Welcome to WhatMatters, where we explore ideas, trends, news and best practice relating to brand.

We’ve written hundreds of articles. To help you find what you’re looking for, we invite you to search our blog, or sort by the categories below.

A brand narrative or brand story is an essential ingredient when building a strong brand strategy. It should encompass an organisation’s purpose and reason for…
Your brand positioning is the unique, relevant, credible and sustainable position you own in the market. It ensures your clients…
At BrandMatters, we have been in frequent contact recently with asset management firms that require strategic brand advice on how…
It would be an understatement to say that a lot changed for brands in 2020. Rapid change and pivots have…
As a brand agency, we are always on the lookout for brands to advocate for. We love to see brands…
It has certainly been an eventful year. Like many organisations, our business has adapted through the COVID-19 pandemic, firstly working…
When your organisation makes the important decision to invest in an accountable and strategic brand measurement program, it is critical…
As creatures of habit, we are sometimes naturally ambivalent and resistant to change. In the context of B2B organisations in…
Managing Director, Paul Nelson talks about the major changes affecting the superannuation industry that were announced in this month’s budget.…
It’s not uncommon for us to hear a simple lament from senior marketers and decision makers within B2B organisations: “We…
Brand architecture remains one of the most complex components of brand strategy. Throughout traditional B2B business, organic additions to both…
Brand research is incredibly important for discovering the truth between what you want your brand positioning to be and what…
BrandMatters' Director of Brand Strategy, Kylie McNamara, discusses the biggest challenges for B2Bs in measuring their performance.   While brand…
BrandMatters' Director of Brand Strategy, Kylie McNamara, discusses what simple steps businesses can take to gain understanding of their customers.…
BrandMatters Managing Director, Paul Nelson, discusses the need for businesses to refine or redefine their brand narrative in COVID-19 times.…
As the pandemic continues to transform markets and reshape the allocation of budgets, it appears that more accountable marketing is…
Over the course of the past few months, the world has seen an enormous shift in the way consumers live,…
One of the core purposes of a brand portfolio strategy is to help customers navigate the scope of a company’s…
Optimal brand architecture ensures that the brands that exist in an organisation’s portfolio are consistently adding value to justify the…
Marketers have known for years it’s not just what you do, it’s how you do it. And the key to…