Brand Purpose

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.

Leadership

Study: Emotional connection key to brand longevity

The FutureBrand Index 2020 has just been released, the first comprehensive global study into the perception of global brands since the outbreak of COVID-1. And the findings show well-perceived companies can consistently align the full picture of the experiences they create with their wider corporate purpose.

Customer Experience Management

Redefining the human-centred approach to marketing

We’re living in a time of the ‘#noveleconomy’, a new and unusual time marked by the coronavirus, where the number one driver has to be customers and employees, Salesforce global innovation evangelist, Brian Solis, claims.

Social Media

Lessons in brand authenticity from an Australian success story

Being authentic to your brand values is more important than ever in times of crisis, according to the co-founder and CEO of Australian luxury leather brand, Maison de Sabre. Because there are plenty of brands who haven’t been and could lose customer standing as a result.

Leadership

McDermott leaves Seafolly

​After three years at the marketing helm of one of Australia’s most iconic swimwear brands, Adriane McDermott has wrapped up her role as CMO of ​Seafolly​.

Leadership

Brand purpose must be all year round

​Brands that do not stand for something are wasting their power and their voice, not to mention commercial opportunities, said a professor of management at Macquarie Business School.

Featured Whitepapers

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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Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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