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Friday, 6 March 2015

Welcome to all

Last Thursday, the Master of Marketing program at the University of Sydney Business School was proud to welcome close to 30 new students to our community. Dr. Pennie Frow offered orientation sessions prior to the induction ceremony, at which Salil Kumar and I had the pleasure to meet a bunch of new students. Honorary Associate Professor Terry Beed once again executed a phenomenal evening for the program.

We all were also able to welcome guest speakers and industry professionals, Wayne Kingston, Ineke Williams, and Master of Marketing alumnus, Olivia Holtz. All of the speakers told interesting stories about their experiences, but more importantly, projected important forecasts onto the next generation of marketers sitting in the room.

(Photo by Salil Kumar)

The most exciting parts of the guest speaker's information was in regard to the importance of digital technology and the advancement of it. Both Wayne and Ineke felt very strongly about the integration technology and digital services will have with both life and business in general.

Over all, the new students seemed to enjoy the night and we are looking forward to connecting everyone with their new buddies - that way they can get accommodated and introduced more to the program and start connecting with all of their new group and cohort members.

Salil and I also had some time to reflect on the journey we’ve taken since one year ago when we arrived as new students to the program. Now having completed our consulting projects, the road ahead seems more open than ever. We have truly been a part of excellence and learned a lot from our peers, and now, look forward to seeing our friends continue on in the program and the new students thrive as well.

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

Wednesday, 4 March 2015

How Jamie Oliver can teach us more than how to just cook Carbonara

A chef. A restaurateur. A business man. An author. A TV personality. A campaigner.  A publisher. A brand.

Yep, there’s no denying it. Jamie Oliver is one busy lad.

However, if you peer beyond the flannel button-ups, cheeky grin and cockney accent, do not be fooled, as this “boy next door” is definitely no accidental global sensation.


British Chef, Jamie Oliver – More of a brand than a chef, Source: Daily Mail UK

Unlike many of his British counterparts such as Gordon Ramsay and Heston Blumenthal, Jamie’s journey as a chef hasn’t been trickled with Michelin Stars or public tales of Kitchen Wars. Indeed, it could be assumed that if an almighty cook-off were to take place, Gordon and Heston would probably win through food tales of foams, confit and multisensory cooking techniques. However, if we were to compare the size of each chef’s global empire, the significant advantage old Jamie has stems from a marketing and branding strategy that is characterised by rigid discipline.

“Jamie Oliver” the brand follows a classic character archetype of being an “everyday guy - who just happens to be a passionate everyday chef.” Creatively, this identity has been executed both visually and consistently across every brand touch point around which his friends, fans and future customers interact. 

His marketing team have leveraged the concept of content marketing to an entire new level by focusing on traditional story telling techniques that enable the reach of his brand to go beyond cultures, geographic locations and personalities. Furthermore, by implementing a personalised communication strategy that plays throughout his business, brand, social media, books, press and even clothing attire, it enables customers not only to recognise what his brand is about, but most importantly, recall it during a decision making process. Like any strong relationship, the value proposition that is fundamental to Jamie’s overall success is that his fans feel as if they are learning from a “friend they know well and can trust”.

Indeed it is clear, Jamie Oliver is man with a very clear mission. Yet there are some pertinent facts that all of us as marketers could take away from the branding successes that this original “Naked Chef” has had. Yes, we all know attention to detail and creativity within a kitchen is key, but when assessing a brand’s overall marketing and communications strategy, there maybe one or two points we could take from their books.

Food for thought … Marketing 101 from a chef’s perspective:

Chef Rule 1: Freshness of Ingredients
Using stale produce, ingredients or vegetables in a dish are as detrimental to a chef's or a brand's reputation as having a stale online presence, imagery or collateral.

Chef Rule 2: Availability of Produce
Utilising limited / exclusive produce for a dish raises the overall value of the final meal. Similarly, strategically limiting the overall exposure of the brand within the appropriate target audiences increases the overall value of the produce / brand.

Chef Rule 3: Price

Using cheap or discounted produce or ingredients devalues the overall value of the final dish that a chef serves. In the same way, if the pricing strategy of a menu or product doesn’t correlate with the brands positioning strategy, this once again will devalue brand from the customer’s perspective.

Chef Rule 4: Customers
A dish is always created with a specific customer in mind. The chef would assess how the meal would integrate with the values, lifestyle and attitude of their customer base. Similarly, a brand’s website / digital presence has to be created with the intention to build and develop a consistent online community - a community of not only fans of the brand, but eventually also friends of the business.

Chef Rule 5: Partners
For any chef, the produce suppliers they work with and the partnerships they forge with them are key to the overall success of their restaurant and business. Similarly, the success of any branding strategy is dependent on selecting marketing partners (photographers, graphic designers, strategists, creatives, etc) who share similar values and goals. At the end of the day, your final dish is only as good as the suppliers that are used.

Natasha Menon
Current student in the Master of Marketing program at the University of Sydney Business School

Monday, 2 March 2015

Google Targets the Collaborative Economy

The term ‘collaborative economy’ has been floating around a lot in the past few years, with companies such as Airbnb & Uber transforming their respective industries by providing services as you need them, and through much more efficient (and usually cheaper) means. For those of you unaware of this term, it basically refers to an economic model within which people obtain goods and services from their peers – ranging from food, money, accommodation, transport and basically any (reasonable) good or service they may require.

Although Airbnb, Uber and oDesk have been at the forefront of the collaborative economy, it seems that Google is now gearing up to join them and will play a major role in this market going forward. Not only is the technology giant literally joining them (Google initially invested $258 million in Uber and is partnered with Airbnb), it’s also developing it’s own offerings to rival these businesses, and to provide solutions to other consumer problems that are better met within a collaborative market.

The most intriguing venture that Google has taken on is the ‘Google Self-Driving Car’ project, which as the name suggests, involves developing autonomous cars. Where this really hits home from a marketing perspective is how it’ll change consumer purchase behaviour within practically every industry imaginable. The automotive market is perhaps the first, with there most likely being a turnaround in car ownership as people begin to share or rent cars when they need them, as opposed to owning them outright. Other industries that may also see a complete turnaround are the fast-food, clothing, and grocery industries, with people becoming even less inclined to actually go and shop in person, and instead order and have good and services delivered to their homes.

The Google Self-Driving Car Prototype (Source: BBC UK)

It’ll probably be another 5-10 years before the Google Self-Driving Car and other technologies in this market really come into play, but it’s eye-opening how many industries are likely to be overhauled by the collaborative economy. What this does suggest is that in many cases, we as people are better able to meet each others needs by sharing and collaborating, instead of relying solely on third party sources. Although the collaborative economy won’t be the answer to all our problems, it does seem to address some, and is doing a pretty good job of it too.  

To read more about Google’s recent investments in the Collaborative Economy, visit the Web-Strategist blog.

By Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School

Wednesday, 25 February 2015

Virtual Reality hits New York Fashion Week

It’s that time of the year again when the fashion pack jet off for a month of Fall/Winter shows across the world’s most fashionable cities. With the first stop being New York Fashion Week, I was hoping to have some innovative branding efforts to report on, and was not disappointed when I came across the news that designer Rebecca Minkoff had filmed her Fall 2015 collection in preparation for releasing it later using virtual reality technology.

For those of you who may be unaware of term Virtual Reality (or VR as it’s slowly becoming to be known), it’s probably worth reading this post published by The Verge on this topic. But to give you a brief overview, it pretty much involves the use of ‘goggle’ like devices, which when you put them on, immerses you into a 360-degree, 3D experience. It’s being touted to revolutionise the gaming industry in particular, but also bring about greater efficiencies in other industries including real estate (gone are the days that you need to trudge between one property to the next), education, tourism and pornography (but lets not go there).

Virtual Reality Oculus Rift Device (Source: Inition UK)

Getting back to the topic of VR entering the fashion world, as much as it sounds like a completely new concept, the fashion world has always been ahead of the curve in broadcasting shows and experiences on digital platforms. Burberry was notably one of the first brands to live stream their fashion shows on their website and within their flagship stores around the world. VR therefore seems like a natural extension to these existing efforts, instead allowing fans and customers of the brand to take an actual (well virtual) seat on the front row, and experience the show first hand within their living rooms.

It was only halfway through writing this post did I realise that this wasn’t actually the first time that the fashion world had engaged with VR technology. It turns out that this time last year, high street retailer, Topshop, engaged production company, Inition, to create a VR experience for customers at their flagship store on Oxford Street. The result was a VR booth that allowed customers to virtually attend the Topshop Unique show at London Fashion Week, in between shopping at the retailer’s store.


No only did the venture win Inition the ‘BT Retail Project of the Year 2014’, it also created a lot of press for the brand, and engaged Topshop consumers in a way that had never been done before.

Now that it seems that VR will become a commonplace experience within the fashion industry, I’m excited to see how many brands will embrace this new technology, and whether it will lead to greater change within the industry. After all, if you can attend a show from virtually anywhere, what’s the point of inviting hundreds of members of the press, and holding a show in the first place? Although it’s probably not something we need to concern ourselves with for the time being, it’s still worth noting the power of this new technology, and the opportunities it may present brands in the years to come.

To read more about Topshop’s VR project, visit Inition’s Case Study.

Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School

Monday, 23 February 2015

The Oscars 2015 – The Superbowl of Product Placement

There’s been a lot of talk in the media recently about the goodie bags that this year’s Oscar nominees are taking away. The estimated worth of each individual bag has ranged at around US$125,000, and allegedly include a range of absurdly expensive luxury personal products, accessories, pre-paid holidays and even a year’s worth of Audi car rental.

Although the bags are not officially endorsed by the Academy, they have remained a part of the annual awards function for many years, and seem to continuously be growing in value. The main reason I wanted to bring them up was that it seems that the Oscars has become as much of a marketing event as the Superbowl. Whereas marketers around the world anticipate viewing the highly publicised ad breaks, it seems that a similar situation is arising within the Oscars, but instead the focus is on product placement within the actual show it self.

The Infamous Oscar’s Selfie taken with a Samsung Galaxy Phone (Source: Tech First Post)

Last year’s function is perhaps the best example of this, with Samsung negotiating the use of it’s Galaxy phones within the actual broadcast of the show, in addition to buying out several ad spots. Perhaps the most memorable moment for the brand (and everyone else who was watching that year) was when host Ellen DeGeneres whipped out the Samsung Galaxy for a seemingly impromptu group ‘selfie’. She then tweeted the picture, which quickly became the most retweeted Tweet of all time, and within 12 hours had amassed around 32.8 million impressions, was seen by 8.1 million people, and was retweeted 2.4 million times (and a year later it currently stands at 3.36 million).

Although it’s unlikely for such a moment to repeat itself within this year’s broadcast, it does leave room for thought as to how brands can continue to make their presence known within one of Hollywood’s most talked about award nights. Many brands do participate on the side-lines by sharing Oscar related commentary on their social media platforms, yet it’s probably quite difficult to actually demand a physical presence at the function without sponsoring the use of their products by celebrity attendees, or like many have done already, offering up freebies to feature in the nominee goodie bags.

As always, my focus will probably remain on the red carpet side of the awards show, but I do look forward to seeing the marketing buzz around the event, and spotting this year’s most visible product placements.

Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School

Friday, 20 February 2015

Time for new students!

Congratulations and a warm welcome to all of our 2015 commencing students in the Master of Marketing program. We are so excited to have you, and have a lot in store for you. With a whirlwind of a year-long course a head of you, we suggest that you take in all the social events and networking now, because pretty soon you’ll have to get down to business.

First, Program Coordinator, Pennie Frow, sets up an incredibly informational and strategic learning opportunity called a marketing simulation game. The purpose of this game is to not only introduce new students to each other, but to give them a taste of the type of thinking they can begin to expect to be doing throughout the program. This type of thinking is lateral thinking - and in order to solve some of the marketing problems faced within the simulation game, you’ll have to make decisions and project future movements based on market analytics from your previous decisions.

Next, new students will be invited to an evening induction event. This event will serve as a meeting place for past, present and future students, as well as current faculty and important industry representatives. This time last year, induction included the addition of the Australian Marketing Institute (AMI) accreditation to the program. The networking opportunities are endless to say the least.

Finally, new students will be linked up with a current student buddy. These buddies are meant to help us acclimate the new students, especially international students, to the University of Sydney student life and the program specifics. Typically, your buddy becomes your networking partner and is able to introduce you to all of the professors of the program. Buddies are also extremely useful gauging course work and work schedule balances.

So hopefully all of our new students are able to join us for induction, and we look forward to watching you grow into successful professional marketers. Watching the whole process start over is so bitter sweet. As it has now been one year since I was at induction, I can’t even begin to picture where the time went! But trust me, it’s the experience of a lifetime. Come hang out with us!


Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

Wednesday, 18 February 2015

Fifty Shades of …. From Hallmark holiday to the Hallmark of something slightly more naughty

Often ridiculed yet adored as the classic Hallmark holiday, Valentine's Day has long had a spotlight shone upon it as the commercial entity of “what true love stands for”.

(Ehmm…)

However, with red helium balloons, tacky-themed restaurant menus and copious bouquets of roses having always led the way, 2015 has seen this marketing- induced essence of romance take a slight shift in direction…

(Source: One of 8 “Fifty Shades” posts from my personal Facebook account that I noticed following Valentine’s Day)

And yes, before you ask, the above mystery Facebook-ee is completely aware their essence of “shock” has been used for the vital purposes of this Marketing blog-ism.

Having not actually gone to see this film, it would not be fair of me to place forward an educated statement regarding the irony of the highly awaited, yet somewhat scathed adaptation of “Fifty Shades of Grey”, that premiered globally on cupid’s own day. However, I feel it is safe to say that the kind of relationship portrayed in the film bares nothing in common with the kind of romance that Hallmark envisioned through its first form of Valentines Day’s cards in 1910.

