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Author: Karl Treacher

Dunlop Volleys – from fart noises to far away places...

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 ...

A-mother crack at it ...

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 ...

Why brand USA is bankrupt and how to relaunch it again

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 ...

The Olympic Brand – iconic heritage vs vacant brand promises, human rights atrocities and gutless politicians

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 ...

Creating and retaining consumer emotional attachment to brands

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 ...

Marketing Ethics

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, ...

Brand management – who is driving your brand?

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 probably managing an internal brand communication project or activating an interactive campaign. Current day marketing responsibilities mean juggling many ...

Launch Pad: launching the NAB campaign

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 ...

more about our blogger

Karl Treacher

Karl Treacher is the MD at Brand Behaviour and internationally recognised as a thought leader in the area of human communication and employee branding. With a formal background in behavioural science, Karl’s work has revolutionised modern executive development and marketing practices. His award winning human branding methodology has allowed organisations to effectively integrate marketing strategy into the customer experience. Karl can be contacted at karl.treacher@brandbehaviour.com.

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