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MarketingMarketing

Marketing

February - March 2019

Every issue of Marketing looks at the story behind brands and the people that devote their blood, sweat and tears to them. From one-on-one interviews with Australia's top marketing executives, to valuable case studies and strategy-level opinion, every page is authoritative and insightful.

Country:
Australia
Language:
English
Publisher:
Niche Media Pty Ltd
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6 Issues

IN THIS ISSUE

access_time1 min.
contributors

AMAURY TRÉGUER ANNE MILES BROOKE HEMPHILL CON STAVROS FIONA KILLACKEY JOSH LOH JAMES L MCQUIVEY* LOUISA THRAVES* MICHELLE KEOMANY NINA NYMAN* REINEKE REITSMA* SÉRGIO BRODSKY STEVE SAMMARTINO TRACEY PORTER TRACY HALL* WILLIAM PAPESCH* * CONTENT PARTNER: a Marketing Content Partner is an organisation with which we’ve entered into a partnership to collaborate on content for the magazine (see page numbers listed for each). ■…

access_time2 min.
editor's note

Ben Ice Editor, Marketing. Before getting into my usual rant – this time about truth – a few announcements for 2019. Marketing’s print schedule will be switching from the previous five issues per year to a quarterly format. It’s our way of spreading the love more evenly throughout the year. It also frees up resources and time, which we’re investing in a number of new initiatives that mean you can enjoy more Marketing, more often, in more ways.First and most exciting, is the release of MarCast, our new podcast series. It’s a growing collection of one-on-one interviews with Australia’s sharpest marketing minds. In recent months we have spoken with CMOs and senior brand leaders from a wide range of categories. Each shared their approaches to marketing, brand building…

access_time6 min.
can authentic brands handle the truth?

“It’s a nick… And then a nick becomes a cut and a cut becomes a wound.” Every marketer knows that consumers pass through three key stages when building loyalty with a brand: 1. know2. like, and3. trust.It’s this last stage that’s the hardest to cultivate and the easiest to destroy. We have all witnessed brands we once loved fall by the wayside when a lack of trust dislodged their once stable ground. Likewise, we have seen brands we didn’t immediately notice rise to a place of prominence by being continually true to their word, even when financial pressures could have led them in other directions.But what actually makes a brand trustworthy and is an authentic brand one you can always trust? Does authenticity equate to trustworthiness…

access_time3 min.
when the truth hurts

1. BRAND: BP MOMENT OF TRUTH: DEEPWATER HORIZON RIG (2010) After spending more than $200 million on marketing to improve its brand image, BP was dealt a catastrophic blow in 2010 when one of its rigs exploded. The disaster at the Deepwater Horizon rig in the Gulf of Mexico killed 11 workers and saw more than three million barrels of crude oil released into the ocean, killing wildlife and ruining nearby tourism and fishing industries. The impact to the company was immediate, with chief executive Bob Dudley calling it a “near death experience” and share prices falling 55 percent in a year. BP was seen as a laughing stock in the industry, with Greenpeace even launching a contest for people to design BP’s new logo. Five…

access_time4 min.
brain trust

Tracy Hall Marketing Director, GoDaddy Louisa Thraves Head of media and connections, Johnson & Johnson William Papesch Global marketing manager, Heineken LOUISA THRAVES The first area would be around the data that we’re collecting and the insights that we can get from it. It’s a big opportunity for us going into next year. As a business, J&J doesn’t own a lot of first party data. We don’t own the end sale and the transaction – the retailers own that. So we’re starting to map out all of the different data sources we do have available to us. It may not be our sales data directly, but data we get through media interactions, owned channels and second-party data partnerships. In order to help us in this…

access_time2 min.
liars!

PANDEMIC START ’EM YOUNG Lying isn’t just something we learn; it’s a defence mechanism. Children are so easily manipulated, one study found they could be convinced into misreporting events more than 50% of the time. Another study found daycare-aged children had a 58% false claim rate as to the actions of adults around them when interviewed with leading questions. Source: The Suggestibility of Children: Scientific Research and Legal Implications – Cornell Law Review DO WE MIND? WHAT DO PEOPLE THINK ABOUT LYING? TYPES OF LIES BLUFF Pretending to be in possession of a skill, qualification or intention. COVER-UP Attempting to deny or obfuscate a previous lie or action. HALF-TRUTH Deceptions that sound legitimate because they contain…

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