Brand Strategy

Strategy

Explainer: What is the circular economy?

The circular economy is expected to be worth $4.5 trillion by 2030, according to the World Business Council for Sustainable Development. Transforming the old ‘take, make and waste’ cycle with one that is structured around re-use, recycle and re-design will provide a host of new challenges and opportunities.

Leadership

How BlackBerry has taken its brand essence from mobiles to enterprise security

Over the last eight years BlackBerry has gone through a huge transformation, from a consumer brand selling hardware to an enterprise brand focused on software. “We still have a focus on what we’re good at - productivity, security, mission critical systems - we’ve never moved away from that, BlackBerry CMO, Mark Wilson, says. And recently, building off the idea of ‘intelligent security, everywhere’ the company is unveiling a new campaign aimed at securing all businesses across the globe, regardless of their location, workforce or user device.

Social Media

Why Coopers Brewery is overhauling its brand positioning

A significant restructure of Coopers Brewery bringing marketing, distribution and sales together with the brewery team has provided the foundations for the family-owned company to invest in a brand repositioning effort aimed at recruiting new consumers.

Strategy

Why it’s time for CMOs to embrace disruptive external partnerships

One of the clear trends to emerge during 2020 was brands striking external partnerships. And if Deloitte’s recent Marketing Trends 2021 report is to go by, such partnership aspirations remain firmly in the spotlight this year as a way to drive growth, meet changing customer needs, lift cultural credentials and drive innovation.

Digital Marketing

How the pandemic hit brand values in 2020

The Australian retail sector has now overtaken banking in overall brand value, accounting for 25 per cent of total brand value in the Brand Finance Australia 100 2021 ranking, according to the latest Brand Finance report. Among Australian brands,

Strategy

Why Empired needed a brand makeover

Empired recently launched a new digital experience platform as well as a refreshed brand identity, reflecting the evolving nature of the business.

Leadership

How brands can respond to cancel culture in 2021

In a year many of us wished had been cancelled, it should not surprise anyone that ‘cancel culture’ peaked in 2020, Landor & Fitch executive director insights and analytics for the Americas, Maarten Lagae, says. And it’s going to remain front and centre in 2021, too.

New brand name for Coon Cheese revealed

Six months after bowing to consumer backlash against the racial overtones of its iconic Australian cheese brand, Coon has announced ‘Cheer Cheese’ as the new name for its product from July this year.

Strategy

10 unusual examples of brand partnerships in 2020

​One of the interesting things to come out of this year’s unprecedented market conditions was a rethink around external partnerships and collaborations by local and global brands. Here, we highlight a few of the more unusual, unlikely pairings we saw during 2020 and why they were explored by the brands engaging in them.

Leadership

Bringing the SPC brand back from the brink

With a history that stretches back over 100 years, SPC has been a familiar brand in Australian pantries and on supermarket shelves. But the company had languished in recent years following its acquisition by Coca Cola Amatil in 2005, recording falling sales and significant losses.

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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Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

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Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

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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...

Quent Sinder

Why empowering others can help make you a great leader

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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...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

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AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

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Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

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Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

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