Brand Strategy

Leadership

How Mattel is getting back to its creation brand roots

It’s a story all too many established brands face: How to retain relevancy and purpose when the competitive landscape, digital disruption and customer expectations move well beyond anything they’ve seen before. And it’s this challenge toy giant, Mattel, has been working to overcome through a brand and corporate transformation.

Leadership

Kmart CEO details priorities to turn Target around

Restoring Target to its former glory could well come at some cost to Kmart, its new chief, Guy Russo, admits. But he’s equally bullish about turning the business around and claims both retailers can co-exist – even if it does mean stores could switch.

Leadership

Seek appoints new marketing leader

Online employment search giant, Seek, has appointed a new marketing leader as its looks to kick off a brand transformation.

Digital Marketing

The pros and cons of a masterbrand strategy

In the past few years, more and more brands have jumped on the masterbrand bandwagon, merging product offerings into one overarching campaign in an effort to emotionally connect with their customer on a more holistic level.

Social Media

Holden shares its 5 key brand strategies

Like any sector in Australia, the motor industry is seeking to find more innovative and creative ways to engage customers through digital and social channels.

Leadership

CMO’s most-read stories of 2015

With 2015 coming to a close, we thought it would be a good time to look into the most read articles of 2015 on the CMO website to see what was top of mind for modern marketing leadership this year.

Digital Marketing

​Report: Brand reputation costs $200K to repair

Every second company affected by a data leak suffers reputational damage, with the cost of repair for enterprises costing $200,000 and for SMEs approximating $8,000, a recent report found.

Leadership

8 steps to modern marketing

Over the past four years, Jackie Yeaney has been crafting a strategic corporate marketing function at open source software vendor, Red Hat. Here, she shares the core pillars propping up her marketing strategy.

Leadership

Salmat bolsters marketing leadership team

Salmat has recruited three new faces to its marketing leadership team in recent months as it looks to reposition the marketing and communication company’s story to the market.

Digital Marketing

Closing the Gap Episode 11: Achieving marketing ROI

​In the 11th and final episode of the Closing the Gap podcast series, produced by Brandhook, Asahi Beverages’ former marketing strategy director, Darryn Wallace, chats about delivering a true ROI on marketing programs.

Digital Marketing

Closing the Gap Episode 10: L'Oreal's head of digital on consumer dislocation

The Closing the Gap guest for Chapter 10 is Christophe Eymery, head of digital and media at L'Oréal Australia and New Zealand. We chat about the sixth way to Close the Gap - Consumer Dis-Location - and how to find opportunities to break into some one's purchase journey and awaken them out of autopilot behaviour.​

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Featured Whitepapers

State of the CMO 2021

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

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Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

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CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

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Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

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