Brand Purpose

Leadership

Brand individuality effort continues with ME's latest push for good

Australia’s banks have not always enjoyed the strongest corporate reputations, consistently earning headlines that are best describe as bad news. So it takes a particularly bold perspective and a tonne of supporting proof points for a bank to muster the conviction that it deserves to be seen as a force for good.

Digital Marketing

Top 21 CMO stories of 2021

As we wave goodbye to the year that was 2021, CMO presents our top 21 stories of the year across CMO Australia based on audience engagement.

Intrepid looks to recommit to its core values with latest brand campaign

​In addition to travel bans, the last two years have led to an awakening in people’s desire to engage with organisations that are purpose driven and deliver a net benefit to society and the planet. That’s particularly good news for Melbourne born travel company, Intrepid Travel.

Leadership

10 lessons in making a rebrand a whole of organisation job

On June 1 2021, Credit Union Australia officially switched its branding over to Great Southern Bank and debuted a fresh purpose and new set of propositions targeting first-home buyers. As Great Southern Bank’s chief customer officer, Megan Keleher, put it to CMO, the task of transitioning the banking provider to a fresh brand and purpose was the biggest change the organisation has faced in its 70-plus year history. Which made it vital every person across the organisation was onside.

Leadership

Local rideshare company aims to get fair dinkum with drivers

When someone books a rideshare car there’s a good chance they are thinking more about when it will arrive and how long their trip will take than about the company itself and how it treats its drivers. But Rajesh Vuppala believes that if riders knew more about how the industry worked, they might choose a service they thought treated its drivers more fairly, especially if it gave back something to the local community.

Leadership

MOOD tea brand launches to fight youth suicide

New purpose-driven brand, MOOD tea, has launched in a bid to help fight youth suicide. The purpose-driven tea brand, created by the Australian media, marketing and creative industry, is a first social enterprise product to raise funds for youth mental health programs.

Leadership

Mardi Gras 2021: How brands are showing their support

In 2020 political division and instability shocked the world, and it came in a year with protests and a new movement for racial equality, all while the world grappled with the coronavirus pandemic. The events of last year have thrown the role of brands into sharp relief as many people looked to them for their support and leadership on these health, social, racial and progressive crises.

Strategy

Explainer: What is the circular economy?

The circular economy is expected to be worth $4.5 trillion by 2030, according to the World Business Council for Sustainable Development. Transforming the old ‘take, make and waste’ cycle with one that is structured around re-use, recycle and re-design will provide a host of new challenges and opportunities.

Leadership

9 lessons in building a purposeful brand

An ambition to attach meaning to money through brave and purposeful brand work is the key to making an impact for Future Super’s chief marketing officer, Grace Palos. Here, she shares 9 elements key to the way the business builds out its brand strategy.

Leadership

Marketing and the power of storytelling for a better world

It’s critical enterprises have a higher-level purpose which can be translated by the individual employees into their work to aid productivity and engagement, according to the founder and executive director of the Centre for the Future, ​​Dr Richard Hames.

People

CMO interview: Building sustainable brand connection at Kathmandu

More and more, consumers are looking for brands they can have an emotional connection with, says Kathmandu’s chief customer officer, Eva Barrett. And for the Australia and New Zealand-based outdoor apparel brand and retailer, credibility around sustainability will be key to achieving this as it works to build engagement locally and abroad.

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Latest Whitepapers

State of the CMO 2021

CMO’s State of the CMO is an annual industry research initiative aimed at gauging how ...

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Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

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