As part of a new weekly feature series, I plan to post brand touch points across a spectrum of brands and media platforms that interest, inspire and provoke thought…amongst more analytical posts on Brand Musings.

This week we’re kicking off with three little words which arguably clutch to the basis of a country’s manufacturing industry… “Made in Germany”. 

“Made in Germany” doesn’t just indicate the products origin, it signifies technological superiority, good design and above all long lasting durability. In a consumer age were throw away culture has become the norm, a “German car”, “German appliance” refer to much more than a geographic origin, but a choice to buy understated, robust quality.

There are many well known German manufacturers, but the following interested me – videos which reiterate a very German obsession for quality, durability, perfection. And what better way to prove the superiority of a product than show its complex, articulate production processes?

Leica Lenses: 100 Individual Pieces in 1 Lense

Gardena Garden Tools: 3 Years of Australian Sunshine

Miele: Crash Testing Appliances

Logo tribute “Thanks, Steve” created by Jonathan Mak Long, a 19-year-old designer living in Hong Kong

The world has been rocked this week by the death of Apple’s co-founder, Steve Jobs. News sites and blogs are abound with fascinating assemblements of Steve’s profound influence on..well, the world. And whilst the Brand Musings blog never likes to follow suit, Steve’s death this week could not be overlooked – simply look at the header of this blog for the reason why.

Steve Jobs accelerated the world’s now prolific hunger for technology, but unlike all Apple’s competitors executed this in a way which perfectly combines high design, simplicity, usability and convenience – the resulting success measured in the legion of happy, loyal..not customers, but “fans”. Casting our minds back to the pre-iPod era, a world where technology was fast becoming only a commodity  and where good design, function and usability were often overlooked all caught up in a whirlwind of the 90′s faceless corporate hyperbrands, Apple came along with a product set to change all this.

The iPod, and every succeeding product thereafter, enables consumers to buy in something truly special: an ergonomic, high design device that seamlessly integrates into the user’s life, an extension of their being: a radical brand experience. For many of Steve’s fantastic accomplishments have been noted, his driving force behind the Apple “brand” and indeed the very fabric of branding as a whole must also not be overlooked. From the products which come in perspex boxes with no printed manual, the glass, wood and stone combinations now common throughout all Apple stores to the legions of dedicated Apple fans, truly Jobs and his team created one of, if not the best, example of successful brand, product and consumer syntheses in the modern day.

I have no doubt that many of the talented individuals at Apple will drive to keep Steve’s inherent values alive at Apple for many successful years to come. But I can’t help feeling a touch of the magic has gone. Thoughts and prayers to Steve’s family, friends and co-workers.

Luxury outdoor furniture company Dedon has used photography as an ultimate branding tool.

The human eye is said to process images in 1/25^th of a second- meaning a brand has only mere seconds to make an impact. Photography as a branding tool shouldn’t be underestimated in today’s increasing visual culture- simply compare a print ad from 30 years ago and today you’ll probably find a big difference in amount of copy.

An articulated strategy could be greatly undermined by bad, uninspired or a complete lack of photography altogether. The careful use of photography can better articulate, enhance or even shift entire brand perception.

Adding Trust and Value 1: Photographs of the Product

How product photography appears could impact negatively on the brand image, and trust in the product: Does a badly taken, pixelated, blatantly Photoshopped photograph really convey the quality and attention to detail the brand was going for? Does a complete lack of photographs altogether suggest the brand is trying to hide something, or too ashamed even of it’s product? And most integral of all, does the product in the photograph look like the actual product the consumer will receive?

If possible, the necessity to invest in quality product photography conducive and consistent to the brand image will surely enhance consumer trust. It can be difficult, and all to often at the whim of manufacturers to impart if outside the brand’s control. Value and trust, however, are greatly added by presenting an honest depiction of the product, and will, therefore, have a latent effect on the brand.

Adding Trust and Value 2: Context

The technological material advances of Chilewich's woven fibre tableware is softened by placing the product into context. Instantenously the laid table forms a connection between consumer, brand and product.

Instantaneously the unknown product is plunged into context when we see it in a room, in a hand, in use. And whilst we might know subconsciously the smiling model handling the product under perfect lighting is a fixed, conjured image- on the surface a person using the product provides an instant human interface between consumer, brand and product.  It’s the age old marketing ploy TV advertising has used for years- we know the “consumer testament” advert format is clearly fixed, but on the surface believable, and it works.

