Leadership News, Features, and Interviews

Leadership

Why it's time to find your purpose

Marketers have traditionally relied on the four ‘Ps’ principle to get their message across to consumers. But brands need to now articulate a clear purpose, engage with personality and promise possibility if they’re to remain relevant in the new age of authenticity and dynamic one-to-one consumer exchange.

Leadership

How Bupa is building a customer analytics framework

Brands ramping up their analytics capabilities need suitable frameworks in place to translate data into business insights that can be actioned by the right teams for maximum benefit, Bupa’s strategy leader claims.

Leadership

How to navigate the data analytics path

Data analytics is critical for organisations but your efforts will fail if you don’t first understand what customer gap or commercial pain point you’re trying to overcome, several Australian brands claim.

Leadership

Digital's rise into the heart of marketing: Adobe's Brad Rencher

Despite their obvious importance, digital and social remain distinct activities within many marketing teams. But CMOs must integrate these channels into the one customer journey if they’re to remain at the top of their game, Adobe’s digital chief claims.

Leadership

Should CMOs own product development?

Marketers often talk about the distinction between consumer and B2B marketing when it comes to tactics and strategy, as well as individual background. Yet what leaders on both sides of the fence usually share is a history of roles in product management and marketing.

Leadership

Preparing for the future of work and leadership

Successful business leaders of the future don’t have all the answers and embrace authenticity, innovation, and an emotional connection with their staff, a panel of business and innovation advisors claims.

Leadership

From CMO to CEO: Intel Australia's Kate Burleigh

If you want to make your way to the top in business, it pays to play to your strengths. That has certainly been the plan for Intel’s MD and former marketer, Kate Burleigh, although the starting point for her journey up the executive ladder was an unusual one.

Leadership

Why your B2B content marketing strategy isn’t working

B2B marketers have become obsessed by content marketing, but their approach is largely mediocre and isn’t changing the customer’s behaviour enough to move the commercial needle, an industry advisory group claims.

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Does your brand need a personality review? - Brand vision - CMO Australia

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Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

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