Managing a brand is a complex undertaking, especially if multiple stakeholders are using the brand. The more stakeholders, the more difficult it is to ensure brand compliance. As a brand manager, ‘managing the brand’ can be reduced to logo control, but true brand management – and ensuring brand compliance – involves working across the entire […]
Efficiency in marketing production seems like nirvana for most marketers and heads of marketing. Seemingly out of reach for time pressured and resource-poor marketers, we know we should be more efficient, but how exactly are we meant to achieve it? In several enterprises I have worked for, we had a multi-disciplinary team of 15-20, a […]
An on-brand strategy defines how a business approaches every aspect of their marketing strategy. Marketing strategies don’t just incorporate advertising – when marketing is focused, it also incorporates reputation management, social media, search engine optimisation, visual branding, and customer service. Since marketing is as much about visuals as it is about customer [...]
The very fabulous Dr Catherine Ball said ‘You have to see it, to be it‘ at a business lunch, and oh my gosh, it resonated with me. With the Australian Institute of Company Directors (AICD) this week announcing that 29.7% of all ASX200 board roles are now filled by women – very close to the […]
Good brand management is the art of moving people to full engagement with your brand. Good brand management means you are: fulfilling the brand promise understanding your customers moving the right levers to get them to understand the brand and desire to be a part of the story driving potential customers to act on your […]
Reading back over my intro paragraph for the 2017 Hottest 100, I clearly had higher hopes of 2018 than it was capable of delivering. But again, the music was stonking. Nothing breaks like a heart (feat. Miley Cyrus) – Mark Ronson Mark Ronson has been a favourite since we used (probably too many of) his […]
