​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.

The Outdoor Media Association (OMA) is hoping to impact Australia’s obesity crisis by limiting the advertising of discretionary food and drink products near schools.

Last September, outdoor adventure apparel and equipment retailer, Kathmandu, turned heads by announcing it had become a certified B Corporation.

Seven in 10 business leaders globally believe their organisations can have a positive societal impact without sacrificing profits and nearly all agree trust is a high priority for corporate leaders today.

​Brand purpose has to be authentic and not be too far removed from your business proposition for it to resonate and be successful.

Utter the phrase ‘world record attempt’ in anything other than a sporting contest and the immediate connection is to Guinness World Records and the eponymous book that records them.

As head of marketing during one of the biggest tech mergers in the history of IT, Dell EMC’s Helen Dean has had a pretty big and intense year. And while it wasn’t exactly a walk in the park, she describes it as a surprisingly smooth transition thanks to a strategic approach to communication and culture.

Many modern businesses live and die by the stories they tell -- and the stories that are told about them. It's crucial to strike the appropriate tone in today's always-connected forum of oversaturated media and crowded mobile and social distribution channels, but it's no longer about one narrative from a single voice.

The Marketing Society defines marketing’s primary role as follows: “To create sustainable growth by understanding, anticipating and satisfying customer need”. Yet in our ongoing quest to deliver bottom-line results, many marketers tend to overlook the very fundamental aspect of sustainable growth.