Marketing February/March 2017

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.

* CONTENT PARTNER: a Marketing Content Partner is an organisation with which we collaborate on content for the magazine (see page numbers listed for each) and/or exclusive benefits for Marketing Pro Members (for more information visit Marketing would like to recognise and thank the members of its Editorial Advisory Board for their invaluable guidance, including but not limited to Dr Michael Valos (chair), Caroline Ruddick, Erik Zimmerman, Mike Harley, Shannon Peachey, Trisca Scott-Branagan, Skev Ioannou, Cameron Woods and Peter Little.…

1 min.
editor's note

We got the idea for this theme, The Versus Issue, from a fantastic food magazine called Lucky Peach. Pizza versus burritos. LA versus New York. Lovers versus haters of coriander. That sort of thing. So to say we were interested to see how the theme translated to a magazine about marketing is something of an understatement, and a conclusion we’ll leave to you the reader. But what we will say up front is that our expectations have been significantly surpassed by not just the breadth of topics but the quality of writing. That’s a testament to every member of the group that’s involved in putting together this magazine, whom we gratefully acknowledge. Somewhat unexpectedly, the type of content throughout this issue is pleasingly positive. We can sometimes choose themes, not quite on…

1 min.

Preposition Against (especially in sporting and legal use): ‘England versus Australia’ • As opposed to; in contrast to: ‘weighing up the pros and cons of organic versus inorganic produce’ Origin: Late Middle English: from a medieval Latin use of Latin versus towards. “Agile is not the antithesis of planning – in fact the contrary is true.” (92) “People often mistake a challenger for someone who is challenging another brand. The first thing to get really clear is they challenge something about the category or the culture around the category.” (16) “The risky name had become a beacon to the new generation of wine drinker, drawn to the refreshing honesty and lack of pretension.” (28) “Elite leagues and teams are forged in a crucible of intense and incessant pressure that attracts fickle, discerning and knowledgeable consumers; who, paradoxically,…

10 min.
the plucky few

Conventional wisdom says the young learn from the old, the child from its parent, the naïve newcomer from the wise and worldly master. In a nutshell, Luke Skywalker and Obi-Wan Kenobi in Star Wars. Yet, despite being often younger or smaller, challenger brands can flip this logic on its head. Brands that set out to change the world – or at least the part they play in it – often exhibit a passion and purpose that attracts attention, as these qualities are lost by the incumbents. Strategies used by challengers, often born from a necessity to cut through the clutter with paltry resources, are focused and innovative. They often better remember what marketing is all about: creating true value in the lives of your customers. In short, challenger brands can offer…

3 min.
adam morgan the lively little fish

To call Adam Morgan the guru of challenger brands is a gross understatement. After writing arguably the definitive text on the topic, Eating the Big Fish, in 1999, he established a specialist UK-based consultancy named after his book, to solely work with challengers – genuine or wannabe. He now passionately writes, speaks and advises on the challenger approach to achieving brand growth beyond your means, including regularly in Australia. Countless changes to the business environment have occurred since Morgan’s original thinking. Not least, the rise of start-up culture and a wave of business global mega-challengers, with business model disrupting strategies, such as Uber and Airbnb. Marketing speaks to Morgan to understand what being a challenger means in 2017. MK: What is your current working definition of challenger brand? Adam Morgan: Obviously, challengers challenge.…

2 min.
where are they now?

Virgin Arguably the definitive global challenger, Richard Branson's Virgin brand always acts with a strong self-belief and commitment to take on the big guys. Plus, everything Virgin does is with style and cheek. This consistent attitude and tone allows it to spread into multiple categories, as it operates way above any ties to products or services. Virgin has popped up everywhere in Australia and New Zealand, such as in communications, health, banking and retail, with varying success. It's the airline business that delivers the acclaim and returns. An earlier incarnation as Virgin Blue fought a strong fight in the low-cost space for decades. Eventually undercut by competitors Jetstar and Tiger Airways, it repositioned in 2011 and showed that a full-service offering focused on business travellers could still be fun. Optus The launch of…