I spent most of yesterday on King Island, a small island to the north of Tasmania, population 1,600 (and 6,000 cows) and home to the famous King Island Dairy. The photo is of the newsagency in Currie, the main town on King Island. Unfortunately it was closed by the time our group arrived but peering inside I could see it had the usual range of greeting cards, magazines, newspapers and stationery. It also had the tourist items you’d expect and local event notices on the door. Lottery products are sold out of the supermarket.
Walking towards the newsagency across from the street I was surprised that the only branding was the N newsagent logo. This logo was created by the NSW Newsagents Association (NANA) in the 1990s and taken over by the ANF association and rolled out nationally. The ANF launched a new logo at the convention on the Gold Coast two weeks ago – although I am not sure who will fund the roll out of the new logo.
But back to King Island, taking a look at most of the other of the retail businesses in Currie, the newsagency fits in. While they could go with bolder branding like the local IGA supermarket, the market size does not warrant this – Currie has a population of 900. It’s retail businesses are appropriately understated – business is more about the community than it is about the business. and the newsagents clearly fits in.
This newsagency is a good example of where national generic and or low cost retail branding is appropriate for a newsagency.
Low cost retail branding yes, national generic no. A low cost retail brand would suit a newsagency such as this – but a national generic brand brings all newsagents under that banner in the minds of consumers.
A national generic retail brand may work for small newsagenies such as this, but it does’t work for the industry at large. A low cost retail brand overcomes that issue.
Mark’s post seems to be more about his customary “Look at me, I went to … King Island” essays, than state anything of importance. A couple of hundred words about an old sign. Less is sometimes more, Mark.
Mary, actually I should have addressed that Thomas T because that’s who you are according to your IP address. Whatever. My post is about the challenge of branding a diverse retail network. Thankfully I get to travel and see things from this perspective.
Ha! You have been diminished to checking IP addresses of critical e-mails, Mark. What a pathetic existence, what a vengeful little man you must be. (Sometimes more than one person uses the same business computer, Mark.)
(Nice to see you have flown to the Gold Coast. When can we expect your next travel photo? We laugh about when we see this grandstanding. It is an absolute tonic for GENUINE hard-working newsagents chained to the counter.)
I agree with my partner Mary.
A photo of a newsagency sign … hardly a Pulitzer Prize on this one, Mr Fletcher.
Is it just me or does Mary Perna/Thomas T sound like a villian in a 60’s movie?
Thomas/Mary, I checked the IP addresses when I noticed comments from the two of you shared common elements. readers here deserve to know the extend of your deception. So far you have commented using five different names. If you believed in what you write you would out yourself and let people verify your claims.
IF MARK HAS THE TIME TO GO FLYING AROUND THEN GOOD ON HIM . I ENJOY READING ALL POST THAT HE PUTS HERE A LOT OF IT REALLY HELPS ME OUT IN EVERYDAY OPERATIONS,SO KEEP IT UP MARK
I agree with you Shaun.
When you’re stuck in you shop all day it’s hard to get any new ideas, learn what is going on in the industry, compare notes etc.
I think Mark is doing a great job providing a platform like this that all agents can use to their benefit.
I don’t like or agree with everything Marks writes but I’m not going to waste my time criticising it.
It’s HIS blog and if I don’t like it I can lump it.
Take note TT
I like the clean look of the shop – no garish ads for a gambling company, no ads for the local newspaper, The Aggrovate (oops, I mean The Advocate), and the signage says what the shop is about
I liked this post, it gave me a sense of serenity, away from the mess of mass population and its challenges. The one thing I would do is paint it the brightest pink I could find to brighten it up and maybe rename it something like ‘Kings Korner”as I am sure its pretty cold and gloomy down their.
At least all this gives Mark a tax-deduction for his King Island trip.
No reply Thommo.
He must be on a plane somewhere.
Good luck to him if he is, he sure works hard.
I hope he posts some photos.
THOMAS AND MARY WHAT A GREAT PARTNERSHIP YOU HAVE COMMUNICATING VIA COMPUTER
Yes, Shaun … in the very same way you are communicating via computer.
One thing is certain – our posts drive up readership at this blog, more than any other subject (except perhaps Bill Express/EziPass).
THIS IS TRUE I JUST LIKE READING COMMENTS . YES BUT I ACTUALLY LIKE TO TALK TO MY PARTNER AND NOT VIA A KEY BOARD . DO YOU FIND IT WEIRD THAT YOU ARE USING THE SAME COMPUTER TO TYPE MESSAGES ON . I THINK IT IS THOMAS TURN ON THE COMPUTER YOU HAD LAST GO
Shaun,
Mary and Thomas T are the same person.
Mark
OK NOW I GET IT .
Mark,
Why don’t they(?) write anything constructive, or make a positive contribution to the issues talked about?
Same person?
By your comments Mark, we are imaginary.
And you talk back to imaginary people.
Who has the problem?
Mary I have not said that at all. What I said was that you and Thomas are the same person.