by CMO staff | Aug 10, 2021 | brand purpose, brand strategy, sustainability, Thankful
Thankful, a social impact organisation devised by Australian marketing and advertising entrepreneurs, Kim McDonnell and Mike Chuter, is making its local debut as it works to encourage brands and organisations to help address the world’s biggest systemic challenges.
by Nadia Cameron | Jun 29, 2021 | brand purpose, brand strategy, chief customer officer (CCO), Financial Services, marketing strategy, rebrand
On June 1 2021, Credit Union Australia officially switched its branding over to Great Southern Bank and debuted a fresh purpose and new set of propositions targeting first-home buyers. As Great Southern Bank’s chief customer officer, Megan Keleher, put it to CMO, the...
by Nadia Cameron | May 13, 2021 | brand purpose, brand refresh, brand strategy, chief customer officer, marketing leadership, marketing strategy, retail
Cementing a differentiated position in the outdoors category globally while getting local consumers to reappraise and fall back in love with its brand lies at the heart of new brand positioning and vision work undertaken by Kathmandu.
by Brad Howarth | Apr 22, 2021 | brand purpose, brand strategy, marketing strategy, rideshare
When someone books a rideshare car there’s a good chance they are thinking more about when it will arrive and how long their trip will take than about the company itself and how it treats its drivers. But Rajesh Vuppala believes that if riders knew more about how the...
by Nadia Cameron | Apr 1, 2021 | Australian Red Cross, brand purpose, brand strategy, consumer engagement, not-for-profits, rebranding
A fresh brand identity, overhaul of social media tone of voice and a digital profile strategy are key ways the Australian Red Cross is hoping to connect to more diverse audiences and changing perceptions of charity.
by Nadia Cameron | Mar 29, 2021 | brand purpose, FMCG, marketing campaigns, marketing strategy, Partnerships
A long-term commitment to environmental and social principles has led Vege Chips to forge a three-year partnership with the Currumbin Wildlife Hospital in its home location on Australia’s Gold Coast.
