A new list of Australia and the world’s most ‘meaningful’ brands has found fewer than half of consumers see organisations contributing to their well-being and quality of life and that most are failing to resonate because of the quality of their content.

Reducing customer complaints, digitisation, a change to executive incentives and exposing non-customer facing staff to the end consumer are all helping Medibank start to turn the corner on customer experience, its chief executive claims.

TelstraSuper has given its brand a makeover and relaunched its website as part of efforts to bring the superannuation firm up to speed with member needs.

Nova’s first holistic rebrand in five years is about giving the radio station owner the opportunity to reinvigorate and strengthen its standing with the under-40s consumer market, its CMO says.

Coca-Cola products and packaging across the range will be unified on shelves with one design from this month following the FMCG company’s decision to bring its iconic ‘red disc’ to all product and marketing globally.

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.

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.

Bega Cheese says acquiring the iconic Vegemite brand as part of its $460 million purchase of Mondelez International’s A/NZ grocery and cheese business will give it the leg up it needs to become a leading Australian branded consumer goods business.

The original Death Star had a diameter of 140Km, was crewed by 1.7 million personnel, and had the ability to destroy a planet.

Test and learn is so ingrained in Expedia’s culture, its brand marketing team leader describes her campaign activity as “science experiments”.

A strong cultural belief in brand, a commitment to simplifying consumer experiences, and innovative thinking are the fuel firing Taylor Wines’ category growth, its CMO claims.

The new code for being a brand challenger is more about what you’re challenging than who you’re challenging, the founder of international strategic brand consultancy, eatbigfish, claims.

Carlton & United Breweries marketing director, Richard Oppy, says the biggest change to marketing strategy he’s seen over his 15-year career is the client-agency relationship.

Over the past year, Mondelez International has been building out a media monetisation strategy that transforms the snacking giant from transactional media spender to content investor, producer and owner.

Marketers looking for cut-through need to be courageous, take risks, hold firm to their purpose, shake-up organisational structures, and be willing to allow their teams to be silly from time to time, Unruly’s co-founder and CEO, Sarah Wood, claims.

It’s the brands that can reflect culture back to consumers through their content, brand proposition and creative experiences that are going to win, according to AOL digital prophet, David Shing.

Speculation is rising around the highly anticipated launch of Kodak’s forthcoming smartphone offering on 20 October, the latest in a series of products aimed at re-introducing the brand to a new generation of consumer creators.

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.

Richard Oppy’s proudest moment over the past 12 months has been seeing CUB’s Pure Blonde brand, which had been in decline for almost five years, turn around and chalk up significant growth.

“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.”

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.