Mention any organisation that has excelled in branding such as Nike, Apple or Lego and you’ll find they have much…
What does it mean for a brand to be authentic? It has a lot to do with ethical behaviour but…
Since the Royal Commission Final Report and throughout the hearings Commissioner Hayne has repeatedly come back to two connected areas:…
In any successful relationship, trust is built up over time, and every interaction can have a positive or negative impact…
As consumers, it is important that the purchase decisions we make have a positive impact on the environment. In fact,…
A merger and/or acquisition (M&A) is a transaction in which the ownership of a company, and their operations, is transferred…
A flanker brand (also known as fighter brand) is a new brand introduced into the market by a company that…
BrandMatters’ unique brand strategy process always starts with research. Understanding your customers, culture and market is key to creating a…
Growing your brand awareness can be expensive when you are relying on your own channels or paid channels. One awareness…
In the past, brand positioning was considered extremely important for B2C businesses, but largely irrelevant for B2B businesses. The majority…
At BrandMatters, when asked how we work, we often explain that we operate at the intersection of business, brand and…
The digital world has forever changed the way we interact with brands. No longer the domain of brochures and billboards,…
Imagine having a clear plan for all your marketing activity, one that is informed by years of experience and a…
Almost every business we spoke to as part of our Brand Leaders 2017 Report, and many of our clients, are…
When it comes to executing the marketing function, small and medium businesses experience a number of challenges. Without the budget…
Like the desire to measure brand impact, the need to measure customer satisfaction has always been present in businesses –…
Australian marketing managers can be split into three groups ranging from those embracing the value of brands throughout their organisations,…
Co-branding, also known as a brand partnership, is the merging of two or more brands in the hopes of achieving…
A number of our clients, when progressing through their rebrand projects, are often surprised to learn that their brand positioning…
The term brand stretch refers to how far a business can stretch its products or services into new and unrelated…