Based on a book that sold 100 million copies worldwide, this trilogy, now turned global blockbuster, earned over $240 million alone during its premier last weekend. Consequently, regardless of critics' opinions and despite targeting what some might say is a very distinct niche, sales figures such as this have only made producers smirk with pleasure, and have also made “50 Shades” a mainstream phenomenon by default - and effectively a brand in its own right.

As per my own friend's shock on Facebook, the “Fifty Shades” brand recalls an essence of shock and intrigue. Clearly both the publishers and producers have very cleverly leveraged digital marketing to further gain an associated interest with the “Fifty Shades” brand. However, it is clear their position was to never blatantly warn, but rather to cause impact - resulting in a somewhat cult following that has stemmed from a word-of-mouth cultivation through social media.

It’s not a surprise that it was only a matter of time before the “Fifty Shades” concept spread, resulting in marketers being marketers and numerous companies aiming to draw associations and coattails from this saucy brand’s glory. Despite brand associations generally positioned as the extent to which a particular brand calls to mind the attributes of a general product category, it is clear the elements of intrigue, shock and associated raunchiness led to a whole variety of unexpected brands jumping on the Fifty Shades bandwagon.

On that note, here is a few of the most random, yet somewhat humorous ones I’ve come across so far:

Fifty Shades of Kale

(Ref: Amazon)

Complete with tongue and cheek introductions, 50 SHADES OF KALE by Dr. Drew Ramsey and Jennifer Iserloh is described as a colorful, delicious and fun cookbook with 50 decadent recipes using every born hipster’s number one superfood.

The Vermont Teddy Bear Company

(Ref: Vermontteddybear.com) 

Despite having provided a wide variety of cuddly bears for decades, this year the Vermont Teddy Bear Company took a somewhat saucy spin on the traditional Valentine’s Day gift. Introducing the “Fifty Shades of Grey Bear,” dressed in a business suit and other additional props.

OPI 50 Shade’s of Nail Colour Pack

(Ref: Amazon.com)

The set includes six mini nail lacquers including tones such as “My Silk Tie” and “Dark Side of the Mood”.

Flirty Shades of Surf

(Ref: Surf Com.)

I mean seriously??! No additional comment required.

Fifty Shades of Bacon


Who knew there was more than fifty different recipes for cooking bacon? Clearly targeting a consumer market with a unique foodie fetish.

Natasha Menon
Current student in the Master of Marketing program at the University of Sydney Business School

Tuesday, 17 February 2015

An Intern goes to Manly

So who are marketing interns and what do they do? We’ve all been in that place before; having to find an internship to “gain experience” and so on. Sometimes we have the right experience and skills for the job, and sometimes we want to learn more. The following is the story of one such marketing intern, and their perspective of what it means to become a marketer:

“I must preface this blog by stating that I have absolutely no experience in the marketing world. Coming from (and about to complete) a science degree at the University of Sydney, the world of marketing was foreign to me. I chose to explore my options and to see whats out there. As such, when I was given the opportunity to intern with a large FMCG company (which shall remain nameless), I jumped at it to hopefully see how we are influenced, coached and (sometimes) conned into buying what we buy or behaving the way we do. Two weeks into this strange world, one thing I have very quickly come to realise is that there is WAY more to this than I ever imagined.

As you may have been aware, or you will know if you were anywhere near Manly over the past two weeks, the Hurley Australian Open Surfing was taking place. A brand awareness dream; thousands of surfers, skaters, wanna-be-surfers/skaters and your inevitable tourists mixed in to the scene. One thing a novice marketeer would realise is that Manly, and its Corso, is set up just like the ideal shop layout. Your prime market, tourists, inevitably have their point of entry into the stunning Manly Wharf. The customer knows exactly what to expect; they are brought into this idea of the stunning golden beach with the sapphire blue waters, and the self perception of attaining the bronzed god or goddess like body that is abundant in the imagery around them.

(Source: http://www.saltwaterwine.com.au/wp-content/uploads/2015/02/poster_800_572_80.jpg)

Before Manly-goers can even make it to the surfing event, one can’t help but get taken up by the building anticipation of where they can go next. Slowly but surely, the merchandise in the stores scream the “SALE 20%”, “BUY ONE GET ONE FREE”, that adorns every surf shop window, and thus lulls the consumer into this beach living appearance. Finally, you are immersed in surf living and the Hurley Open is then taking over. In this case, the marketing scheme isn’t just the discounts; it's the way of life that those brands represent, coupled with the actual personification of the lifestyle - with the athletes and their sponsors all present. The perfect cohesion of marketing and advertising hits bystanders like a ton of bricks, and by now, they’ve probably already picked up a cold beverage of ours of some sort.”

(Source: https://c2.staticflickr.com/8/7183/6924734467_a177292082_z.jpg)

It’s so interesting to see from a novice marketers perspective the immediate change in perspective the second you are given insight into the skills a marketer needs to have in order to analyse situations and bring value to consumers. And to think our Master of Marketing program helps us perfect the way of thinking that allows us to make ethical and calculated business decisions in a world driven by insights. Although I can't release this intern’s name and company, the point is that their story is where we all started out, and it also helps explain the difference between marketing and advertising, as they often get confused.

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

Friday, 13 February 2015

Breaking the Internet with Kim Kardashian West

Kim Kardashian West – GQ Women of the Year 2014 (Source: Huffington Post)

This post has been a long time coming, and I could have chosen to write it back when Kim Kardashian West first ‘broke the Internet’ with her now infamous Paper magazine cover, but I wanted to wait until some of the stats rolled in, and to collect my thoughts on what I dub the era of ‘Kardashian Kulture’.

Kimberley Noel Kardashian West, or Kim Kardashian as she’s come to be known, has been metaphorically breaking the Internet since her debut in mainstream pop culture back in 2007. Given this is a university blog, I won’t go into the exact source of her rise to fame (Google it), but ever since then she’s been working her way to becoming one of the most marketable celebrity brands in the world.

A business model that essentially began from collecting fees for club appearances and product plugs, has now grown to encompass a beauty empire, clothing and handbag line, multiple fragrance deals, high fashion campaign features, and nine seasons of the hit reality TV series, Keeping Up With The Kardashians (and that’s not counting the multiple spin offs). Say whatever you want about Kardashian West, but its undisputable that she understands how to sell her brand, and has a penchant for keeping herself relevant (whether you agree with her methods or not).

Now before we go any further, let’s contextualize Kim’s social media reach and consider that she’s the most followed celebrity on Instagram with 25.8 million followers, has 26.8 million followers on Twitter, and 25.3 million likes on Facebook. She still holds the title of the most liked photo on Instagram (a picture from her wedding to rapper Kanye West in May 2014), was the second most searched person on Google last year, and launched one of the most commercially successful mobile video games of 2014 (Kim Kardashian: Hollywood netted $74.3 million in revenue for the game’s developer Glu Mobile).

