Brand Strategy

Digital Marketing

Tennis Australia unwraps new brand identity for Australian Open

​After 12 months in the making, Tennis Australia has revealed the new identity of the Australian Open aimed at engaging with new audiences and upgrading the brand mark to not only appeal to the digital platform, but to also reflect its wider appeal as an entertainment brand.

Digital Marketing

Helping marketers focus on the negative side of brand engagement

Marketers talk incessantly about their desire to forge stronger relationships with customers. But relationships are not all wine and roses. Relationships come with their fair share of negative emotions – frustration, anger, jealousy and, in some cases, betrayal. Doesn’t it seem naive then that in the quest to build brand relationships, the negative side is often ignored altogether?

Leadership

CMO interview: Placing a bet on marketing's customer-led future at Tabcorp

​Most Australian organisations are on a quest to become customer led, and Tabcorp is no different. Facing with digital disruption, and an increasingly cluttered gaming and wagering market thanks to the arrival of global competitors on Australian shores, the business is making a number of step changes in order to better resonate with modern-day punters.

Leadership

The math, the magic and the customer

Forget Mad Men. Today’s marketers are more likely to be math men and women. They plumb the depths of big data with advanced analytical tools. They buy and use dazzling new software - some spend more on technology in a given year than their companies’ IT departments. They are hot on the trail of marketing’s holy grail, the ability to measure ROI on every campaign.

Featured Whitepapers

State of the CMO 2019

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

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Latest Videos

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looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

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Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

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Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

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Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

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Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

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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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