Marketing Magazine

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OPINION shares

Is ‘doing good’ good enough for brands?

With scores of brands doing good during this time of crisis, how will customers differentiate them? Moensie Rossier asks the question.

BY Marketing

30 April 2020 min read

RESEARCH shares

Branding rises to the top of challenges for B2B marketers

In its 10th anniversary edition, the annual ‘B2B Marketing Research Report 2020’ has uncovered the biggest challenges that B2B firms face and the best...

BY Jasmine Giuliani

29 April 2020 min read

opinions shares

Lean on me: why partnerships will be essential in 2020

Adam Furness explores how marketers can lean on partnerships to make it through a challenging year.

BY Marketing

24 April 2020 min read

OPINION shares

More foresight, less prophecy: what it takes for brands to make the post-COVID reality great again, not just normal

In a changing world, Sérgio Brodsky explains how the future is ours to make and not predict. In his bestselling book The Black Swan, Nassim Nicholas Taleb...

BY Sérgio Brodsky

21 April 2020 min read

OPINION shares

Is ‘edu-tainment’ the way forward in a COVID-19 world?

Amaury Tréguer unpacks the term ‘edu-tainment’ and how brands can shift their tone of voice to provide entertainment and utility during this time.

BY Marketing

6 April 2020 min read

INTERVIEW shares

How to thrive while working from home: tips from a company that has already done it successfully

We recently caught up with Adam Griffith, managing director at Luminary, one of the longest-standing independent digital agencies, who has been leading a...

BY Jasmine Giuliani

30 March 2020 min read

OPINION shares

What’s your story?

What makes your business unique? Madeleine Swain encourages marketers to rigorous and truthful in the quest to find out, so we can begin to share an...

BY Marketing

30 March 2020 min read

OPINION shares

And then everything changed…

The most startling thing about the outbreak of COVID-19 is probably the swiftness with which Australian businesses went from BAU to ‘nothing will be the...

BY Madeleine Swain

20 March 2020 min read

OPINION shares

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

19 March 2020 min read

OPINION shares

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

12 March 2020 min read

OPINION shares

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

18 February 2020 min read

OPINION shares

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

13 December 2019 7 min read

OPINION shares

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

11 December 2019 4 min read

FEATURE shares

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

6 December 2019 5 min read

OPINION shares

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

20 November 2019 7 min read

OPINION shares

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

28 October 2019 3 min read

OPINION shares

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

18 October 2019 3 min read

OPINION shares

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

9 October 2019 3 min read

INTERVIEW shares

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

4 October 2019 7 min read

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