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.

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.

It’s a lesson many marketing officers have been reminded of during the last five months of COVID-19 pandemic: The importance of a well-defined brand. And it’s one Southern Cross Austereo’s chief marketing officer, Nikki Clarkson, not only tuned into, but leveraged in a host of recent creative initiatives.

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.

Brand building and authentic community connection are key for Didi Australia’s head of marketing as the challenger rideshare business looks to mature its marketing strategy while navigating the tumultuous COVID-19 climate.

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.

Musical ice cream cones have been used to mark World Ice Cream Day, a first for multisensory experiences, which could point to a way for brands to develop future consumer experiences.

Expanded premises, product innovation and a belief Australia’s craft beer category has somewhat lost its way has led Murray’s Brewing Co embark on a brand refresh and product expansion plan.

Australians are divided in their outlook of the future, according to a new report, Brand New Australia, from research agencies, The Lab and Nature.

There are plenty of “red herrings and wild goose chases” marketers can pursue in the name of brand building, Mars Wrigley Australia marketing director, Ben Hill, believes.

A physical mascot for customers in meetings, ruthless prioritisation, cross-functional teamwork and employee camaraderie are just a few ways Australian retail group, Super Retail Group, has ridden through the COVID-19 crisis.

Keeping up with evolving perceptions around women in media and communications and celebrating their multi-faceted and diverse natures has led Bras N Things to shake up its brand positioning.

Australia’s new international logo, which is to be used for overseas trade missions and business exchange programs, came into the spotlight last week - but for all the wrong reasons.

MyState Bank’s latest campaign, created during the height of the COVID-19 lockdown, turns on the themes of balance and simplifying life, and was produced in an unusual way, with virtual casting sessions, talent from the same family and a strict enforcement of a two-metre distancing rule on set.

The Coffee Club has officially unveiled a new brand platform and visual look, the latest step in a strategic refresh program that’s arguably only grown in scope and momentum during the COVID-19 crisis.

Brand building is now a priority over analytics, personalisation and martech, according to the 2020 Gartner CMO spending survey.

So profound are the changing dynamics in the online world - the increasing shift to digital and the ongoing disruption of the coronavirus - brand safety givens are being rapidly overturned and even discarded.

A concerted effort to build real-time consumer sentiment tracking has seen Beiersdorf pivot its marketing, media and social approach to meet changing behavioural trends during the COVID-19 crisis.

At the Cannes Lion Live 2020 event last week, a group ofmarketing leaders spoke about their experience leading the marketing mission for their organisations through this time of coronavirus crisis

​Seafood Industry Australia, the seafood industry's national peak-body, has found itself with a $4 million federal government grant, which will be used for the sector's first ever whole-of-industry national marketing campaign.

HSBC CMO, Leanne Cutts, speaking at the Cannes Lion Live 2020 ​virtual event, explained how the multinational bank began a global refresh on its brand identity, “because we know successful brands need to be true to their DNA and their original values and heritage, but also to be fresh for what audiences and customers need today”.