Stefan Drew - The Marketing Magician

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Stefan Drew - The Marketing Magician

Tag: brands

Brands Issues at Ahamay

Businesses Can Spend Millions on Their Brand; But It Can Soon Fall Apart.


We all know brands are important, especially to big business.  But you can spend millions building a brand only to find that things go wrong.

Take for example Ahamay.  They are known internationally for everything from music to motors.  

Have you heard of them?  Is it a brand you are familiar with?

Ahamay were flying the corporate flag in Portugal when I was there recently.  

The only problem was I didn’t recognise them as a huge international brand because they had made one very simple mistake with their branding.


You see their flag was printed so that the writing could be read from either side of the flag – lined flags are much more expensive, so they have gone for the cheap option.

Amahay are in fact Yahama … but only on one side of their flags!.  As Yahama they are well recognised.  But as Amahay no one really recognises them .. and if they do they laugh.


In marketing we need to look at every situation from various perspectives.  How we see it may not be the same as how someone else sees it.   

We’ve all made mistakes in marketing, certainly I have.  The trick is to spot them before everyone else does.

Finally let me tell you about a succinct strapline that was pointed out to me recently. The competitor of one of my clients were offering the chance to “learn business from the inside”.  By this they meant they were providing the opportunities to work in a business and learn from the experience.   My client liked the concept until I pointed out that the phrase could be perceived in an unintended way.  Being inside means to be in prison, so some people may think this is a training course for people being detained at Her Majesties pleasure (for my non English readers being detained at Her Majesties pleasure means to be in prison until such time as Her Majesty, the Queen, decides you can leave!).

Sometimes our straplines, headlines etc can be read in several ways.

When Lewis Smith from The independent interviewed me recently I reminded him how Rolls Royce allegedly nearly had a similar problem with their choice of words.  In the 1960s they were going to name one model the Silver Mist.  Eventually they choose Silver Shadow as “mist” in German means manure. 

Ryanair’s Branding Changes: My Comments in the Independent

Lewis Smith from The Independent called me a few days ago.  He wanted to know my views on the latest Ryanair saga.

Ryanair claim they are going to change the colour of their logo.  I must say my first comment to Lewis was to ask if this a follow up tactic based around the fact Ryanair had previously suggested charging for use of the toilets and giving the option of having a seat or standing space.  


We then chatted for 20+ minutes on how colours are emotional and can contribute to the perception of a brand.  I explained how some supermarkets used vivid colours to draw attention to, and denote, cheap products.   Other supermarkets like Waitrose are more subdued in their choice.  They use greens and other colours to denote freshness, value etc.  

I also mentioned how Gap had previously said they were going to change colours and backed down after critics made an issue of this on social media.      

Despite us talking for quite a while the actual content I’m quoted on is relatively small .. but it is a vital consideration.  You see the other experts that contributed were specialists and i’m a generalist.  Their specialisms were in colour psychology and brands, and each focused on the importance of their area.  

Much of what I’d discussed was confirmed by them.  But the bit that was printed was about the fact I don’t believe you can easily test the true impact of brand colour changes for one simple reason.  It never happens in isolation.  It is always part of an attempt to improve the image of a company and will be accompanied by a whole series of other changes. Things like, as in Ryanair’s case,  additional exposure in the media.  

Of course you can extrapolate from focus groups and other research but really being sure that it is the colour change and nothing but the colour change is impossible.

One last thing I discussed with Lewis was how Rolls Royce had nearly named the Rolls Royce Silver Shadow as the Silver Mist until they realised that, in German, mist means manure.  

You can read the full Ryanair article here