Making the Brand Part of Photography

Photography’s high value in depicting product views is undeniable. Taking this further, however, photography can play an integral role in construction of the brand image.

Take a look at the photograph below, from one of my favourite brands, Bisazza:

A product photo or something more? The careful placement of luxury objects helps constructs Bisazza's brand image.

You’ll find a post on them here but this Italian tile manufacturer has propelled itself into the echelons of high end luxury fashion brand. Of course it’s about knowing your customer, but this a product shot for one of its decorative series of tiles. The table lamp is by top designer Jamie Hyon, the “book” is Visionaire-  a series of highly exclusive fashion magazines (whose contributors are top designers and limited print run afford it a waiting list and hefty price) the twinkle of several Swarovski crystal candlesticks and not your average black candles all work together to plunge the viewer into the carefully constructed, exclusive high end design and fashion Bisazza brand image.

Making Photography Part of the Brand

Apple's photography is as much a part of the brand as the products themselves

It would appear that ever since Apple began depicting their products floating starkly against white backgrounds on gently reflective surfaces, so too did everyone else.

They may not have thought of it first, but their widespread infamy now means every time you see another brand’s product on a stark white background on a reflective surface, you can’t help but think, “Look at them, wanting be to just like Apple”. This a most perfect example of how photographic style, or treatment, when executed well becomes part of the wider scale brand image itself.

Brands to Doing it Right- the future?

Unfairly choosing from fashion industry perhaps, but I stumbled upon these two clothing brands some time ago. I absolutely adore the way the brand image is simplified and pure, with minimal use of logo and type, instead the rest left purely to photographic treatment.

Baron Wells photography by Rob Kulisek and Nick Lavecchia amongst others:

Baron Wells: Exemplifying a simplified brand image in favour of delicate, destinctive photography treatment.

Sophomore NYC photography by Cass Bird

Sophomore NYC's cool, simplified style inspired by downtown New York transends through photography by Cass Bird

Contact Us Roulette: Don’t Neglect the Website

The mandatory "Contact Us" page of a website: Can nobody think of a different image?

Google Image Search “contact us” and see how many stock images of people in headsets you see. Website photography is all too often neglected and for the sake of adding photography, generic stock images are used as a quick, uninspired fix. And that perception doesn’t bode well for the brand. Website photography can and will fill an entirely different post, but it should be noted that as another brand touch point, it should follow the exact same principles as the brand image.

In honour of Wallpaper magazine’s “Born in Brazil” June 2010 issue (a little late now, I know!), this post is a celebration and introduction to some notable brands which do it right, do it differently and most definitely do it Brazilian.

1. Havaianas

How could one compile a list of influential Brazillian brands without even thinking about Havaianas? Arguably one of the most well known brands to come out of Brazil, the company have turned the humble plastic flip-flop into a fashion icon. Almost synonymous with the warm, carnival loving country itself, Havaianas’ unmistakeable brand identity is surely one that leaves every creative slightly jealous they weren’t a part of it’s creation. And as a dabbler in Flash programming, my heart sank when I first visited their website- a tropical watercolour wonder.

A look through the history books cements this as a textbook “Cinderella” brand, by its own admission, and has taken a while to bloom. But it is now a dominant force both in its home and wider global markets. Read more on the Havaianas’ story in this interesting article on Safron’s blog.

2. OE Studio

If you ever spent hours indulging, or desperately searching for inspiration in any of Logo Lounge’s books for instance, then you surely will have come across OE Studio’s work. A creative agency formed from a collision of top multi-discipline talent, creatives in the company have equally been at home in Benetton, New York Film Foundation, IDEO and Harvard.

The agency formed through a belief in utilising art as a marketing tool- an element it believes which was and potentially is missing in many of Brazil’s corporate companies.

However, it is their work in brand identity creation which is most impressive, with a full and exciting portfolio which will restore your faith in good vector work. Similarly, OE Studio’s own brand identity is equally as impressive and the agency has spread its wings to form offices in Japan too. Take a look at their intricate website and portfolio. Don’t forget to feel jealous over the chic office space either!

3. Sergio K

Sergio K is a luxury menswear brand which amongst other notable strategic moves features cars mounted on the walls in-store and has enlisted Terry Richardson and his provocative style to photograph for them.

