John’s marketing blog

Inform. Educate. Inspire.

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Client

Cedar Woods Melbourne

Brief

Branding and marketing collaterals for a new estate development

What was done

Visual branding and communication strategy, signage, brochures, stationery, and website

Client

Cedar Woods Melbourne

Brief

Establish visual branding for Cedar Woods Melbourne’s new project Williams Landing

What was done

Signage, all collateral materials, website and media planning

Visit the williams landing website

Client

Qube Property

What was done

Public engagement strategy, online banner advertising, website development, signage, and marketing materials.

Visit qube’s centro north project website

Why is creativity vital?
What can it add to a brand?

Creativity is never the end goal. Rather, it is the means of achieving one of two critical objectives:

• Firstly, creating the vital cut-through to gain attention in a cluttered environment, and
• Secondly, to consistently add value by establishing and reinforcing branding.

There is no one, single way to address creative and there is always more than one possible answer.
We believe the most effective creativity is born from understanding.
Our philosophy will always be to gain a thorough understanding of all the critical information to enable the creative execution that best addresses the specific brand’s strategy and matches it with the ideal mechanisms to communicate it.

And it’s not just the brand’s strategy and environment that need to be understood. We believe that messages need to be focused on insights into the people who ultimately experience the communications. To speak to them at the right time, in the right way, using the right language.

Whether the final execution is a more traditional approach aimed at maintaining a brand in the market, or if it is a more challenging, re-invention of a brand aimed at gaining new market share, the solution will always be based on knowledge. That’s why every brand, every campaign and every execution is treated as a unique project that begins with a detailed analysis and true understanding, and ends with compelling, cut-through and strategically-focused creativity.

It’s a philosophy that requires setting aside the so-called rules, “proven” methodologies and “one-size-fits-all” thinking to identify the best possible approach for achieving each and every one of our clients’ objectives. And it’s a philosophy that leads to innovation right across the marketing spectrum as it leads to new approaches to media, identifies new opportunities and creates communications that consistently get attention and add value.

Client

Shire of Dandaragan

Brief

Promote the new road and increase awareness of the region

What was done

Public engagement strategy, public relations, social media, photographic competition, online banner advertising, website development, TV commercial.

Visit the Indian Ocean Drive website.

Increasingly, businesses are recognising the importance of sustainability or sustainable business practices in helping to differentiate a product, service or brand.

Over the next few years however, sustainability and sustainable business practices will rapidly become a consumer expectation.

It is important that all businesses embrace the principles of sustainability and determine how these principles can be woven into their brand and their product or service offering. Further, it is essential that this issue is addressed in a credible manner and a way that avoids the perils of ‘greenwashing’.

Linc works with clients to develop brands which can and do convey sustainable, ethical and green principles in a way that maximises market acceptance, provides a clear differentiator and lays a foundation for capitalising on growing consumer expectations.

This involves addressing all aspects of marketing including the product, how it is distributed, the value it delivers, together with the messages and modes of communication.

For the team at Linc, there is only one rule “do whatever it takes to ensure the client achieves their potential”. Beyond this, there are no rules.

In obeying this rule, we focus on two things above all else:

• ƒBehaviour management
• Value management

Behaviour management is all about getting an individual or group of individuals to do something for the first time, the last time, more often or less often.

Most often it is about driving qualified inquiry.

Value management is all about building the perception of value and broadly building an individual or group of individuals perceptions of the value of a brand.

More often then not, it is about encouraging purchasers to pay the highest possible price for a product or service.

Addressing behaviour and value management requires a combination of strategy and creativity.

Client

Cafe Niko

Brief

Develop a visual branding.

What was done

Creative concept followed by new visual branding, signage, banners, and merchandise design.