Fact or Fiction? - April Edition

Fact or Fiction? - April Edition

Each month we’ll be keeping you up to date with some of the hot topics and talking points within the marketing and advertising industries.

This month we’re looking at the faults with the Net Promoter Score, the importance of brands to businesses and the effects of technology removing many of the human elements required for great advertising.

Mum’s the Word with This New Brand

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With Australia ranking in the lower third of OECD countries for employment rates of prime aged women (25-54), it's never been more important to value this resource pool and help mothers return to work.

ScienceFiction has just helped to launch SheThrives, an organisation dedicated to the wellbeing of working mothers. They provide programs for women looking to return to work after a career break, such as maternity leave, or those considering a mid-career transition.

We looked after development of the brand and website, with a focus on creating something that would inspire and motivate women to take that next step. The result is a distinctive brand that represents their unique and empowering offering. 

You can view the website here.

The Reading List

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Jenni Romaniuk has been promoting her new book ‘Building Distinctive Brand Assets’ and recently appeared on @TheWriter's podcast along with Rachel Eyre, Head of Marketing at Sainsbury’s.

If you’re not already familiar with Romaniuk’s work, she is a research professor at the Ehrenberg-Bass institute and co-authored How Brands Grow Part 2 with Byron Sharp. 

The book will cover a wide range of strategies, tactics and insights including how language can be distinctive and unusual words can work better in your tagline.

Romanuik elaborates, “an unusual word…a rare word, helps a tagline be a more distinctive asset. It helps the uniqueness of a tagline because they’re unusual. They get processed more distinctly in our brain and are more easily attached to something. When you have a word (like Allstate’s Mayhem) which is an unusual word it’s much easier for someone to associate specifically with a brand in their brain, rather than generically with the category.”

The book also defines the 4 commandments of brand identity which Romaniuk says include:

  • Choose well
  • Prioritise
  • Execution Matters (a lot) 
  • Resist Change

On the last commandment, Romaniuk and Eyre both agreed that marketers often avoid one of the most important things for strengthening a brand; consistency.

Eyre noted that, “as marketers we change jobs very frequently and it can be very tempting to come in somewhere new and want to shake things up.”

Romaniuk concludes that one of the key benefits of a distinctive asset is getting the most out of things such as your advertising.

“Distinctive assets help you get the most out of all of the other media things you do because consumers work less hard at identifying the brand. It becomes that automatic trigger that makes that the branding process easier.” 

The book is due out in July and you can listen to the full interview below.

Coupling Up with a New Client

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We recently helped to launch Couplet, a new online program that provides couples with creative and practical tools to help strengthen their relationship. 

Based on 25-years of working with couples in a therapeutic setting, Couplet has been carefully developed to help couples to become reintroduced to one another. It leverages the popularity of the fast-growing self-development category, but shifts it towards a new ‘relationship-development’ segment.

Our approach to the branding and messaging strategy was to create a distinctive brand that would inspire couples to nurture their relationships and feel empowered by the experience. 

The program also required a digital presence that is intuitive and easily accessed, so that participants can work it in around their busy lives. 

The launch will be supported by marketing activity over the coming months.

Even More Awesome Stuff (You Never Knew)

What do zombies, velociraptors and Right2Drive all have in common?  They each have an astonishing but true fact including what Right2Drive provides not at-fault drivers with, after an accident. 

Our latest spot for Right2Drive in the Awesome Stuff You Never Knew campaign, was created with animation studio MotionLab and is now playing on Facebook. You can view it below or on their Facebook page.

The Library: Deep Work by Cal Newport

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Reviewed by Matt

What’s life like in your current workplace? 

If you’re behind a desk, in a busy open-plan office, do you ever find it difficult to focus on the work at hand?

If you spend most of the day working on a computer, how would rate your ability to stay productive for longer spans of time?

In Cal Newport’s latest book, Deep Work, he identifies this as a major challenge for today’s knowledge workers.

Whilst computers have greatly empowered our productive capabilities, there’s also a darkside. Those day-to-day tasks that we think are signs of productive work, such as email, often actually work against us. 

Newport notes that we, “increasingly replace deep work with the shallow alternative - constantly sending and receiving e-mail messages like human network routers, with frequent breaks for quick hits of distraction.”

These problems make it harder to perform deep work and should leave us questioning whether or not we can become better at working with intelligent machines.

As machines become more complex, Newport believes that those who can do this will thrive. But to thrive you must first understand how to get the most out of your day:   

“To produce at your peak level you need to work for extended periods with full concentration on a single task free from distraction. Put another way, the type of work that optimizes your performance is deep work.”

In Deep Work, Newport provides a comprehensive guide to some of the best methods for achieving a consistent mode of deep work. 

This includes some often-overlooked basics, such as scheduling every minute of your day -  something that those in a creative industry can struggle with a little more. But, as creatives that are required to perform every day might realise:

“[Great creative minds] think like artists but work like accountants.”

Our environment also plays a major role in our ability to focus. Newport shows that the open plan office has been working against us since its inception and wide adoption in workplaces across the world.

For many of us, that’s a change that is out of our control but there are some things that we can take responsibility for. 

Newport believes that not using the internet for entertainment is one. Keeping business and pleasure separate in the work environment will ensure that there are less urges for distraction throughout the day. 

Another is ensuring that you give yourself adequate downtime each day. This will help to aid insights as well enable you to recharge enough so that you can reach the necessary levels of deep work. 

When you’ve finished work for the day, it actually pays to switch off. 

Overall, Deep Work is filled with some fantastic insights that will provide you with some practical ways to increase your productivity. 

Just be warned though that, whilst they may be practical, they won’t necessarily be easy.

USP vs CEP

Every day, in advertising agencies across the world, a creative will sit down at their desk and look over a brief. On that brief there will be a range of areas covered off including objectives, audience, budget, considerations and (most importantly) the USP.

It’s a shame because largely the power of a USP is just a myth.

The Library: Messy by Tim Harford

We’ve just finished reading the latest book from Undercover Economist author, Tim Harford.

Messy takes a look at how people and businesses can become more creative and resilient in a tidy-minded world.

The book is an enlightening read that provides some wonderful insights on the surprising benefits of disorganisation, collaboration and improvisation.

Here are a few key takeouts for the marketing and advertising industries.