Welcome to our NOVEMBER 2011 newsletter - aimed at giving you a glimpse into what just one of our clients is doing with Yellow Pencil to sharpen their brand right now. We've chosen to feature one client or project per month that we think is exciting, creative, inspirational or just simply interesting and we hope you do too.
Iconic retail brand puts best foot forward
Brand is an intangible quality, built over time by concentrating on the core values at the heart of a company and reflecting those values in the products and services provided to customers.
Some companies go to extreme lengths to 'paint a picture' of what they think their brand does or should stand for - and fail miserably. Others demonstrate a true understanding that brands are built alongside reputations - and no company reflects more pride in their reputation and brand than Dowsons Shoes.
It's an iconic South Island retail name that has been synonymous with providing good value in quality shoes and footwear since the company was started in Christchurch in 1938.
'Listen to your customers' is a universal benchmark of successful retailing - - and it's an important part of Dowsons business culture that has seen them develop, nurture and grow their brand throughout seventy three of the most turbulent years in New Zealand and global retailing.
Throughout it all, Dowsons Shoes have remained true to their brand ethic by understanding their customers and providing a service and product selection that meets their requirements.
Today, with retail locations throughout the South Island, Dowsons Shoes are working closely with Yellow Pencil to translate and sharpen their brand attributes through advertising, product mailers, in-store point of sale material, website and brand collateral - in fact everywhere their "brand meets the customer".
Watch out for our latest seasonal campaign, arriving in stores soon.
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Recognising the need for staff to access important information from locations outside the workplace has prompted many of our clients to add a secure "Staff Login" area to their websites. It's a simple form of "Intranet" and allows information like staff rosters, contact details, company memos, work policies and event calendars to be viewed by staff who may be working from home or elsewhere.
Just in case anyone has missed the obvious - Christmas is only three weeks away! Please be aware that while production and media deadlines tighten up BEFORE Christmas, they must also account for the period immediately AFTER Christmas - so it would pay to consider what your advertising, marketing and print needs are for at least the next six to eight weeks, NOW !
We're often given photos to use in print production that have been "downloaded from the net". The majority of pictures on the internet have been optimised so that they reproduce well on a computer monitor - but they are WAY TOO SMALL to use for print production. Unless you are ONLY creating photos for web use, it pays to take the original at full size and shrink the quality down for web use - not the other way round. You can't ADD quality to a small photo, you can only REMOVE it from a large photo. (Think of it this way - if you add three pints of water to one pint of beer, it might still LOOK like beer ....... )
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Yellow Pencil Limited Unit 6 41 Sir William Pickering Drive, Burnside Christchurch. Ph 03 357 0187 www.yellowpencil.co.nz
