TRA head of strategy Colleen Ryan is takes a look at 111 years of rugby and the recent All Blacks loss’ to Ireland to see how marketers can better predict the future behaviour of customers.
If you’re in the business of selling internet connections, you’d better have a damn good website. And in 2014, Slingshot set out to have the most user-friendly web service in the cluttered ISP market.
Brand identities need to evolve to keep up with changing organisations, audiences and markets, writes Brian Slade. And Ports of Auckland did exactly that.
Marketers could be excused for thinking that not-for-profit sector brands learn from commercial consumer brands, not the other way around. But Insight’s Steven Giannoulis says developing a new brand for a long-established NFP organisation has been a salient reminder of the wider, strategic roles that a brand can play.
Based on the nugget that Kiwis wanted homemade desserts without having to make them at home, Dollop has found a sweet niche. And, on the smell of an oily rag and with a good sprinkling of intuition, it has quickly become a nationally recognised brand and doubled its sales in the past year.
If the results of the 2011 Pentawards are anything to go by, Kiwis seem to have it wrapped when it comes to creating effective and innovative packaging design in the designer food side of things.