With marketing and advertising high on the agenda for medium-sized businesses to grow, we spoke to First 5000 about building your brand promise and making sure you can deliver against it, before you communicate. http://www.first5000.com.au/blog/to-grow-your-business-in-2017-build-your-brand-before-communicating/Full Blog: To grow your business in 2017, build your brand before communicatingMarketing & advertising is...

 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...

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...

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...

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...

A #healthybrand builds a creative platform where consumer, category and brand/product truths meet to solve the problem behind the problem. Inspiring creative and media to engage consumers, employees and key stakeholders across the marketing and media mix, to meet commercial objectives.For example Axe/Lynx solves a problem of confidence...