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.

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.

The rise of new digital and social channels are giving brands the opportunity to create greater engagement with consumers and build stronger customer loyalty than ever before, according to Luxottica’s VP of marketing, Jee Moon.

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

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.

Marketing chiefs who haven’t taken control of leading customer experience should be reconsidering their career options, according to Samsung’s former CMO.

ASX-listed apparel manufacturer, Pacific Brands, is looking to drive new product ideas across its underwear category then the wider business through a dedicated Innovation Hub.

The record-breaking success of the latest Star Wars franchise has seen Disney becomes the world’s most powerful brand for 2016, taking over the top spot from Lego.

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.

In a double twist of fate, Woolworths announced its decision to offload home improvement and hardware chain Masters, at the same time rival Wesfarmers revealed its DIY expansion with an offer for Homebase, the UK’s second-largest hardware chain.

The latest BrandIndex from global insights agency, YouGov, has put Google at the top of Australia’s 2015 brand rankings.

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.

Having a well-known media personality as your founder and CEO can work wonders around brand awareness. But when that brand is looking to reach specific market segments, bulk publicity can generate a lot of unqualified leads and prove counterproductive to sales conversion.

Successful rebranding requires patience, good timing and an engaging strategy, according to AUB Group CMO, Vanessa Lyons.

Why establishing a community-led brand agenda and purpose lies at the heart of Cotton on's customer engagement strategy.

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.

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.

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.

​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.

Apple and Google have topped the list of the world’s most valuable brands for the third year in a row, helping to ensure technology and digital companies dominate the 2015 rankings.

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.​