Fashion wise I absolutely LOVE the casual, yet sophisticated elegance of the line whose current S/S2010 collection features polo shirts and shorts which easily rival any men’s luxury brand here in Europe.

The mature, high end feel injected with a bit of Brazillian passion is a sure winner, let’s hope Sergio K will be beckoning at Europe’s door soon enough. Check out the website here.

4. Beauty’In

The link between how what we put into our bodies and its effects on our external appearance and health is a science as old as man. Yet these days we seem so concerned with beauty products that we use externally, it seems like we’ve forgotten the adage, perhaps, “you are what you eat”. On the shelves of  Brazil, however, a new drink is rivalling the likes of Coke with one unique benefit: it’s conducive to your health and your looks. As yet the brand doesn’t have a dedicated website, but you can learn of it’s unique founding and see the intricate packaging in this article by its innovator, Interbrand.

I have recently been asked to take part and feature in Silent City Exhibition, along with many other exciting creatives and artists, which is going to be held from Friday 7th to Monday 10th of May, The Rag Factory (just off Brick Lane).

Silent City is an exciting collective of 3 dynamic artists who plan to both curate and participate in a series of group shows around the four pillars of development policy – environmental balance, economic grown, social inclusion and cultural diversity.

The first exhibition, “Part 1″ , which opens on 7th May, focuses on how environmental issues impact on 3rd world countries and populations. The mix of vibrantly different creatives, artists and mediums tackling aspects of this issue offers an exciting, differing and challengng view to this much talked about topic.

The exhibition seeks to challenge the utopian views fabricated by the Western world about climate change, and it’s insistance on prioritising the its needs before those suffering the direct disasters and effects of  climate change in 3rd world countries.

Silent City’s Part 1′s mix of creatives, fine artists, film makers and even graphic and branding fanatics like myself promises to present the issue of climate change in an interesting new light, a much needed cry out in a world where constant ‘climate change bombardment’ is beginning to fade into the background.

Please visit the Silent City website here for more information about the collective, the exhibition and the other artists taking part. If you are nearby around any of the dates please do take a look.

Check out the Silent City blog t00.

Phase 1: Bohemia by Empire of the Sun

Not actually sure where this new Bohemian movement came from, but Australian “Empire of the Sun” seem like a good start. Their mix of dreamy eletronica, haunting vocals and equally as fascinating video and art direction even caught the eye Jay-Z.

Phase 1: Bohemia by Empire of the Sun

Phase 2: Bohemia Mocked? by 3Oh!3

Colorado based 3Oh!3′s debut video for song “Don’t Trust Me” featured shots with the band members sporting only moderate attire, face and body paint. Take not also of the elephant silhouettes against sunset orange tones in the background, and you’d be forgiven for thinking they were laughing at/with Empire of the Sun, especially when compared with the image above.

3Oh!3- Bohemia Mocked?

Phase 3: Bohemia in the Mainstream: Alicia Keys

New York R&B sensation Alicia keys released her album “The Element of Freedom” earlier this year, with artwork complementing the album title perfectly.

Alicia Keys brings Bohemia into the mainstream, 2010

Phase 3: Bohemia Picks Up in the Mainstream: Kelis

Similalry, R&B singer Kelis is due to comeback this year with a new sound and album. Her new, more electro sounding release “Acapella” features a video laiden with feathers, jungle scenes and even neon purple homeage to Avatar!

Kelis- Bohemia in the mainstream set to stay for a while?

Boots Advantage card promotional image (left) and website screenshot (right)- indications of the clear female targeting. But what about men who are increasing their spend on grooming, and want some reward?

Male grooming- a much talked about cultural activity that is surely gaining in popularity, some might say fast becoming a societal expectation.

A British high-street institution; Boots have subtly but surely increased their male grooming offering in line with this, even at the beauty counter where high end brands like Clarins and Clinique male skincare resides. And like woman, many men I’m sure warrant that their increased spending on grooming deserves a little reward. It’s the long-cherished feeling of a store actually giving you something back- just like the Tesco Club Card or Nectar Card.

You will see my puzzlement then, when I myself received a white Boots Advantage card with a very pink logo….and further puzzlement when I discovered to gain access to my points and offers in store, I had to use a bright pink machine wedged in between palettes of shimmering make-up.

