brand dna

Farewell Friday

2020-09-25T17:20:00.002+10:00

I started BrandDNA almost 15 years ago as part of a student collaboration experiment while teaching at RMIT University during my career sabbatical.

Back then blogging was new, but really taking off. And thru the comments sections of industry blogs I made several new friends and contacts.

The arrival of Facebook and particularly Twitter saw many adland blogs start to gather dust, as people began voicing their thoughts and opinions on social media.

Which brings us to today. Farewell Friday.

After 4,400 posts I am closing down BrandDNA. It's been fun. Actually it's been awesome. But I think blogging and I are over for now.

Thanks to everyone who stopped by, shared a post, and commented in the early days. See you over on Twitter!

Simple is hard

2020-09-24T08:00:00.001+10:00

I'm Confused

2020-09-23T08:00:00.001+10:00

Public health messages in the time of a pandemic are so important.

So why do we allow clients to make them so messy and confusing?

Why have three people when you just need one?

Why have that headline when the mnemonic device at the bottom would make a better headline?

And whilst I like the rhyme of face and space why use space when we've been talking social distancing for the last 6 months?

I want to believe

2020-09-22T08:00:00.001+10:00

Make your mind up

2020-09-21T08:00:00.002+10:00

So what is it?

Are they a discount brand or premium.

Surely can't be both?

Normal Sex

2020-09-18T08:00:00.003+10:00

The craft of the typographer is dying. Sadly.

Any good typographer would probably die of shame if they'd set the headline in this poster.

If the focus of the message is on so called 'normal sex' why on earth wouldn't they set those two words together?

Pointless advertising

2020-09-17T08:00:00.002+10:00

Found these ads from DDB Prague while clearing out my Dropbox. I used them in a talk I did late last year about pointless advertising.

Yes they are nicely art directed and strongly branded, but what is the point of these ads?

Every person that drives a car knows to buckle up, put their lights on and drive carefully.

I'm not saying these are scam ads, but there is definitely a strong scent.

Yeah. Ummm....

2020-09-16T08:00:00.001+10:00

A bus in Denmark transformed into a blood soaked tampon. Eye catching for sure but a great ad I'm not so sure.

It's for CLUE. An app that enables women to monitor their menstrual cycle.

One of my early mentors taught me about the concept of negative residual. This bus ad has that in spades.

Hare vs Tortoise

2020-09-15T08:00:00.001+10:00

Another one of those ads that only the UK seem to able to produce. Great track by Roots Manuva too. Completely unexpected advertising.

Almost Trainspotting

2020-09-14T08:00:00.001+10:00

Put the word 'choose' in front of every one of the statements in this ad. Then read it out loud in a Scottish accent. So much better.

Ogilvy on writing

2020-09-11T08:00:00.001+10:00

Write Right

2020-09-10T08:00:00.001+10:00

I shared this great Vikki Ross video on Twitter a couple of weeks ago where it really resonated. So I thought i'd share it here for anyone who hasn't seen it. Terrific advice for every copywriter.

McMoving Day

2020-09-09T08:00:00.001+10:00

This campaign is fromMcDonalds in Canada to celebrate Moving Day.

Yes Moving Day.

Apparently it's a thing in Quebec.

Who knew!?

Not To Do

2020-09-08T11:58:00.005+10:00

I've just discovered a great new Insta account out of New Zealand called Not To Do List.

It's the work of Auckland creative Tony Xia.

Check it out here.

Lockdown reminders

2020-09-07T08:00:00.001+10:00

These posters are little tricky to read at this size so you may need to click the pics to enlarge.

Having been stuck in some sort of lockdown since March they sure struck a chord with me.

When will it end!?

Coke gets woke

2020-09-04T08:00:00.001+10:00

Coke via 72+Sunny Amsterdam have just created the 2020 version of I'd Like To Teach The World To Sing. Personally I don't mind it. But the comments on YouTube are really vitriolic. Here's just one:

"Another Covid-irrelevant brand goes 'woke' for no other reason other than they think it'll sell more products. Stop telling me how I should think and feel and just sell me the goddammed unhealthy sugar drink."

Spike Lee x Montblanc: What Moves You, Makes You.

2020-09-03T08:00:00.001+10:00

I'm a big Spike Lee fan. Have been since I saw his first feature a lifetime ago. So it's great to see his creativity and passion recognised in this new campaign from Montblanc. Only thing is I just don't picture Spike being the kind of guy to use a seriously expensive fountain pen for his ideas and notes. Sorry for being a cynic. It's still a great little film though!

A good night's sleep

2020-09-02T08:00:00.003+10:00

This pic of Ikea in Bahrain was doing the rounds on social media last week. The copy in Arabic below the English text basically says 'same but in English'.

First time I saw it I thought to myself I bet it's just another agency stunt. Turns out I was right. This week Ikea started posting the pic on social media with a caption about how this is what happens when you don't get a good night's sleep.

As Johnny Rotten famously said: Ever get the feelin' you've been cheated?

You're good get better

2020-09-01T08:00:00.001+10:00

Love this Nike spot to celebrate the late Kobe Bryant's birthday. Terrific v/o (or should I say narration?)by Kendrick Lamar.

Copywriting advice

2020-08-31T08:00:00.001+10:00

Ordinary people

2020-08-28T08:00:00.001+10:00

What I've always loved about Brit advertising is the use of regional voices. Those accents can make any topic more interesting. Even smart meters.

Customer experience

2020-08-27T08:00:00.001+10:00

Lost for words

2020-08-26T08:00:00.001+10:00

Via

Rust free

2020-08-25T08:00:00.001+10:00

Well here's an interesting idea. Knife brand Tyrolit has created a billboard that rusts. The rust process has been sped up by regularly applying salt water to the billboard surface. Is rust resistance a reason to buy a knife? I don't think so. But a nice idea none the less.

Talking to dogs

2020-08-24T08:00:00.001+10:00

Can't say as I'm a fan of the art direction (or lack thereof) but these ads talking to owners by talking to dogs are utterly charming. Wish I knew who did them so I could hook them up with a young art director I know who's looking for work.