What is the risk of populism swinging the brand association from positive to negative? From more people loving it, to more people not?
Just like the other million-plus audiences, Australian Chinese are a very diverse group that can’t be targeted in a one-size-fits-all approach.
One of the oldest adages in marketing is that word of mouth is the most effective way of communicating with your customers.
For almost two decades, marketers have been trying to win the online search battle on a daily basis.
The question for many boards and CEOs is whether this heavy reliance on social media is the optimal use of their marketing budgets.
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 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…
There are those of us who would profess that beer is what makes the world go round. So important was a good drink that early humans ceased their nomadic ways…
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