Richie first rose to prominence in 1992 with his record-breaking performance on television game show ‘Double-Dare’. Host Marc Summers later likened his efforts in the physical-challenge section to Edmund Hillary scaling Mt Everest. Richie remained a darling of the game-show circuit until his retirement in 1997, when he withdrew from competition to focus on his academic studies. With a Bruce Lee like dedication to the not so ancient arts of business academia, Richie has kick punched his way to black-belt status: Bachelor of Business (Marketing), Master of Business Administration (MBA), RMIT Business Planning Competition Runner Up 2007, and Winner of Melbourne University's Entrepreneurs Challenge 2008.
IT’S NOT WHAT YOU KNOW, IT’S HOW FAST YOU CAN LEARN.
BECAUSE A PRODUCT CAN BE COPIED BY A COMPETITOR, BUT A BRAND IS UNIQUE
A ‘BIG IDEA’ IS A CREATIVE & INSPIRING WAY TO EXPRESS THE BRAND POSITIONING.
STRATEGY = A CAREFULLY DESIGNED PLAN TO MURDER THE COMPETITION.
ADHERENCE TO THE BRAND POSITIONING TURNS THE CREATIVE IDEA INTO AN EFFECTIVE COMMUNICATION RATHER THAN JUST A CREATIVE COMMUNICATION.
POSITIONING = "THE STRATEGIC* ATTEMPT TO INFLUENCE / CONTROL THE MENTAL PERCEPTION OF THE BRAND IN THE MIND OF TARGET CONSUMER SEGEMNTS."
*relative to competitors!
BRAND - COMMODITY = BRAND EQUITY
BRAND EQUITY = BRAND ASSOCIATIONS x BRAND AWARENESS
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