Brand Refresh

Leadership

Landor & Fitch global CMO: Why business transformation is a brand game

Record levels of mergers and acquisition, spin offs and corporate change is increasing the need for brand transformation, according to Landor & Fitch global CMO, Jane Bloomfield. Yet too many businesses continue to fall into the trap of seeing transformation as a digital, technology and process game, rather than one centred in people and customers.

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.

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Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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