MILK Magazine » Brand insight

Culture Making positions

milk — Wed, 21 Apr 2010 11:30:41 +0000

We’re going to post a few clips from our thinking approach over the course of the next few blogs.

For the folks that work with us already our Culture Making ethos is at the heart of what we do along with the 3 principles by which we work for consumer lifestyle brands:

Being human, Creative thought leadership & Doing the right thing.

In line with this basic ethos we pull any number of aspects out the bag on social & cultural capital and positioning/ communicating strategies.

The first thing we want to touch on is Brand Duality.

What we mean by this is creating a two prong approach to communicating a brand to provide different layers of tone and personality. Contagious have referred to a variant of this calling it Two Track branding where a brand has core brand activity and then niche sub-communications.

The analogy bit: Imagine one of your favourite musicians or performing artists. Imagine what they’re like on stage, larger than life, composed, focused, confident, assured, capable and impressive. Now imagine them back stage, or sometimes in an interview… Possibly they’re different, shy, awkward, or a prankster and witty.

This is duality right? The glossy external image, well lit, amplified and controlled, super human image… vs rough cut, honest, disarmed and human.

Naturally there are other aspects to consider; like when the image is owned by the fans (ie. consumer generated), but for this purpose we’re focusing on projection from the source.

Our thinking is always to consider firstly whether there is an advantage to portraying a brand in two lights and if there is how to create the different components of their On and Off stage persona.

One example of a brand that has tapped into Duality really well would be Ray Ban. Using a glossy global TVC portraying a stylized american dream sub cultural lifestyle. On the flip side they commissioned an MTV Jackass Director to produce You Tube virals under their brand strapline of Never Hide films.

The viral work features the director and his sidekick performing stunts using pairs of Wayfarers under video headings like ’Guys catches glasses with face). The viral has received just shy of 5m views since it’s launch.

Each of the brands ideas achieves the same brand objective from two very different tonal approaches – connect with the emotional attraction of Ray Ban.

Just in the same way a friend or celebrity has different interesting facets to their persona, so too can brands illicit stronger following by revealing different tonal dynamics on different occasions, in different ways.

2010 The year of innovation.

milk — Tue, 26 Jan 2010 18:20:51 +0000

The signs from budgeting and planning are clear, this year we should be set to see some genuine innovation in brand owning businesses, marketing teams and agencies alike.

Last year was about dealing with tough change, but this year is definitely about making the most of what you have and finding inventive ways to maximize opportunity.

Naturally here at MILK this is cool news. Being a company that specialises in cultural direction and how to develop new concepts to connect businesses or brands with consumers feels a good place to be.

The interesting thing is that the scope for developing concepts is broader than it has ever been. Whether it be straightforward brand strategy and proposition development, or NPD, or business diversification… the range is truly expansive.

We’re talking to clients and business partners about the different ways to innovate, sometimes with IP share on ideas and initiatives, sometimes working as an ideas creator, sometimes helping to drive innovation through business. Even the approach to innovation is becoming innovative!!!

When I used to work with T-Mobile, they had a slogan for their business philosophy: ‘Never stand Still’. It is certainly this mentality which will highlight the winners and losers in the year ahead, those brave and creative leaders will embrace this new era of pioneering and those that don’t just won’t be around for long.

Welcome to MILK’s new digital home!

milk — Tue, 08 Dec 2009 16:35:08 +0000

What a ride, what a year!

For those of you close to MILK, both clients, partners, friends and pets, the launch of our new magazine and web site is met with ‘about bloody time’. But for those MILK virgins out there, we’re hoping the response is abit more, ‘ooh nice pink bits!’

We’ve got high expectations for the new magazine, which if not already, it should soon be in your mail tray. But if you’re of the impatient persuasion you may read it here.

Keep checking back to this blog for updates, or set your RSS, because we promise this thing called MILK is about to blow the roof off cultural thinking and fill you with the freshest, most progressive and interesting trends, perspectives and generally awesome thinking you could wish for – More Informed Lifestyle Knowledge – get it? good. Now share the love.

If you want to know more about contributing to MILK Magazine, please contact clyde@milkinsight.com