Marketing Magazine

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OPINION shares

Survival of the real brands: New York Times global COO on winners and losers in the digital revolution

Dr James Slezak tells the story of how the New York Times has thrived and other brands have suffered in the face of digital disruption. Barely six months...

BY Marketing

14 June 2017 2 min read

OPINION shares

Brand awareness versus demand gen: Must we choose?

What’s more important – cultivating the long-term brand of your company or driving immediate and tangible sales results? Michael Savanis ponders. It’s...

BY Marketing

13 June 2017 1 min read

OPINION shares

Punch above your weight: c’mon Aussie

Simon Bell asks the question we all need to think about: why aren’t Australian brands international brand names? In 1964, Donald Horne published a book...

BY Marketing

7 June 2017 4 min read

Why refurbishing pays off for retailers

Australian retailers face myriad challenging conditions across multiple channels, as well as the arrival of high-profile international retailers. A...

BY Partner

22 May 2017 1 min read

OPINION shares

Bad-boy branding, publicity and NRL’s ‘white line fever’

No such thing as bad publicity? The NRL drug scandal puts that saying to the test. Matt Pike looks at how brands must use bad publicity to promote their...

BY Marketing

17 May 2017 3 min read

OPINION shares

Four approaches to creative leadership in consumer packaged goods companies

Scott Lucas and Jen Bethke offer four approaches to creative leadership for CPG companies, and outline how to choose the best fit for your organisation....

BY Marketing

17 May 2017 1 min read

OPINION shares

How to marry culture and brand in the age of transparency

There are two main reasons why building brands is harder today than it’s ever been: transparency and noise. Ruth Rowan on culture, story and authenticity....

BY Marketing

9 May 2017 2 min read

OPINION shares

Six ways to build a robust culture of compliance

If you slip up on compliance, your competitors will pounce before the regulator does, says James Charlesworth. Here’s two compliance case examples,...

BY Marketing

8 May 2017 4 min read

OPINION shares

Let’s get rid of the c-word

‘Category’ is a restrictive word when it comes to marketing, writes Lee Naylor. I’ve had an epiphany – at Lent! It came about because someone...

BY Lee Naylor

2 May 2017 1 min read

OPINION shares

Three seasonal themes for the discerning brand

Alisha Dunsford says seasonal aesthetics can support sophistication. With Easter behind us, Christmas is just around the corner (yep, I went there) and in...

BY Marketing

24 April 2017 3 min read

OPINION shares

Trade marks 101: want to get one but don’t know how?

Chris Round and Monica Lillas walk through the process of registering a trade mark to make sure you do it right. The best-known brands have long recognised...

BY Marketing

21 April 2017 5 min read

OPINION shares

Pull don’t push: don’t miss out on the experiential marketing ‘unfair advantage’

Good experiential marketing will give your brand an unfair advantage, writes Madeleine Preece, so what are you waiting for? Brand experiences, real life...

BY Marketing

11 April 2017 3 min read

OPINION shares

Stick with your schtick: three keys to brand consistency

Consistency is the backbone of brand success, but many brands are leaving it behind. Susanna Kass has three keys for consistent, successful brand...

BY Marketing

10 April 2017 3 min read

OPINION shares

Why brand cause shouldn’t be thought of as a responsibility or an obligation

Here’s Paul Fisher’s advice on choosing a cause for your brand to support. This article originally appeared in The Versus Issue, our...

BY Partner

4 April 2017 3 min read

FEATURE shares

Driving change with Uber and DrinkWise

Social responsibility and collaboration feature in Uber and DrinkWise’s ‘Be a Friend’ campaign. This article originally appeared in The...

BY Marketing

4 April 2017 1 min read

CASE STUDY shares

How Cartoon Network brought back ‘The Powerpuff Girls’

This case study examines Cartoon Network’s digital-first campaign to reach a new generation of Australian viewers. This article originally appeared in...

BY Marketing

3 April 2017 2 min read

OPINION shares

Don’t get caught out: six tips for creating advertising that’s not misleading

Learn from the mistakes of these six big brands and avoid the consequences of misleading advertising. Written by Zaven Mardirossian, Matthew Lees and David...

BY Marketing

31 March 2017 4 min read

CASE STUDY shares

How pirates and ‘mummy bloggers’ helped OPSM take on Specsavers

When Specsavers entered the Australian market six years ago, OPSM’s price premium and market share came under threat. The Penny the Pirate campaign...

BY Marketing

29 March 2017 4 min read