A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
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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Maintaining trust in a sceptical world: The power of brand trust
The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.
17 Aug / Cultural connection -
Is your content marketing missing the mark?
Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?
24 May / Cultural connection -
Consistency and conversation: How branding and advertising can work better together
Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.
1 Feb / Cultural connection -
Brand management starts with management
As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.
15 Sep / Cultural connection -
How global brands can connect on a local level
The dot-com boom allowed brands to easily access the global market. Thanks to this increased exposure and worldwide awareness, brands can no longer exist in a local bubble.
29 Oct / Cultural connection -
Why companies should consider rebranding after an acquisition
An acquisition can present exciting opportunities for organisations. It can, however, also be a confusing time for both employees and customers, particularly when it brings together different offerings and departments.
6 Aug / Cultural connection -
Why brands must create value beyond their core function
The functionality of your product or service isn’t a competitive advantage. Often, it’s a core requirement and isn’t original.
23 Mar / Cultural connection -
Adopting a brand-led sales approach
Branding can be a powerful weapon in your sales arsenal. Your brand is what makes you unique and different to other providers in the marketplace. It can create lasting connections between an organisation and its audiences.
22 Oct / Cultural connection -
Creative won't define your brand, defining your brand will
It may seem obvious, but it’s important CMOs focus on ensuring that everything they are communicating reinforces and underpins their brand. This leads to a ‘brand-led communications’ approach that helps ensure consistent communication is evident across all marketing channels.
8 Jul / Cultural connection -
Why brand success owes more to customers’ attitudes than to products and services
Today’s commoditised marketplace is flooded with products and services offering similar functionality and quality. This increasingly competitive marketplace means organisations need to stand out and connect more meaningfully with their audience.
2 May / Cultural connection
Dan Ratner
Dan Ratner is managing director of branding and communications agency, uberbrand. He has more than 15 years’ experience in marketing, communications and branding and is passionate about branding as an enabler to fulfil organisational objectives. Working closely with uberbrand’s clients Dan works to understanding the current customer perception in the context of business goals and aspirations. Dan works with well-known Australian brands across a variety of sectors including financial services, travel and education.
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State of the CMO 2020
CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...
Latest Videos
Conversations over a cuppa with CMO: Microsoft's Pip Arthur
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
- 29 October 2020
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Determining our Humanity
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
Should your business go back to the future?
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Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...
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Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family
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Google+ and Blogger cozy up with new comment system
Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...
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Why customer trust is more vital to brand survival than it's ever been