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.

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.

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.

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.

Feelings often trump rational thought when it comes to many decisions we make in our lives. And it’s this very insight that’s behind the rebrand strategy employed by MyDeal CMO, Ryan Gracie, to kickstart a new era for the 10-year-old online retail business.

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.

A fresh brand identity, overhaul of social media tone of voice and a digital profile strategy are key ways the Australian Red Cross is hoping to connect to more diverse audiences and changing perceptions of charity.

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.

Nestlé has taken the wrappers off new brand names for its Australian Allen's lollies, Red Skins and Chicos, after deciding to rename the products in response to rising racial sensitivity globally.

Tyre and auto repairs chain, mycar Tyre & Auto, has appointed a chief customer officer and set its sights firmly on making customer care the point of difference as it builds out its brand in Australia.

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.

Looking to change the focus for charitable giving in wills, Include A Charity has undertaken a complete refresh of its 12-year-old organisation and launched a new brand identity and logo.

Australia’s new international logo, which is to be used for overseas trade missions and business exchange programs, came into the spotlight last week - but for all the wrong reasons.

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”.

Nestle has become the latest organisation to announce it’s changing two iconic product brand names as the impact of the #blacklivesmatter movement continues.