Stories by Brad Howarth

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.

What's behind the latest brand symbol overhaul at BMW

Some brand symbols are iconic, and immediately convey not just an identity but a set of attributes that clearly describe what the brand stands for. Such recognition can take years to establish, and it is something most brand owners are loath to mess with.

Strategy

Customer loyalty in the time of COVID-19

Customer loyalty programs have become a ubiquitous aspect of brand marketing, adopted as much for their efficiency in harvesting customer data as for their ability to keep customers buying. So what value does a loyalty program hold when a customer can no longer transact? And how can a brand ensure its loyal customers are still loyal once restrictions are lifted?

Digital Marketing

Can virtual events fill the physical conference gap?

The long-term impact of the COVID-19 lockdown on the Australian events industry won’t be known for some time, but one immediate outcome is the rapid rise in interest in virtual conferences.

Digital Marketing

How to achieve virtual experience success

​With so many physical events now being cancelled, many organisations are turning to virtual platforms to retain at least a semblance of presence and engagement. But as anyone who has ever attended a virtual event knows, a successful experience requires more than just pointing a video camera at a presenter and pressing record.

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Latest Videos

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Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

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Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

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“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

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IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

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Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

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Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

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