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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

NEWS shares

Martin Lindstrom, pioneer in brand and culture transformation

Martin Lindstrom is one of the world’s premier brand experts, advising Fortune 100 companies on how to drive change through consumer insights,...

BY Marketing

6 March 2020 min read

OPINION shares

Creativity will save the planet

In the midst of the climate crisis, Daye Moffitt believes that creativity and multilayered thinking from corporations could be the solution. Having only...

BY Marketing

2 March 2020 min read

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Player profiles are the key to dominating Facebook ads in 2020

Using mobile games as an example, Brian Bowman explores consumer motivation, the idea of ‘horizontal segmentation’ and how a better...

BY Marketing

14 February 2020 min read

Want to make your brand more human? It’s not about laughter and emotion

A new study uncovers the attributes that make brands more ‘human’ in the eyes of the consumer. This article is sponsored by Braze to let readers know about...

BY Marketing

12 February 2020 min read

The shortcomings of your lead generation and content strategy

Marketing and sales departments aren’t working collaboratively enough on building personas and nurturing leads. Here’s what needs to happen. This article...

BY Marketing

10 February 2020 min read

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It’s time to rethink your marketing to tech-savvy Boomers

Baby Boomers are a vast, growing and lucrative demographic but marketers and brands should be careful to make sure they’re sending the right message,...

BY Marketing

10 January 2020 min read

OPINION shares

A fix for broken customer research – psychology, square pegs and bias

‘Want to know what customers think? Just ask them!’ is less effective than marketers have been led to believe. According to organisational...

BY Marketing

8 January 2020 3 min read

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Must end soon (but not too soon)! The catch in time-limited sales tactics

Written just prior to the Christmas retail rush, Daniel Zizzo explains what his recent research on time-limited sales tells us about a stressed...

BY Marketing

6 January 2020 3 min read

NEWS shares

Seventy-three percent of Australians won’t increase their holiday spending this year

Holiday shopping started as early as September for one in five consumers across the world, according to a new report from MiQ. The 2019 ‘Holiday Shopping...

BY Josh Loh

4 October 2019 2 min read

OPINION shares

The Millennial stereotype – more pointless than ever

Millennials have been portrayed as a latté-sipping, inner-city-dwelling caricatures for too long. According to Joel Vincent, the mischaracterisation is now...

BY Marketing

2 October 2019 2 min read

INTERVIEW shares

Climate protests and shifting behaviour – will they work?

On Friday afternoon workers and students left their posts to fight for something they felt more important. Do demonstrations such as the Global Climate...

BY Josh Loh

23 September 2019 3 min read

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Why attending a climate strike can change minds (most importantly your own)

In anticipation of the Global Climate Strike being held tomorrow (which Marketing urges you to attend), here’s academics Belinda Xie and Ben...

BY Marketing

19 September 2019 3 min read

FEATURE shares

Extreme disruption in auto: CASE, new partnerships and government

CASE: Connected cars, autonomous vehicles, ridesharing and electric vehicles are poised to form the future of mobility. Francis Farrelly explores the macro...

BY Marketing

16 September 2019 8 min read

OPINION shares

From the bottom up – the new pester power for good

Researcher Rebekah Yock is seeing a new type of pester power which presents a huge opportunity for brands. Unlike the pester power we’ve known before,...

BY Marketing

2 September 2019 3 min read

OPINION shares

Extreme disruption in the automotive industry: a look at the road ahead

Despite our familiarity with the disruption concept, there’s little to compare with the extreme disruption hitting the automotive industry. RMIT...

BY Marketing

21 August 2019 5 min read

OPINION shares

Ooshies – a cautionary toy story about cashing in on childhood innocence

With Woolworths’ Ooshies campaign in full swing, capitalising on the success of prior collectable-focused campaigns, academics Louise and Martin...

BY Marketing

14 August 2019 3 min read

OPINION shares

Feels before facts: time for B2B marketers to shift focus

Dan Young says B2B marketers must shift from fact-based comms to audience-led comms. Here’s why. It’s time to stop talking about B2B marketing and...

BY Marketing

7 August 2019 3 min read

Shopping centre traffic is ramping up over the holiday season – are you?

No longer can retailers expect consumers to be bottlenecked into physical stores; 2019 has ushered in yet another mass conversion of digital natives who...

BY Marketing

22 July 2019 3 min read

OPINION shares

People want messages that matter to them, not messages directed at them

The race to achieve personalisation seems to have replaced the search for relevancy as the perceived holy grail for effective marketing, says Joel Vincent....

BY Marketing

8 July 2019 3 min read

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