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Marketing Magazine
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OPINION To spend or not to spend? Advertising and creative development during COVID-19 and beyond
Daren Poole examines whether brands should be slowing down marketing spend during crisis or whether there are long-term advantages for brands to continue...
BY Marketing
OPINION A tale of two brands
Andrew Kolb and Alison Tilling use a Brand Asset Valuator to analyse the successes and downfalls of two iconic Australian brands in a volatile business...
BY Marketing
OPINION Coles says Stikeez promote healthy eating. I say it’s rubbish
Coles’ ongoing use of plastic merchandise marketing is irresponsible, says Carla Liuzzo of Queensland University of Technology, and at odds with its...
BY Marketing
OPINION Don’t get sucked into the short-term sugar hit of the marketing stunt
Con Stavros agrees with the consensus that Australian marketers are playing it safe, but suspects he may be totally alone in cautioning against the risky...
BY Con Stavros
OPINION Brand-side marketers are suffering a creative drought – here, have a sip
As budgets shrink and resources tighten, brand marketers are juggling very different aspects of marketing, but there’s a lot broken with how internal...
BY Marketing
FEATURE Experience marketing year in review: imagination and reinvention
Great brands took experiences to unexpected heights this year. How will you reinvent yours in 2020? Chantel Covey offers some inspiration. When you think of...
BY Marketing
OPINION The future of branded experience – balance, fidelity and purpose
Brands are shifting their focus to experiences, it’s no secret. But what’s the right mix? What kinds of experiences are audiences responding to?...
BY Marketing
OPINION Brand storytelling – not just important, but the only way forward
Engaging in brand storytelling isn’t just an important modern marketing strategy, it’s vital, writes Uber Eats’ Ryan Reynolds. As audiences evolve and...
BY Marketing
OPINION How culture creates your brand – wise leaders start with people
Brand is more than makeup – it’s the underlying subconscious notion of your organisation. Karen Gately argues that leaders should be doing more to...
BY Marketing
OPINION Winning retail in a post-trust era – the economic climate crush
Demonstrated in Kantar’s assessment of the world’s most valuable brands, Australian trust in businesses is dangerously low. James Brown says...
BY Marketing
INTERVIEW Stuart Matthewman on international marketing, branding and what he’d do differently
What happens when an internationally-experienced content expert, speaker and interviewer gets up close and personal with a global head of marketing...
BY Gina Balarin
OPINION Brands must take the reins on sustainability – filling the void
Progressive brands are tired of waiting on world governments to take real action on climate change, taking matters into their own hands. According to Nick...
BY Marketing
INTERVIEW Too much, too quick – a tale of CMOs, brand and myopia
Marketers face real pressure to deliver real results in real time. But where does this leave long-term brand building? Josh Loh speaks with Troy McKinna,...
BY Josh Loh
CASE STUDY Case study: the pet food start-up that made a custom poster for every dog in NYC
There are just fewer than 101,000 dogs in New York City, and in April of this year, Puppo made a personalised poster – including name and bespoke dietary...
BY Marketing
OPINION Sell your services, not your soul – some things don’t need a brand
Let’s leave branding to the brands – Sérgio Brodsky grapples with ‘personal branding’, YouTube celebrities, transacting personas and the suppression of...
INTERVIEW Wiping for good – exploring purpose with the toilet paper brand that started a movement
If there was ever a niche product that required some ingenuity to market – toilet paper could be it. How does this brand float above the rest? Make it all...
BY Josh Loh
OPINION Why choosing just one marshmallow is killing our brands
Following his appearance last week at Advertising Week APAC, Toby Harrison explains why marketing effectiveness has sunk to an all-time low and what it has...
BY Marketing
FEATURE Inside out: brand evangelism and the power of story
Has the brand gun been pointed in the wrong direction? We spoke to Australia’s top human-centric leaders to learn how brand exists on the inside. This...
BY Josh Loh
OPINION The role of CX in the post-Royal Commission banking industry
Customer experience, employee experience, transparency and accountability are the foundations upon which the banking industry must rebuild, says Gillian...
BY Marketing
