Defining a new category with a game changing name. Fibreband is launched
When C4L gave us the challenge of creating a new brand in 7 days we said “let’s go”.
With Bournemouth set to have super fast internet via fibre optic cables, our client C4L, (the Deloitte Technology Fast 50 company) were keen to make their mark. The brief to create a new brand for this new super fast broadband service was not only tight in deadline but it also has an increadibly competitive landscape. Entering into the market where big fish like BT, Virgin Media and SKY are fighting for customers, we needed to box clever.
With the in-house teams shortlist of names; BEAR, BULLET and JUCIE broadband we first knew a name could make or break this brave new business launch.
Following an evening workshop with Ross Thornley, the South’s branding expert innovator led them through a process and into a market changing name. It was his plan to create a whole new category for the internet connection. Enter FIBREBAND, no longer will users be looking for broadband providers if they wish to experience the unimaginable speeds fibre optic cables offer, they will be asking for FIBREBAND.
This ticked so many boxes from protectability, multi lingual understanding, domain name availability and word defining opportunities.
We are proud to show the value of expert innovation coupled with great design principles will ensure the best possible chances of success.
Read MoreA day in London for a Wimborne girl
The day at the CONFEX exhibition (http://www.international-confex.com/) at the end of February was quite a shock for a Wimborne girl! It was a huge hive of activity, ideas and experience. The exhibition was all about creatively engaging with clients/prospective clients. That was the crux of it – creative engagement.
We are bombarded by so many messages each day, most of which are blotted out by our tired brains or just ignored. That is why it is so important to forge meaningful connections, relevant to the target and encouraging participation. The flexibility to respond when you sense that the market is moving in a different way is essential, instead of bobbing along with the flotsam.
A very interesting speaker, Phil Crowther, explained that events (be it a concert, a public show or a party), which are high risk, were also high opportunity. Why? Because they creatively engaged with the target audience, encouraged participation and were voluntary. That does not mean there is no strategic direction, on the contrary it is as structured as all the other marketing routes. A good event is designed with objectives and evaluation in mind, however, that is often where the problems arise.
An event needs to be integrated into an existing marketing and branding strategy, not isolated, but included in the strategic direction. When that is successfully accomplished the risk is reduced, without reducing the opportunity.
Read MoreLoyalty and Dedication: The Priceless Commodity?
Brand and customer loyalty has been a hot topic for the past few decades. Since American Airlines started its first “Frequent Flyer Miles” program in the 80s, companies and brands all over the world have been coming up with new and interesting ways to capture attention and reward their faithful consumers for buying their products or using their services.
Traditionally these would come in the form of a barcode card, key fob or printed coupons. These schemes offer a combination of rewards and recognition, in order to drive up sales and customer retention rates. Credit card companies are notorious for their offers, with the majority now handing out flight miles, cash back, credit points and prizes if someone makes a purchase on the card. Through this, the idea is that they are helping the customer to stretch their budget that little bit further and keep them coming back for more.
Despite this, almost half of people still do not participate in these loyalty programs. And only half of those again are actively using them. So why is that? Could it be that most reward schemes come down to only one thing: freebies? As the concept has gained popularity over the last couple of decades it’s easy to see how it can be a double edged sword.
The problem is that it’s possible to get it wrong. While offering free stuff to customers the more they buy, an aggressive campaign could feel almost like a bribe, whereas a complicated system with different tiers and structures can only serve to confuse and confound the customer. Take Starbucks as an example:
My Starbucks Rewards
Last year, Starbucks introduced a Gold membership card. A customer could pay $25 dollars for a year membership, and in return they would get 10% off their purchases every time they went into Starbucks. For hardcore coffee drinkers this could equal some serious savings. The card would pay for itself in a matter of a month or two (or even a few weeks if you were a serious caffeine addict).
Read More2009 a year in review plus our testimonial of the year!
When we began 2009 we were prepared for a tough year, as a management team we sat down for two days to prepare our strategic direction and survival plan. We have taken the time every month to monitor and review performance and client feedback and success.
