brand marketing blog

I’m down in Queenstown at the moment and what strikes me as a brand marketer is how slick and upmarket the presentation and branding of local business is in this affluent region.

From the minute you step off the plane at Queenstown airport you clearly sense that you are part of a much more international and discerning target market.

Retail stores show outstanding creativity and attention to detail in the way they are crafted and presented. The standard of graphic material and logo design is top shelf and up to international standards.

Clearly these savvy business operators are catering to the highest common denominator of international visitor. In contrast, the level of presentation and brand savvy in most other small centres across NZ seems to cater to the lowest “local customer” denominator.

What a pity we constantly measure ourselves by our own expectations and not by what we could achieve. We need to realise that whilst we’re only a tiny piece of dirt in the middle of nowhere, we are part of the global economy. Our future success as a first world nation lies in tapping into the global business world.

Before we can play in the big sandpit we need to raise our standards and prepare for the high expectations of international consumers and customers.

Invest wisely in your brand identity and the overall presentation of your marketing materials. At least you'll start to look like a credible participant.