Monthly Archives: September 2012

Dear Case Logic

Dear Case Logic,

Thank you for your Laptop Backpack – so far an excellent replacement for my brilliant (but bad for my back) Tumi Alpha Briefcase.

We haven’t known each other for long enough for us to have developed the depth of relationship that I had with my Tumi, but early indications are that your Laptop Backpack is going to make a reliable and honest companion.

Sure, the Backpack doesn’t have the extensive features and pockets of my Tumi, nor the Reasons to Believe (as expressed in The Tumi Difference), but it’s fair to say that, although I liked the idea of the Tumi FXT Ballistic Nylon, it’s not something that I’m really missing.

And thank you for managing my expectations – your demonstration video (integrated on your website, via YouTube) gave me the confidence to pick you over your competitors, because I knew almost exactly what I was getting.

I buy loads of stuff – in fact as much stuff as I possibly can – online, and I just love products with a demo. I pity the actors who have to do the same thing over and over again, but I love the demos.

Thanks Case Logic and looking forward to the years to come.



Dear Halifax

Dear Halifax,

Thank you for the latest addition to your “People who give you extra” proposition – the Home Finder App…And thanks for your  highly insightful ad telling us about it:

I just love the way you’ve unlocked and brought to life insights around the property viewing process. All the highs, the optimism & hopes contrasted with the lows, the hazards, the disappointments & depression.

And I love the way you’ve managed to represent different estate agent typologies: The “knows it’s awful but shows it to you anyway”; The “pushy creep”; The “badly organised” (i.e. let’s you show yourself around without checking whether the current occupier is in the shower).

The App looks like it’s really clever, but I suspect it won’t be long before the likes of Primelocation and Rightmove get in on the augmented reality act (if indeed they haven’t already).

But I bet they’re green with envy that you have managed to find such a powerful insight (finding a new home is awful until it’s brilliant) around which to build your communication.

And thank you for keeping on the Halifax choir – you’ve invested so much in building it as an element of your brand equity, creating the memory structure, over recent years, that it would have been a shame to throw it away.

Howard & friends was insightful in a different (more intrusive, more in your face and 100 times more annoying) but brilliant (distinctiveness, employee engagement – everyone’s got potential as a singer like on Pop-Idol / X-Factor) kind of way.

But I think this new direction works so much better.



PS – And thank you for reminding me that (hopefully) it’s going to a looooong while before I have to start looking for a new home – especially if the planning regs carry on in the direction they’re heading