A generation ago marketers wanted to work only on leadership brands. There was an inherent pride in working with and learning from the best, from the market leader.
Somewhere between one-to-one marketing and mass marketing, there’s a strategy which is slowly being lost.
A KPMG report last year found that “trust has declined in almost every major economy and many developing ones”.
The national brand of Australia is the 10th most valuable in the world, worth US$1.4 trillion according to the ‘Nation Brands 2015’ annual report produced by Brand Finance. In 2015 we…