So given these credentials, and ignoring the argument that she’s ‘famous for nothing’, I can clearly see why some of the world’s most coveted brands want to work with her. Anna Wintour (Editor in Chief of American Vogue), for example, had allegedly banned Kardashian West from attending the annual Vogue hosted Met Ball until 2013, when she not only attended with then fiancé Kanye West, but later went on to score a cover of American Vogue, and now a solo cover of the Australian edition. Kim’s American Vogue issue went on to sell 250,000 copies (20% more than the previous month’s Rihanna fronted issue), and paved the way for further high fashion jobs including an ad campaign for luxury fashion house Balmain, the controversial Paper magazine cover (which resulted in 5 million unique hits to the magazine’s website in just one day), and further covers of CR Fashion Book (run by former French Vogue Editor in Chief, Carine Roitfeld), and Love Magazine (which is rolling out as I write this article).

I had originally intended to focus this post on the ‘re-branding’ of Kim Kardashian West, but after much thought I couldn’t commit to discussing the strategy behind a brand that continues to shift, shock and polarize the public (well, perhaps that’s the strategy after all). What I can say is that her brand is deeply embedded in popular culture; anything she does - ranging from cropping her daughter out of a photo, to cutting her hair - gets reported by every news outlet, and this insane level of conversation is what brands are buying into.

Sign Kim Kardashian West, and she’ll break the Internet for you.

Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School

Wednesday, 11 February 2015

A New Type of Kiss

Source: http://www.hersheys.com/kisses

Have you ever had a Hershey’s kiss? They may be hard to find in Australia, but if one company or brand has ever mastered the art of sending x’s and o’s (hugs and kisses of course), it’s the Hershey Company. These kisses have journeyed through a long line of marketing schemes and campaigns to give you the very best Valentine’s day kiss.

In case you’re not aware, a kiss is a small droplet-shaped chocolate wrapped in a bit of foil, with a cute little tag out the top, often displaying it’s flavour. Originally, and traditionally, kisses were simply milk chocolate. But if there were kisses, there had to be hugs! Hugs were invented as a mixture or a combination of white and milk chocolate - an embrace. Together, they spread the love without anyone having to say anything, and made the perfect little gifts and treats around the holidays. Kisses come in many flavours, the ones below are just a few examples of the well-coordinated wrappers, tags and specialised flavours.

Source: Google Images

Just imagine if every Australia Day we had a small little snack that came right out of the fridge or cooler box that tasted like pavlova? White chocolate mixed with passion fruit or kiwi fruit flavoured chocolate? Why not make that small tasty splurge and share some with everyone? It’s quite amazing what a big influence a little party snack can provide.

Now, these delicious morsels could come as a massive disruption to say a brand like Tim Tam. They already do all the holiday flavoured and themed dessert snacks. Additionally, Australians are very loyal shoppers and followers, and don’t often like change from their favourite buys. These little kisses however, are calculated to provide the exact right mouthful size of chocolate and sweetness. They are meant not to overpower your taste buds, but to keep you coming back for more. Additionally, they are sold in large packs meant for sharing. This is an important part of their marketing because they can make economies of scale and there will never be that last odd biscuit left that everyone feels to guilty to eat, or even reach for.

So, the next time you’re thinking of ordering a flower arrangement online, see if you can find some kisses, and do something different this Valentine’s day.

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

Monday, 9 February 2015

50 Shades of Grey - A Valentine’s Day Cash Cow

(Source: 50 Shades of Grey YouTube Channel)

You’d have to be living under a rock if you haven’t heard of the 50 Shades of Grey (5SOG) series, read it yourself, or at least observed the thousands of commuters that were unashamedly reading it on public transport back in 2012. I for one have read but a page of one of the books (out of sheer curiosity), and don’t intend to read any more pages, or see the movie. But in an effort to remain completely transparent in writing this post, I will say that I personally don’t see the appeal of this series, and perhaps that may be due to the fact that I’m not the intended audience. Whatever it is, I can’t deny that it is a commercial success (book sales reached 100 million units this time last year), and that come Valentines Day 2015, the movie will no doubt dominate box offices around the world.

Now from a marketing perspective (because that’s what we’re here to talk about), what I find interesting about the movie’s release is the advertising opportunity it provides to certain industries (namely condom manufacturers, speciality sex shops and the lingerie market). Ordinarily these industries would target adult only events (club nights, festivals or trade shows) or more boutique gatherings, but nothing comes close to the scale of operation that the 5SOG film brings to the table. Putting aside the obvious restrictions that brands in this domain have in promoting their product to the public, there’s nothing really stopping them from cashing in on the hype (but not obviously the IP) surrounding the release of the film on February 12.

Just before Valentines Day, February 12 provides the perfect contextual background for the release, as well as official (and non-official) branding tie-ins. Already several condom manufacturers have keyed in with parodies of the 5SOG series; an E.L. James (author of the book) approved adult toy line is available for purchase; cinemas around the world are curating special viewing experiences; and a slew of hotels have also checked in with 5SOG themed packages.

Whether you’re a fan of the series or not, it’s sure to be at the front of all media and advertising agendas this Valentines Day, and so as the old adage goes, if you can’t beat them, join them (but don’t expect to see me at a cinema near you).

Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School

Friday, 6 February 2015

Why You Gotta be so Mean?

Some of the famous song lyrics by Taylor Swift in her song “Mean” really help us step back and ask the hard questions of those around us. Why do you have to be so mean? Especially to someone who works so hard at her career, acts appropriately, gives back to her community, and is a role model for young people everywhere. The misconduct is coming from all of the cheeky people who got Taylor Swift’s song “Shake It Off” disqualified from the Hottest 100.

As an American, I had never heard of the Triple J Hottest 100 until I spent my first full summer in Australia in the beginning of 2014. That and, when I did learn of it, it genuinely seemed like a real way for people to vote for their favourite song and have a happy Australia Day. It’s not fair that social media sites like BuzzFeed then get to insert themselves into people's lives uninvited thinking they can “troll the poll.” It’s not like Taylor Swift was paying them to get her song on the list - she’d be there anyways. Not only has the international pop culture community watched her personal brand grow from quiet and shy country musician into strong and dedicated young woman, but it has also watched her lyrics and stories shine through people’s poor behaviours. Taylor is the face of resilience, and she will overcome this obstacle as well.


(Source: KFC Facebook Page)

So I bet you want to more about what really happened? Well, it seems like with the image above, KFC decided to publicise their vote for the Hottest 100. This raises advertising and ethical questions, similar to topics we worked through in our Ethics and Regulatory Environment unit. What right does KFC own to this image? Does Taylor Swift’s Public Relations representatives even know her face and reputation is being used in this fashion? Does Taylor even approve of the message being used as her words? These are all common marketing problems facing not only Taylor’s personal brand, but also her business affiliations and reputation. Funnily enough, I would actually compare this advertising practice to political campaigning in the USA. Kind of putting words in people’s mouths and claiming that one or another certain person approves of the message. Additionally, while it may be a good idea to sometimes use celebrities as brand ambassadors, I wonder if Taylor Swift would ever even consider eating KFC food? I think this brand overstepped their advertising boundaries here.

