Australian CMOs struggle with branding in an uncertain world

Australian marketing managers can be split into three groups ranging from those embracing the value of brands throughout their organisations, those aspiring to and those with grave doubts about branding in general, claims a new report.

The ‘Brand Leaders Report 2017: Does brand need a rebrand?’ released by Sydney based brand strategy and marketing consultancy BrandMatters, interviewed senior marketers from some of Australia’s largest organisations to get a picture of the challenges facing them.


“We spoke to 14 individuals from different companies.” Brandmatters’ managing director Paul Nelson told Mumbrella, “to really find out what the state of play is in the marketplace today, what’s the temperature of brand, marketing, digital experience, customer experience and what keeps them awake at night.”

Those interviewed included  senior marketers from some of Australia’s most prominent brands including Perpetual, KPMG, Suncorp, NRMA, Wesfarmers, Macquarie Investment Management and Rubik.


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