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.​

There’s no doubt brands are increasingly looking to innovation as a way of coping with digital disruption. But according to Anthony Johnston, head of new commercialisation business, OgilvyVentures, many are still struggling with how to take a new idea and turn it into a viable model that the business will actually support.

Speaking at Salesforce’s Dreamforce in San Francisco Alba alongside YouTube CEO, Susan Wojcicki,​ Hollywood actress turned entrepreneur, Jessica Alba, revealed the key ways she grew her billion-dollar natural product venture, the Honest Company.

As customers look for consistent yet relevant brand experiences wherever and whenever they interact with them, the pressure is on marketers to find innovative and creative ways to keep campaigns locally relevant, while maintaining a consistent sense of brand ownership globally.

Volkswagen’s emissions scandal has wiped US$10 billion off the company’s brand value and could knock the German nation brand off the top of the world’s strongest brands list, according to Brand Finance.

​The guest for episode 9 of our Closing the Gap podcast series is Heinz Australia head of marketing, Sandra Arango, who talks about the sixth way to Close the Gap between business and consumers: Iterative collaboration

Modern marketing is about creating ‘lovemark’ brands that engage emotionally with consumers and create loyalty beyond reason, one of the world’s leading brand strategist claims.

The importance of building an intuitive bond with consumers is vital in this era of connected customers. In the eighth episode of the Closing the Gap podcast series, Kelloggs A/NZ marketing director, John Broome, talks about how the FMCG brand is endeavouring to do just that.

Optus has appointed a new head of brand and communications, filling an operational marketing gap left vacant since the departure of Nathan Rosenberg to the US last October.

It’s not easy keeping a 160-year-old brand invigorated, especially when that brand plays in a market as hotly contested as financial services.

In this second part of the seventh episode of the Closing the Gap podcast series, The Impossible Institute’s Dan Gregory talks story doing, not just storytelling.