Stories by Brad Howarth

How Boost Mobile has kept its brand identity

Telecommunications can be a brutal game, with brands coming and going faster than Australian prime ministers. So for Australian-born Boost Mobile to have survived for 20 years is a noteworthy feat, especially given that many of its much larger US carrier partners, including Nextel and Sprint, have come and gone in that time.

What Hyundai Forklifts is doing to a lift its brand image

It’s been 35 years since Australian motorists first started saying ‘hi to Hyundai’. But while the massive Korean manufacturing conglomerate has done an amazing job of building recognition as an automotive brand, some of its other its other products are not so well recognised.

Leadership

Why you should start thinking about reverse mentoring

Cambell Holt is not the first marketer to concede there is a lot in his professional realm he doesn’t fully understand. But what does make Mercer’s chief customer officer different to many of his peers is who he turns to when filling in those gaps.

Digital Marketing

Why the COVID-19 crisis has elevated influencer marketing

It was 12 March 2020 when Elma Beganovich saw the world suddenly change. As co-founder and chief operating officer at New York-based influencer-led digital marketing agency, Amra & Elma, she had been monitoring rising concern regarding the COVID-19 health crisis among the global influencer community and their followers.

Measurement & Analytics

Data in the new normal

Data enables marketers to better understand the true state of the world within which they operate. But what do you do when the data being used to make those predictions no longer describes reality?

Digital Marketing

How this alcohol-free spirits brand rode the health and wellness wave

When Carl Hartmann and Mark Livings set out to build Lyre’s Spirit Co, they were looking to create a product and brand that would provide a palatable and socially acceptable alternative to alcoholic spirit-based beverages. Little did they know, the COVID-19 crisis was about to deliver a hoard of potential customers looking for a healthier lifestyle while in lockdown.

Digital Marketing

How this financial services marketer has found agility in a crisis

There are few marketers who haven’t seen their plans derailed by COVID-19. Even for those brands that have traded successfully during this period, success has usually come as the result of being able to flex marketing programs quickly to suit changing conditions.

How Tissot found time for a new class of heroes

Many Australian children have grown up with posters of their favourite sports stars taped to their walls. Fifteen recipients of the Australian of the Year honour have had a background in sport, and sports stars are perennial favourites as ambassadors and spokespeople for all manner of brands.

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Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

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