A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
State of the CMO 2020
CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...
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Commissioning personas that get used
How to avoid the bottom drawer, and how to get value from the work you’ve paid for
24 Nov / Written by Melanie Wiese -
A life(cycle) made of moments
Got a moment? Grab a piece of paper and pen and plot out your whole life in three minutes. It’s not going to be a multi-part biography, but it’ll give a stranger a rough understanding of who you are: Your birth, education, jobs, financial investments and your significant (lack of) relationships.
19 Aug / Written by Thomas Scott -
Natural born leaders
Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.
4 Feb / Written by Jean-Luc Ambrosi -
The changing nature of brand power
Once upon a time, life was easy: You developed products, placed them in a well-located retail shop, wrapped them under an attractive brand and hired the best creative in town to promote them. Many business and brands were successfully built on this approach, even if it wasn’t always that easy.
21 Aug / Written by Jean-Luc Ambrosi -
Relevance and substance are the keys to marketing’s future
Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.
27 Feb / Written by Jean-Luc Ambrosi -
There’s a brand in my digital soup
Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.
5 Sep / Written by Jean-Luc Ambrosi -
Are you leading technology changes or is technology leading you?
In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
29 Mar / Written by Jean-Luc Ambrosi -
Disrupting marketing as we know it
Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.
6 Sep / Written by Jean-Luc Ambrosi -
Managing brands in a digital world
With digital integration at the core of customer management, many marketers have been questioning whether the principles and approaches to branding are fundamentally different in a digitally led environment.
12 Apr / Written by Jean-Luc Ambrosi -
Building e-motional connections with customers
The warm weather is upon us. It’s a time of year often associated with the blossoming of love and relationships, which has me thinking about how marketing has leaped forward in its ability to build emotional connections with customers.
1 Dec / Written by Jean-Luc Ambrosi
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State of the CMO 2019
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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.
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‘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.
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