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.

Caltex has officially unveiled its Ampol logo as the fuel retailer commenced plans to bring the iconic brand back to Australia later this year.

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

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.

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.

It was while auditing NTT’s newly combined marketing function’s capabilities that its global CMO, Ruth Rowan, found 147 distinct technologies in use.

Bringing a community-driven, consumer lens to rebranding has seen B2B professional services firm, Kearney, crowdsource more than 10,000 images of staff and customers for its creative approach.