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.

Niche Media Pty Ltd
USD 5.30

en este número

2 min.
editor's note

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 and culture, offering unique insight that’s…

6 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. know 2. like, and 3. 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 or are the two completely different…

3 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 years after the spill, BP agreed…

4 min.
brain trust

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 area we’ve brought in a new role: audience and insights analyst. This role focuses on piecing together that data and building insights from it so that we…

2 min.

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 elements of truth. FRAUD A false premise for material or financial gain. NOBLE LIE A strategic untruth that would cause harm if uncovered. SURVEYS ARE PEOPLE HONEST IN SURVEYS? WHY WOULDN’T THEY BE? ONE…

9 min.
slaves to the algorithm

“The brands that do get into the home are the ones that will win.” Andrew Burt, a chief privacy officer at data management platform provider Immuta, refers to them as the silent failures. That’s how the legal engineer by trade describes what he sees as the biggest issue facing a world where increasingly more people are reliant on the use of algorithms to make critical decisions. Asked earlier this year whether he believed algorithms could be trusted, Burt claimed that as people began to rely more on complex algorithms, their makers’ ability to explain their inner workings will get progressively harder. This isn’t simply because these models are hard to interpret, rather because the networks they’re being connected to are becoming more convoluted. While researchers have long documented the many occasions in which…