There are two main questions that marketers should be considering. How is consumer behaviour changing? And how should they be changing their marketing efforts accordingly in this interim period?
As marketers plan for a recovery from COVID-19, hibernating brands need to carefully map out the steps required to re-launch their business.
Delivering on promises and doing the right thing are the major contributors to building trust.
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”.
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…
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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