What do you do when you know you have a great product, but lack the resources or brand appeal needed to tell the world about it? Maybe get Alicia Keys to do it for you.

It’s a situation many brand marketers want to get to: A healthy and highly engaged customer loyalty program delivering potentially millions in sales and value to business and customers alike. And for iced bubble tea franchise outlet, Chatime, efforts to deliver just that will not only help build long-term brand equity, but provide some tools to help cope with the current COVID-19 crisis.

​Unilever, the manufacturer of brands including Dove, Rexona, Lifebuoy, TRESemme, OMO, Surf, Streets and Continental, announced a wide-ranging set of measures to support global and national efforts to tackle the COVID-19 pandemic.

Australian consumers are looking to trusted brands to provide them with safety and security during these difficult times as more of us become concerned about the economic, social and health impact of COVID-19, a new report claims.

Keeping marketing teams engaged during the COVID-19 crisis by upskilling on marketing and brand strategy fundamentals has prompted a new education offering from the Association of Data-driven Marketing and Advertising (ADMA) and marketing thought leader, Mark Ritson.

The Covid-19 pandemic currently playing out around the world has upended the 2020 plans for almost every brand and every marketer. At a time of health and economic stress along with working and family life upheaval, certainties about business and the role of brands are no more. The scale of the crisis is unprecedented in modern time, it doesn’t mean throwing out the rule book entirely, but survival will take more than just a couple of emails to customers.

Taking a stand against micro ignorance and celebrating the benefits of conversation over a cuppa lies at the heart of a new campaign from T2 targeting diversity and inclusion.

​An increasingly younger demographic of new customers has led ​Bendigo Bank ​to communicate in a more modern way.

Audible’s latest campaign highlighting how busy Aussies can fit audiobooks into their lives ties into wider efforts by the brand to position the value-add credentials of its subscription offering, its chief says.

​A digital-first approach, content play and commitment to sports marketing as a vehicle for emotional consumer connection lie at the heart of Hisense Australia’s new major sponsorship with the National Rugby League (NRL), its marketing chief says.

​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.

When news of General Motors’ decision to ‘retire’ the iconic Australian Holden brand broke in early February, public outcry and a wave of nostalgia washed through the digital and print channels. With news of such a significant brand ‘retirement’, and the outpouring it generated, the team at CMO wanted to ask a bigger question: Just how do you know when it’s time to retire a brand?

An increased focus on customer experience (CX) and a new management team has been pledged in an effort to turn Blackmores’ fortunes around, following the release of its half year results.

CMO and House of Brand partnered on a lively roundtable discussion in Sydney looking at how marketing leaders can unite their brand expertise and energy with customer experience. Here are pictorial highlights from the event

When Lisa Pearson joined Australian-grown BigCommerce as its global marketing chief, she faced a significant brand job spearheading the company’s push from SMB into mid-market. But heaven forbid the ecommerce software business’ staff see it as a rebrand.

The bushfires that devastated so many communities across Australia in 2019/2020 resulted in an outpouring of help for those affected by the nature disaster.

​Consumers and politicians have taken to social media to express their disappointment and frustrations following news iconic Australian brand, Holden, will exit the market after a 160-year run.

Campaigns and own brand innovation has helped Coles record sales revenue increase of 3.3 per cent in its latest half-yearly results. Yet the results have been tempered by an impairment charge of $20 million to cover staff underpayments.

One of the most iconic TVCs from radio stations in recent years would have to be the smoothfm ad featuring Michael Buble. The ad, along with the station’s niche targeting, helped propel it to the number one FM station in Sydney and number two in Melbourne.

Brand purpose is not just making nice words and taking no action. The increasingly savvy consumer demands a demonstrating of what brands are dong to make the world a better place before handing over their money.

Hotel group Ovolo has set out to create a brand evolution which celebrates the unique character of each hotel, along with its eclectic portfolio of restaurants and bars, which are experience destinations brimming with character, full of eye-catching art and vibrant atmosphere.