Brand purpose and community awareness has been becoming increasingly important over recent years. And with the rise of the COVID-19 crisis, it's never been more important than now.

Taking a stand against micro ignorance and celebrating the benefits of conversation over a cuppa lies at the heart of a new campaign from T2 targeting diversity and inclusion.

​An increasingly younger demographic of new customers has led ​Bendigo Bank ​to communicate in a more modern way.

Audible’s latest campaign highlighting how busy Aussies can fit audiobooks into their lives ties into wider efforts by the brand to position the value-add credentials of its subscription offering, its chief says.

​A digital-first approach, content play and commitment to sports marketing as a vehicle for emotional consumer connection lie at the heart of Hisense Australia’s new major sponsorship with the National Rugby League (NRL), its marketing chief says.

​Brands that do not stand for something are wasting their power and their voice, not to mention commercial opportunities, said a professor of management at Macquarie Business School.

When news of General Motors’ decision to ‘retire’ the iconic Australian Holden brand broke in early February, public outcry and a wave of nostalgia washed through the digital and print channels. With news of such a significant brand ‘retirement’, and the outpouring it generated, the team at CMO wanted to ask a bigger question: Just how do you know when it’s time to retire a brand?

An increased focus on customer experience (CX) and a new management team has been pledged in an effort to turn Blackmores’ fortunes around, following the release of its half year results.

CMO and House of Brand partnered on a lively roundtable discussion in Sydney looking at how marketing leaders can unite their brand expertise and energy with customer experience. Here are pictorial highlights from the event

When Lisa Pearson joined Australian-grown BigCommerce as its global marketing chief, she faced a significant brand job spearheading the company’s push from SMB into mid-market. But heaven forbid the ecommerce software business’ staff see it as a rebrand.

The bushfires that devastated so many communities across Australia in 2019/2020 resulted in an outpouring of help for those affected by the nature disaster.

​Consumers and politicians have taken to social media to express their disappointment and frustrations following news iconic Australian brand, Holden, will exit the market after a 160-year run.

Campaigns and own brand innovation has helped Coles record sales revenue increase of 3.3 per cent in its latest half-yearly results. Yet the results have been tempered by an impairment charge of $20 million to cover staff underpayments.

One of the most iconic TVCs from radio stations in recent years would have to be the smoothfm ad featuring Michael Buble. The ad, along with the station’s niche targeting, helped propel it to the number one FM station in Sydney and number two in Melbourne.

Brand purpose is not just making nice words and taking no action. The increasingly savvy consumer demands a demonstrating of what brands are dong to make the world a better place before handing over their money.

Hotel group Ovolo has set out to create a brand evolution which celebrates the unique character of each hotel, along with its eclectic portfolio of restaurants and bars, which are experience destinations brimming with character, full of eye-catching art and vibrant atmosphere.

Brand equity, that intangible value brands possess, is becoming increasingly vital not just for marketers but for CFOs and CEOs who are looking to leverage it for investment and stock market value.

Edtech startup, Cluey Learning, kicked off 2020 with a brand refresh, new website and a new campaign, 2020 Vision, exploring the future of education and new research and expert predictions for the decade ahead.

At a time of increased competition in almost every industry, getting messaging cut through has never been more important. And yet, as marketers increasingly personalise and try to engage with targeting, the consumer has never been more zoned out.

There’s no doubt marketers are facing a critical commercial crisis and must get better at selling the business value they create, IPA UK consultant and principle of Cassidy Media Partnership, Fran Cassidy, says.

Growth, and, in particular, sustained, year-on-year growth, is the mantra and the objective for many marketing chiefs and their c-suite chiefs. But not all growth is created equally.