Rebranding

Customer Experience Management

First new stores open in Ampol brand relaunch

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​.

Communications Council relaunches as Advertising Council Australia

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.

Digital Marketing

Inside Sonder’s elevator pitch rebrand

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.

Digital Marketing

Why Include a Charity opted for a rebrand

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.

Digital Marketing

Brand Australia misses the mark

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.

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”.

Leadership

First Sentier Investors appoints CMO

Amanda Tibbett has been promoted to chief marketing and communications officer at global investment manager, First Sentier Investors.

Digital Marketing

Why smoothfm has switched up personalities and undertaken a rebrand

One of the most iconic TVCs from radio stations in recent years would have to be the smoothfm ad featuring Michael Buble. The ad, along with the station’s niche targeting, helped propel it to the number one FM station in Sydney and number two in Melbourne.

Digital Marketing

Ovolo CMO details its brand evolution

Hotel group Ovolo has set out to create a brand evolution which celebrates the unique character of each hotel, along with its eclectic portfolio of restaurants and bars, which are experience destinations brimming with character, full of eye-catching art and vibrant atmosphere.

Leadership

Aussie undertakes a rebrand, new campaign

One of Australia’s original financial challenger brands, Aussie, has a new purpose and marketing strategy and is undergoing a brand relaunch starting with a fresh campaign.

Digital Marketing

Changing 'bricks & mortar' to an experience approach

​How does a marketer go about a rebrand of an iconic building, which has its own brand and is home to a multitude of different brands? This is what the Myer Centre in Adelaide had to contemplate earlier this year.

Leadership

Myer resurrects its 'My Store' campaign following massive loss

Myer is resurrecting its ‘My Store’ campaign once again in an attempt to turn around its fortunes. The new follows the beleaguered retailer's near $500 million loss in the year to June 2018, leading to the plan to stop discounting by getting rid of clearance floors by mid-2019, reduce floor space, and focus on exclusive brands.

Leadership

CMO interview: Hitting the ground running at Suncorp

​There has been no ease-in period for ​Mim Haysom, Suncorp’s CMO/EGM brand & marketing​ of just three months. Haysom has already helped deliver a new app, and is leading the marketing to bring 12 separate brands together under the one Suncorp Group.

Leadership

Rest Industry Super launches new brand

Consumers feeling disengaged from super funds has led Retail Employees Superannuation Trust (REST) Industry Super to launch a new brand, now to be known as Rest.

Featured Whitepapers

State of the CMO 2019

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Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

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