Author: Rob Grant
The past will always have more emotional appeal than the present. Rob Grant on nostalgic marketing. This article originally appeared in The Generation Issue, our June/July issue of Marketing mag. Does anyone know what year it is? Nokia 3310 mobiles are in the shops. Star Wars films fill the screens. Vinyl record stores overflow with hipsters. Pauline […]
Rob Grant lists 10 of the most disruptive brands in Australia and New Zealand, and what we can learn from them. This article originally appeared in The Versus Issue, our February/March issue of Marketing mag. Challenger brands aren’t defined by their position in the market, but by their approach to marketing. Here’s what it means […]
After years travelling the world to pursue his love of marketing, it’s appropriate Matthias Schuecking is now the Asia-Pacific marketing director at global travel disruptor Airbnb. He tells Rob Grant how he followed his heart and came up trumps. Illustration by Sara Hingle. This article first appeared in The Love Issue, our June/July edition of Marketing magazine. The marketing […]
Rob Grant picks the remarkably busy brain of marketing guru Mark Earls, about how to build brands through the love of the crowd, with ideas you’ve basically copied from others. This article first appeared in The Love Issue, our June/July Marketing issue. Widely known for his 2007 book, Herd, Mark Earls is a thought-leading writer, speaker and consultant […]
At Forrester’s CX Marketing 2016, Jill Baptist, GM customer experience and marketing at IAG, showed how emotional connection radically enhanced company culture. By Rob Grant. Asia-Pacific insurance group IAG faced a problem: tonnes of information; little or no customer connection at an emotional level. In her talk, titled ‘How to bring the E word into […]
The Walt Disney Company’s Gavin Ashcroft told the Forrester’s CX Marketing 2016 audience how loyalist love helped launch the latest Star Wars film. Imagine being a lifelong, die-hard Star Wars fan, tasked with marketing a new chapter in the franchise’s epic journey. Gavin Ashcroft, CMO of The Walt Disney Company Australia and New Zealand shared, with […]
At Forrester’s CX Marketing 2016 conference, Timothy Lee, VP of global strategy at SingPost, outlined how established companies can transform themselves into serious disruptors, by moving outwards. By Rob Grant. Disruption is the holy grail of business today. But not everyone can be the next Uber or Airbnb. It’s time to look at nearby industries with […]
Few business maxims are as widely known as first-mover advantage, despite patchy evidence of its merits. Rob Grant examines when marketers should bravely lead from the front and when it pays to sit in the slipstream. Humans love to be first. It’s a seductive, hard-wired notion and the era of social media brings it the […]
Market research is a vital tool in the marketing kit box and in constant flux. Rob Grant examines the drivers of innovation in research and six implications for marketers. Any market researcher who introduces themselves at a dinner party faces a conundrum: will people think I stand on street corners – with a clipboard […]
Premium chocolate brand Lindt’s success in Australia is dazzling. Yet marketing director Andrew Curran thinks there is plenty more work to do. Rob Grant examines what drives this true brand believer. Rich, luxuriant chocolate. Exquisite Swiss craftsmanship. A smorgasbord of gourmet flavours and delicious varieties. It is easy to see how a marketer could fall […]
Brand values are a powerful yet often under appreciated tool in a marketer’s kitbag. Rob Grant draws on the theories of four branding experts, to determine how best to maximise their impact. On the computer hard drives of most marketers exists a document – perhaps called a brand pyramid, light-bulb or wheel – which lists […]
Rob Grant sits down with A2 Milk Company’s Susan Massasso to discuss the meteoric rise of the milk brand that never discounts. In our current era of relentless retail price-cutting, best epitomised by Coles’ famous ‘Down Down’ campaign, a brand that never runs sales promotions is likely to grab the attention of any grocery marketer […]
