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PR Warrior Trevor Young joins James and Sarah to discuss whether it ever OK to publish your content on someone else’s platform, like Medium or LinkedIn Pulse. What are the risks of “building on rented land”? Is it always better to publish on media you actually own, like a blog? Here are some key take-outs: There’s a shift towards publishing where the audience is.
The Super Bowl is America’s biggest sporting event and it has the world’s most expensive advertising slots — so we normally see some wonderfully creative ads. But this year we also saw far more brands using the platform to make a political statement — especially about President Trump’s immigration policies.
With the invention of “influencer marketing”, product placement has jumped from the silver screen to the smartphone screen. But now, in Australia, the free-for-all is over. New advertising standards mean from next month brands will have to disclose their influencer marketing deals. James, Nic and Sarah take a close look at marketing and advertising deals and why it’s important to disclose them.
View Larger Image Brand Newsroom 125: Is attack ever the best form of marketing? Is attack marketing ever a good idea? Does launching into your competitor — or perhaps a politician or someone you disagree with — ever work for a brand? James, Nic and Sarah take a close look at where attack marketing wins and where it fails.
So far this month here in Australia, we’ve seen a TV ad from Meat and Livestock Australia that celebrates Australia’s multiculturalism, a billboard depicting two girls in hijabs celebrating Australia Day has caused an uproar and Target has included a Muslim family and a young girl with a disability in their latest catalogue.
A lawyer recently took Instagram’s Terms and Conditions and rewrote them so teenagers could understand which of their rights they were giving away when they clicked “agree”. That got the Brand Newsroom team thinking about the power of using plain language instead of politi-speak, jargon, academic terminology and mangled English. Nic Hayes is our host this week.
Should salespeople be more like marketers? According to an article in the Harvard Business Review recently, the best salespeople are those who really believe in their brand, work hard to create an emotional connection with their consumers, and attract customers rather than chase them. So, is the hard sell dead? And are the best salespeople actually brand evangelists, as HBR wo ...
Pundits say we’re living in “a post-truth era”, where facts are less influential in shaping public opinion than emotion and public belief. Fake news is all over the internet and is believed to have influenced the United States presidential election. Have lies become a commodity? Don’t we value authenticity anymore? And what does all this mean for brands? Nic, James and Sarah h ...
It’s also the time of year we start looking forward — making resolutions and plans for the new year. Today the Brand Newsroom team gazes into the crystal ball to see what 2017 might hold in the marketing and communications industry. Here are some key take-outs: It’s time to get your content strategy in place if you haven’t already got one. Spend more time with your clients.
View Larger Image Brand Newsroom 119: How to get your website right What does your website look like? Are you happy with it? Is it working for you and, more importantly, is it working for your customers? Zion Ong, director of West Australian digital marketing company Alyka, joins the BNR team to talk about what’s best practice when it comes to websites.
Nenad Senic is group editor at Slovenian content marketing agency Poslovni Mediji and the European editor of Chief Content Officer magazine. He’s one of Europe’s top content marketing minds and an expert in how to use print effectively. When the Content Marketing Institute’s Australian 2017 Benchmarks report came out recently and revealed 39 per cent of us are still using prin ...
View Larger Image Brand Newsroom 116: We’re all using email marketing, so what’s best practice? According the Content Marketing Institute’s Australian Benchmark’s 2017 Report, 78 per cent of Australian businesses use email marketing. About half of us say it is critical — indeed the most critical — tactic we have for distributing our content.
View Larger Image Brand Newsroom 115: Jodie Sangster on the Biggest Trends in Australian Content Marketing It’s here! The Association of Data-Driven Marketing Australia and the Content Marketing Institute have ublished their 2017 Benchmarks, Budgets and Trends report for Australia. Each year it gives us the best available insight into what local brands are experiencing with ...
Lego has announced it will no longer do business with British tabloid newspaper, The Daily Mail. It was a response to a public campaign, called #StopFundingHate, which directly targeted advertisers in several major UK newspapers, urging them not to support publications that promoted “demonisation and division” during the Brexit debate.
It’s Election Day in the United States. We made it. But at what price? The Brand Newsroom team takes a close look at negativity. How should we handle it? What’s the cost of letting it run free? The Donald Trump experience seems to teach us that going negative can get you a long way. But is there a better way to achieve your goals? Here are some key take-outs: Negative news sells.
Award-winning Australian journalist and thought-leader Waleed Aly has warned media companies against chasing viral content, claiming it will ultimately destroy trust with their audiences. Today the Brand Newsroom team takes a close look at ‘short-termism’. Is being hungry for likes, shares, views and follows degrading our brands and risking our relationship with our most impor ...
Australian demographer Bernard Salt caused outrage recently when he suggested millennials could afford to buy houses if they stopped spending money on smashed avocado on toast. Brands jumped on it, leveraging the publicity for their own business. Today, the Brand Newsroom team takes a look at marketing opportunism.
View Larger Image Brand Newsroom 110: Bernadette Jiwa puts the love back into marketing Bernadette Jiwa is one of Australia’s top marketing thinkers. Author of five books including Fortune Cookie Principle and Marketing: A Love Story, her blog — The Story of Telling — was named SmartCompany’s best Australian business blog in 2016.
View Larger Image Brand Newsroom 109: Building a Personal Brand Today Nic Hayes leads a discussion on personal brands. Specifically, how do you create one? What do you need to have in place to give your personal brand the best chance of creating the success you want to achieve? He’s joined by his Media Stable colleagues, general manager Michelle Soia and media engagement manager, Emily Morgan.