Page 22 - Journal of Strategic Marketing Magazine - April 2019
P. 22
BRAND MARKETING
developments along the way, but tremendously,” he elaborates. and its advertising, arguably reaching
the marketing has always been true Realising that NetFlorist would the same level of celebrity status as
to building the equity of the brand,” probably never have big advertising Steve from FNB.
explains Morris. budgets, Bacher and Morris had
This has led to a situation that to ensure that the end product, Complaints about adverts
Bacher describes as “the brand being of whatever was being spent on But many times, this advertising
bigger than the business”. marketing, stood out. This was approach has landed the brand in
“Our brand has been overweight in where creativity and humour were hot water with consumers lodging
terms of the success of our business. incorporated, with NetFlorist becoming complaints with the Advertising
Our name is everywhere and people known for its mischievous, irreverent, Standards Authority. The most recent
think it’s this giant business, but we’re tongue-in-cheek tone in adverts, which one happened at the beginning of this
relatively small. We’re lucky to have entertain. year, with NetFlorist winning that case.
a brand that’s punched above the Harold, based on the father of “We won the case, but we pulled the
business, because people need to trust a friend of Bacher and Morris, has ad. We’ve done that before quite a few
us to deliver and a brand helps that become synonymous with the brand times. We’ve never lost a case against
In the early days, NetFlorist didn’t use any brand
marketing, instead relying on afiliates (partnering with
large companies) to gain traction. However, the brand's
identity became lost in that space.
NetFlorist managing director, Ryan Bacher
p20 - Strategic Marketing
developments along the way, but tremendously,” he elaborates. and its advertising, arguably reaching
the marketing has always been true Realising that NetFlorist would the same level of celebrity status as
to building the equity of the brand,” probably never have big advertising Steve from FNB.
explains Morris. budgets, Bacher and Morris had
This has led to a situation that to ensure that the end product, Complaints about adverts
Bacher describes as “the brand being of whatever was being spent on But many times, this advertising
bigger than the business”. marketing, stood out. This was approach has landed the brand in
“Our brand has been overweight in where creativity and humour were hot water with consumers lodging
terms of the success of our business. incorporated, with NetFlorist becoming complaints with the Advertising
Our name is everywhere and people known for its mischievous, irreverent, Standards Authority. The most recent
think it’s this giant business, but we’re tongue-in-cheek tone in adverts, which one happened at the beginning of this
relatively small. We’re lucky to have entertain. year, with NetFlorist winning that case.
a brand that’s punched above the Harold, based on the father of “We won the case, but we pulled the
business, because people need to trust a friend of Bacher and Morris, has ad. We’ve done that before quite a few
us to deliver and a brand helps that become synonymous with the brand times. We’ve never lost a case against
In the early days, NetFlorist didn’t use any brand
marketing, instead relying on afiliates (partnering with
large companies) to gain traction. However, the brand's
identity became lost in that space.
NetFlorist managing director, Ryan Bacher
p20 - Strategic Marketing
