Brand Strategy

Leadership

Brands partner with charities to offer COVID-19 support

A raft of brands, both local and global, are teaming up with charities and non-for-profits during the ongoing COVID-19 pandemic to offer support to people and donations of funds as the crisis continues to unfold.

Leadership

Editorial: Prototyping in public

It was a comment made by Cancer Council’s Adelaide Thompson which finally prompted me to pen this piece on brands and marketers giving it a go in the face of COVID-19.

Digital Marketing

New COVID-19-themed support campaigns launched

A range of new campaigns have launched by brands, charities, supermarkets and advertisers in the wake of the COVID-19 pandemic to provide support for social distancing, health measures as well as help support local businesses effected by the shutdown.

Strategy

Chatime's CMO on customer loyalty and turning marketing on its head in the COVID-19 crisis

It’s a situation many brand marketers want to get to: A healthy and highly engaged customer loyalty program delivering potentially millions in sales and value to business and customers alike. And for iced bubble tea franchise outlet, Chatime, efforts to deliver just that will not only help build long-term brand equity, but provide some tools to help cope with the current COVID-19 crisis.

Customer Experience Management

Q&A: Brands and putting the customer first during Covid-19

The Covid-19 pandemic currently playing out around the world has upended the 2020 plans for almost every brand and every marketer. At a time of health and economic stress along with working and family life upheaval, certainties about business and the role of brands are no more. The scale of the crisis is unprecedented in modern time, it doesn’t mean throwing out the rule book entirely, but survival will take more than just a couple of emails to customers.

Audible's brand plan to build the value of audiobooks

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.

Digital Marketing

The digital story behind Hisense's NRL sponsorship agreement

​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.

Leadership

Brand purpose must be all year round

​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 it’s time to retire a brand

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?

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

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Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

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Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

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Sanwataram

Predictions: 14 digital marketing predictions for 2021

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OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

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Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

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Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

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