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.

Where does your business sit on the continuum? Are you utilising an Inside Out or an Outside In strategy? Outside…
Advertising is no longer about repeating the same core messages to as many people as possible. Consumers today are well…
The State of Queensland has rebranded itself as part of a major global push for tourism. The State now has…
With the possibility the corporate world moving away from exclusive usage of the BlackBerry, and the huge growth of the…
Does it really hurt to buy counterfeit? Does a fake Louis Vuitton handbag or a fake Rolex watch have much…
Brand positioning needs to be authentic, and constitute an authentic reflection of the business. However it also needs to be…
With such availability to social media, it has never been so easy for employees to build their professional personal brand…
It is important to establish a higher aspirational goal for a brand. However one of the risks in repositioning a…
Deep within Coca-Cola's Atlanta headquarters, lies the meeting room of their Venturing and Emerging Brands team. This group meets to…
While they tend to be a very switched on lot, Gen-Y have plenty of financial woes. They tend to classify…
As new financial year rolls out, industry research specialists IBISWorld have released their report on the top five growth and…
The Australian Securities Exchange Ltd (ASX) has reconfigured the brand architecture between its holding company and subsidiaries. On Monday the…
Brand architecture is the way we organise, manage and go to market with brands. Think of it as the external…
Richard Branson is in Australia to promote the latest direction for the ever-stretchable Virgin brand. Virgin is teaming up with…
It wasn't long ago that the term "sustainability" was used to describe the growth potential of any particular brand. Today…
With UK sales of tea falling in recent years, major tea brands have been looking for the right kind of…
Brand management today often involves some sort of use social media. But managing a business' brand online involves much more…
Adidas seems to be firmly winning the brand war around this year's World Cup. Adidas has outfitted 12 of the…
Brand Damage When it comes to the brand school of Hard Knocks, there's only a few who've been hit the…
There has recently been industry buzz about the possibility of China becoming a significant market for Australian wine. The question…