NOW is the time to be reviewing your Marketing Plan vs. Performance. As we enter the last quarter, it’s time to assess your Marketing ROI and update your strategy for 2023. It’s easy to get bogged down on the ‘end of year’ hype and deadlines; however, too many organisations leave their planning to the new…
Colour plays a crucial part in branding. Whether it’s a logo refresh, new brand identity or developing marketing collateral; colour can evoke emotions and influence consumer behaviour. Different colours have different meanings, connotations, and psychological effects that vary across different cultures. Along with cultural differences, colour psychology is also primarily impacted by personal preferences and…
There’s a lot of speculating about the downturn of the Australian economy, increasing inflation rates, high cost of living and a looming recession. So how do you continue marketing in a tough economy? Well, the short answer is – don’t stop what you’re doing. In fact, there’s clear evidence to show that this is a…
Creating a new brand – how hard can it be? Sure, you can get a cheap, snappy logo online or create it yourself. However, if your intention is to create and grow a brand, think again. Branding goes way beyond the development of a logo. Crafting a successful brand needs to start with strategy, that…
95% of purchase decision-making happens in the subconscious. So how do Marketers tap into the subconscious mind? Understanding brand love, how to foster and leverage a consumer’s affinity with a brand can help influence buying decisions. ‘Purchases are much more influenced by perceptions and sensations than by functional attributes’ – Gerald Zaltman, Harvard Professor. When…
Talk to any business owner right now about their biggest challenge in business and undoubtably the most common answer you will get is ‘people’. Finding the right team, keeping their best staff, and reducing the attrition rate, managing underperforming personnel are all common issues. In November 2021, the Australian Bureau of Statistics showed an increase…
Have you started mapping out your 2022 Marketing Plan? It’s that time of year again. Temperatures are creeping up after the cool of winter as we start to forget about the strange year that was and plan for a hopefully not so peculiar year to be. That’s right, it’s Q4 strategic planning time and marketers around…
At some point, organisations realise time has moved on. Growing demand for new products and services, shifts in brand perception, more increasing competition with similar offerings and new opportunities to expand into new markets all factor into the decision to review the brand. But what happens next? Do you give the brand a fresh lick of paint or a…
The importance of brand equity has been recognised in marketing literature for at least three decades as an intangible asset that promotes strong performance. Furthermore, brand equity is proven to impact brand loyalty and the company’s financial value. But which marketing functions influences brand equity the most? A 2018 research paper by Joo-Eon Jeon from…
It’s the reason you’ll pay double for a product as opposed to its identical yet generic equivalent. Take GlaxoSmithKline’s “Panadol” versus Coles “Paracetamol” as an example. What exactly are you paying double for? Four things: Image, meaning, feeling and resonance. And those are the exact features renowned marketing professor Kevin Lane Keller used to develop…