Marketing Magazine

OPINION shares

Airlines look to the past to stand out in the future

How could it possibly be worthwhile for airlines to park painted planes at airports rather than have them soar? They’re more than just expensive...

BY  Marketing

17 April 2019 3 min read

FEATURE shares

Positively twisted: the inside story of the 10 rebrand

In October of last year, free-to-air network 10 unveiled an all-new look in collaboration with branding agency Principals. The agency and the network reveal...

BY  Marketing

8 April 2019 6 min read

OPINION shares

Hype as marketing? How cultural embedding breaks the box office

Can hype replace marketing in the digital age? Jay Bedi walks through the Avengers franchise’s approach to branding as marketing and the power of...

BY  Marketing

5 April 2019 3 min read

INTERVIEW shares

Data, CX, brand purpose, consumer insights, personalisation – sitting down with Nike’s brand brain

Steve Lesnard, former Nike brand leader, tells Marketing why some brands can’t get social purpose right and others fail to grasp the importance of CX....

BY  Josh Loh

14 March 2019 4 min read

OPINION shares

Australian brands just can’t get gender right – and consumers have noticed

On the eve of International Women’s Day in 2019, Australian brands are still disproportionately out of touch when it comes to gender,...

BY  Marketing

7 March 2019 3 min read

OPINION shares

STOP in the name of love – do you really need to build a campaign around Valentine’s Day?

Has your marketing team been rushing to pump out a loosely relevant piece of Valentine’s material? Justin Cannon and Cat Prestipino explain why some...

BY  Marketing

14 February 2019 1 min read

FEATURE shares

The truth about truth and authenticity – why some brands get it and others don’t

Spend an hour at any marketing conference and you’re sure to hear the word ‘authenticity’ used multiple times in keynotes and panel discussions....

BY  Marketing

13 February 2019 4 min read

OPINION shares

Unconventional Wisdom Three: If it ain’t broke, why not?

If you’re trying to improve your brands and products, you may be moving in the wrong direction. Dane Smith says it’s time to get ugly....

BY  Marketing

8 February 2019 5 min read

OPINION shares

The long game: how connected care will shape marketing in 2019

Taking care of customers has, and will continue to be, much harder than it seems. Lauren Wilkins details the findings of The Leading Edge’s most...

BY  Marketing

29 January 2019 4 min read

INTERVIEW shares

Lavazza Australia MD goes deep on global strategy, tennis and ‘Italianness’

MD Silvio Zaccareo explains Lavazza Australia’s motivation for sponsoring all four tennis Grand Slams and explores its delicate approach to local...

BY  Josh Loh

25 January 2019 3 min read

OPINION shares

Is better customer support coming at the expense of your customer experience?

Are we finally approaching an era free from call centres? Is that even what we should be aiming for? According to Stephen Altrogge, brands should be...

BY  Marketing

8 January 2019 3 min read

OPINION shares

From fantastic to frustration – Pip Stocks breaks down relevance in the digital age

When brands go from fantastic to frustration, how should your brand keep up? In her Christmas article that is explicitly not a Christmas article, Pip Stocks...

BY  Marketing

6 December 2018 2 min read

OPINION shares

Choosing a narrative – solidifying an evolving brand identity

The best brands are a collective of thoughts, feelings and concepts in the public imagination, says brand identity expert Tom Spencer.  Brands often ask me...

BY  Marketing

3 December 2018 3 min read

OPINION shares

Will brands band together to keep Amazon at bay? Partner marketing forecast

Australian brands joining forces, WeChat becoming a primary platform for Australian marketers, and measuring influencer ROI. Simon McDonald reveals his five...

BY  Marketing

29 November 2018 3 min read

OPINION shares

Brain trust: does your digital marketing need some refreshment in 2019?

Marketing hears from five top marketers on how they are refreshing digital marketing in their industries for the coming year. Cat Prestipino –...

BY  Marketing

26 November 2018 4 min read

CASE STUDY shares

New car, new market, new audience – when Volvo’s campaign was too successful

How Volvo tailored a content campaign so impactful that its dealers asked for marketing activity to be stopped because they couldn’t deal with the demand....

BY  Marketing

26 November 2018 3 min read

OPINION shares

Dreams for dollars – branding is full of contradiction, but that’s why it works

The world is full of contradictions and marketing’s no exception. Sérgio Brodsky lends his two cents on the brand debate. This article originally...

BY  Sérgio Brodsky

23 November 2018 4 min read

OPINION shares

Marketing draws the death card

To be clear, Jamie Mackay here discusses the conceptual death of marketing as an abstraction, not us the magazine, Marketing. We’re here to stay....

BY  Marketing

20 November 2018 3 min read

OPINION shares

Tackling touchpoints – making the most out of memorable brand experience

Gone are the days when retail marketing touchpoints were only steps in the path to purchase. Kantar TNS’ Jon O’Loughlin and Ryan France lay out how...

BY  Marketing

19 November 2018 3 min read

OPINION shares

Seven marketing trends for the food sector in 2019

New technology, diet consciousness and environmental concerns are shifting rapidly as we enter 2019. John Saadie advises food retailers on seven key trends...

BY  Marketing

15 November 2018 3 min read

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