Alfa Romeo
I read this article about the new Alfa Brera in Evo magazine. In it the designer of the Brera, one of the great Italian car creators was described as the “Georgio Armani of sheet steel”. Nice insight, bish bosh, bash one strategy for the Alfa Marque.
Alfa Romeo. Couture in sheet steel.
Yellow Pages
It’s the ads stupid. Everyone bangs on about peculiar useage opportunities or the comprehensive nature of the listings but the real power of the Yellow Pages comes from the ads it carries in which hundreds of thousands of businesses tell them loads of intimate details about themselves. This intelligence is the heart of the brand whether it is delivered in paper form, on the telephone or online.
More of a phrase than a pithy statement but my idea is:
Yellow Pages. More businesses tell us more about themselves so we can tell you more about them.
Greenpeace
If you give money to most charities and NGOs you end up saving some humans. If you support Greenpeace you save humanity (contrary to their assumed interest in whales and the like).
Greenpeace. Save the humans.
The Daily Telegraph
Not my read of choice but I was interested in giving this paper a role in more people’s lives. Given how redundant the Conservative and Unionist party is as an effective opposition to Labour the media has had to step in and fill the vacuum. This is a role that a paper like the Telegrpah should embrace with open arms.
The Daily Telegraph. Her Majesty’s official opposition.
ING Direct
This is a low cost, high rate direct banking operation. I’m interested in exposing the economics of direct banking and striking up a reciprocal deal with the consumer. You leave us alone as far as possible, our costs stay down and your rate stays high. Very adult to adult. Very ‘you scratch our back and we’ll scratch yours’.
ING Direct. Reciprocal banking.
Emirates
To be honest this would work for any airline brand. I got to thinking that the competitve threat airlines face isn’t other airlines it is not travelling and doing whatever it is you want to do by phone or online. Virtual communications are the enemy for an organisation that specialises in the rather superior idea of face to face communications. Emirates needed to reposition themselves as the champion of face to face communications.
Emirates. The face to face communications company
The Science Museum
Arthur C Clark has 3 Clarks laws about scientific discovery. The third states that “Any sufficiently advanced technology is indistinguishable from magic.” And if you think about it every major scientific achivement from the steam engine to manned space flight to genetic engineering must have seemed an act of pure magic when first experienced. Voila, an exceptional new positioning to engage the Potter obsessed generation.
The Science Museum. A history of magic
Coffee
I’m tired of coffee strategies built around taste and sociability. This is possibilty the greatest recreational drug discovered by mankind – a fundamental facilitator of civilisation. By replacing alcohol as the beverage of choice in the western world it created an populous that was wired and wildly creative rather than drunk the entire time. Little wonder the establishment has always been more interested in closing coffee houses than pubs. Coffee continues to play a potent role in human mental endevour making our brains sharper and more agile – albeit in short bursts. What is interesting about coffee is what your brain can and does do while caffeinated.
Coffee quickens the genius
Wales
I worked for the Wales Tourist Board and lost it to Wiedens in a statutory review. All’s fair in love and advertising and the Wiedens’ work is very good if not very ambitious. Here was my strategy. I wanted to say something about Wales that was competitive globally not just against the local competition and for me that had to come from the people and not the landscape – a people that have an eternal loathing of the establishment and establishment values. From their resistance to Saxon invasion, the survival of one of Europe’s most ancient languages, non-conformist religion and the radical politics of the twentieth century Wales has fought for values that run counter to the orthodoxy. Infact for its thousand years of spirited opposition to the status quo I vote Wales the original counter culture, a place that makes Amsterdam, Haight Ashbury or Marrakesh look positively lame.
Wales. The original counter culture
Mothercare
Mothercare is all about motherhood and its been in all sorts of trouble over the recent past. It is missing a trick and the clue is in its name. These days mums need one thing more than anything else – their mums. Traditionally a mums mum would have supported her daughter throughout pregnancy and the childhood of her kids. Not any longer. One of the results of women having children later is that their mums are themselves alot older. It is years since they will have been a mum themselves and even if they haven’t forgotten the score the theory and technology of child rearing has left them behind. Add to that the greater distances that mums mums live from their daughters, decades of being told to butt out of her life and the rather more attractive role of grandmother and you realise that mums need their mums and the latter no longer play ball. Mothercare should take on the mantle of being a mum’s mum.
Mothercare. Care for mums.
WHSmith
No way am I telling you about this – hope springs eternal that they will knock on my door. Its genius though.
WHSmith WIP

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