Brand equity, that intangible value brands possess, is becoming increasingly vital not just for marketers but for CFOs and CEOs who are looking to leverage it for investment and stock market value.

Edtech startup, Cluey Learning, kicked off 2020 with a brand refresh, new website and a new campaign, 2020 Vision, exploring the future of education and new research and expert predictions for the decade ahead.

At a time of increased competition in almost every industry, getting messaging cut through has never been more important. And yet, as marketers increasingly personalise and try to engage with targeting, the consumer has never been more zoned out.

There’s no doubt marketers are facing a critical commercial crisis and must get better at selling the business value they create, IPA UK consultant and principle of Cassidy Media Partnership, Fran Cassidy, says.

Growth, and, in particular, sustained, year-on-year growth, is the mantra and the objective for many marketing chiefs and their c-suite chiefs. But not all growth is created equally.

Like any brand today, the constant re-upping of customer experience (CX) is vital to succeed in hospitality. And as StayWell expands into a new luxury category with its Prince Akatoki brand, it is hoping its CX will do just that.

​International expansion and brand building is top of the list for Starward’s recently installed CEO and former category marketer as he takes the reins of the Australian whisky distillery.

After 260 years as the very epitome of luxury brands used by actual royalty, Wedgwood has undertaken a rebrand to better represent what luxury means for a modern consumer.

Last September, outdoor adventure apparel and equipment retailer, Kathmandu, turned heads by announcing it had become a certified B Corporation.

GoDaddy has kicked off 2020 with a new logo and a rebrand.

Bringing a community-driven, consumer lens to rebranding has seen B2B professional services firm, Kearney, crowdsource more than 10,000 images of staff and customers for its creative approach.

Think of apple juice and you usually think of the sweetened juice made from a concentrate, so sugary it makes you wince. Once tried, this type of juice tends to ruin apple juice for people for life.

As a young girl, Joanne Katsos would marvel at the strength of the timbersports competitors at the Royal Melbourne Show as they chopped and sawed their way to glory. Little did she know that as an adult she would find herself in the role of marketing director for the Australian operations of an organisation that is one of the world’s key supporters of timbersports.

​Change, disruption, uncertainty and engagement on the customer’s terms – looking at this year’s list of most-read stories on CMO, you’d be forgiven for thinking we’d actively sought out these topics as areas to focus on. Yet it’s clear the transformation of marketing from broadcast to two-way engagement, thanks to the ongoing disruptive impact of digital and connectivity, has continued to dominate marketing industry discussions and thinking in 2019.

With more than 3000 people dying as a result of sleep-related issues each year, it’s clear Australia’s sleep health needs to be put in the spotlight. And that’s exactly what ResMed hopes to do with a rebrand, omni-channel investment plan and its largest marketing campaign to date.

In challenging economic times, brands need to look to the premium end of the market to find growth, according to the Roy Morgan Research Institute.

Commonwealth Bank has brought on Optus former brand manager, Dianne Everett, as its new general manager of brand.

The Australian Government’s carbon neutral certification has recently been renamed, rebranded and relaunched as 'Climate Active', all with the aim of becoming the ‘Heart Foundation tick’ of climate action.

Building a brand from a blank sheet of paper can be a difficult ask, especially when the product you are selling is mostly made from blank sheets of paper.

The Australian Competition and Consumer Commission (ACCC) is taking eyewear retailer, Oscar Wylee, to court for alleged misleading or deceptive conduct that strikes at the heart of the brand’s proclaimed purpose and mission.

In February this year, the UK’s Advertising Standards Authority banned two television commercials. While far from being the first ads to ever be banned, they were the first found to violate new rules prohibiting the depiction of men and women in gender-stereotypical activities.