Brand Strategy

How Boost Mobile has kept its brand identity

Telecommunications can be a brutal game, with brands coming and going faster than Australian prime ministers. So for Australian-born Boost Mobile to have survived for 20 years is a noteworthy feat, especially given that many of its much larger US carrier partners, including Nextel and Sprint, have come and gone in that time.

What Hyundai Forklifts is doing to a lift its brand image

It’s been 35 years since Australian motorists first started saying ‘hi to Hyundai’. But while the massive Korean manufacturing conglomerate has done an amazing job of building recognition as an automotive brand, some of its other its other products are not so well recognised.

Leadership

The holistic sustainability picture L'Occitane is pursuing

A partnership with the Foundation for National Parks & Wildlife to restore Australia’s natural habitats and vegetation after the devastating bushfires is just one further step in L’Occitane’s sustainability commitment as a brand and business.

Customer Experience Management

First new stores open in Ampol brand relaunch

The first rebranded Ampol sites have been unveiled in two Sydney locations, with both fuel and convenience retail offerings, as part of the brand’s Australian relaunch​.

People

CMO interview: Building sustainable brand connection at Kathmandu

More and more, consumers are looking for brands they can have an emotional connection with, says Kathmandu’s chief customer officer, Eva Barrett. And for the Australia and New Zealand-based outdoor apparel brand and retailer, credibility around sustainability will be key to achieving this as it works to build engagement locally and abroad.

Leadership

Study: Emotional connection key to brand longevity

The FutureBrand Index 2020 has just been released, the first comprehensive global study into the perception of global brands since the outbreak of COVID-1. And the findings show well-perceived companies can consistently align the full picture of the experiences they create with their wider corporate purpose.

Customer Experience Management

Virgin Australia sets path to reemerge amid ongoing COVID crisis

Virgin Australia will cut 3000 jobs, drop the Tiger brand and restructure as it begins the path out of voluntary administration under new owners, Bain Capital. The airline noted it will carry over all travel credits and Velocity frequent flyer points.

Digital Marketing

Inside Sonder’s elevator pitch rebrand

Personal safety and well-being support outfit, Sonder, recently debuted a new customer value proposition and core brand messaging with the aim of quickly and succinctly telling its brand story to executives, when time and attention is precious, and limited.

Digital Marketing

Why Include a Charity opted for a rebrand

Looking to change the focus for charitable giving in wills, Include A Charity has undertaken a complete refresh of its 12-year-old organisation and launched a new brand identity and logo.

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Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

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