Next, Triple J claimed that Taylor Swift’s song “Shake It Off” would have only made 12th place on the list, but chances are people didn’t vote for it who would have when they found out it was disqualified the day before Australia Day. Additionally, rumour has it that at least one of the songs in the top 10 of the Hottest 100 had never even been played on the station’s airwaves. Isn’t that saying something? People may like a certain song, and have voted for it, yet that song didn’t get requested, nor played by the company the whole past year? Credit should be given where it’s due, especially if Taylor didn’t promote, or probably even know, about what was going on and how people were using her name and image.

Copyrighting and Trademarking are so important in the marketing world, and although no official lawsuits have happened in this instance, they could have. It is important as marketers that we know the limitation of our brands and advertising power. Someone is probably getting fired over at KFC right now, when they could have done a little bit of research to find out about how their customers would have liked to see them display their support for the big day.

(Source: BuzzFeed)

So note for BuzzFeed…. hire some real and ethical marketers to make sure you’re not ruining people’s brands, reputations or businesses. Even Triple J looks bad because you thought you had the authority to tell them and their listeners what they wanted to hear or vote for. The sun may not have been shining this Australia Day, but I was still rocking out to Tay Tay and I’m sure she’s going to shake you off because the haters gunna hate, hate, hate, hate.

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

Wednesday, 4 February 2015

#CLEANEATING, but hold the McNuggets: McDonald’s answer to Australia’s Hipster Dining Movement

"We provide food that customers love, day after day after day. People just want more of it."
Ray Kroc, Founder, McDonalds

I'm sorry Mr Kroc, but it seems in today's day and age, the glisten of the Golden Arches have begun to fade, with the Australian public beginning to call bluff on this once made statement.

Despite feeding 1.7 million Aussies a day within its 930 restaurants speckled across the country, the global cheeseburger giant has developed what seems to be image problems of its own, with year-on-year domestic sales decreasing. 

Over the past decade, the brand has aimed to reposition itself from associations with greasy-processed burgers  and characters such as "The Cheeseburglar" and "Mayor McCheese"; to being a more nutritional, fresh and socially-aware "restaurant".

However despite this attempt, McDonalds, like many other fast-food franchises in Australia, is now beginning to tackle a different type of epidemic. One that is not only a hot-topic for a number of global-brands, but is also vital in ensuring the overall future sustainability of these businesses.

ENGAGING THE MILLENNIAL HIPSTER


The Millennial Hipster Starter Pack (Source: The Guardian)

In an age where everyone who wants a voice can have one, Millennial's are a key target for brands that play within the restaurant group and fast/casual food franchise bubble. Born between the 1980's and early 2000’s, this cashed-up market not only have purchasing power, but also a core essence of entitlement (i.e. "me deserve this - me want now!"), due to being more educated and socially aware than any generation before them.

Accordingly, from a restaurant's perspective, they have the immediate and innate ability to empower and influence the direction of what their brand does….

Peer a bit deeper and it comes as no surprise that hipsters were the first and most visible sub-culture to peak out from this generation. Outlaw Consulting, a leading expert on understanding trendsetting youth for companies like Diageo and Nike, sums up these "progressive – creative – witty – stereotyped – bearded 'individuals'" perfectly by featuring this quote on their web site’s home page:

"Everyone wants to be a hipster, which makes being a hipster tricky and nearly obsolete."

Taking this into consideration, the "a-hah!" moment for McDonalds was recognising that the millennial hipster valued "authenticity" in every aspect of their lifestyle – including when deciding where they were to eat. They realised they are hungry to purchase "undiscovered" brands that related to their own values rather mainstream and established brands. Over and above that, they craved "experiences" when dining, rather than the tangible aspects of their meal. By increasing the size and scope of the McDonalds brand and force-feeding the ever-famous Golden Arches into the faces of this market, would purely be a plan of action to ensure the brand self-destructs. After all, the Hipster Mantra involves taking a lot of effort to make it look like you have taken no effort all.

So that's precisely what McDonalds did.

‘The Corner’ by McDonalds Australia (Source: The Guardian)

Looking beyond green-juice-in-mason-jars, five-grain rye breads and brown rice and lentils, McDonalds has opened "The Corner", your classic, cliché hipster led café within Sydney’s inner west suburb and growing hub of gentrification, Camperdown. From face value, it is unassuming from the outside with its branding carrying through solid tones of yellow, black and industrial touches of exposed metals.

Other than a small McCafe logo printed on packaging - the hipster tones include tiled walls, a herb garden, wooden sandwich boards, copious amounts of barista-made coffee, and of course free, WIFI. 

Cheeseburgers and fries have been replaced with a number of fresh salads featuring Moroccan roast chicken breast and chipotle pulled pork, brown rice and pumpkin.

Menu items being tested at ‘The Corner’ (Source: Broadsheet)

Despite being positioned as a trial test kitchen for new products within the McDonald's family, it definitely draws question as to whether the future of the multinational brand will be shifting in line with the changes of the broader market's appetite.

With customers now dining to experience and discover restaurants that have a genuine and consistent identity and distinct brand voice; it suggests an essence of success in McDonald's unique-approach in targeting the millennial hipster market.

Although I can't imagine Ronald McDonald swapping his yellow onesie for some skinny jeans and leather jacket just yet, this form customer-centric branding has given Mr Kroc's original statement a new life within this market…  

"We provide food that customers love, day after day after day. People just want more of it."

Truly a reinvention of one of the world’s most iconic brands, however, I guess time will tell with how on point this new venture is and where the future of the McHappy meal heads.

Natasha Menon
Current student in the Master of Marketing program at the University of Sydney Business School

Monday, 2 February 2015

When Rihanna Met Puma – The New Age of Celebrity Collaborations

(Source: BBC UK)

In what is now old news, Rihanna has signed on as Creative Director for the womenswear line at Puma. I’ve been meaning to talk about this for a while now, and not just for an excuse to feature the polarising singer herself, but to look at the implications of giving creative control of a brand to a celebrity. In what seems to be an on-going trend these days, celebrity endorsements have given way to celebrity collaborations, and with this Puma deal, celebrities are now taking on leadership roles within organisations.

Perhaps where we should start is to look at the difference between being an ambassador of a brand (wearing the clothes), and taking on a role as creative director (designing the clothes). The problem with the distinction between these two roles is that one has a greater degree of corporate accountability than the other – you can no doubt change who represents the brand overnight, but removing the association of a creative director is much more difficult as they are essentially an employee. Furthermore, the role of a creative director (in a branding context) is to lead the brand’s vision, whereas an ambassador is solely a reflection of this vision.

Now having dealt with some of the technicalities regarding these positions, I personally feel that Puma has made a really smart decision to sign on Rihanna as a Creative Director. The chart-topping singer has proven her design skills in previous collaborations with brands such as River Island and MAC Cosmetics, as well as her ability to sell whatever she puts her name to (the Riri Woo lipstick for MAC Cosmetics sold out within three hours of going on sale). She also has a stamp of approval from fashion figurehead Anna Wintour, who last year acknowledged her contribution to the industry, and awarded her the CFDA (Council of Fashion Designers of America) Style Icon Award.

