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3 min read

Attention, relevance and the importance of brand building. Key takeaways from the Mumbrella Travel Marketing Summit 2024

Travel is a personal passion and an industry in which I want to learn and work more. So, I bundled myself off to the Mumbrella Travel...

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How tech and economic downturn are shaking up Retail and what the top brands are doing about it. My Top five takeaways from Mumbrella Retail 2024,

I attended the Mumbrella Retail Summit in Sydney this year, where we heard from top retail and FMCG/CPG brands such as Uber, Coca-Cola,...

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Your Ethically Diverse Consumers Aren’t Hearing You. How to connect with CALD consumers

Last week I attended Mumbrella 360, which is Australia's largest marketing & media conference. Conferences are time-consuming, expensive,...

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Seek Consistency in Strategy but avoid Complacency.

Marketers often get bored long before consumers do. We tend to switch our brand strategy way too quickly and long before we have embedded...

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Delivering Value Without Cutting Price. Using Behavioural Science to Communicate Value

For my final Mumbrella 360 takeaway, I am staying on the topic of the cost of living crisis and how brands can retain and promote value...

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Consumer Spend Behaviours are Changing in the Cost of Living Crisis. But not all are cutting back

A hot topic at Australia's premier marketing conference Mumbrella 360 was the cost of living crisis and how brands can retain and promote...

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Challenger Brands Have Way More Fun

I've been working on a few Challenger Brand strategy projects lately, so I thought I'd share the strategic approaches and case studies we...

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5 min read

The Top Retail Trends I Spotted in UK & Central Europe 2023

I recently spent a few weeks on a Retail Study Tour in the UK and Central Europe. Here are the top trends I spotted. 1. Tech adoption...

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The moments that made me sit up and listen. My Festival of Marketing 2023 key takeaways

It was a full and worthy agenda, but I've picked my top 3 sessions and those key a-ha moments from Marketing Week's Festival of Marketing...

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6 min read

Don't give me a plan for tomorrow. I want sales today!

How to get the boss to see the value in brand planning when they want results now I recently sent out a survey to my community of brand...

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How to choose your ideal target consumer segment

Are you grappling with the fact that you have more than one actual or potential target consumer segment? Groups of people who do or may...

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Does your brand stand out in the sea of sameness?

When I am creating or evolving a brand positioning with a client, church bells generally ring when we crack the consumer target and...

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6 min read

How to uncover more meaningful insights to build a stronger brand

Clashing two need states to unlock positioning opportunities Let's take off your marketing hat and step into your consumer shoes for a...

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Top tips for an efficient but robust Strategic Brand Planning process

Taking time away from business-as-usual to complete a strategic brand plan is often seen as a luxury or a resource burden for many...

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Slow & steady no longer wins the race. How to keep your brand relevant in turbulent times.

How brands can balance their strategic endurance with the need to remain relevant & agile in today's rapidly changing world.

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Is the Need for Speed Killing Strategic Brand Management? It doesn’t have to!

How to protect your brand's strategic endurance while maintaining the sprint pace required in today’s digital world.

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The 'Curse' of the Icon Brand. 10 tips on how to stay relevant without letting go of the past.

Managing an icon brand is a great privilege as a marketer. Being the caretaker of a brand that is woven into the fabric of a consumer’s...

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Can't crack a communication idea? You should take another look at your brief

You've been through multiple rounds of creative or media development, and you just aren't cracking the brief? Your agency and your team...

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Unleashing your Intrapreneur. How to act like an Entrepreneur within a Large Corporation.

I love hearing about the inspirational stories of entrepreneurs who stumbled across an unmet need or problem as they went about their...

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Brand Personality is the “new” meaningful point of difference. So how can you dial up yours?

In mature markets, finding a meaningful point of difference using a product attribute, rational or emotional benefit is becoming...

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