Marketing

Why social activism can sometimes benefit a brand’s apolitical rivals

Jessica Vredenburg and Katharine Howie

9 May 2022

Weighing in on a divisive issue becomes a calculated risk. Customers may stop buying a brand if it supports the “wrong” side of an issue, or supports it in the wrong way.

Elon Musk and the theatre of business: Six rules to help you stand out and be remembered

Ian Whitworth

2 May 2022

Ian Whitworth explains how these six essential theatre rules can apply right across the world of business.

How Modibodi founder Kristy Chong’s personal experience helped her overhaul an entire sector and build a multimillion-dollar company

Plus exclusive

Marketing

Founder and chief executive of Modibodi Kristy Chong chatted with SmartCompany Plus to explain how an obsession with solving her customer’s problems helped her build a brand that’s quickly becoming a household name. 

Planning an April Fools’ Day prank? You probably shouldn’t

Michel Hogan

31 March 2022

It bewilders me why organisations without a funny bone feel like they can come from nowhere and stick the landing at the start of April, writes Michel Hogan.

The one lesson businesses should take from the Women’s Network logo bungle

Emma Elsworthy

15 March 2022

The Women's Network logo has been quietly taken down from the Prime Minister and cabinet's website after it was torn to shreds online for resembling a man's appendage.

“More love. Less labels”: Bonds to introduce ‘genderless’ shopping experience

Stephanie Palmer-Derrien

7 March 2022

The UnGENderwear Project from Bonds is intended to break down gender divides and stereotypes in the fashion industry.

Australian workers trust their boss more than the government, report finds

Emma Elsworthy

16 February 2022

The record-high trust Australians feel for NGOs, government and media has tumbled, according to the Edelman Trust Barometer 2022, but trust in business remains strong.

Powershop’s acquisition by Shell shows the risk of making promises that aren’t yours to keep

Michel Hogan

29 November 2021

Companies considering new owners would do well to ask: what promises have we made and will this break them?

Meta drama: How Facebook’s rebrand has led to trademark chaos among SMEs

Stephanie Palmer-Derrien

5 November 2021

Facebook’s rebrand is causing chaos for startup Meta PC, while another business appears to have jumped on the bandwagon with dubious cause.

Facebook to change its name to Meta

Eloise Keating

29 October 2021

Mark Zuckerberg says the metaverse will be "the successor of the mobile internet" and "an embodied internet where you’re in the experience, not just looking at it".