Collection » Brian Richards

Living In Logoland: Lapses in brand thinking

-

Brian R Richards

-

On February 18th a public competition was launched to come up with a logo for the new 'Super-City' Auckla...

Elastic Brand?: Stretching '100% Pure'

-

Brian R Richards

-

New Zealanders have always been proud of our ability to over-achieve for our small population. As a prime...

Brand Tactics In Tough Times: How to gain better brand traction

-

Brian R Richards

-

A quick look at recent history shows economic recessions are fairly regular occurrences. Uncomfortable re...

Think: Creating and articulating an achievable national vision

-

Brian R Richards

-

No one as yet has defined New Zealand's pathways into the future with any tangible understanding for peop...

Growing Waste-Lines: Designing for our ethical environment

-

Brian R Richards

-

Today’s consumers are openly moralising about diet, health and lifestyle. Price is just one factor. Peo...

Sensory Branding

-

Mike Hodge

-

Businesses will go to interesting lengths to imbue their brands with emotional pulling power. One trend ...

The Name Game

-

Mike Hodge

-

When it comes to finding the right name for your new business, product or service, the Oxford English Dic...

Weaving A New Fabric

-

Brian R Richards

-

Born in the backdraft of World War II of Lebanese, Pakeha and Ngati Tu Wharetoa descendants, I have alway...

Out Of The Wilderness

-

Mike Hodge

-

Scratch below the surface and you invariably find a seam of bright Kiwi companies quietly taking on the w...

Beyond The Big Bang

-

Mike Hodge

-

We’ve all been there. Brand launch night. The CEO at the rostrum oscillating between smugness and uncer...

Living in One’s Own Story

-

Brian R Richards

-

We are entering a new era of branding, where people want to live vicariously in a story, which attracts t...

Beyond Regional Doubt

-

Stacey Gregg

-

Market the region, not the country, says the brains behind Zespri, Brian Richards. While Saatchi & S...

Kermadec - A Coherent Design Story

-

Debra Millar

-

Architecture, graphics and uniform design are interwoven to create a rich layering of Pacific imagery. ...

Psychic Premiums In Brands

-

Brian R Richards

-

For many of us the gentle slide backwards goes unnoticed as undeveloped nations with cost advantages trad...

Redefining Your World: How to sell green products to everyone

-

Julian Smith

-

Natural, green, ethical. Yeah, yeah, yeah. We've heard it for a while now. In many ways the collective su...

The All Blacks Brand: Does success hinge on one event?

-

Rahul Sharma, Julian Smith and Professor Rod Brodie

-

With the Rugby World Cup less than three months away the pressure on the All Blacks to win is building to...

Ralph Lauren’s Little Pieces on an Ideal World

-

Brian R Richards

-

I loved Ralph Lauren's reply to a fashion journalist when in launching his fragrance Safari it was discov...

Capturing your Ave’ia

-

Brian R Richards

-

Brian Richards opens TCI’s International Conference of Economists and Planners challenging them to meas...

Brand Tribalism

-

Brian R Richards

-

Brands need to stop acting like a company and start behaving like a movement. Tribalism is the most power...

Are you Plain, Ruled or Squared?

-

Brian R Richards

-

Tribal Marketing of the Mundane. I've recently noticed that I'm not alone in clutching my trusty moleskin...

Checking Jeremy's Underpants: Icebreaker's Brand Review

-

Brian R Richards

-

Stripping things back to the bare essentials and maintaining your Brand’s “Ewephoria”. I think all...

FIFA's All Powerful Brand Is No Longer Infallible.

-

Brian R Richards

-

FIFA's all powerful brand is no longer infallible. Like the Catholic Church they believe in one holy apos...

Olympic Brands - From Pencils to Pixels.

-

Brian R Richards

-

We are about to see an enormous celebration of nationality in the next few weeks across our televisions. ...

Jingoistic Smugness - How to ruin your Heritage Brand

-

Brian R Richards

-

New Zealand doesn't have many heritage brands nor does it seem to understand how to cherish them. Air New...