Marketing

Global brand consultant Interbrand has released the second edition of its Breakthrough Brands list, chronicling Australia and New Zealand's booming brands of 2021.

At 9pm on a Friday night in July, when millions of Australians were at home under lockdown, a fierce battle was playing out… over the name of a side table. 

Telstra has found success on TikTok by working with influencers and setting a different tone to its other social media accounts.

There's real value in rebranding if you can generate media attention and define your brand perfectly for your market. Mia Fileman shares her tried-and-tested strategies.

In a consumer market increasingly concerned with sustainability and ethical consumption, is it worth becoming B Corp certified?

A new report shows Woolworths and Coles are Australia's most trusted brands. So what can SMEs do to emulate the supermarkets' success within their own businesses?

By subconsciously aligning itself with a sporting legend like Cristiano Ronaldo, Coca-Cola's perceived brand value went up. So why did a three-second move make it plummet down?

The new Victoria's Secret has athletes, activists, and actors wearing more modest garments. Will it work?

Heaps Normal is an alcohol-free beer brand. But take one look at the ads, the socials and the community, and it’s clear this is more than another option for the designated driver.

Premium personalised leather accessories brand MAISON de SABRÉ has launched a Sydney pop-up store in collaboration with Sony.

Hey Tiger’s closure highlights some important reminders for budding social entrepreneurs as well as SMEs, on how to strategically strike the balance between purpose and what is commercially sound.

Hey Tiger is closing its doors after three years, with founder Cyan Ta’eed citing challenges balancing profitability with purpose.