So although there may have been speculation at the time that Puma could have instead hired a trained designer to fill this role, what they get with Rihanna is a minted tastemaker, and one with a phenomenal fan following (90 million likes on Facebook, 40 million Twitter followers, and 14.6 million followers on Instagram) and credibility within the fashion circle. It’s probably too early to say whether Puma have a potential hit on their hands, but considering Rihanna’s background, making hits is no new feat, and so I’m looking forward to seeing her impact on this brand in the months to come.

To read more about Rihanna’s new role, visit Puma’s press page.

Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School

Friday, 30 January 2015

SuperBowl Ads and Going Back to the Future

As SuperBowl XLIX is fast approaching, the world’s most expensive and creative ads start coming to light as well. As outsiders to advertising, you’d just think they keep getting more and more creative every year, and if not creative, at least more and more crazy and attention grabbing. But a little blast from the past by BMW can really help everyone enjoy a time when we didn’t exactly understand all of our newest technologies in order to help explain their new automotive concept. And of course, there’s no better time of year to put a brand new idea out there than during the SuperBowl, when the most viewers from around the world tune in to watch American Football players create a piece of history of their own.

The video below is a quick look at how confused we really were by a new technology. How no one understood it, yet, today, we couldn’t live without it. This technique is known as creating familiarity. It's one step in a long line of things put in place to help create and display value in products for consumers. It is masterfully brilliant, comparing unfamiliarity with the internet in 1994 to unfamiliarity to renewable energy in cars in 2015.


By reminding everyone how it felt to be confused by something new, BMW created the gateway into encouraging consumers to try and understand their newest all-electric car. Some users are opposed to change, yet change still happens over time and is something we adapt to without realising which direction or stance we even came from in the first place. That’s exactly what BMW is portraying here. It may seem confusing now, but in 21 years, it will be something we can’t live without…and hey, it will be much better and safer for our environment, cities and health.

Another interesting concept that the ad more subtly displays is the amount of change both Katie Couric and Bryant Gymbel have gone through. Their vocabulary didn’t even include the word for the “@“ sign in 1994, and by the end of the future portion of the ad, Bryant asks Katie if she can twerk. Additionally, Katie went from asking her assistant Alison, off-stage, to look something up for her, to calling her on her cell phone from the car. These transformations really help viewers from any part of the USA and other parts of the world come together on and relate to our modernisations.

Well done BMW; SupwerBowl viewers will really enjoy the ad, because it won’t be like all the overplayed and repetitive ones. People will never get tired of being reminded of humanities’ accomplishments.

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

Wednesday, 28 January 2015

A New Era at Gucci – New CEO & Creative Director Lead Re-brand

In the fashion world change is always imminent, and on most occasions required, in order to set new trends, push editorial boundaries and keep a brand relevant. But what I’ve always found most interesting about the industry is how re-branding works in particular, in the sense that when a new designer takes over the role as Creative Director for a brand, they have an opportunity to tell new stories, to alter the vision of the brand and re-invent the pieces that the brand is well known for.

Frida Giannini and Patrizio di Marco (Source: Fastcodesign)

So in hearing that Gucci’s CEO, Patrizio di Marco, and Creative Director, Frida Giannini, were leaving the company, I couldn’t help but feel apprehensive about the future of the brand. A few years back a similar situation took place at Yves Saint Laurent (which has now been rebranded as Saint Laurent Paris), where new Creative Director Hedi Slimane took the opportunity to completely overhaul the stagnant fashion house. At the time, the changes were met with trepidation, but as a few seasons have gone by, many in the industry (myself included) have come to accept and understand the evolution of the brand into a more relevant and perhaps more contemporary offering. It still embodies the elements of luxury that Yves Saint Laurent became known for, but the tone and styling is much more attuned to the millennial customer than before. This is a move that clearly paid off, as within 18 months of the re-brand, the Huffington Post reported a 40% increase in the brand’s overall retail sales, and that many items had sold out within days of the new collections hitting stores.

So although we’ll have to wait and see whether a successful re-branding can be achieved at Gucci, it seems that things are off to a good start. Despite both figureheads departing the company much earlier than expected (most in the industry were under the impression that last week’s Mens collection and the impending Womenswear collection were to be Giannini’s last), Gucci was quick to announce Giannini’s successor, Alessandro Michele (former Head of Accessories), who reportedly reworked the entire mens collection within a span of just 5 days. The re-worked show was clearly a strategic effort on Michele’s part, as the company’s new CEO mentioned in an interview that ‘[Michele] and I are fully aligned on this new contemporary vision needed by the brand and we will be continuously inspired by that new identity in our respective roles and duties.’

Gucci’s New Creative Director, Alessandro Michele (Source: Wall Street Journal)

As I’ve spoken about in the past, the evolution of brands in the luxury sector often involves re-invention, from the clothes down to the brand story. By shifting the creative focus of a fashion brand, you have an opportunity to take a completely new direction, and like with Yves Saint Laurent, address a new customer set and point of view. Although there is always a risk of alienating existing customers and followers of the brand, most people in the industry understand the need for change, and like myself, anticipate it when a brand loses the level of awareness it once had.

I for one will be keeping a close eye on Gucci throughout 2015, and look forward to seeing the changes that the iconic brand will make to realise its new vision.

Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School

Friday, 23 January 2015

Flashback to Personal Branding

As an up-and-coming marketer, I find this blog a very good place to reflect upon personal experiences - especially those which come from realising I am seeing things in a new way, thanks to my education and new skills from the Master of Marketing program. One such experience has come from Sydney’s real estate market and my search for the perfect new home.

That being said, I’ve come to modify my personal brand in a new way - a way in which it is purely seeming to be dependant upon the property’s personality, or the agent listed with the property. My personal brand has become a shape shifter, and I don’t think it should be. So, I think it’s time I looked back into the fundamentals of our personal brand as marketers.

First, we should be consistent. When working with a real estate agent, you would probably assume you have to frame yourself in a certain way to leave the best and most lasting impression. That may be the case - you could even leave your business card so they remember you when you’re calling back or having a second viewing. After all, you want to make the cut in preliminary applications and have a reference from the agent to the owners. With the property listed and seen below, there are probably hundreds of people in the Sydney area looking at this individual townhouse. And if you are professional, and come prepared with a completely filled application, you’ve probably made their life easier. But, do you fit the desired profile yet?


Second, your personal brand may be adaptable, but you may also need to get business done and move on to other things. Companies like Meriton are prepared for any and all profiles of tenants. Chances are your personal brand will even stay more in tact working with these agents because they just want the cold hard facts; can you afford it or not? This isn’t an instance where you have to market yourself, and it’s actually better because you’re not trying to be something or someone you’re not, simply to find a roof to put over your head.


Ultimately, the property search was strenuous. I thought behaving the way I usually do, being honest about my job, my academic history, and even my nationality, are more important than faking it until I make it. Some owners may think certain profiles aren’t trustworthy enough, but then how would students begin to market themselves and start building a rent history, if no one will give them a house? I guess, it’s all going to have to be trial and error, as long as your personal brand doesn't get taken down in the process.