Being more concerned with the potential money savings than the clear female targeting going on, I went ahead and got my points vouchers. But I couldn’t feel that Boot’s is missing out on a real opportunity here: on one hand they encourage men to buy into grooming, and on the other potentially putting them off regular spending with a loyalty card which is very pink, principally targeted to woman. You may think it small minded of me to suggest that the loyalty Advantage card be coordinated to very basic human stereotypes: blue for boys, pink for girls, but I would then point to Gillette and how they target consumers. Surely a sure barometer in the grooming products market?

Gillette worked out a long time ago that in order for their grooming products to appeal to men, the products synthesised with sports, sportsmen, sports cars, the colour blue and general overt masculinity.

On the other hand, they similarly worked out how to target woman. The “Fusion” 5-blade razor and its heavy masculine branding went through some cosmetic changes and was dually reincarnated as “Venus”- curvaceous, pink, white, floral, silky, fresh and targeted to woman. It’s the stereotypical science behind grooming product marketing: woman are sold a way to enhance femininity and general wellbeing; men are sold products which will become an extension of masculinity, sports ability and pulling power.

Same product different targeting? Gillette worked out long ago what to do when it came to targeting woman and men. Shown above are adverts for the relativley similar Fusion and Venus 5-blade razors.

This stereotypical concept then potentially needs to be applied to the Boots Advantage Card. There’s no secret that loyalty cards allow retailers to analyse their customer’s habits- invaluable data for Boots in driving an increase in male spending. And with a more dedicated look and feel, men won’t feel so put off wanting to spend more in-store on grooming products and being rewarded for it.

Remember Boots: men are from Mars, and woman are from Venus.

A simple paint job? By simply altering the Advantage card branding to make it more appealing to men, Boots could see an increase in uptake by men who are willing to increase spend in-store but were previously put off by the very pink Advantage Card marketing.

Time to focus away from brand strategy in its entirety now and a bit more on graphic identity for this post. A great interest of mine is the word of commercial aviation and naturally the branding of airlines, an industry that never fails to intrigue and inspire me.

Vietnam Airlines may not be heralded in everyone’s mind as a noteworthy brand identity, but that I hope is the point of this blog, to sometimes bring the unexpected. National or flag carrying airlines are far too often constrained by the need for the brand to showcase national identity. Not that this is an immediate problem, but more often than not in the years before the 2000’s this perhaps was taken too literally- with the varying colours and motifs in a nation’s flag imminently making their way onto the sides of aircraft, terminal signage, carpeting, upholstery and uniforms. Some airlines got this right, some hideously wrong.

Since branding’s role in the airline industry is changing and the realisation that graphic identities needed to convey so much more than just national pride, a near revolution has occurred in the latter part of the 1990s and beyond in airline brand identity. With the way the world’s economics lie today, branding potentially is at its most important.

Unfairly perhaps, Vietnam Airlines is wedged in the Asian airline market where service and brand image are world leading. Many of the region’s carriers often come out top in global airline awards, so it is clear why the airline needed to establish itself firmly as a global player.  Here’s a shot of Vietnam Airline’s previous brand identity on one of their aircraft:

Vietnam Airline's old and a little outdated brand identity, up until 2002

On October 20^th 2002 the airline rolled out its new brand identity, along with a completely repositioned business model, route structure, fleet and operations. A far cry from the identity before, Vietnam Airline’s new identity centred around the lotus flower and a sumptuous colour palette of gold, metallic blue, grey and white- in my opinion one of the most stunning  airline identities around. Its selection of the lotus flower so too it is a barometer for change in flag carrying/national airline branding; of a focus more on the culture and people of a nation than straight forward patriotic aesthetic.

Vietnam Airline's New Brand Identity, Unveiled in 2002.

According to the airline the lotus flower is a Vietnamise symbolism of respect of ancient culture and traditions, of great resilience to difficulties and of enlightenment and perfection- it is a sacred flower. In selecting this symbolism as a key part of its identity the airline has crafted an ingenious brand identity that will inspire loyalty from the local culture and additionally appeal to consumers abroad. As well as those other connotations the lotus flower is also resplendent of luxury and the exotic to those consumers abroad, and sits well with what is expected from any luxury brand presently.

Vietnam Airlines Stunning Aircraft Livery, mocked up here on the Boeing 787 the airline ordered in January 2008.

