Selling tea to the English. Invoking ancient tea-making rituals in Asia. Giving tea a fresh face in the US. Re-invigorating retail tea stores in Australia. These were just a few of the challenges T2 Tea set itself in re-invigorating the brand and bringing it to a global audience.

​Brand purpose has to be authentic and not be too far removed from your business proposition for it to resonate and be successful.

There are few sporting codes with as much controversy surrounding them as the NRL.

Being data-driven is BAU for an online-only retailer like Adore Beauty, its CMO, Dan Ferguson says.

Kennards Hire wants its customers to know that it’s got their backs.

​Young people in Australia want to connect with brands the way they do people – face to face and in real life, according to new research.

​With household budgets tightening, Kmart knew it needed to evolve its brand positioning and communicate it in a new way.

Building a digital-first approach to in-store experiences and marketing are key elements in helping Fisher & Paykel transform into the country’s number one premium appliance brand and win over both consumers and designers, its marketing chief says.

​How do you go about rebranding and merging already well-branded organisations? This is the question Aruma had to ponder seriously over the last year.

Earlier this week, WA Tourism dropped George Calombaris from its most recent campaign in the wake of the chef’s underpayment of staff wages scandal.

Dubbed the “Donald Trump of TripAdvisor” by The Washington Post, Oobah Butler turned a non-existent restaurant, The Shed, into the top rated dining establishment in London on TripAdvisor through social manipulation. Speaking at this week’s Online Retailer conference, Oobah Butler delivered his keynote on ‘Cutting through the bullsh*t of social influence manipulation’ where he detailed his scheme while working as a journalist for Vice.

Marketers are yet to see the impact of the third connected era on consumer behaviour, but the changes will be profound when they finally arrive.

While consumer adoption of voice technology in Australia is booming, brands are lagging behind incorporating voice into their marketing strategies, seeing it as more of a novelty than as a viable branding tool. However, it is the brands that get on the front foot of voice which will have an advantage as the technology matures, experts say.

Marketing can’t just be about classical marketing principles today, it has to have a higher-level purpose and be the glue adhering an organisation together, HCL’s Arthur Filip believes.

Digital transformation - it’s on the lips of every c-suite executive and a requirement of every organisation. Yet Ogilvy’s new executive creative director, Gavin McLeod, is worried about what it’s doing to the role of the CMO.

There are some products and services consumers can’t help but shout about from the rooftops. Then there are plenty of others which many people wouldn’t be caught dead discussing in public.

Gaining brand synonymity with anti-ageism is the big ambition for co-founder and CMO of Lumen, a new dating app for the over 50s market.

Westpac’s latest ‘Help’ campaign is a part of an ongoing business strategy to demonstrate how the financial provider helps in the moments that matter, borne out of putting the customer at the beginning of marketing and business processes, its CMO says.

The local owner of children's toy and product brands, Toys"R"Us and Babies"R"Us, which recently re-launched in Australia and debuted in New Zealand, has announced eBay as a retail partner under a newly inked deal.

Mindfulness. Say the word and you tend to get one of two reactions: People love it, or they roll their eyes. But what does that actually means to and for marketers in a world of deadlines and diminishing consumer attention?

If there’s one thing modern marketers need to let go of, it’s perfectionism, says Adobe VP of global brand marketing, John Travis.