Future proofing by making the big transition from physical to digital proposition and engagement has seen Australia lifestyle offer business, Entertainment, embark on simultaneous digital and brand transformation.

In a year many of us wished had been cancelled, it should not surprise anyone that ‘cancel culture’ peaked in 2020, Landor & Fitch executive director insights and analytics for the Americas, Maarten Lagae, says. And it’s going to remain front and centre in 2021, too.

A desire to appeal to younger audiences while retaining its heritage in craftsmanship and rich history has led Waterford crystal to overhaul its visual look and feel globally.

Six months after bowing to consumer backlash against the racial overtones of its iconic Australian cheese brand, Coon has announced ‘Cheer Cheese’ as the new name for its product from July this year.

The ACCC’s decision to pursue Lorna Jane through the courts for alleging its anti-virus activewear can protect consumers from COVID shows the concerning state of health-related marketing in Australia right now, a leading plastic surgeon has told CMO.

Commercial vehicle manufacturer, Hino Australia, has promoted its brand and marketing leader and elevated customer support as part of an executive reshuffle aimed at improving customer focus across the organisation.

​One of the interesting things to come out of this year’s unprecedented market conditions was a rethink around external partnerships and collaborations by local and global brands. Here, we highlight a few of the more unusual, unlikely pairings we saw during 2020 and why they were explored by the brands engaging in them.

With a history that stretches back over 100 years, SPC has been a familiar brand in Australian pantries and on supermarket shelves. But the company had languished in recent years following its acquisition by Coca Cola Amatil in 2005, recording falling sales and significant losses.

Seeking to address growing consumer demand for familiar, trustworthy brands by highlighting its rich history as an premium Australian winemaker has led to a new brand platform from Peter Lehmann’s parent company, Casella Family Brands.

A not-for-profit organisation focused on delivering Australia’s first truly sustainable and environmentally conscious funerals has debuted its brand identity and website as it works to secure funding needed to launch.

Another new telco brand has hit the virtual shelves this week, with the launch of gomo, billed as a low-cost mobile provider, which is backed by Optus.

​Curtin University has recently launched its first major brand campaign in more than five years, ‘Change is Here’, an integrated campaign created by AnalogFolk Sydney. The campaign taps into young people’s desire to see real change in a world now defined by unprecedented uncertainty, and will run across TV, radio, outdoor, digital and social.

Nestlé has taken the wrappers off new brand names for its Australian Allen's lollies, Red Skins and Chicos, after deciding to rename the products in response to rising racial sensitivity globally.

Of the many trends in marketing content that have emerged through 2020, one of the most common has been displays of empathy. But how well those messages landed probably had more to do with how people felt about the brands to begin with rather than the quality of the communications themselves.

​Brightcove is one of the hidden platforms that power online services – sometimes little known to consumers, yet integral to the workings of many digital services. In this case, Brightcove has rolled out its online video platform widely across the web, and its roster of customers includes Nine Digital, Seven Network, TVNZ, Stuff Limited, Bunnings, Deloitte, Department of Education NSW, NAB, SEEK, and Xero.

For the past few years, Scott Koetsier and the sales and marketing team at Emerald Foods have been pondering exactly where the boundaries lie for one of his company’s most prized ice cream brands, New Zealand Natural, and asking how they can be expanded.

​Brand-led advertising is firmly on the agenda for the Allianz A/NZ team after the local business became a pilot market for the group’s global brand transformation.

Technology brands have dominated the top global brands of 2020 ,with Apple coming in first place, followed by Amazon and Microsoft, according to Interbrand’s 21st annual Best Global Brands report.

Rebranding a company is rarely easy, and that task can be made even more difficult when you are also trying to change perceptions of the category within which you operate. But then to do that in an economy already been buffeted by COVID-19 lockdowns and a looming recession?

Having had to rethink its marketing plan to suit the COVID-19 climate and build engagement outside of physical events, Fever-Tree has kicked off its largest advertising campaign to date to woo Australian consumers.

Some businesses owe their rapid growth to being in the right place at the right time. But such a feat should almost be expected of Sydney-based startup, Spacenow, whose entire business model is based on putting clients into the right space at the right time.