The Rapala Group is an international business focusing on the manufacture and distribution of fishing tackle. Over time it has acquired other fishing tackle brands such as Williamson, Blue Fox, Storm, Luhr Jensen, Trigger X, Sufix and VMC hooks. Rapala  also handles distribution through its network for other tackle manufacturers, an Australian example being Silstar rods.

My role with Rapala Group has been the concept, design and copy development of their advertising, product photography and digital imaging.

THE BRAND PERSONALITY

A brand personality is something to which the consumer can relate. It is the way a brand speaks and behaves. It means assigning human personality traits to a brand so as to achieve differentiation.

In developing the brand personality for STORM fishing lures, I've considered what anglers who use lures desire most - that the lure they are flicking out into the water gets pounced on by every fish swimming by.

To achieve this, I've given the lures the characteristics of extroverted, confrontational show-offs who are going to make sure they are going to get noticed. Anglers understand this. They know that any erratic behaviour, for example  the swim pattern of an injured fish, gets noticed by predators. The key to communicating a brand is understanding how your target audience ticks.

This is just one insight into my methodology for developing effective branding and advertising strategies. I have a system for this and it's not rocket science.

Contact me if you have any enquiry. I'm more than happy to offer advice or answer any questions you may have.

"IF YOU'RE PURCHASING THAT, YOU
  MIGHT BE INTERESTED IN THIS..."

Most international fishing line brands develop product ranges to cater for every type of fishing. This results in fishing lines made from flourocarbon, nylon monofilament or braided woven fibers of  man-made materials like Dacron or micro-dyneema.

The premise for lure and bait fishing is the angler uses a main line (spooled onto his fishing reel) to which he connects a lighter or heavier leader at the lure/hook end. This is to withstand abrasions (heavier) or be low visibility (lighter) at the working end of the fishing line near the bait or lure presentation.

I concepted and developed FISH THE SYSTEM for SUFIX - matching  lines to leaders for various fishing scenarios. It was a ground-breaker with increased sales for the brand and I received recognition from SUFIX's international distributor.

Amazingly, this was the first time a fishing line brand had utilised this effective marketing approach. This is a great example of what can be achieved in increased sales if you look at the big picture of your product offering.