Marketing

Australian food business Whole Kids has secured a Baby Shark-sized branding partnership that could get kids reaching for healthy snacks and parents reaching for their ear-plugs.

Changing the corporate name is a go-to move for companies when the going gets tough. It also rarely works.

There might be lessons you can take from what other brands do and how they do it. But only you can figure out what you stand for.

Global brand consultant Interbrand has released the second edition of its Breakthrough Brands list, chronicling Australia and New Zealand's booming brands of 2021.

At 9pm on a Friday night in July, when millions of Australians were at home under lockdown, a fierce battle was playing out… over the name of a side table. 

Telstra has found success on TikTok by working with influencers and setting a different tone to its other social media accounts.

There's real value in rebranding if you can generate media attention and define your brand perfectly for your market. Mia Fileman shares her tried-and-tested strategies.

In a consumer market increasingly concerned with sustainability and ethical consumption, is it worth becoming B Corp certified?

A new report shows Woolworths and Coles are Australia's most trusted brands. So what can SMEs do to emulate the supermarkets' success within their own businesses?

By subconsciously aligning itself with a sporting legend like Cristiano Ronaldo, Coca-Cola's perceived brand value went up. So why did a three-second move make it plummet down?