Establishing the pay on-demand category along with sustained awareness of its company credentials have led homegrown pay on-demand fintech, Beforepay, to launch its first brand campaign nationally.

Any business that has been around for more than 100 years must know a thing or two about being sustainable, at least in the traditional sense of the world.

Celebrating Australia’s farmers and their importance nationally as well as globally lies at the heart of a new brand platform launched by agricultural manufacturer, Case IH, this month.

Refining the customer journey, embedding a new marketing cloud platform and elevating voice of customer and Net Promoter Score programs are top priorities for the new chief experience officer at BlueFit gyms.

One of the lasting legacies of 2020 will be the boost it gave to digitalisation projects in Australia, as consumer flocked to the Internet to buy groceries, order food and entertain themselves.

Australia’s supermarkets and major retailers have topped the table when it comes to winning consumer trust during the pandemic year, according to a new report.

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.

Balancing flexibility and routine, community contribution and the consumer’s desire for optimism proved instrumental for The Lott’s marketing team over the last 15 months. And they’re the keys to getting through this next normal, too.

Two years on from its rebrand as mycar, the auto services company formerly known as Kmart Tyre and Auto Service is celebrating its growing network, evolving omnichannel customer experience and efforts to buck too-frequent impression of auto services as untrustworthy.

Highlighting both its sustainability and Australian-made credentials locally and globally has seen 50-year-old Nerada Tea overhaul its visual brand identity and kick off a new marketing program.

A petition encouraging Australian employers to grant pet owners ‘PETernity’ leave, along with pet personality scores driving product recommendations and membership benefits, are just some of the tools PetCulture’s first CMO is using to drive aggressive growth.

Etihad Airways has adopted sonic branding in a big way, extending its new audio marketing efforts across the full customer journey in a bid to raise unprompted awareness and brand connection.

A 50/50 split between brand and performance marketing spend isn’t something that seemed conceivable at hipages three years ago. But that’s exactly what has occurred at the ASX-listed tradie marketplace thanks to the impact of its mainstream media investments on consumer awareness and consideration.

Fresh brand positioning, adopting Agile ways of working and taking advantage of a multi-million-dollar investment into marketing technology are some of the ways Swinburne University’s CMO is finding opportunity in the midst of ongoing uncertainty facing the tertiary education sector.

When COVID-19 led to the postponement of major sporting competitions around the globe, there was one form of contest that surged – even if some pundits might not recognise it as such. The esports sector was the clear winner in 2020, with burgeoning player participation and viewer numbers coming through on platforms such as YouTube Gaming and Amazon’s Twitch.

Cementing a differentiated position in the outdoors category globally while getting local consumers to reappraise and fall back in love with its brand lies at the heart of new brand positioning and vision work undertaken by Kathmandu.

Fintech and neo-lender, Wisr, opted for a brand redesign around the tagline, ‘For your smart part’ to emphasise its proposition of helping Australians improve their financial wellness.

​Being the customer’s champion, providing the glue that drives alignment across the organisation and enabling innovation are three ways ANZ’s marketing team is working to bring the financial services giant’s purpose of helping people and communities thrive to life.

Brand reinvigoration has sat top of the agenda for Epicor’s global chief marketing officer, Paul Stoddart, since taking up the reins just over 12 months ago. But rather than fall into the trap of traditional B2B marketing, Stoddart has set up a distinct playbook for how he’s approaching the task.

​Welcome to the second episode of Launch Marketing Council’s new series exploring how Australian brands tackle launch marketing in the consumer packaged goods sector.

In the era of cancel culture, one poorly thought-out message can do sudden and severe damage to a brand. But marketers today find themselves on the hook for more than just what brands say to the world. Bad executive behaviour, supply chains issues and poorly thought-out operational decisions, such as the dynamiting of sacred sites, can quickly damage brands, professional reputations, and the bottom line.