It means that you are well-paid, respected, educated in marketing and, hopefully, ...]]> Thu, 06 Mar 2008 02:25:43 GMT Karl Treacher http://www.marketingmag.com.au/media_zone/view/177/ Who’s driving your brand and who’s just onboard for the ride? Brand expert Karl Treacher explains why many brands get off track, and who may be to blame. Brands communicate to their markets via a multi-supplier infrastructure. Meaning, if you aren’t launching your latest TVC, outdoor or direct mail piece, you are ...]]> Fri, 22 Feb 2008 03:18:33 GMT Karl Treacher http://www.marketingmag.com.au/media_zone/view/16/ The ultimate objective for all new brands is to earn a place in as many customers’ personal identity preferences (PIPs) as possible. This simply means that if a customer was asked to list the brand that they believe most accurately projects their personal image, your brand’s name would be at the pointy end of the ...]]> Sun, 20 Jan 2008 01:04:10 GMT