What the lamb?

Happy Friday,

How was your week?

Mine was busy with everyone, and everything is now back at full speed. 

Luckily for me, my girls already have a ped day (that's fancy word for no school) so I decided to treat myself to skiing with them today! 

If you've been here a while, you read a few times already my conviction around these 3 things for proper brand building: 

• Authenticity | Amplifying a brand purpose

• Consistency | Demonstrating it across communication, gravitas, and appearance

• Differentiated | Making it memorable to your target audience

But for this to work overtime, you need to do it well, not once but always. 

Sadly, we often see this when an idea overpowers the brand a few times too many, losing the essence of what the brand is trying to build. Otherwise, you just get a series of fun executions (like these one for Hellmans) and present a new brand to your consumers every time.

Said another way, it's about solving a perpetual problem not a seasonal one, brand builders often call it the "hitch".

Meat & Livestock Australia is a perfect example of brand building, solving a hitch year after year beautifully. Not sure what goes on in Australia but their yearly campaign is unhinged:  

• Wall

• The Generation Gap

• Australia Day (side note: Last one, there is only a billionaire, a gem of copywriting)

• Un-Australian

• And their latest, Comment Section

Let's unpack. Their brand purpose is to unify people, and showcasing great divides reinforces their belief in unifying. 

So what does the generational gap, a wall and a toxic comment section have in common? Euhh lamb, of course, Australian lamb, to be exact.

Now you know what I'm having for dinner tonight.

See you next week