Consumer Branding and JK Rowling


Britney Spears

As I sit at home on a snow day working like many others across the country, which is all made possible by the glorious Google Drive, I started wondering about what my next blog should be about – something riveting, meaningful and life-changing?

But instead I decided to write about the fact that I was obviously unaware of two things that other people seem to have already known, and I’m going to use those things to talk about what we do for our clients.

For instance, did you know that:

1 – Britney Spears has subliminal messaging in her lyrics – GENIUS!

2 – JK Rowling is actually Robert Galbraith?

Well I didn’t, and the fact that I didn’t know is probably the mind-blowing part.

Also, if you are not watching the TV series BBC’s Strike (which is based on the books) you need to.

Knowing the Britney fact has now altered part of my youth and I wish I could go back to that time to see what this would have meant to me then and if it would have made a difference?!

Britney was and still is so influential, but I’m sure it would have made for an epic OMG conversation between friends!

The second mind-blowing fact is one that I feel is a reflection of what so many of us would like to do – trying something new and not being held to a certain level of expectation, which is the whole reason JK Rowling chose to write a series of crime novels under a fictitious name.

She wanted to begin a new writing career in a new genre and to release her crime novels to a neutral audience, free of expectation or hype.

Consumers can see examples of this on a daily basis with “Umbrella Brands”.

This is where a big brand buys another brand or launches a similar product under a different brand name, some of which fall into the affordable price range.

This happens so often in the beauty industry and it is why there are so many “dupes” of different products or cheaper alternatives.

L’Oréal do this very well with a portfolio of international brands such as NYX, Maybelline, Essie and Garnier to name a few – Full list here:

An Irish brand that has done this very well is Bellamianta, the brain child of Linda Stinson and Lisa McDermott. Last year we saw these two amazing business minds launch Iconic Bronze, a more affordable tanning product, less than three years after the launch of Bellamianta.


With the help of their Irish brand ambassadors, Jade and Laura Mullett, this tan became so sought after than it made its way onto the shelves of Primark.

In communications we encourage our clients to think outside the box and try new things.

Whether that is how we launch a new product or campaign, the way we plan on revealing new company branding or working with a brand ambassador for the first time, or it could even be with a social media strategy and how to reach new audiences.

At Fuzion, when we meet a client for the first time it is important that we get to know them and have a clear understanding of what they do and what their objectives are.

From here, as a team, we put our heads together using the many years of experience we have to generate concepts and formulate a strategic plan that will work to the client’s benefit, delivering consistent and cohesive messaging that will help them get noticed and make an impact in a crowded market.

Our creative design team is also on hand to develop outstanding, eye catching and conversation starting designs that will leave the target audience remembering your brand.

Maybe we can help you to be like Britney or JK?!


Arlene Foy is an Account Manager with Fuzion Communications, a full service agency who have offices in Dublin and Cork.


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