Tell Newsletter

Issue 05 | Feb 09

Brand Evolution not Revolution

Giannina Periz, former Judith Wright Centre Program Coordinator describes the design brief, given to Tell in 2007: “In marketing the Judith Wright Centre the challenge is always to maintain design devices that provide that brand recognition, while representing the diversity of each show that is performed here. Tell managed to achieve this balance.”

Former General Manager, Stefan Greder, describes his interpretation of Tell's design solution: “There has clearly been a progression. If you look at the programs from three years ago and the programs from now, it is a completely different ball game. It is much sexier. It is contemporary. It is much more attractive. Yet if you analyse it carefully, there has not been a break. It has been an evolution. Tell carried over some of the key typefaces as a way of being able to link the future with the past and still move forward.”

The success of the brand refreshment can be seen in the results. “What we have seen is sell-out shows going from nine per cent to over 40 per cent in two-and-a-half years,” says Stefan.

Creating Desire � AMI Marketing Summit

This year's Australian Marketing Institute's National Marketing Summit is being held in Brisbane on the 27th and 28th May. Themed "Creating Desire" the summit aims to provide marketers with the tools and confidence to capture the hearts and minds of their customers.

For more information, click here.

Return to Self-Reliance

Article Review by Clare Treston

in the Weekend Australian, 3-4 Jan 2009, by Penny Wark

What does 2009 have in store? In this article, Richard Watson, advisor on future trends, makes 10 predictions of behavioural change due an economically slow 2009:

1) Eco-Cynics
Environmental exhaustion - people refusing to be manipulated by green product claims.

2) Seriousness
The return of the business suit, serious discussions and study. At the opposite end to this is escapism.

3) Unplugging
More face-to-face contact. "Digital Diets" show you've got your life priorities sorted.

4) Ditch the Debt
Paying off debt, downsizing home and car.

5) Authenticity
Get real. Plastic surgery, posh cars and designer water are out!

6) IMBYs
'In My Back Yard'. Imbys support local production and consumption – think farmer's markets.

7) We, Not Me
Family, team, neighbours and community stick together. People are less willing to experiment with the new and unfamiliar.

8) Delayed Gratification
No more instant gratification. Tradition and simplicity. Generation Y will here the word "No" for the first time.

9) Fear and Loathing
Anxiety, resentment and fear. People will do anything to hang onto their jobs.

10) Anger
Rising levels of racism, verbal and physical abuse. Crime targeting wealth-looking individuals.

To see the full article, click here.

From a marketing perspective, it is interesting to think about the implications for marketers who will need to adapt their products, communications and pricing strategies to these predicted changes in consumer behaviour.

What do you think? Email Clare.

The Strategy Fad is Dead, Long Live Thinking

Article Review by Clare Treston

in Australian Financial Review, 4 Jan 2009, by Catherine Fox

This interesting article questions Michael Porter's strategy theory and offers alternative views on strategy.

Porter's three core strategies: 1) cost leadership, 2) differentiation or, 3) focus by dominating a niche market, are seen as too simplistic.

The article argues that perhaps the emphasis on strategy takes the focus off implementation, particularly in a quickly and constantly changing external environment. The author proposes that perhaps the focus should be shifted from the "why" to the "how".

To see the full article, click here.

What do you think? Email Clare.

To contact Tell Phone: +61 7 3367 0850.
Copyright Tell Creative Pty Ltd.