Whatever people class as traditional advertising, it’s probably not facing imminent downfall. Building brand equity can still be very effectively accomplished by traditional words and images, though the vehicle by which they are delivered may change.
Should they attempt to muscle in on David Jones’ successful fashion positioning or follow a different path? Is it too late for Myer?
Krispy Kreme is a phenomenon – a brand that features in Michael Jacksons lyrics, and takes on a holy grail-like aura in The Simpsons. It is quintessentially American. It represents the fat side of Americanism, a perceptual space ...
From an Australian perspective, a commercial association with soccer-now-called-football is an interesting proposition. I had always lamented the fact that football mad Aussie kids turn to other football codes after the age of 10 or 11, and that ...
The growing importance of data as a marketing tool has not yet been fully embraced by the industry. John-Paul Syriatowicz , group CEO of Squiz, believes this can be explained by a lack of understanding ...
In the final instalment on his series on managing energy for productivity, Ken Murray talks us through successful multi-tasking, or, more accurately, the skill of ‘focus switching’. Presumably a lot of your high value work ...
Patrick D’souza explains how smartphones distract us and affect our productivity, and offers advice for how to ‘switch off’ and refocus. Daniel Goleman, author, psychologist and science journalist has always warned of distraction and how ...
‘Want to know what customers think? Just ask them!’ turns out to be less effective than marketers have been led to believe. According to organisational psychologist Charlotte Rush, the key to understanding what the customer ...
According to a recent KPMG study, over 3-in-5 banking CEOs (63%) admit they need to significantly improve their understanding of their customers. It may be an uncomfortable truth but the financial services sector and their customers have always had a ...
