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.

Fresh brand positioning, adopting Agile ways of working and taking advantage of a multi-million-dollar investment into marketing technology are some of the ways Swinburne University’s CMO is finding opportunity in the midst of ongoing uncertainty facing the tertiary education sector.

Fintech and neo-lender, Wisr, opted for a brand redesign around the tagline, ‘For your smart part’ to emphasise its proposition of helping Australians improve their financial wellness.

Brand reinvigoration has sat top of the agenda for Epicor’s global chief marketing officer, Paul Stoddart, since taking up the reins just over 12 months ago. But rather than fall into the trap of traditional B2B marketing, Stoddart has set up a distinct playbook for how he’s approaching the task.

As the COVID crisis revealed the critical need for businesses to have a strong digital strategy in order to evolve and meet new demands, Iron Mountain knew the time was right for a rebrand.

A rebrand is often one of the first things a chief marketing officer will look to do when they arrive in a new business. And it’s certainly something Camp Australia chief marketing and sales officer, Tom Dusseldorp, weighed up when he joined the 30-year-old provider of outside school hours care for children.

Australian lender, Nimble, has debuted a new brand campaign, its first big external step to transform out of its traditional cash lending roots and into the wider near-time lending space.

Six months after bowing to consumer backlash against the racial overtones of its iconic Australian cheese brand, Coon has announced ‘Cheer Cheese’ as the new name for its product from July this year.

​Brightcove is one of the hidden platforms that power online services – sometimes little known to consumers, yet integral to the workings of many digital services. In this case, Brightcove has rolled out its online video platform widely across the web, and its roster of customers includes Nine Digital, Seven Network, TVNZ, Stuff Limited, Bunnings, Deloitte, Department of Education NSW, NAB, SEEK, and Xero.

Rebranding a company is rarely easy, and that task can be made even more difficult when you are also trying to change perceptions of the category within which you operate. But then to do that in an economy already been buffeted by COVID-19 lockdowns and a looming recession?

It’s been 35 years since Australian motorists first started saying ‘hi to Hyundai’. But while the massive Korean manufacturing conglomerate has done an amazing job of building recognition as an automotive brand, some of its other its other products are not so well recognised.

The first rebranded Ampol sites have been unveiled in two Sydney locations, with both fuel and convenience retail offerings, as part of the brand’s Australian relaunch​.

Advertising industry body, the Communications Council, has relaunched under the new name, Advertising Council Australia (ACA). The relaunch entails an overhauled strategic direction that will see a number of key initiatives rolled out this year and next, aimed at supporting members and the advertising industry as a whole.

Personal safety and well-being support outfit, Sonder, recently debuted a new customer value proposition and core brand messaging with the aim of quickly and succinctly telling its brand story to executives, when time and attention is precious, and limited.

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

After 260 years as the very epitome of luxury brands used by actual royalty, Wedgwood has undertaken a rebrand to better represent what luxury means for a modern consumer.

GoDaddy has kicked off 2020 with a new logo and a rebrand.

Following the finalisation of ​Nine’s​ acquisition of the ​remaining 45.5 per cent of Macquarie Media​ for $113.9 million, officially concluded late last year, Nine has dropped the name ​Macquarie Media​ from the business.

The Australian Government’s carbon neutral certification has recently been renamed, rebranded and relaunched as 'Climate Active', all with the aim of becoming the ‘Heart Foundation tick’ of climate action.