by Brad Howarth | Oct 14, 2020 | brand strategy, marketing strategy, Radio Rentals SA, rebrand, subscription economy
Rebranding a company is rarely easy, and that task can be made even more difficult when you are also trying to change perceptions of the category within which you operate. But then to do that in an economy already been buffeted by COVID-19 lockdowns and a looming...
by Brad Howarth | Oct 12, 2020 | CMO role, COVID-19, customer engagement, customer experience management, marketing leadership, marketing strategy, university of melbourne
With Australia entering the uncharted waters of a pandemic-driven recession, it is becoming harder and harder make predictions about future customer sentiment and behaviour. There are signals and trends, however, that are evident today which begin to describe likely...
by Brad Howarth | Oct 12, 2020 | CMO role, COVID-19, customer engagement, customer experience management, marketing leadership, marketing strategy, university of melbourne
With Australia entering the uncharted waters of a pandemic-driven recession, it is becoming harder and harder make predictions about future customer sentiment and behaviour. There are signals and trends, however, that are evident today which begin to describe likely...
by Brad Howarth | Oct 8, 2020 | Brandquest, CMO role, COVID-19, data-driven marketing, leadership, marketing leadership, Melbourne Business School, recession, Toluna
The words ‘new normal’ have quickly emerged as the go-to phrase for describing the world created by the COVID-19 crisis and its impact on the economy and national psyche. But have we even reached the ‘new normal’ yet?
by Brad Howarth | Oct 6, 2020 | digital marketing, personalisation, sitecore, superannuation funds
It has been 15 years since Australian workers were given the ability to choose which superannuation fund would manage their retirement nest egg. While many funds have used that time to create sophisticated marketing functions to attract and retain members, the ability...
