Invent now

When times are tough, take big risks. This may sound counterintuitive, but it’s what great brands do. For them, a recession is the best time to launch something new. Look at the last three downturns.

In 1984, Apple launched the Mac, and Virgin launched Virgin Atlantic.

In 1992, Nokia launched its first GSM mobile, the Nokia 1011.

And in 2001, Toyota launched the Prius globally, and Apple launched its iPod.

All went on to create new demand, generate big revenues, and in some way change the world.

Each responded to, and helped shape, the spirit of the age.

At the beginning of the era of deregulation, the Apple Mac and Virgin Atlantic both aimed to free people from the tired old establishment.

At the start of the liberating age of the mobile and the internet, Nokia was a completely fresh brand from social-democratic Scandinavia.

And as blatant consumerism started to wane, the Prius and the iPod were both understated, highly designed ways of showing off.

What does all this tell us? Recessions are a time when entry costs are often lower. But they’re also times when people rethink things, when they’re open to something new – in fact, when they most need something new.

Right now, the best brands should be lining up new things that build their brands, and that shape a new world – things that give individuals new powers, that cross public-private ownership, that are ethically unimpeachable, that aren’t too western, that demand collaboration rather than consumption, that in some way fix the world. As Ryanair’s Michael O’Leary said in the London Sunday Times (29 March), ‘There's never been more opportunity… Now we can start again and do things properly’.

28 April 2009, posted by Robert Jones

Brand Dubai

Tallest, highest, biggest, shiniest, a Vegas like moneymaking machine… words often associated with brand Dubai. But dig a little deeper and what you hear from the locals is actually very different. This is a city about values and traditions, a home for families, businesses and culture. You only have to see how bustling the traditional Souks are and the perfectly preserved old town, to see what traditional customs mean to locals and tourists alike. The region is clearly about more than financial gains and a destination for the rich in which to play. But seemingly this deeper Dubai is invisible to the world. 

Brand Dubai grew during an unsustainable boom, rather like the dotcom industry at the turn of the century. Here businesses went bust as they could not justify their over inflated share prices and they didn’t stand a chance of recovery when the boom turned to bust. But what of Dubai’s fate? Surely it is built on a more solid sustainable foundation?

If you judge Dubai on its image, then the brand equity has taken a hard hit. Dubai needs a stronger idea, one based on more than just short termism, financial reward and the glamorous set. A brand idea that signifies what’s great about the region, its rich heritage, its unique multicultural Arab and Western community and all that it has to offer. Right now Dubai needs a brand that will work hard to regain the trust and confidence of the people that visit, live and work in the region.

Brand Dubai is vulnerable. The region needs to look within to really identify what it stands for and use that to build a firm brand strategy based on values and culture. Dubai has learnt the hard way; global assumptions are tough to change, but if the city looks to project its reality rather than its image, perceptions will follow suit. Only then can it start to carve out a uniquely sustainable position in the eyes of the world.

21 April 2009, posted by Abed Bibi and David Bruce

What makes a great place brand?

At times you can’t move for wonderful places telling you just how good they are. As I sat glued to CNN’s US election coverage I was struck by the number of emerging economies setting their stalls out for inward investment. London’s traffic lanes double up as travel brochure, as taxis emblazoned with stunning destinations and their promises sit impatiently in line. Admittedly the scene is interrupted by the occasional sad Icesave chassis, though we can safely assume Iceland the country will not be advertising its innate financial expertise any time soon.
 
Many of these campaigns have been produced by a compulsive alliterator let loose with an atlas; Business Friendly Bahrain, Incredible India, Malaysia Truly Asia.  And yet, with a few notable exceptions, hardly any of them actually stand out.  Too samey and ‘me too’. Gone and forgotten.
 
But beyond the marketing spin more interesting things are afoot – and there are significant parallels with the non-place branding world.
 
Draw on what is special and true
In a connected world where people can increasingly get most things everywhere, what is it that only you bring – and why is it so damn good? Celebrate what’s special. In this connected world you can’t hide behind myths – consumers are just too savvy for that and you will be busted.  So forget attempts to brand citizens because it will fail. It’s the same for non-place branding; you can’t ‘brand’ employees – engage them yes, but don’t try to control what they think.  
 
Think about your brand as a flexible platform for participation - not a fixed badge
No place can be one glossy thing.  Brands in general are becoming more flexible – check out the NYC identity, with its infinite combinations reflecting the variety of life in the city. The London 2012 brand is based on the idea that it’s everyone’s Olympics - inspirational, encouraging access and participation. Containing neither sporting images nor pictures of London landmarks, the emblem shows that the Games is more than London, more than sport.
 
Allow for powerful collaborations between brands and provide experiences
The China Now initiative was a collaboration between the UK business community and China – aimed at correcting some of the prejudices held about the country, in the run up to the Olympics.  Not through an ad campaign, but instead a series of experiences.  China Art Now – a collaboration between HSBC, the V&A and China - stood out. Think about what each collaborating brand brings and gains: HSBC builds on its world’s local bank positioning, gains innovative, creative and sensitive; V&A brings artistic gravitas and gains unstuffy, contemporary and challenging; China draws on the authority of both its partners to ditch the perception of low cost manufacturing imitator, and gain one as nurturer of creative talent.
 
Use your brand as the springboard to successful innovation
At Wolff Olins we use brand led innovation to help our clients to grow. In fact our recent research with the Oxford’s Said Business School shows that when you start with your brand you are more likely to create new products services and ways of working that will succeed. Brand led innovation is happening right now in London and Paris at the Japan Car exhibition. This event successfully reflects what’s special about Japan’s industrial development and its culture. Add to that the unique design abilities of Japanese car manufacturers, and a new area of opportunity for brand Japan arises: ‘the driving force behind transport solutions for twenty-first century cities’. Using the country brand to move into global issues of urban transportation in a carbon constrained world - smart stuff. 

Image courtesy of NYC and Co

17 March 2009, posted by Melanie McShane