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Overkill or overdue? Why your company may need a BS officer

The past 12 months have been filled to the brim with privacy breaches and brand failures. Should brands be putting on new safety armour for 2019? By Ben...

BY Marketing

18 October 2018 2 min read

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Fast track – using brand development research to get ahead

A new white paper by research firm Ruby Cha Cha explores how businesses can use brand research to reinvigorate their marketing. This article was sponsored...

BY Marketing

17 October 2018 1 min read

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Identity crisis – Rob Morrison’s six tips for naming new products and brands

It can be the make or break of your business, Rob Morrison has important advice on how to find the perfect name for your product, service or company. Every...

BY Rob Morrison

8 October 2018 3 min read

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Why storytelling through screens will never beat the real thing

People are spending more time on their phones than ever before, but the solution to real branding cut-through could be… real life? Laura Roberts...

BY Marketing

5 October 2018 4 min read

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Cindy Gallop on her six principles for new world business success

Ad industry legend Cindy Gallop discusses her six principles of success and the huge opportunity the industry is missing. At August’s Adobe Symposium...

BY Ben Ice

5 October 2018 15 min read

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The data dichotomy – how retailers can satisfy today’s consumers

Many retailers are familiar with the importance of both in-store and online consumer data, however few truly understand the value of combining the two....

BY Marketing

2 October 2018 2 min read

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Too many instructions and unwanted functions – the single-minded proposition

The champions of new technologies and platforms will be the marketers and innovators who resist the urge to make things more difficult than they need to be,...

BY Steve Sammartino

1 October 2018 4 min read

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The funnel is dead. Introducing the flywheel – why marketers should make the switch

The modern marketing landscape is operating on a concept conceived more than 100 years ago. The marketing funnel can no longer support brands, says James...

BY Marketing

27 September 2018 3 min read

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Google hits 20, but will it struggle to become a trillion dollar company like Apple?

Google may be one of the most iconic successes in internet company history, but are we choosing to forget its failures? Howard Yu investigates the...

BY Marketing

24 September 2018 3 min read

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Thinking local – how Southern Cross Austereo consolidated a nation’s worth of listening

Southern Cross Austereo’s formerly fragmented regional radio offering has been reinvigorated, making it a more attractive proposition for buyers,...

BY Marketing

21 September 2018 4 min read

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The CX mullet – why brands should be taking their CX strategy to the barber

Slick customer experiences in the front-end require plenty of action at the back. Rod Moynihan tells marketers to take a look at which haircut their brand...

BY Marketing

20 September 2018 3 min read

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The secret sauce to charity and NGO success (it’s not money)

For many people, the mention of ‘charity’ is closely associated with the idea that people are trying to convince you to donate. Chris Freel challenges us to...

BY Marketing

18 September 2018 4 min read

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Why customer care should fall on the whole business – top five ways to nurture care at work

Customer care is not the job of the call centre. According to Pip Stocks, everyone in the business needs to give a damn. Here are five ways to ensure that...

BY Marketing

18 September 2018 3 min read

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Need, culture and experience – three sides to the brand relevance triangle

Relevance is the most valuable commodity a brand can have, says Joel Trethowan. Taking care of all three sides of the customer relevance triangle is crucial...

BY Marketing

18 September 2018 4 min read

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Spotify, the audio evolution and the strengths of the Australian market

An entire generation streaming and discovering represents unprecedented opportunity for brand building and engagement. Spotify’s Sunita Kaur explains...

BY Marketing

17 September 2018 4 min read

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‘Innovating through the lens of clicks’ – Lego executive on the state of modern marketing

Is your brand really as customer centric as you think? Lego legend Christian Majgaard says business are looking at customers all wrong, and the industry...

BY Josh Loh

4 September 2018 1 min read

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Six sells – Adam Ferrier on attention, measurement and the six second ad

To clear up a year of experimentation with ad formats, Marketing speaks with Adam Ferrier about six-second ads – how they fit into a world of measurement,...

BY Ben Ice

4 September 2018 5 min read

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Forrester mythbusters explain why incentivising CX never works

Incentivising CX initiatives is a shortcut to damaged relationships with customers and employees, say Maxie Schmidt and Sam Stern. Here’s why. This article...

BY Marketing

27 August 2018 3 min read

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Can brands fill the void in a leaderless Australian landscape?

Another day, another prime minister. In tumultuous times for the Australian political landscape, the public looks to brands for social leadership,...

BY Marketing

27 August 2018 3 min read

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Why customer-centric businesses thrive – seven tips for brands to refocus

With shareholders breathing down the necks of established organisations, some can find it difficult to be truly customer-centric. Alastair Smith gives his...

BY Marketing

24 August 2018 3 min read

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