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

Tuesday, 20 January 2015

A Coup for Diversity – Tiffany & Co. Feature Same Sex Couple in New Ad

(Source: Time.com)

For an ad that has recently been on high rotation on the interwebs, it seems that Tiffany & Co. have hit the right mark by featuring a real same sex couple as part of their recent ad campaign for Tiffany engagement rings. Although it’s a little unfortunate that in this day and age we’re surprised when brands engage (pun fully intended) with the LGBT community (or any other minority), it’s still a moment worth celebrating - especially when it’s a first for the brand itself, as well as the overall fine jewellery industry.

Without segueing into a social equity discussion, I just wanted to visit a few points from a brand strategy angle that this ad brings to the table. The most obvious point to make here is that Tiffany & Co. are finally addressing an existing market niche. With marriage equality spreading through most nations, same sex couples, like everyone else, need engagement rings and are likely to purchase them from the iconic brand. By representing this market in a more visible manner, Tiffany & Co. are sending an overarching message of acceptance and inclusion – that their products are suitable for people from all walks of life, regardless of gender, race or sexuality. As mentioned by a Tiffany & Co. spokesperson, ‘Nowadays, the road to marriage is no longer linear, and true love can happen more than once with love stories coming in a variety of forms’. This is a powerful brand message, and one that is only made believable through an equally powerful visual campaign.

The second point worth mentioning is that from an internal marketing perspective, Tiffany & Co. are also addressing any pro LGBT employment policies that they may have in place. It’s one thing to say you don’t discriminate against the LGBT community, but to then represent them on this scale creates a cohesive brand message – one that employees are expected to internalise, and reflect in the way they treat each other and Tiffany & Co.’s customers. Although it goes without saying that same sex couples should receive the same level of service as other customers, the ad campaign works to further normalise the event of a same sex couple visiting Tiffany & Co. for engagement rings, or shopping together for any other jewellery item.

On a final note, I can’t not mention that a campaign such as this one was bound to create a bit of controversy and bring with it free press for the brand. Although I applaud the fact that Tiffany & Co. came up with this concept and executed it so perfectly, I do also hope that it wasn’t a flash in the pan, and is followed up by a consistent array of brand messaging and imagery that continues to engage with the LGBT community, and other minorities not adequately represented by brands in this industry.

To see the full campaign image, visit Tiffany & Co

Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School

Wednesday, 14 January 2015

The Kingsman Collection – A Fashion & Film First

Official film merchandising is no new concept, and especially for films with pre-existing fan communities (think Twilight and Harry Potter), or the potential to create new ones (Frozen anyone?). However, the scale of these merchandising agreements is usually quite large, and results in items that are often affordable for the average filmgoer. For this reason alone, upon hearing that Mr Porter (brother of online retailer, Net-A-Porter) was co-producing a luxury menswear line with the costume designer from upcoming release, Kingsman: The Secret Service, I was genuinely surprised that such a collaboration was to take place.


For a little backstory on Mr Porter, the online retailer has been curating and selling high-end menswear items since 2011, and now stocks more than 200 of the world’s leading brands. In addition to this, it has a total of 1.6 million monthly unique visitors, and offers worldwide express shipping to 170 countries. Having ordered from this site on numerous occasions, I can personally vouch for the fact that it is without doubt the most premium online shopping experience a man can get, right down to the personalised ‘Mr Kumar’ printed stationary that arrived with my order.

So although I never doubted the Mr Porter side of this new collaboration, I was more intrigued as to the potential market for a luxury menswear line inspired by an essentially pop culture film. Admittedly, the attempt at such a collaboration has the danger of being ‘gimmicky’ (no matter what the price tag of the items), but where the strategy really seems to hold is that both parties have involved existing Saville Row designers to create custom pieces for the ‘Kingsman’ line. In doing so, not only does it add designer credibility to the collection, but it also becomes associated with brands that the existing Saville Row customer (who is most likely the target market of the collection) is already comfortable with.

Whether this collection has the potential to organically grow into a full-flegded menswear brand is still up in the air, but its an idea that is certainly a first for the luxury fashion industry, and thus may result in a new niche in this market. It’ll also be interesting to see how the Kingsman brand and movie individually perform, and whether the success of the movie translate into more sales and brand awareness for the menswear collection.

To read more about this collaboration visit Mr Porter’s website.

Salil Kumar

Current student in the Master of Marketing program at the University of Sydney Business School

Friday, 9 January 2015

Sleep Nurse

Thanks to all of our loyal followers who made it though this holiday season with us, and we still have a lot more summer to go! But this new year comes with some exciting news - we thought it was time to show case one of our peers who has built her very own brand and product - putting her marketing skills and knowledge to the test. Student, and mother of two, Melissa Downes, is the founder of Sleep Nurse, and here’s a little bit about her story:


 “My research into developing Sleep Nurse began after I had the idea for a ‘sound calmer’ when my youngest child, who was on life support at the time, was very fragile in a noisy Intensive Care Ward at Sydney Children’s Hospital. There were big jumps in volume on the ward with cleaners coming in and dropping mops and other patients' siblings running around while my daughter was fighting for her life. I thought a more healing sounding environment would combat her startled reflex, which is very common in two week old babies. I spoke to a few of the nurses on the Ward and they said that some similar machines had been donated but they were dropped and broke and were not replaced. They said the babies loved them so I went looking for one in stolen moments when I wasn’t in the hospital

This was in 2005 and there was nothing similar available. Necessity being the mother of all invention, I thought, how hard can it be to develop? I look back now and laugh at how green I was, but I was passionate about bringing the concept to market, despite multiple odds, as I knew it could help other parents and babies get a better night’s sleep which is so important when you’ve got a young family. Sleep deprivation is impacts everything: your health, your mental capacity, your relationships - all the really important building blocks in life. And so began a long process of research with doctors, nurses and specialists, and finding the right sounds, designer, manufacturer, name, patent attorneys and corporate lawyers. The NSW and Federal government were also supportive and Sleep Nurse was accepted into the Australian Technology Showcase after a rigourous examination process by a panel of experts. This provided much of the seed capital to get the product to market.

Now it's finally in the stores. It’s gratifying to hear from new mothers how they can’t live without their Sleep Nurse. Tresillian are also trialling Sleep Nurse currently in their sleep clinics, which is for families who are having very serious issues with sleep and their babies. The expert baby whisperers work to address these issues, giving these parents some normality in their lives.

Baby Kingdom have been brilliant supporters of Sleep Nurse and Babies with Style have just taken it on too. It’s also sold directly online via www.sleepnurse.com, and is to be rolled out in South East Asia through a partnership with the largest distributor of electronic devices based in Singapore.” (Melissa Downes, Current Student).

As you can see, Melissa specifically identified a niche market where there were no functioning or obvious products. Once having identified the niche, she further consulted specialists who could build the product in order to help other parents and infants in similar situations be soothed. Not only is the product good for parents or infants in stressful situations, but we could all truly use a better sleep - yet another market full of people searching for solutions! Melissa truly embodies the ethical, emotional and critical aspects of being a marketer, and if you want to sleep better, try the Sleep Nurse (www.sleepnurse.com).

