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OPINION shares

The benefits of signposts for boosting your brand

Katharine Milner has four examples of when brands have used powerful taglines to build context and brand awareness. Marketers spend a long time thinking...

BY Marketing

31 July 2017 3 min read

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What can Woods, Froome and Thurston teach us about branding?

The effect of public persona on performance cuts both ways, says Matt Pike. There are a number of crucial elements when it comes to an elite athlete...

BY Marketing

31 July 2017 4 min read

CASE STUDY shares

How Sanitarium launched Gluten Free Weet-Bix

Sanitarium entered the growing gluten free food market with one of its biggest and most established mass-market brands: Weet-Bix. This article originally...

BY Marketing

26 July 2017 2 min read

CASE STUDY shares

How ‘Summer Life QLD’ attracted a new generation of international students

‘Summer Life QLD’ case study: here’s how Trade and Investment Queensland ran an outreach platform to attract international students to the...

BY Marketing

20 July 2017 2 min read

NEWS shares

Behind the C-Suite: finding the human element in B2B communications

Cultivating a sense of who you are as a brand, what you stand for and how you connect with your audience should be the driving force behind every PR...

BY Marketing

17 July 2017 2 min read

OPINION shares

Five ways to create B2B brand advocacy

Peter Zafiris has a few examples of brands and campaigns doing a great job of engaging brand advocates. Remarkable has nothing to do with the marketer....

BY Peter Zafiris

12 July 2017 3 min read

OPINION shares

How memory structures help build cumulative brand value

Michael Stanford warns brands and marketers constantly changing and refreshing their message might be missing out on the power of memory structures. The...

BY Marketing

11 July 2017 3 min read

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Generating memorable brand experiences: 11 powerful hacks

Industry leaders tell Sérgio Brodsky how to make a mark in a target audience’s mind. This article originally appeared in The Generation Issue, our...

BY Sérgio Brodsky

10 July 2017 4 min read

OPINION shares

Let’s dance: making business change go viral at your company

Getting customer-centricity right at your organisation means getting everyone dancing to the same tune. Chris Breslin’s got some tips for...

BY Marketing

7 July 2017 3 min read

OPINION shares

Why recommending what’s best for your client – not just doing what they ask – will make them stick around

David Hayes says understanding what’s best – strategically, creatively and technologically – is the best way to keep relevant. HBT just celebrated 20...

BY Marketing

29 June 2017 1 min read

OPINION shares

Five reasons you should rethink your packaging, pronto

Alisha Dunsford has five questions you should ask yourself about your packaging design, and tips for how to rethink it in delightful ways. While refreshing...

BY Marketing

27 June 2017 2 min read

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Yes, you can measure brand experience

There’s no one-size-fits-all solution but that doesn’t mean experiences can’t be measured. With clever planning and the right tools, Taryn Atkinson tells us...

BY Marketing

26 June 2017 3 min read

OPINION shares

Why Coles, Bunnings and Telstra are the most influential Australian brands

Gillian O’Sullivan discusses the findings of Ipsos’ 2017 ‘Most Influential Brands’ study. Brands play a huge role in our lives and...

BY Gillian O'Sullivan

23 June 2017 1 min read

OPINION shares

To Cannes or not to Cannes?

Ben Plomion’s not got going to Cannes Lions this year. Here’s why. Cannes Lions is now in full swing, which means a week of boats, booze,...

BY Marketing

22 June 2017 2 min read

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

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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

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