Marketing Magazine

OPINION shares

Trump’s impact on the America brand, and what it can teach us about branding

Dan Ratner looks at America as a brand, and ponders what Trump’s ‘rebrand’ of the nation can teach us about branding. The ascent of Donald...

BY  Marketing

1 March 2017 3 min read

SPONSORED shares

How Evernote silenced the critics by embracing customer-centricity

Evernote CMO Andrew Malcolm offers hints for success after Evernote’s recent successes. Sponsored content: this article was contributed by Corinium...

BY  Partner

27 February 2017 3 min read

OPINION shares

CMO of one of the world’s best known B2B video content plays explains how her team got the ideas over the line

Volvo marketing and communications director Ingela Nordenhav tells Emma Roborgh how she got one of the world’s best-known B2B video content play ideas...

BY  Marketing

24 February 2017 2 min read

OPINION shares

Why putting the customer first should be every transport brand’s priority

Kristen Vang looks at new CX developments by Qantas and how its innovative offerings give a competitive advantage. Putting the customers’ needs above other...

BY  Marketing

22 February 2017 2 min read

OPINION shares

Ritson on brand: pick an enemy and position against them. Hard.

Positioning against an enemy brand is a powerful yet under-utilised approach in marketing, writes Mark Ritson. This article originally appeared in The...

BY  Mark Ritson

22 February 2017 4 min read

OPINION shares

Embracing digital is the antidote to disruption for retailers

Katja Forbes looks at failing Australian retailers, and demonstrates why legacy brands which embrace online and social trends have no reason to fear a...

BY  Marketing

22 February 2017 2 min read

OPINION shares

Attention not-for-profits: marketing is not a dirty word

Far from being a dirty word – too sales focused and money-fuelled – marketing, says Sara Berry, is how not-for-profits will survive in the new competitive,...

BY  Sara Berry

17 February 2017 2 min read

OPINION shares

Thinking of rebranding? Avoid legal headaches with these five points

If you don’t know what you’re doing, rebranding can be fraught with risks and problems that can affect your business long after the relaunch...

BY  Marketing

16 February 2017 2 min read

OPINION shares

Does the Australian ad industry need its own Super Bowl?

Jason Dooris says the huge audiences and viral popularity achieved by Super Bowl commercials doesn’t necessarily equate to long-term brand performance...

BY  Marketing

3 February 2017 6 min read

OPINION shares

Political advertising and the dark side of influence

Ken Murray explores the rules and regulations – or lack thereof – surrounding truth in political advertising in Australia. I was watching the recent...

BY  Ken Murray

30 January 2017 3 min read

OPINION shares

Can this be the year packaging shifts from lovely images to lovely experiences?

With the annual season of excess and waste that is Christmas fresh in our minds, Lisa Mathews says 2017 must be the year of mindful packaging. Christmas is...

BY  Marketing

23 January 2017 3 min read

SPONSORED shares

Making brand design great again

To create commercially impactful brand design, we should use the power of images, rather than rely on rational persuasion, writes Nir Wegrzyn. – Sponsored...

BY  Partner

16 January 2017 2 min read

OPINION shares

Purpose: it’s built-in not bolted on

In the second instalment of their three part series on brand purpose, Ben Peacock and Scott Matyus-Flynn discuss how introducing purpose to your brand...

BY  Marketing

16 January 2017 3 min read

OPINION shares

Brand health – how is yours affecting customer equity?

Dr Abas Mirzaei and Associate Professor Chris Baumann discuss the findings of the impact of brand health on customer equity, and the implications these have...

BY  Marketing

13 December 2016 4 min read

OPINION shares

Trump and brand archetypes: why likeability doesn’t matter

If Donald Trump has shown anything, it’s that it’s important to understand the difference between archetypes and stereotypes, writes Susanna Kass....

BY  Marketing

5 December 2016 3 min read

OPINION shares

Cultural tourism: Pepe Saya Butter Co brings back the road trip

Australia’s food manufacturers should be taking more of a lead from the liquor industry’s capitalisation of the cellar-door experience, writes...

BY  Adam Joseph

30 November 2016 4 min read

OPINION shares

Create social impact to encourage employee engagement

Research shows that brands with charity partnerships enjoy higher levels of employee satisfaction and retention. Paul Fisher says marketing, advertising and...

BY  Marketing

28 November 2016 3 min read

OPINION shares

Can a brand truly have a personality?

Jac Phillips reveals the thought process behind Bank of Melbourne’s brand personality. _ This article originally appeared in The Identity Issue, our...

BY  Jac Phillips

25 November 2016 6 min read

INTERVIEW shares

Entrepreneurial optimism: Ugg Australia founder Brian Smith on the power of loyalty

Marketing speaks with Brian Smith, founder of Ugg Australia about the challenges and opportunities he faced building a global brand, and pearls of wisdom to...

BY  Ben Ice

24 November 2016 3 min read

OPINION shares

Has your passion for your brand become a distraction?

Passion for your brand is important, says Rob Morrison, but some marketers could do with a healthy dose of reality. In the early noughties I was lucky...

BY  Rob Morrison

23 November 2016 2 min read

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