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

Tuesday, 6 January 2015

Blogger Engagement 101 – A Morning with Mulberry

With the rise of social media, there’s been an emergence of a new category of celebrity, also known as ‘bloggers’, or better yet, ‘digital influencers’. Part of what has made blogging such a success story is that there is a sense of authenticity that surrounds reading content written by someone who is genuinely passionate about the topic of conversation (whether it’s fashion, beauty, food or any other subject), and has a unique point of view to share. A space that was originally filled by magazines and traditional print media, blogging has provided a platform for individuals seeking to share personal experiences in a much less formal manner; not unlike how you would share a story with a close friend.

With fan followings that often surpass ‘offline’ celebrities, it was inevitable that brands would want to collaborate with bloggers, and co-create branded content. Although there isn’t a formula for curating the perfect blogger collaboration, there are a few things brands need to be aware of, and keep in mind when deciding to engage with bloggers.

The most commonly made mistake by brands is in selecting the wrong blogger to collaborate with. Although it may be tempting to work with someone with a large fan-following of their own, if the ethos of the blogger’s brand doesn’t match that of your own business, then it often results in content that reads as very contrived. Without naming names, this often occurs when brands pay bloggers to review products from a completely different industry (say paying a beauty blogger to review a set of high-tech headphones). In some contexts this may work, but in general it has the risk of tainting the authenticity of the blogger whom you’re working with, and leaving a questionable impression of your brand in the mind of the reader (i.e. making it very clear that you paid for this review).

I could go on and on about all the different ways that brands have unsuccessfully worked with bloggers in the past, but I really wanted to provide an example of a great blogger collaboration that was put together by the luxury British, brand Mulberry. The collaboration featured YouTube power couple Tanya Burr (a make-up artist and beauty blogger), and Jim Chapman (a men’s lifestyle blogger), who collectively have around 11 million followers across all their social media platforms. The collaboration consisted of a video, and photo-shoot following the couple’s daily life in London, and featured a set of Mulberry bags that they were photographed with.


The reason this collaboration works so well is that it features the bloggers in a very natural setting (their own home and neighbourhood) and integrates the brand seamlessly into their lives. As shown in the image below, you can clearly see both bloggers with Mulberry bags, but that isn't the entire focus of the shoot. Instead it portrays a momentary glimpse into how they use their Mulberry items on a day-to-day basis.

Jim Chapman & Tanya Burr in Mulberry (Source: Mulberry Website)

Other brands that have also curated great blogger collaborations include Burberry with their ‘Art of the Trench’ initiative, ASOS with their ‘Bloggers We Love’ section, as well as Nike, with the blogger collaborations surrounding the launch of their Nike ID service.

There is without a doubt great opportunities for all parties involved in collaborations such as the ones mentioned above, but once again it comes down to the strategy of selecting the right bloggers, featuring the brand in an authentic manner, and creating content that is genuinely engaging for your own target market, and that of the bloggers you are working with.

To read more information about the Mulberry collaboration in particular, visit Mulberry.com.
Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School

Friday, 2 January 2015

Fitness Centres Marketing for New Years Resolutions

Are you ready for your New Years resolution? I’m 99% sure it will probably have something to do with wanting to lose weight, or gain muscle/tone. That’s because that’s what we all say every new year - and it’s not such a terrible thing! Especially when our local fitness centres set us up with such good deals; how could you resist? In this case, it’s kind of like “which came first, the chicken or the egg?” in that you have to wonder, “which came first, the desire to lose weight, or the inspiration based on the advertisement.” Believe it or not, these type of marketing schemes came up in discussion in our Research and Decision Making course - along with similar topics of risk and reward.


Above is the current offer at Fitness First Australia. Of course they want you to get in the door at the beginning of the year. It will be so crowded - at least for the first two months before everyone gives up. But there’s a hidden topic of discussion here: how does the type of membership, incentive, or contract, affect our behaviour when it comes to fitness or going to the gym?

For most of us, we’ll probably get too busy finishing up work we take home with us, or chores around the house, or catching up with friends. That’s why those type of people would probably go for the month to month contract; this way, they won’t experience a sunk cost or any cognitive dissonance if they can’t make it all the time. Alternatively, these same people may even spend more to get the full year contract so that they have to consistently go to the gym to get their money’s worth. This indecision is exactly where the gym’s marketing efforts pay off.


So which plan is really better for you if you do decide to take the new years resolution plan? Well, Anytime Fitness Australia, as displayed above, compares their membership fees to other common daily expenditures on their website landing page. Here they added the extra effect of guilt tripping you into their reoccurring small fee membership type. Yes, it’s inexpensive. Yes, you should probably be going to the gym instead of buying coffee. And yes, you can afford it every month to keep going back because you’ll be so much happier if you do and you wouldn’t be wasting your money since it’s on your health. All of these thought statements pertain specifically back to experiencing sunk cost if you don’t go. Either way you’ll experience it. Either on your promise to yourself if you don’t get healthy because you didn’t have any obligation to keep going back, or on your money spent because you don’t use it as often as you intended to.

So before you make the decision, just know that marketers have already built pathways for your money around whichever type of behaviour you end up exhibiting. Once they’ve got you, they’ve got you for good. So even if you’re on a monthly pass, they will find some way to tell you exactly how well you’d do on your new year resolution if you get a friend to sign up too! How about some money off next month’s fees?

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

Tuesday, 30 December 2014

Marketing Themes in Ethics and Regulation

An article from Advertising Age, written by Kate Kaye, brings to light extremely relevant insights on advertising and digital regulation, with support from the Pew Research Center Internet Project study.



With the rise of the digital revolution comes growing concerns about privacy amongst consumers. According to the research mentioned in Kaye’s article: “91% of participants ‘agree’ or ‘strongly agree’ that consumers have lost control over how their personal data is collected and used by corporations”.

I would further add that the burgeoning number of loosely regulated surveys and other forms of poorly administered data gathering — often in the name of marketing — raises an urgent need for regulatory frameworks that ensure quality, trust and security for internet goers and other online consumers.

This study, while reporting on a U.S. research project, would produce similar results if replicated in Australia. Our Masters students, within the University of Sydney Business School, should know of the work that the Association of Market and Social Research Organisations (www.amsro.com.au) does. Additionally, its Privacy Code is co-regulated by the Australian Privacy Commissioner.



I see consumer data privacy as one of the enduring issues facing marketing in this decade and beyond. The University of Sydney Master of Marketing program is one of the few in this country that has a specialised unit of study addressing this issue called ‘Regulatory Environment and Ethics.’ In addition, the Masters program is one of only two that are accredited by the Australian Marketing Institute (www.ami.org.au), which is also a strong advocate of best practice, particularly on this matter. The Discipline of Marketing holds Corporate Membership in the institute and, last month, was a sponsor of the AMI National Awards for Marketing Excellence.

Terry Beed
Hon Associate Professor of Marketing at the University of Sydney Business School