• Why every CMO should ensure their organisation has clear brand architecture

    Growth is essential for businesses but can cause major headaches for CMOs. When organisations expand by introducing new products or acquiring or merging with other companies, the result is often multiple products, services, logos, brands and sub-brands all vying for attention in the marketplace.

  • Why CMOs must make brand integral to the company culture

    In a crowded marketplace, a strong brand can mean the difference between success and failure. Unless the brand is an integral part of the company’s culture, it will be impossible to achieve success.
    One of the most important aspects of the CMO’s role is therefore to ensure that each member of the company understands and is committed to the brand.

Dan Ratner

  • managing director, uberbrand
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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