Brand

Research highlights shifting global perceptions of New Zealand as the world grapples with...

You tell customers what makes you great. Do your employees know? When you think of marketing, you...

Internal communications materials are vital to energizing employees and helping them understand and...

New Marketing and Digital GM at the Public Trust, Lyndsey Francis, is looking forward to building...

To clearly differentiate your value and what you bring to the table. One of new my coaching...

Te ao Māori features in New Zealand Story film to support Kiwi organisations reconnecting globally...

New Zealand’s brand value shot up 13% from 2021, according to global rankings released overnight....

How Xero grew its global brand exposure by aligning with FIFA’s Women’s World Cup 2023. Xero’s...

The marketing strategy behind Naomi Osaka’s global success: Lessons from MA’s Game Changer 2022 A...

Serena Williams is not retiring but ‘evolving’ out of tennis (as she put it) and signed off from...

For those of you who don’t know I’m a sports nut. I used to play top level sport and when it came...

How to use insights to get ahead of incumbents. Sunrise Session hosted by Tracksuit

Aotearoa’s women’s sport sponsor mirage  With the momentum women’s sport has gained since 1 billion...

The B2B Buyer and the art of seduction Emotions drive the B2B buyer on their buying journey. We all...

I'm amazed that marketers are still putting themselves first in their brand story. Big mistake. As...

B2B brands have a problem: they’re not as likeable as B2C brands. There are many reasons for this....

It’s time to think like camels. Rapid business growth isn’t as realistic as it once was. This...

How to Differentiate your Brand Including practical, real world examples that will inspire you to...

Customers aren’t just looking for products and services, they’re looking for an experience. The...

Build the story first, then the product It's no secret that Disney is one of the most innovative...

From NZAF and Ending HIV NZ to Burnett Foundation Aotearoa

Full-funnel marketing is not just a campaign strategy; it’s a total shift in how marketing works....

The Marketing Association held its first-ever Brainy Breakfast event in Wellington on 25 May 2022...

Creating meaningful brands should be a holistic and considered process. However, all too frequently...

We’ve seen some high-profile brands in the news of late on the topic of using Māori names and...

The timeless power of getting the basics right. The S-curve graph visualises the way that...

In just 12 months, Kiwi start-up Tracksuit, who provide beautiful, affordable and always-on brand...

Following the Marketing Association’s Brainy Breakfast on November 30, former Nike marketing exec...

Interview with Michael Grieve, Vice President Brand and Customer Engagement at Gucci Ahead of his...

Whilst not as certain as taxes and death, it’s likely some companies will reach a turning point...

To be a truly authentic brand, you need a number of characteristics. For starters, you can't be an...

Now we're in the wake of the aftermath. Many burnt socks, shoes, and even people's actual feet...

Marketing has long depended on broadcast media to advertise and market products and services to...

Radio is one of the oldest and longest standing mediums and the key to its success has been its...

This presents somewhat of a conundrum. Do you let locations produce their own marketing material –...

First defined by Israeli psychologists Daniel Kahneman and Amos Tversky in the 1970s, the ‘framing...

Having a brand that is on point for your target market helps build a strong base of loyal customers...

Whether you’re an individual, a commercial icon, or an upcoming startup with vast entrepreneurial...

A brand is the promise that a company will deliver to or that is experienced by its customer. It’s...

The Toaster that won was the same brand as the toaster that made my toast when I was a kid. That...

However, in this blog post, New Zealand Story, shares some research and suggests that country of...

Language is important not just to convey commonly understood facts and ideas, but it also frames up...

It's more important than ever for companies to be aware of where their brands are going and what's...

When you unlock the thing that stands for something more; you can run through brick walls.

When I joined realestate.co.nz we set out on a path to define our company DNA – the “why” behind...

It’s not often you hear about a successful start-up in the crowded footwear or athleisure markets....

In the B2B space, the oldest rule has always been that people buy from people. This is absolutely...

Squeezed budgets mean marketers need to appreciate how programmatic can cost-effectively build...

Why go to the trouble and expense of rebranding? The answer is simple and compelling. Your business...

Mutual respect makes the world go round in business. That said, we’ve all felt it at some point in...

This week Lime e-scooters were withdrawn from the streets of Auckland. Principals’ Steve Main...

In an increasingly environmentally conscious world, it’s not just effective packaging design but...

By putting a greater emphasis on talent, aged care facilities would better attract staff and new...

Rewards programmes are popular among consumers, but how can they help to improve and leverage a...

The MA held a Brainy Breakfast event earlier in the year that explored brand journeys and the...

With census data at their disposal, marketers should be able to answer two key questions – “are we...

The PM has a strong brand that appeals to New Zealanders of all ages. So what can Kiwi businesses...

Often, we only see the end results – a well-known brand with a product we love. But, what goes on...

It would stand to reason that not all brands appeal to all generations. After all, the best brands...

Marketing has shifted from a one-way flow of information to a two-way dialogue - an engaging...

Kia Ora Koutou, it was a pleasure to have been able to present the big, bold and exciting world of...

Far from an indulgence, brand is an integral part of the innovation process. Principals’ Jo Hanson...

For more than a decade, we have been researching what makes great brands through the lens of...

With many companies shrinking their brand teams and bolstering their CX, design and marketing...

Authenticity of a brand is crucial as it drives customer loyalty. Achieving this is a challenge...

In the digital era, marketers have access to a treasure trove of data that can be used to guide...

With tiny media budgets at their disposal, many startups have instead chosen to focus on brand...

Steve Main shares the tale of his family trek in Nepal which led to an unexpected branding lesson.

Customers demand choice & brands are giving it to them. In the last 18 months, we’ve witnessed...

Our culture is shaped by a timeless tug of war between generations that each form their own values...

While the practice of user experience speaks to familiarity and similarity, brand calls for...

As organisations grow, the operating frameworks of marketing departments tend to become more...

New Zealand's most authentic brands in 2019 are revealed. The four drivers of Brand Authenticity;...

Like people, brands have voices. Sometimes those voices can be serious, sometimes cheeky....

Firstly, congratulations on taking the leap to reposition your brand. It could be your most...

Training and Professional Development can often be a tricky balance within organisations. On one...