Brand Strategy

Digital Marketing

How Squarespace is building community in the face of COVID-19

Squarespace has just launched its first major creative campaign in Australia, ‘Launch It’, aimed at encouraging people to take the next steps in making their dreams a reality and launch their business with the all-in-one website launching platform. Yet it hasn’t been the usual path to a launch.

Leadership

9 lessons in building a purposeful brand

An ambition to attach meaning to money through brave and purposeful brand work is the key to making an impact for Future Super’s chief marketing officer, Grace Palos. Here, she shares 9 elements key to the way the business builds out its brand strategy.

Violet Crumble goes local with latest brand collaboration

Australia’s rejuvenated Violet Crumble brand has struck a new partnership with fellow South Australian FMCG, Bickford’s, to create a chocolate honeycomb flavoured milk. It’s one of several product collaborations from the iconic chocolate brand since its return to shelves last year.

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.

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

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Why the art of human-centred design has become a vital CX tool

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Report: Covid effect sees digital events on the rise long-term

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Predictions: 14 digital marketing predictions for 2021

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Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

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