Brand Strategy

Digital Marketing

Brand safety in a changing digital landscape

So profound are the changing dynamics in the online world - the increasing shift to digital and the ongoing disruption of the coronavirus - brand safety givens are being rapidly overturned and even discarded.

Leadership

CMOs in the spotlight on consumers and the crisis

At the Cannes Lion Live 2020 event last week, a group ofmarketing leaders spoke about their experience leading the marketing mission for their organisations through this time of coronavirus crisis

Digital Marketing

First national seafood campaign gets government boost

​Seafood Industry Australia, the seafood industry's national peak-body, has found itself with a $4 million federal government grant, which will be used for the sector's first ever whole-of-industry national marketing campaign.

Digital Marketing

HSBC CMO's three lessons from brand transformation

HSBC CMO, Leanne Cutts, speaking at the Cannes Lion Live 2020 ​virtual event, explained how the multinational bank began a global refresh on its brand identity, “because we know successful brands need to be true to their DNA and their original values and heritage, but also to be fresh for what audiences and customers need today”.

Digital Marketing

Why Binge is built on data

​The combination of brand layer and content layer with data will help Binge build its presence and engagement in the Australian marketplace, says the new offering's chief marketing officer.

Digital Marketing

Uber and Dettol strike partnership

Uber Australia has partnered with Dettol to provide hygiene kits made up of its products to help ensure drivers who use the Uber app can equip their vehicles with hand sanitisers and disinfectants at no cost.

How Tissot found time for a new class of heroes

Many Australian children have grown up with posters of their favourite sports stars taped to their walls. Fifteen recipients of the Australian of the Year honour have had a background in sport, and sports stars are perennial favourites as ambassadors and spokespeople for all manner of brands.

Social Media

Communications and brand lessons from COVID-19

Brands must be agile, adapt communication to their audience, treat people well and adopt principles based on individual safety and embrace flexibility as they strive to recover from the COVID-19 crisis.

Digital Marketing

What SAP did digitally to address the COVID-19 climate

SAP’s head of marketing A/NZ, Rushenka Perera, is a big believer in brand building in a time of downturn and crisis. Why is why she’s committed to brand-led activities during the COVID-19 pandemic.

Strategy

Most trusted brands during COVID-19 lockdown revealed

In times of crisis, Australians turn to their homes, focusing on food and maintenance, according to the results from a Roy Morgan survey. It’s revealed that at the height of the COVID-19 pandemic, Australians nominated Bunnings and Woolworths as their most trusted brands.

Leadership

From Ampol to Polly Waffle: Lessons in reviving a brand

Two long-dormant brands are set to be revived in the Australian market, with news the Polly Waffle chocolate bar is coming back to supermarket shelves and drivers will soon see Ampol back at the petrol bowser. But is the nostalgia both represent enough to win back consumers?

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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

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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...

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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

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

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