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How to define brand values: Creating the living brand world

Brand values form an integral part of your brand. Drawing on the very soul of your organisation, they are designed to unite, inspire and guide brand-led behaviour, enabling employees and customers to emotionally connect with your brand. They also empower your people to deliver memorable…

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Dr Who gets brand refresh with first female doctor

The casting of Jodie Whittaker as the thirteenth doctor gives BBC sci-fi show a much needed brand jolt After 50 years, iconic British Sci-fi show finally gets female lead. The Time Lord from Gallifrey will regenerate later this year and history will be made. With…

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Why physical stores are still so important for retail brands in the digital age

Global Retailer Aldo  – Bricks & Mortar Believers Global footwear retailer Aldo has seen amazing growth to more than 2,600 stores in 100 countries. Senior Vice President of Aldo Group, Nick Martire co-founded the Aldo Product Services division which generated $1 billion in retail sales…

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Culture eats strategy for breakfast

It doesn’t matter how much you spend on strategy, branding, creative, media or reputation if there’s something wrong with your culture. As Uber is currently proving. It’s impossible in today’s society to mask an internal culture with brand. Sooner or later the truth will out…

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Seven steps for getting your employer brand in check

Your employees produce your products and deliver yours services, if they don’t embody the same values, behaviours and purpose as your organisation there will be a misalignment that will be felt by your customers. Your employer brand is how your current employees, perspective employees and…

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Wonder Woman – driving a shift in strong female brands

As a fan of science fiction and fantasy movies, I’m really excited about the upcoming release of Wonder Woman on June 2. It’s the first super hero movie with a female in the lead role and comes with a lot of speculation around how successful…

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Back to basics: 5 key things to consider before starting your website

So you want a website and you want it now. There are alot of easy ‘web page builders’ out there these days which allow you to create your website using the drag and drop method. That’s fine if you need to launch your site in…

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What Amazon’s Australian launch means for local retail brands

With Amazon’s launch into the Australian market around the corner, the picture of what that means for Australian consumers and retailers is becoming clearer. For Australian consumers, Amazon is likely to wind-up offering everything from fresh and non perishable groceries, beauty products, wine, clothing and…

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AirBnB finds-out how tough it is to get your branding right in China

The bumpy road for brands launching into China Recently Airbnb Co-Founder Brian Chesky announced via Twitter that his company has a new Chinese name; ‘Aibiying’. Aibiying is a clever localized brand name which sounds like the Western original, but translates in Mandarin to “to welcome…

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Master Personal Brand Fail for MasterChef King George Calombaris

It would appear MasterChef Judge and restaurant king George Calumbaris has tarnished his personal brand when it was recently revealed nearly 200 staff at his restaurants have been underpaid $2.6 million. George Calombaris’ company underpaid 162 of the 430 current staff at his restaurants including…

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Marketing with meaning: Creating brand connections

As a marketeer I have recently started to notice the increase in meaningful marketing and the extent to which brands are seeking to create meaningful experiences that consumers can connect with and move people emotionally. Thank goodness, a change has been in the air for…

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Why brands need to pick a side and face the consequences

Today’s guest article has been penned by the very smart people at eatbigfish. eatbigfish is a strategic brand consultancy with a single focus: challenger thinking and behaviour. Founded by Adam Morgan after he wrote Eating the Big Fish – the book that popularised the term ‘challenger…

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