marketing

In the face of divisive beliefs and behaviour, brands bring unity

From packaging and palm oil, to poverty and disadvantage, to protection of our personal identity and financial assets, people look to business for leadership in social, environmental and economic matters that influence society as a whole.  In research, consumers are filled with frustration and the cry of can’t: ‘I can’t do it on my own’ ‘One person can’t make a difference’ ‘Why can’t you […]

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Meet rational, emotional & societal needs to drive brand performance

  Brands need to meet rational, emotional and societal needs to engage customers and employees and drive brand performance.  The edelman study indicates that “when all three need states [rational, emotional AND societal] are met simultaneously, the impact is an 11 percent lift, on average, on consumer actions such as purchase (8 percent), defend (10 percent),

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The missing link to customer retention is your employer brand

Businesses forget that your customers are prospective employees and employees are current or prospective customers. By aligning your customer and employer brands, it doesn’t matter who you are, the overall brand stands for the same thing in people’s minds; and as a business you have a better chance of employees delivering consistently against your promise

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How healthy is your brand? #7

The healthy brand links brand to bottom line:  1. Identify KPIS, measures and monitoring process up front 2. Link KPIS to strategy and activity via horizon plan, annual marketing plan, customer journey and indicative conversion expectations 3. Review performance as relevant: 3 hours (execution/media timing), 3 days (execution/media placement), 3 months (creative strategy/media plan), 6-12 months (brand strategy –

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How healthy is your brand? #6

What does this mean?  1. Everything sings from the same hymn sheet – driven by the brand idea. We use the brand experience wheel to consider implications of the brand idea on all areas of the brand experience during the brand strategy stage to stress test the brand idea and then identify touch-points (both consumer

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Purpose aligned and experience integrated

‘In 2017 companies need to focus on delivering a strong purpose and understand how the experience touches customers and employees alike’ Tom Adams, FutureBrand. We must be onto something! Read the full article here https://www.marketingweek.com/2016/07/22/google-has-the-most-scope-for-future-growth-but-apple-tops-the-latest-futurebrand-ranking/

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Activating employees as authentic brand influencers

Brand‬ reputation is increasingly important for recruiting employees. http://www.cmo.com.au/article/603165/report-shows-brand-reputation-attracts-aussie-job-seekers/ As word of mouth is the most trusted source of information, leading companies are activating employees as brand ambassadors and giving them the tools to communicate the right messages about your brand. The key to authenticity is a strong employer brand. Who better to share the real love for

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Trends in Health : experts need to sustain value as we reach the tipping point

O K so I’ve been a bit quiet on the blogging front. Whilst I know theoretically that sending people back to my website is important for building a database of ‘my’ customers and readers, social media has been my ‘go-to’ solution for speed to keep you, and me, up-to-date.  What I’ve observed over the last

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Start with the 90:9:1 principle and work to increase engagement and the 9:1 #healthybrand

Happy to stumble across this, this morning: as a great follow on from my prior post encouraging brands to have a two-way conversation with their consumers; and breathing a sigh of relief that its relevant thinking in today’s digital world!!  I recall learning the 90:9:1 principle many years ago and have been referencing it since,

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Launch of fitnessU challenges the category

More than a course, its a lifestyle. Australian Fitness Network launches fitnessU online fitness qualifications that fit your lifestyle, mentored by a network of Pro-Trainers, so you can go for it in your study, career and life. CREATING THE fitnessU BRAND Since November, we’ve been working together to create a new brand of fitness education. Having supported the careers of fitness professionals for

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