Developing Brands for the Connected Consumer
Contemporary brand communications isn’t about choosing one channel over another; it’s about rethinking how all of the marketing channels are working together. The way a majority of marketers “coordinate” their marketing channels right now is broken: Even today, most marketers develop their TV ads first and then hand them to an interactive team in the hope they can build a site or a banner campaign that matches. As we’ve seen, this rarely works well.
The only way to fix this is to replace the old-fashioned TV-first model of campaign development with one that starts by focusing on our deepest, most trusted marketing channel: interactive. It’s time for brands to start building multilayered brand ecosystems that put interactive tools at the core.
While integrated agencies are very good at talking up the marketing fire power they have “under the one roof ”, the reality is that the standard agency structure of dedicated channel-based departments (ATL, Direct, Digital, etc.), each of which house multiple layers of management, creative, account management, strategy, design, media and production, is not able to facilitate even the most basic collaboration required to meet the challenges of contemporary communications.
The main alternative to this approach appears to be the establishment of standalone specialist creative agencies that focus on a core set of skills. But as the number of complex and divergent skills required for a contemporary marketing strategy to succeed increases, it’s impossible to see how these agencies will also be able to meet the challenge, without collaborating with a variety of complimentary specialist creative agencies first.
As a counterpoint to both of these approaches, Cornwell has set about employing a core group of idea-led creative thinkers with a wide and diverse skill set. As a result, it’s not uncommon for the lead team on a Cornwell project to involve a Brand Strategist, Digital Planner, an Illustrator, a Digital Designer, an Art Director, a Copywriter and a Direct Marketer. Together, this team will be responsible for developing a communications blueprint before outsourcing the implementation of the project to their network of affiliated specialty companies and individuals, based on the specifics of the assignment.
Because of this, we never start a project with fixed preconceptions about the outcomes or solutions required. We don’t try and sell strategy if we don’t feel it’s necessary. We don’t insist on redesigning the logo. We don’t change the marketing collateral if it’s doing a good job. And we don’t try to offer a social media edge if it’s not right for the business.
But whatever the brand and specific communications challenge, our multidisciplinary team will deliver work that is intelligent, intuitive, human and gets results.
Everyone knows the best time to get your baked goods is when they’re fresh out the oven. And BakerTweet is a great way to let followers know that the fresh goodies are ready right now.
Little Printer lives in your home, bringing you news, puzzles and gossip from your friends. Use your smartphone to set up subscriptions and Little Printer will gather them together to create a timely, beautiful mini-newspaper the size of a sales receipt.
As part of the CUB rebranding we created the Super Magical Beer Labeller that staff could use to design their own custom labels. The most popular labels were then made into a limited run commemorative “Case of Friendship”.
Thanks to Square, now anyone from a cab driver to a house-call doctor to a produce purveyor at the farmers’ market – even a couple holding a yard sale – can accept payments on their mobile devices.
22 November, 2012
The New Aurizon
Yesterday QR National’s share holders voted over whelmingly in favour of changing its name to ‘Aurizon’ at its extraordinary general meeting in Brisbane. Cornwell has been consulting with QR for over three years, and provided brand consulting to support the Queensland Government’s listing of QR National on the Australian Securities Exchange in 2010. Now a top 50 ASX company, the change to Aurizon has been a
15 November, 2012
Rewinding Melbourne’s Pause…
On Saturday I was fortunate enough to attend the Pause Stage Conference (Melbourne Exhibition Centre) aimed as professional development for the creative industries. It was part of the third day of the Pause Digital Festival. Pause Festival is a series of events held annually over the second week in November. To see more visit: http://www.pausefest.com.au It was a real meeting of the (digital) minds from around
23 October, 2012
The World of
As the Apple Map debacle continues, I thought we could take a look at an array of worldly examples of maps that actually work. Maps are continually used in today’s world to visualize data; from their classic functional purpose to get to A to B or to the intertweb’s interoperation for tracking geodata and trends. Below are some examples of the best: Weeplaces: Check-ins are a record of your experiences, activities, and places you’ve been.
17 October, 2012
RB stands for artists – thousands of artists. Redbubble is an online resource for artists allowing them to share and even sell their creations with a growing audience of art lovers spanning the globe – hungry for artworks as unique as they are. Cornwell was engaged to develop a communications strategy and new brand that not only captured the essence of their offer but one that
26 April, 2012
Developing Brands for…
Contemporary brand communications isn’t about choosing one channel over another; it’s about rethinking how all of the marketing channels are working together. The way a majority of marketers “coordinate” their marketing channels right now is broken: Even today, most marketers develop their TV ads first and then hand them to an interactive team in the hope they can build a site or a banner campaign that
24 April, 2012
IDEAS OF INFLUENCE
Democracy as we know it, is being redefined. The images that play out across our multiple screens of uprisings across the Middle East and Africa, act more as light entertainment before a deliciously mind-numbing episode of X Factor rather than something significant that impacts the way we live. Social networks and the socially connected web have been powerful rallying tools in helping us change this behaviour.