When Maggie Lower took on the role of chief marketing officer at Hootsuite in mid-2021, she knew she was joining an organisation that had defined the social media management category a decade earlier.
Now an instantly recognisable name, Cochlear has led the field for implantable hearing devices thanks to professor Graeme Clark’s invention of the multi-channel Cochlear implant.
Fresh from securing a $750 million investment from the New South Wales Government into redeveloping the Sydney Fish Market, a renewed identity to depict the changing nature of the iconic brand was a must.
When experienced marketer, Jill Kouri, signed on to become global chief marketing officer at HCLTech, she knew she was in for a challenge.
When Daniel Kniaz and Russell Martin founded their fintech startup five years ago, they thought they had struck upon the perfect name. The company's service was designed to help people split up payments – to literally 'divi-up' a bill – and so DiviPay seemed wholly appropriate.
A focus on product and services innovation, fresh voice of customer programs, visual identity overhaul and regular brand tracking are critical elements supporting Business Australia’s rebrand to My Business.
Seventeen-year-old Australian QSR and food producer, Oliver’s, was arguably doing healthy and inclusive food before it became trendy. But thanks to a combination of business restructuring, an explosion in health-oriented competitors and lack of internal strategic marketing, the brand has spent several years without clear direction and energy.
A sense of positivity, individual empowerment and control, along with a catchcry turning its brand effectively into an adjective, are key elements of Selfwealth’s first rebrand in its 10-year history.
A doubling of market share across first-home buyers, portfolio growth 1.8 times system growth and a slew of younger customers are some of the hefty commercial wins Great Southern Bank has chalked up following a transformational rebrand.
Brand design is often positioned in terms of its impact and utility with external customers. But for Rosemary Health, a brand overhaul is also helping the disruptive business realise the brand it’s aspiring to be internally, its head of marketing says.
Chantal Walker is a marketer who loves a challenge. But two years ago, if you’d asked her what she thought about joining the superannuation industry, she would have told you it’s not her thing.
Even before she took the CMO job, Taz Bareham knew JobAdder’s branding and Adder snake iconography would hinder its geographic expansion and ability to win over larger in-house corporate recruitment teams.
It’s a truth increasingly acknowledged that human beings only have a finite amount of decision- making power in any given day. And it’s minimising the mental cost of switching from B2B to B2C decision making Zai global CMO, Andrea Linehan, was keen to avoid when she set out to orchestrate a global rebrand bringing two such teams together.
Like many existing brands, Fight Gear Direct had reached a certain level that required shifting the focus from growing sales to sustaining sales. Yet a lack of focus in innovation across product categories or marketing and no real desire to continue growing an audience was holding it back.
For almost 33 years, Quest Apartment Hotels has forged close relationships with corporate clients, with its serviced apartments becoming a default option for business travel programs. But as employers have become more responsive to the whims of their staff, they have also begun offering more choice as to where they stay.
Joanne Smith didn’t intend to join a health-focused company during a global health crisis. But nine days after starting as chief marketing and innovation officer at Blackmores Group in early 2020, that was the scenario she found herself in.
Known internally as ‘the doors’, SiteMinder’s swinging new logo is all about opening up opportunities and efficiencies for accommodation providers who want to open doors to more guests and deliver more personalised customer journeys.
Following public criticism in the US about racist advertising and a name-change announced last year, Mars Food is now airing its rebrand of Uncle Ben’s rice as Ben’s Original, in new packaging minus the smiling face of ‘Uncle Ben’, a person of colour.
Six months after being acquired by US software company, Thryv, Australia’s Sensis business has undergone a rebrand and launched a new local edition of the business management product range in the Australian market.
On 6 September, Brightstar officially takes the wrappers off its comprehensive rebrand to Likewize. The massive effort is designed to showcase the global company’s transformation from mobile phone distribution to a broader technology protection and services provider. Here, its CMO shares the key steps taken by him and the Brightstar team to orchestrate the rebrand, and hefty learnings along the way.
On June 1 2021, Credit Union Australia officially switched its branding over to Great Southern Bank and debuted a fresh purpose and new set of propositions targeting first-home buyers. As Great Southern Bank’s chief customer officer, Megan Keleher, put it to CMO, the task of transitioning the banking provider to a fresh brand and purpose was the biggest change the organisation has faced in its 70-plus year history. Which made it vital every person across the organisation was onside.
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