Brand Refresh

Measurement & Analytics

Mate gets a hand with brand and customer decisions from SourseAI

Fast-growing, independent telco, Mate, has signed up with SourseAI to synthesise Mate’s customer data and combine it with market data. The results include defined audience segments, characterised personas and customer and market behaviour insights as the basis for a brand refresh, customer engagement strategies and product development.

Strategy

Inside SiteMinder’s brand repositioning

While grounded planes and shuttered hotels were stark visual symbols of how the global coronavirus pandemic hit travel and tourism, what wasn’t so obvious was the impact on technology platforms that support the industry.

Social Media

Why Coopers Brewery is overhauling its brand positioning

A significant restructure of Coopers Brewery bringing marketing, distribution and sales together with the brewery team has provided the foundations for the family-owned company to invest in a brand repositioning effort aimed at recruiting new consumers.

Strategy

Why Empired needed a brand makeover

Empired recently launched a new digital experience platform as well as a refreshed brand identity, reflecting the evolving nature of the business.

Leadership

Bringing the SPC brand back from the brink

With a history that stretches back over 100 years, SPC has been a familiar brand in Australian pantries and on supermarket shelves. But the company had languished in recent years following its acquisition by Coca Cola Amatil in 2005, recording falling sales and significant losses.

Giving the New Zealand Natural brand a new lease on life

For the past few years, Scott Koetsier and the sales and marketing team at Emerald Foods have been pondering exactly where the boundaries lie for one of his company’s most prized ice cream brands, New Zealand Natural, and asking how they can be expanded.

Digital Marketing

Baby Bunting refreshes iconic brand

​In its latest effort to modernise to provide the kind of customer experience the consumer now demands, Baby Bunting has undergone a brand refresh to facilitate a better emotional connection with customers through increased personalisation.

Leadership

Juniper Networks brand relaunch: standing out from the crowd

​In a sea of blue, grey and white, Juniper Networks has decided to go green. Not only in the environmental sense, but also for its new logo. And the stand-out colour is just part of what has been a global brand refresh for Juniper Networks this year.

cmo-xs-promo

Featured Whitepapers

State of the CMO 2021

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

More whitepapers

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in