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As marketing teams continue to evaluate their priorities for their marketing budgets, investment in brand should always be considered at…
A major consideration for M&A activity in any organisation is ‘what to name the newly formed entity’. Whether it is…
Discussion between Mathew McAuley, Director of Business Strategy and Transformation at Cox Automotive Australia, and Paul Nelson, Managing Director of…
A clear-minded, structured but flexible brand architecture can offer significant value for B2B organisations. In contrast to B2C mass consumer…
When undertaking a rebrand, a critical part of the process is communicating what has changed. It is vital that the…
Discussion between Lee Shorter, Practice Manager at Aquent, and Paul Nelson, Managing Director of BrandMatters. You can view the video interview…
In a recent PWC report, 38% of employees have said they are considering leaving their current role, while 49% of…
Discussion between Jayson Walker, CEO and Director of Tribel, and Paul Nelson, Managing Director of BrandMatters. You can view the video…
In the past, financial advice services have been predominantly targeted towards older demographics – those who are closer to retirement,…
In any successful B2B relationship, trust, personalisation and consistency are all essential in creating an experience that justifies your customer’s…
The days of mass-market selling are long gone. Customer segmentation analysis is a critical step in your brand strategy to…
As brand research specialists, we explore and analyse changes and trends emerging across various industries. The insights we uncover through…
It’s no longer an option for brands to ignore sustainability. Consumers are demanding brands step up and prove they are…
As we approach the silly season (even more silly when you consider the past year we’ve had), your business strategy…
If you hear the statement ‘this product/brand is suited to everyone’, you should be concerned that it may well translate…
Times have changed for superannuation brands. Renewed regulatory changes have empowered members to make more informed and active decisions about…
At a time of volatility, it is harder than ever for brands to cut through and connect with their clients.…
Brand positioning is an important tool that helps to clearly articulate why your brand exists. Brand positioning will ultimately define…
What is brand positioning, and why is it so important? Brand positioning (also known as a brand essence) is the…
One of the core principles underlying an effective brand strategy is to understand and align the company’s offering with customers’…