Brand Strategy

Strategy

Bridging the digital divide in 2021

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.

Leadership

10 lessons in making a rebrand a whole of organisation job

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.

Leadership

Playing the right game during and beyond a crisis: The Lott

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.

Strategy

How mycar is building brand trust

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.

Leadership

PetCulture's first CMO shares her ambitions for achieving growth

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.

Digital Marketing

Etihad Airways bets big on sonic branding

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.

People

Why hipages continues to invest in mainstream media

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.

Digital Marketing

Game on: Brands and the rising popularity of esports

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.

Digital Marketing

Why the Wisr rebrand hit on money smarts

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.

Leadership

How ANZ's CMO has brought financial wellbeing brand purpose to life

​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.

Leadership

7 lessons in embracing modern B2B marketing

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.

Leadership

Managing brand reputation in the midst of cancel culture

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.

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

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Cultivating engaging content in Account-based Marketing (ABM)

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The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

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Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

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Binge and The Iconic launch Inactivewear clothing line

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NetSuite to acquire Bronto's digital marketing platform for US$200m

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Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

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