The identity has transferred well to its other applications too. The website has been given a clean, modern feel whilst good photography, even of those destinations not in Vietnam, further enhances the brand image. The airline’s new colour palette is such that it can additionally be applied to the various other brand communication points. The aircraft interiors have been dealt with sympathetically with the business class seat in the airline’s exquisite blue colour with a lotus patterned fabric up the centre, and economy in grey. In a shift away from the palette cabin crew are uniformed in traditional inspired red and gold or suits for gentlemen.

The airline's new brand identity has transferred well across all brand touch points- uniforms, seating and website shown here.

Vietnam Airlines has successfully repositioned itself as a serious global player in the airline industry- underpinned by a strong brand identity. The new identity is  eye-catching, unique and challenges convention with regards to how national flag carriers brand themselves. Vietnam’s identity showcases a shift from the obvious to a more subtle, sophisticated identity which connects with a wide ranging audience on a more personal level, harbouring Vietnamese culture and history whilst also appearing contemporary.

A little more about Vietnam Airlines here.

The ultimate all-in-one?

The Pomegranate Phone’s website functions much like any other model specific micro-site you may have ever visited for Nokia, Sony Ericson etc., right down to the near cringe-worthy, guitar string heavy ‘trying to be cool’ music loop. Except in addition to the many generic features we’re used to these days such as MP3 playback and inbuilt GPS, the Pomegranate Phone apparently functions also as a projector, coffee maker, shaver, harmonica and voice translator. I will admit for a minute thinking, “wow, I wonder if Apple know about this?”, but come on, I can’t be the only one, right?

The Pomegranate NS08 is actually a viral marketing tool devised by Communications Novia Scotia as part of their “Come to Life” campaign. So in actual fact, the entire phone model is a spoof…once you click “Release Date” on the website it redirects you to a page about the various opportunities in Nova Scotia, linking in with the tagline “Someday you’ll be able to get everything you want in one device.  Today you can get everything you want in one place.”

And here we have a wonderfully executed example of a well devised campaign for the branding of a place. The Pomegranate Phone plays very specifically to a key target market audience- Novia Scotia wish to attract potentially younger, diverse, energetic and business minded people- the sought who would be avidly interested in the latest devices and technology. At the peripheries of this campaign too, “smartphone mania” is indeed a global phenomenon with media about the latest smartphone contender or applications ganing more and more coverage, so the scope for a wide audience is massive.

The campaign cost US$300 000 but is seen as well worth it considering the Pomegranate Phone website gained an ever growing 1,100,000 visits since its inception in September 2008. A bit late off the mark perhaps in my case blogging about it now, but it is still being talked about.

As for the campaign itself, I did feel that because the Pomegranate phone website was so well executed the actual Novia Scotia website feels a bit too disconnected. It would have been nice to see a more unified identity across the whole campaign, not just the viral spoof. The transition from the slick maroon and white pomegranate phone website to a more colourful, busy Novia Scotia website did feel a bit too expected. In order to harbour interest from the same target audience that visited the phone site, a slicker look and feel should have been applied to the core of the campaign, where visitors will decide in an instant whether or not they’re interested in Novia Scotia.

Visit the Pomegranate Phone microsite here.
Visit the Novia Scotia link page here.
Visit the official Novia Scotia “Come to Life” site here.

Are failures in the in-store retail experience being excused by the online store?

The in-store experience of any retailer is arguably a key part of the brand experience, and one that being full of variables requires careful management. But is the in-store experience being eroded by mouse invasion?

Of course I refer not to vermin infestations, but an increasing over reliance by retailers to point to the Mecca of the online store to make up for failures in stock, customer service or answers to questions they simply don’t have.

Of course I don’t dispute the need to have an online store, but in certain instances where online shopping actually isn’t convenient for the consumer and they have made the effort to travel into a store, it can be highly frustrating to be redirected back to the cyber world by an unenthused sales colleague.

There’s no doubting almost every retailer needs an online store, in fact at times when you discover a brand doesn’t have an online store or stockist they can seem a little behind the times. Online stores offer an easy way of enhanced customer communication and brand contact as well as a platform for increased product ranges.

However, a balance needs to be delicately struck between harbouring a satisfactory in-store experience and what is offered online. Despite the ever evolving on-line world, physical store space shouldn’t be neglected just yet.