I am delighted to end the year feeling exhausted for all the right reasons. As a team we have grown, as a company had our most successful to date in the last 10 years and as a person I have begun to feel free again. Running your own business is a roller coaster of emotions and challenges so it is critical to maintain a self belief so strong it can withstand any cross fire.
Our talented team of 10 superstars has made sure we retained our clients whilst acquiring new ones that fit our strategic model. We’ve branded and launched 16 companies, re-branded 8 businesses, built 35 websites, produced 8 promotional videos including filming across Europe, we have continued to be the strategic marketing department and partner for 6 growing businesses, run a brilliant public vintage fayre, worked over 16,000 hours, drunk over 5,900 mugs of coffee & green tea, sent over 16,200 emails (not campaigns just day-to-day messages) ran 29 workshops for about 150 people, presented to more than 100 young entrepreneurs, shot over 13,000 photographs, and spent more than 2,000 hours on Facebook! And had a lot of fun doing it all!
We do what we do because we love it and we’re damn good at it! We like to be challenged and valued. We get stuck in and deliver results; we like freedom and learning and strive to be the best in our world.
But do you know what made my year? Reading this…
“I would just like to thank you and your whole team for the level of service, commitment, attention to detail and timely actions that you have all taken to give ooops.net limited that paradigm shift required of a business entering its eighth year of trading. As you know we are a five strong team at this moment in time and with your continued help I am sure within the year we will be an eight strong team! I am impressed with RT Media’s integrity; each and every member of your team are free to say what they think, to express themselves with a zealous passion for putting us first. This ensures we know we are getting the whole truth and nothing but the truth – important to winning! You are like an honest “coach” and “mentor” to us. I am impressed with RT Media’s creativity, I know it is your pre-requisite but there are a great many of your competitors out there that are not! I am impressed with RT Media’s strategic vision, able to see beyond the horizon, helping us let go of the shore! Ensuring we don’t waste money now, saving for the opportunities that will give the greatest return on investment in future. An example of this is our stopping of our Press advertising and moving into Social Media that is FREE! All in all – I’m as chuffed as nuts with you all!”
Paul Booker – Founder of ooops.net limited
Well done to the whole team for a year to remember. I am looking forward to making 2010 even better.
Thanks to all who take the time to think of us, work with us and recommend us.
Ross.
Founder & Creative Director.
Who owns your website, logo, brochure, software…?
This is a really important realization for many clients and indeed agencies. Having designed countless websites, logos, brands and custom software it is important to know what exactly you are buying.
The following is an exert we obtained from one of the South’s leading law firms who specialise in these matters…
“If you have paid someone to design your website, logo, or brochure or create software for you, it is not unreasonable to assume that the copyright in the end product belongs to you. However, this will not be the case unless you obtained the designer’s express agreement to this when you commissioned the work.
If you haven’t obtained the designer’s agreement to the copyright passing to you, all you have is a licence to use the website, logo, brochure or software.
This may be all that you need, but it might become a problem if you want to sell the business or authorise someone else to use your “property” or get someone else to develop or change what you already have. The original designer can stop you unless you have his agreement, which will normally comes at a price.
Action Points
It is essential to ensure that you get the designer to agree that you will own the copyright at the time you negotiate the terms of the engagement.”
Add this to the T&C’s of an agency and you can easily become confused as to who owns what and where you stand. Reading the T&C’s of any supplier is essential however this is often overlooked as business is regularly done on trust. However lack of understanding from a client or the reluctance of an agency to explain exactly what is being bought and sold is not a valid excuse.
Website source code also remains the copyright of the agency unless written agreement has been agreed. Also this licence to use the source code like any goods remain the sellers property until full payment has been received as is the same with any designed product from a logo to a brochure.
So please be careful that you are aware of what you are purchasing when commissioning a design agency to build you logo, website and materials, that if you require more than a licence and wish to own the copyright then make sure you have the agreement and costing outlined at stage one.
As the South’s leading branding agency we are committed to helping consumers understand what they are buying from agencies and not only to be aware of this but work in partnership with them to build brands with value, success and integrity.
Read More
