Marketing Magazine

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

OPINION shares

Never doubt your identity: how to monitor a brand in the online world

Ambera Cruz has four steps for monitoring your brand in the online world. This article originally appeared in The Identity Issue, our October/November issue...

BY  Marketing

21 November 2016 1 min read

OPINION shares

Why tribe and authenticity go hand in hand

Brands need to get the authenticity piece right to position themselves as part of a tribe, says Jeremy Francis. We’ve all been party to that awkward...

BY  Marketing

11 November 2016 3 min read

OPINION shares

I’m With Her, but he was the better marketer

In the aftermath of the US presidential election, Jacqueline (Jaci) Burns looks at the marketing campaigns of Hillary Clinton and Donald Trump to see who...

BY  Jacqueline Burns

10 November 2016 6 min read

OPINION shares

The dos and don’ts of managing online reviews about your brand

Adam Clark has a few pointers on what to do – and what not to do – about online reviews to manage and maximise your online reputation. Thanks to a plethora...

BY  Marketing

10 November 2016 3 min read

CASE STUDY shares

Case study: how The Powerpuff girls reached a new generation of fans and their parents

This case study examines how Cartoon Network leveraged TV, social, and influencers to reach a new generation of  young fans and re-engage an audience of...

BY  Marketing

7 November 2016 2 min read

OPINION shares

Can Samsung recover from the Note7 fiasco?

Samsung’s Note7 combustion issues, airport ban and product recall have been a huge global hit to the brand. Michael McQueen ponders what went wrong,...

BY  Marketing

3 November 2016 3 min read

OPINION shares

Brands should be more like Trump

Because at least he has a point of view, writes Jamie Clift. Before I’m condemned as a fascist ratbag for suggesting we can learn from Trump, hear me out....

BY  Marketing

31 October 2016 3 min read

FEATURE shares

Luke Mangan’s recipe for creating a brand from organic ingredients

Restaurateur, businessman, mentor, chef. Natasha Menon talks us through the project to document and formalise a brand from component parts grown organically...

BY  Peter Roper

28 October 2016 6 min read

INTERVIEW shares

How The Met united its brand identity and broadened its appeal

Marketing speaks with Cynthia Round of New York’s Metropolitan Museum of Art about unification of brand identity, and ushering in a new age of...

BY  Peter Roper

21 October 2016 9 min read

INTERVIEW shares

Interview: Alcohol and Drug Foundation on redeveloping its brand structure and design

In a country where having a drink is part of the national identity, the principal national body for reducing harm caused by alcohol and drugs is changing...

BY  Marketing

18 October 2016 6 min read

CASE STUDY shares

Case study: how DPR&CO helped Ambulance Victoria achieve sustainable net growth

This marketing case study details how DPR&Co helped Ambulance Victoria engaged new and existing members.   Campaign: Ambulance Victoria Membership...

BY  Marketing

11 October 2016 3 min read

OPINION shares

Five ways to use review sites to engage and satisfy online customers

Online reviews can make or break a brand. Nick Lembo offers five best-practice methods for using review sites to reach customers and market your business...

BY  Marketing

4 October 2016 2 min read

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