Only Human Communication

Vegemite: a lesson in brand story chutzpah!

Moya — Tue, 07 Feb 2012 01:04:45 +0000

How’s this for a perfect example of a brand connecting with and celebrating a bigger story.

Down under, we celebrate Australia Day on January 26 with a national holiday. This year, I was eating breakfast and doing a bit of lazy jar reading (as you do!) when I noticed this message on the Vegemite label. (For the uninitiated, Vegemite is an iconic Australian breakfast spread)

Didn’t have a clue what they meant but duly, turned the jar and saw this…

I hadn’t even noticed the change in label when I’d picked that jar off the shelf. (It normally looks like this..)

And baboom, I got it. Big smile, big connections: both for my history with this brand as an Aussie and for the sheer, wonderful chutzpah of a lowly breakfast spread hitching a ride on the good feelings and memories that come with a national holiday.

Love that. And love the witty tagline Australia: Proudly made from Vegemite since 1923)

I posted these pics with my Aussie Day greetings to all my pals and connections: effortless marketing I say!

Happy breakfast all!

By the way, don’t forget that I am launching my new story consultancy The Story Doctor on March 1 and I’ll be blogging from there! New twitter handle is @StoryDr and web address www.storydoctor.com.au. Join me!

Brand human: great design builds brand story

Moya — Mon, 18 Apr 2011 02:03:17 +0000

Not long ago, Clive Jones (our graphic designer here at OH) wanted to re-design our business cards. I resisted the move at first but he convinced me that it placed the real story of Only Human, front and centre. (And confirmed our 'artistic' aesthetic.) Since the change I've had to ask myself (more than once), 'Damn, why are designers right so often?' And also, 'Why don't I listen to him more!!??'

How to tweet to diverse audiences

Moya — Tue, 29 Mar 2011 03:10:42 +0000

I'm a (very) recent convert to the tweethood (@onlyhumanblog) and as always when I adopt a new technology, I have lots of questions about how to customise it... to make it work best for me. And Only Human. And also humans in general...with their complex needs, interests and identities. (If humans were simply brands: with a core focus and offering, I would have less questions!)

Singapore is hip now?

Moya — Fri, 03 Sep 2010 23:32:39 +0000

Last time I was in Singapore I was 19 and on my way to Europe from Australia for the first time. It was a student travel flight, chock full of flares, platform shoes and 1970's hairstyles. I remember the hairdresser from Sydney University Hair salon was on the plane too: and in the final hours before landing, the guys lined up to get their long hair pinned up and under: so it didn't go past the collar...

Serious is good: funny is even better

Moya — Tue, 31 Aug 2010 04:33:16 +0000

In a past life, I was a fiction and comedy writer. I wrote regular columns in the Australian press and when my kids were small, I did a great line in ‘motherhood stories'. I would dredge up the pitiful stories of life between the drips and spills as a ‘working mother’: the tragio-comic reality of having a Simone de Beauvoir aesthetic and a two-kids-under-two reality...

Come Together

Moya — Tue, 24 Aug 2010 03:21:20 +0000

This is a great example of how many boxes can be ticked with even a quite small story project.

Young Mums Story Project

Moya — Mon, 23 Aug 2010 14:32:52 +0000

A few weeks ago, we launched Come Together, a new book of stories and DVD from young mothers in a NSW coastal town. (Read about the project here)

At the launch, I could only take about 90 seconds of video footage (mainly because I was squished in the corner of the tiny pre-school room and yes, I only had my pocket camera with me) but despite all that, I couldn’t NOT cut it into something to send to the girls. Take a look: it’s the best evidence of how story works to benefit not just the commissioning organisations(and they are very happy too!) but also the participants.

It makes an old story gatherer proud!

Beyond the Call

Clive — Mon, 23 Aug 2010 10:17:48 +0000

Beyond the Call is a collection of stories from veterans and their families. We spoke with partners, parents and children about what it is like to be in a family with someone who has seen and experienced life in the Defence Forces.

Moving Forward

Moya — Sun, 22 Aug 2010 07:15:44 +0000

Australia Council for the Arts

Moya — Thu, 19 Aug 2010 21:43:50 +0000

The Australia Council for the Arts is not just "a group of suits."