Fundraising or brand first? This is the question on many organisations' lips. It’s a valid question and one that I have toyed over for a number of years as both a brand specialist and a fundraiser. It’s a bit of a chicken and egg situation, you need the dollars so all...
*N.B. The above image from ActionAid is one of the concepts we put forward - it's not what they decided to go with. But I love the sentiment :) I’m a marketeer, so I love nothing more than clever copy and an ad or message that gets straight into the heart of the...
Most big businesses and brands are so protective of their logo, with strict guidelines for its usage but not Google. Google seems to have so much confidence in the strength of their brand that they absolutely deconstruct it sometimes several times a week. The...
When I was designing my first ever business cards, before I had started the Parachute Digital business and was just operating as an independent digital marketing consultant in Sydney, I wanted my title to send a very clear message to anyone who was given my business...
I have been encouraging my clients and readers to invest in content marketing for some time now, but branded content can be a contentious issue. Online content should be created with the end user's needs and wants in mind. New content brings the search engines and...
If you’re buying premium placements where you have specifically selected the website or the actual pages that your ad will run on, there is a much lower risk of damaging content published alongside your ad, unless it is an editorial article on a news site, which would just be plain back luck. If however, you’re buying low cost, run of network or cost per click activity, or buying on networks with international websites where you have opted for “Australian eyeballs” and IP targeting, you may get caught out with your brand in a less than ideal situation.