Brand

Consumers want reliability, safety and value for their COVID-19 retail experience

COVID-19‘s world-wide impact on customer expectations and priorities was immediate and widespread across all sectors and demographics with consumer expectations going ‘back to basics’.

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Determining the best mix of marketing options to drive the required result for a brand

To be best prepared to take advantage of marketing or media mix analytics technology, marketers first need to ensure they are capturing and tagging all data appropriately and accurately.

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Marketing in a time of shifting normal

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?

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Planning for recovery from COVID-19: What brands should be considering, and what they can learn from past downturns

As marketers plan for a recovery from COVID-19, hibernating brands need to carefully map out the steps required to re-launch their business.

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Twelve marketing matters that matter in 2020

Delivering on promises and doing the right thing are the major contributors to building trust.

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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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