Rachel Bevans from The Healthy Brand Company interviewed Sophie Arkelidis, Head of Brand and Marketing at IQumulate Premium Funding, to understand how they're building a sustainable business and brand. This case study was written for First5000, Australia's professional network for mid-sized business About IQumulate IQumulate Premium Funding...

Purpose-led leadership aligns people, planet and profit Purpose-led leaders agree that the role of a business is to create long-term value for all stakeholders, achieving the triple bottom line of people, planet and profit. This is alignment in its purest form - aligning customers, employees and...

Part 3 of 3 on the importance of optimism in building brands and business, written for and appearing first in First 5000, the professional network for Australian mid-sized businesses.  Look at your business and brand through the lens of optimism Working with Mid-sized Businesses and the larger...

If you’ve been listening over the last few months/years, you’ll likely have noticed my increasing frustration at the state of marketing and influencers trying to carve their niche. I don’t understand why people keep battling brand vs CX (customer experience) when CX is part of...

Overview: This is the follow up article to "Redefining data ecosystems for the data economy" written for First 5000. In this article we explore the value of a single data ecosystem technology - that integrates internal and external, structured and unstructured data, from legacy systems...

8. Your brand-customer experienceEach area of the brand-customer experience or marketing mix contributes to your objectives- Product, range, packaging and innovation cycle- Service proposition and innovation cycle- Price and promotional pricing- Place/Distribution- Place/Store & Online environments- People- ProcessWhat do you need to do differently in order to achieve...

Whether its to develop your instinct beyond the numbers, joint he numbers or add a visual image to the numbers, talking to your customers and employees is invaluable to build your brand, communications and experiences. We shared our reasons why and ways how to talk to customers and employees...

We build brand promises that people want to keep. What do we mean by this? For marketing and advertising to be most effective, employees and customers need to know what your brand stands for, and be aligned to your brand. This ‘promise’ is what employees and customers...