Brand Strategy

Telstra remains Australia's most valuable brand

Telstra has retained top standing in Australia’s list of most valuable brands while Commonwealth Bank remains Australia’s most valuable banking brand, the latest top 100 list reports.

Leadership

CMO interview: Carving out marketing’s commercial role at Myer

Any marketing leader worth their salt will tell you customer data is the backbone of the programs they plan and decisions they make today. And for Myer executive general manager for brand and marketing, Mike Scott, the retailer’s customer loyalty program is the “sleeping giant” that can provide the insights it needs to win over modern consumers.

CMO50 2016 #26-50: Jamie McDonald, Federation University Australia

Federation University Australia (FedUni) boasts of a strong heritage as a regional university, providing education and training for more than 145 years. Despite this, the brand is relatively young as a result of merging the University of Ballarat with Monash University Gippsland campus and creating Federation University Australia in 2014.

CMO50 2016 #26-50: Paul Stern, Kathmandu

“When I commenced my studies 27 years ago, marketing was about ‘satisfying the needs and wants of customers’,” Kathmandu’s GM of marketing and international, Paul Stern, comments. “You can’t do that unless you know who you are targeting.”

CMO50 2016 #12: Rebecca James

Since joining ME as CMO, Rebecca James has instituted a restructure of personnel and departments across the business to put customer experience at the heart of everything the banking group does. This work brought together marketing, product design, digital sales channels and customer insights under the CMO for the first time, giving her the scope she needed to start truly changing the way the business operates.

CMO50 2016 #18: Jane Merrick

IAG promoted its senior marketing leader, Jane Merrick, to general manager, marketing and customer experience within its Australian consumer division in April.

CMO50 2016: #20: Joe Pollard

It’s been a big year for rebranding at Telstra. During an 18-month period, its chief marketing officer and group executive of media, Joe Pollard, spearheaded the development of and implemented a new strategic direction and holistic brand overhaul designed to move the company from telco brand to technology leader.

CMO50 2016 #26-50: Col Kennedy, Cotton On

For former Cotton On global head of marketing and ecommerce, Col Kennedy, two components underpinned the way he fostered a customer-led approach at the fashion retailer.

Featured Whitepapers

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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Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

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