Brand Strategy

Social Media

Communications and brand lessons from COVID-19

Brands must be agile, adapt communication to their audience, treat people well and adopt principles based on individual safety and embrace flexibility as they strive to recover from the COVID-19 crisis.

Digital Marketing

What SAP did digitally to address the COVID-19 climate

SAP’s head of marketing A/NZ, Rushenka Perera, is a big believer in brand building in a time of downturn and crisis. Why is why she’s committed to brand-led activities during the COVID-19 pandemic.

Strategy

Most trusted brands during COVID-19 lockdown revealed

In times of crisis, Australians turn to their homes, focusing on food and maintenance, according to the results from a Roy Morgan survey. It’s revealed that at the height of the COVID-19 pandemic, Australians nominated Bunnings and Woolworths as their most trusted brands.

Leadership

From Ampol to Polly Waffle: Lessons in reviving a brand

Two long-dormant brands are set to be revived in the Australian market, with news the Polly Waffle chocolate bar is coming back to supermarket shelves and drivers will soon see Ampol back at the petrol bowser. But is the nostalgia both represent enough to win back consumers?

Digital Marketing

Bringing back the Max Brenner brand

An online shop, mobile app, fresh take on customer loyalty and new product ranging are just some of the steps Max Brenner’s local marketing chief says it’s taking to prepare the once-embattled brand as Australia recovers from COVID-19.

Social Media

Lessons in brand authenticity from an Australian success story

Being authentic to your brand values is more important than ever in times of crisis, according to the co-founder and CEO of Australian luxury leather brand, Maison de Sabre. Because there are plenty of brands who haven’t been and could lose customer standing as a result.

Leadership

How RACQ is pivoting marketing to suit members facing a crisis

RACQ has repurposed funds allocated to the cancelled Motorfest 2020 into a $100,000 donation to the University of Queensland’s COVID-19 vaccine research program. It’s just one of the steps the brand has taken to support community and members and pivot its marketing approach during the current crisis.

What's behind the latest brand symbol overhaul at BMW

Some brand symbols are iconic, and immediately convey not just an identity but a set of attributes that clearly describe what the brand stands for. Such recognition can take years to establish, and it is something most brand owners are loath to mess with.

Digital Marketing

Is COVID-19 the right time for a positive marketing campaign?

The current COVID-19 pandemic that’s gripping the world is forcing the type of strict isolation and distancing on people most have never experienced before. Yet, with so many connected platforms and services, we’ve never been more together while being apart.

Strategy

Greencross CEO on what it takes to be customer-led in a crisis

Greencross CEO, George Wahby, is a great believer in focusing all your organisational energy on providing the best customer experience you can. Which is exactly what the company has been doing to navigate its Petbarn and Greencross Vet clinics and hospitals through the COVID-19 crisis.

Customer Experience Management

War Memorial taps NEC facial recognition tech to identify WW1 Diggers

As Anzac Day Dawn Services are set to be live streamed for the first time, another technology first has seen facial recognition technology used to identify lost World War 1 Diggers from the Western Front in an Australian War Memorial project with NEC Australia.

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How to manage social media during Covid-19

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Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

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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

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

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

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