Right Brain, Left Brain Blog

73 posts categorized "Business innovation"

27 April 2016

Free your social conscience

The latest Persil #DirtIsGood campaign shows just how powerful brands can be when they align themselves with the right cause, says Lou Garrod of Sense.

“Daily outdoors time is probably the most important part of my day,” says an inmate of Wabash Maximum Security Prison in Indiana, USA in the latest Persil TV ad.

“To walk out that door and feel the sun on your face, it’s everything to me,” says another.

Each inmate is allowed at least two hours outside ‘yard time’ every day. But what has this got to do with Persil?

Continue reading "Free your social conscience" »

15 February 2016

Super Bowl 50 Reflections: Why MINI's Big Tent strategy was the real winner

All in all, Super Bowl 50 was probably not the best year for creative, but one campaign stood out head and shoulders above the mass of mediocrity.

The annual sporting extravaganza yet again served up some of the highest budget campaigns of the year, with brands vying to compete for the attention of a worldwide audience. Overall, humour and celebrities were the core themes of the day, but despite brands forking out a record $5 million for a 30-second spot at the big game, the quality of creative left a lot to be desired.

While various companies had their own scoring systems – from social buzz to video virality and brand sentiment – there was one ad in particular that beat its rivals by capturing a key marketing quality that stands for something much bigger in the long-term – and it was the ad that most resonated with me.

Continue reading "Super Bowl 50 Reflections: Why MINI's Big Tent strategy was the real winner" »

31 October 2014

Dear Jeff Bezos...

Jeff

Dear Jeff Bezos,

Your latest financial earnings report really got me thinking. Why do people buy from Amazon today? Two reasons spring to mind:

1. Because Amazon is convenient (customers know they will find everything they need, at a good price that they don’t have to spend hours comparing).

2. Because Amazon is reliable (fast delivery and easy returns process).

In short, Amazon is easy and you know you won’t be disappointed. It does exactly what it says on the tin.

Differentiation is great, but it’s only necessary in a few relevant aspects. Being the first to do ‘XYZ’ may be cool, but online shopping has grown up and today people don’t buy from you because it’s cool - they buy from you because it’s easy and they won’t be disappointed.

Continue reading "Dear Jeff Bezos..." »

08 July 2014

Think small and be mighty

Contrary to what you might believe, being “big” isn’t easy… especially from a marketing perspective. In a recent piece of research undertaken among senior executives at global organisations, we found a number of key areas in which these brands felt they came up wanting compared to smaller more nimble challenger brands.

The research targeted a range of industries including, oil and fuels, soft drinks, healthcare, agriculture and financial services, and covered the following markets:  Australia; UK; France; USA; Africa; and Singapore. What we uncovered was that regardless of industry or market there are three common complaints that appear to be undermining the business agenda.

Continue reading "Think small and be mighty" »

26 March 2013

The Quest for Provocation

It's a fact of life - the same route to work, the same coffee shop, the same issues pilling up in the in-tray - we can’t avoid the comfort of the familiar. Without realising it we all get very good at ‘pattern thinking’ - repeating today what worked yesterday. The history of commerce is piled high with once great businesses that were so focused on their current competencies and investments that they failed to spot the new wave of opportunities, and eventually it drowned them. This disruption theory is well known to corporate innovators. What is less well known is just how powerful a programme of provocation is – experiences that are designed to deliberately broaden the minds of executives.

Continue reading "The Quest for Provocation" »

08 February 2013

Oreo catches fans by surprise at the Super Bowl!

By Cream Editorial

Fans frustrated with the 34-minute power outage at the Super Bowl in New Orleans were flooded with innovative advertising messages to keep their interest going during the blackout. Chief amongst these brands was Oreo, which stole the show with a tweet-cum-ad - while players milled about on the fields in darkness, the brand created an image of an Oreo set in light, shadow and darkness. The ad pointed thousands of followers to the line below the image that went: ‘You can still dunk in the dark’.

Continue reading "Oreo catches fans by surprise at the Super Bowl!" »

24 January 2013

Awards open for Asian start-ups!

By Cream Editorial

Budding Asian entrepreneurs, who had winning business ideas but hadn’t found investors/partners to back them up, can now breathe a sigh of relief. The Festival of Media Asia 2013 is all set to launch the concept of M.A.P. (Media Accelerator Programme) in Asia, after a proven successful launch at the Festival of Media Global 2012.

Continue reading "Awards open for Asian start-ups!" »

20 November 2012

How do brands choose a design for sustainable living?

By Ian Birkett, Corporate Culture 

The likes of Unilever and Marks & Spencer are amongst the ranks of blue-chip brands looking to bring sustainability firmly into the centre of their long-term business plans.

Unilever’s Sustainable Living Plan and Marks & Spencer’s Plan A set out their visions for helping consumers live more sustainable lives. Furthermore, these blueprints highlight how they are more responsibly using vital resources such as water and energy in their manufacturing processes.

Continue reading "How do brands choose a design for sustainable living?" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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