Rebranding

Digital Marketing

Why the Wisr rebrand hit on money smarts

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.

New brand name for Coon Cheese revealed

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.

Social Media

Nestle confirms new brand names for Allen's Lollies

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.

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.

Featured Whitepapers

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Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

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