• Taking issue with ‘Branzac’ advertising

    Commemoration of the 100th anniversary of the Anzac landing at Gallipoli has not only been a time to ponder a tragedy that affected too many Australian and New Zealander families, it also shone the headlights on the whole marketing profession.

  • Customer centricity or eccentricity?

    Have you noticed the number of articles and excruciating LinkedIn updates imparting us with the irrefutable merits of ‘customer centricity’ and how it will change businesses and the world for the better for ever and ever? They now appear to stand as the new organisational words ‘du jour’, sitting comfortably alongside other grand terms like big data, content marketing, native advertising and other fashionable poetries of varying worth.

  • How to kill a mockingbrand

    Australia’s retirement system has the enviable reputation of ranking among the best in the world. But despite being hailed as one of the most progressive retirement schemes, the ‘superannuation’ brand does not resonate as positively as it should in the hearts and minds of Australians.

  • The age of clichés

    We have reached a point in time where marketers need to beware of the latest fads, buzzwords and easy clichés. Many are at risk of losing sight of what distinguishes them as true professionals: Their ability to market the right product at the right time, through the right channel, to the right audience, in the right manner.

  • The unbearable lightness of marketing leadership

    As the role of CMO and marketing leader evolves at a frantic pace, growing exponentially in complexity, a question remains: Should managers without recognised marketing credentials be appointed marketing leaders or CMOs?

  • Who’s afraid of digital?

    No matter where you look, marketers are torn between excitement and apprehension about the new digital landscape. In fact, the questioning the digital evolution is raising can turn marketing operations on their heads for a number of valid reasons.

  • Segmentation: Separating the barracuda from the barramundi

    Customer segmentation has become a key area of focus for marketing managers. No longer just a novel idea, it is increasingly becoming entrenched in the modus operandi of organisations.

  • The ethics of marketing

    Marketing as an art and as a quasi-science has reached a new level of maturity and efficacy, driven in a large part by the increased ability to gather, manipulate and analyse data to study consumer behaviours.

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