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Why is Penfolds trashing Grange - its iconic brand?

Friday, May 02, 2014 - Kim Brebach

How Penfolds has forgotten marketing 101 l Technoledge

Brands are delicate - and easily damaged

Just after Barry O'Farrell famously showcased the value of Grange in his swansong as NSW Premier, Penfolds seems to be doing the exact opposite.  Read more


3 Simple Ways to Make Your Brand Stand Out

Wednesday, October 09, 2013 - Kim Brebach

Branding - why daring to be different delivers

Without a unique value proposition, yours is just another business

Making your brand stand out is not a matter of coming up with a new logo and tagline. Sure, lots of big companies do that -- like banks, oil companies and telcos.  They’ll spend millions on a refresh, and millions more on advertising campaigns to support the new paint job. It’s a waste of money for the banks who’re already  branded as greedy and uncaring by customers who largely despise them.
  Read more


How Southcorp and Fosters Trashed Rosemount

Tuesday, September 17, 2013 - Kim Brebach

Rosemount - why branding is not just about money

Would you pay $1.5 billion dollars for a brand and pour it down the drain?

By the turn of the millennium, Rosemount was one of the most recognisable wine brands in Australia. It was the country’s fifth biggest wine company, and it was profitable. It made large volumes of cheap and cheerful Chardonnay under its diamond label, along with premium wines such as Roxburgh Chardonnay and Balmoral Syrah.  Read more


Branding – How to Avoid Deadly Mistakes

Tuesday, November 06, 2012 - Kim Brebach

Find out how millions can result in a branding failure

The bigger they are, the bigger their mistakes. 

We all see brand names or logos that make us shake our heads and ask: what were they thinking? Or smoking? Some make us cringe: Nissan
Tiida and BenQ Joybook. Some make us laugh: Wii. Some make us frown and ask: they spent how many million on a that new logo and brand? A case in question was the  London 2012 Olympic logo. It looked like smashed pottery and the supporting mascots Wenlock and Mandeville were attracted deserved ridicule.  Read more


Chateau Chunder – Marketing Lessons from Aussie Wine

Friday, November 02, 2012 - Kim Brebach

What you can learn from the Aussie wine decline

Rise and plummet. 

The ABC ran a documentary this week that charted the rise and fall of Australian wine exports to the UK. ‘
Chateau Chunder‘ was made by local production company Electric Pictures, in co-production with Brook Lapping, for the ABC and BBC. The title comes from the early days, when Aussie wine in the UK was called Chateau Chunder from Down Under.  Read more




We’re engineers not marketers, so it was fascinating to see Technoledge turn our spec sheets into an eye-catching website and collateral that actually say what we do. The website’s also attracted more leads in its first 5 weeks live than the old website did in 2 years.
Aaron Maher
Managing Director, Procept

 

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Customers keep telling us it’s our pragmatic approach that makes the difference. We don’t tell them that anything is possible, we show them what will work in their situations - and they like that. At last we have collateral that actually tells our story.
Alan Schaverien
Sales & Marketing Manager, Janusnet

 

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