What is brand, and how are brands built? Our founder, Julian Kynaston, answers these questions and more in this no-holds-barred, fast-paced account of how he launched and grew Propaganda into one of the UK’s most successful brand consultancies.
Available now from Amazon and all good book shops.
As a brand that promotes the right to experiment and self-express through the way you look, Illamasqua is committed to changing attitudes towards subcultures. In tribute to Sophie Lancaster, a young girl, brutally murdered because of the way she looked, Illamasqua commissioned ‘Dark Angel’ – a short film by award-winning French director, Fursy Teyssier, that’s a haunting rendition of Sophie’s story, featuring the music of iconic British band, Portishead.
Photos of the Manchester Launch event on 26th November 2009 at the Cathedral Gardens, in Manchester City Centre.
When you feel good inside it shows on the outside. Our Feel Good All Over campaign for premium self tan brand Xen-Tan, illustrated that we not only understand how to make women look tanned, but more importantly, why women do tan. In a sector where tanning carries negative preconceptions of terracotta women that over-tan, the campaign shows women glowing with confidence, and a natural looking tan.
In a competitive market full of big established brands Boost had to make a statement and establish its own place in the market – with it’s own tone of voice and distinct look. Students pare a core target audience for Boost so we created a outdoor campaign that would raise awareness of the brand and back up our tactical work in the area.
The once famous British brand had fallen off the consumer’s radar and had found itself largely forgotten and thought of as too exclusive for the larger population.
A brand new strapline was created ‘This is my Habitat’ that would create a warmer, more welcoming personality and remind consumers that Habitat’s products can fit anyone’s home – whatever style, look or feel, however big or small your budget – there is a Habitat product for you.
Executive Summary
There was a time when Greggs ruled over the nation’s taste buds. Then, the Subways and McDonalds started eating into its business. Sales nose-dived. Perceptions dipped. Finally in 2006, Greggs approached Propaganda. Our objective – revive Greggs and bring back traffic.
Greggs wanted a campaign that not only drove sales short-term, but built the brand long-term. Research showed that shortcuts weren’t the answer. Greggs needed a unique positioning. They had to change perceptions of their shops as dated, cheap, fast food outlets. The challenge was clear – bring back people, and sales, with a strategy that worked across Greggs’ diverse regions.
We decided to use Greggs’ bakery heritage. ‘Good, honest, baker-fresh food on the go’ wasn’t something the competition could claim. The resulting campaign, via TV, radio, online, promotions and POS, had a huge impact:
Had this activity not taken place, Greggs would have slowly lost its voice. We gave the brand a positioning that helped it thrive in an evolving environment. Without it, and faced with big spenders like Subway, Greggs could never have enjoyed such a revival.
What makes this activity exceptional is that it achieved outstanding results by going to the brand’s core, using something the brand had already – heritage. A positioning based on a core competency ensured Greggs would always be relevant. It connected with consumers, and turned things around in record time.
