Brand

Leadership brands lose their allure as marketers take up the challenge

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.

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Deeper and more meaningful customer segmentation – marketing’s forgotten tribes

Somewhere between one-to-one marketing and mass marketing, there’s a strategy which is slowly being lost.

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Brand power in the age of declining trust

A KPMG report last year found that “trust has declined in almost every major economy and many developing ones”.

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The overwhelming case for understanding the customer experience you are actually delivering

A recent very high profile, and now infamous incident on a US airline has demonstrated the significant effect of what happens when you let the design of your customer experience…

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Brand Australia is in the world’s top 10: Don’t waste its potential

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…

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