Marketing April/May 2015

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.

Niche Media Pty Ltd
USD 5.30

en este número

1 min.
publisher’s note

Design, good and bad, is everywhere. When it’s good, you often don’t appreciate or even notice it because it just feels so right, but when it’s bad, it can be annoying and frustrating. I went to see a movie recently with my son. We don’t get to do this type of thing all that often, with school, sport and work making these occasions far too infrequent. So I wanted to enjoy the experience and get the most out of it… There we were at a local cinema ready to go. We had escaped Mum and the younger sister and it was man time. A good flick, loads of movie food, great seats – we were in father/son heaven. We had pre-purchased tickets and brought our own salty snacks, all we needed were…

2 min.
editor's note

Good design is good for business. Design creates shareholder value. The ‘Design Centric Index’ developed by the Boston-based not-for-profit Design Management Institute (DMI), is a group of organisations that are supposedly ‘led by design’. The 15 of them, which include Apple, Coca-Cola, Ford, Herman-Miller, Rubbermaid, Disney and P&G, outperformed the S&P by 228 percent in the decade to December 2013. Clearly, this is not simply a result of being aesthetically pleasing. To get beyond the limiting design-as-visual mindset, I’ve found the following model helpful, which draws on work by Sabine Junginger. The model comes from work on a ‘design value scorecard’ that DMI came up with in collaboration with Microsoft. The model can be best illustrated by considering the locus of design-driven value within an organisation and can be simplified into three…

8 min.
why we need design thinking

In recent decades, few consumers could fail to have been exposed to one of the most famous exponents of the process known as ‘design thinking’ With not even the slightest hint of hyperbole, Apple, its guru Steve Jobs and head designer Jony Ive set the mood for a generation with the suite of ‘i’ products – Pod, Phone, Pad, Mac. For decades now, the company has delivered a host of instantly desirable items making Apple the world’s biggest company by market capitalisation and cemented it as an all-time great brand. While ‘design thinking’ may not be particularly new, it’s certainly hot. Australian organisations are increasingly looking to the process to drive improvements and innovations in their businesses. It’s led to a rise in strategic significance of the role of designers, whether in…

10 min.
packaging: tales from the front line of branding

In 1989 Streets launched Homer Hudson ice-cream in Australia, but positioned it as an independent premier boutique brand – which could charge a premium price. Apart from readers of the marketing trade press, no punter would have had a clue this was a Streets product. Of course, nowadays, consumers are savvier – and cynical – and wouldn’t be at all surprised by such a practice. Consequently, the methods used have become much more sophisticated in the never-ending battle for marketers to stay one step ahead of consumers. A pack a day Gwen Blake of packaging design consultancy Boxer & Co says (unsurprisingly) that packaging is the single most important brand component. Blake, who has written a book about pack design (Packaging a Punch) says brands have less than seven seconds to get the…

6 min.
information design: how marketers ‘construct’ consumer preferences

Master architects shape the experience of all who interact with their realised designs through the arrangement of walls and the location of spaces. Marketers are also architects. Rather than designing the arrangement of walls, marketers design the arrangement of information. Rather than helping to construct a building, marketers help to construct a consumer’s choice. Information design refers to all of the small decisions a marketer makes in presenting product information to the consumer. Consider a restaurant menu: while the chef decides the menu items, it is the marketer who decides how to design the menu itself. The range of design decisions is broad; from how to order and group the menu items to the size and colour of the menu item font. Good information design is important because it is the…

13 min.
redesigning aunty

Four days into the job in late January, Alvaro Marquez was in the middle of meeting with key teams at the Australian Broadcasting Corporation (ABC) and starting to form a long-term vision and plan. Fresh in the country after a three-year stint in China, Marquez has been given the task of pulling apart and examining a whole organisation’s systems in order to aid the transition of the ABC to a more audience-centric service provider. A true global citizen, who has delivered projects on nearly every continent ("except Africa and Antarctica”), Marquez came to service design from a range of backgrounds, including fine art, graphic design and brand marketing. Most recently he was Asia Pacific creative director at service design agency Frog, based in Shanghai. In his words, he was “delivering large-scale transformational…