This episode of Fractal Marketing is called “Koala Mattresses: A Brand Strategy Review” with Melissa Packham, Chief Brand Strategist at A Brand Is Not A Logo. Today, Melissa starts off with Koala’s name recall and going international.
They then discuss Koala’s guerilla marketing choices, their disruption of the industry with superior offerings, and their success in challenging titans in the business. Melissa also unpacks Koala’s logo and their choice to be transparent as an ethical and socially-conscious brand.
01:38 Analyzing Koala as a brand name
07:00 Disrupting the industry and challenging the competition
13:53 Discussing traditional marketing channels and Koala’s logo
21:52 Embracing the future and being a socially-conscious brand
02:35 “It’s obviously a strong hook for them overseas because the association with cuddly koalas and Australia is so strong.”
07:49 “They set out not with the intention to launch a mattress, they set out to disrupt a category by improving customer experience.”
20:19 “The lower case kinds of suggests that it’s more approachable and modern than a very Times New Roman kind of Serif typography choice there. In terms of visual, it’s already saying that it’s a modern brand.”
22:30 “The reason more businesses are stepping up to the plate on doing social good is because, quite frankly, consumers are demanding it and have been demanding it for years. And it is definitely the global majority now.”
27:00 “People trust brands. They trust brands to take action and so that’s why they’ve trusted brands for so long and now they’re actively choosing brands that align with their values. And, in fact, they trust them more than governments.”