Yesterday, fifteen leading industry minds and marketers joined together at Quay Restaurant to discuss all things marketing, brand management & consistency, as well as the future state of branding.
B&T in partnership with Outfit – a brand management platform that specialises in digital and print marketing materials automation – hosted a lively roundtable discussion that delved into the challenges companies currently face when it comes to brand consistency, how these challenges have changed over the years and in the face of an ever-changing marketing landscape, and the future of branding.
Outfit was born out of a need identified across many large organisations to gain more control over their brand, while also empowering teams to produce better quality material, in a faster timeframe and in widely distributed locations. Outfit is an innovative platform that enables companies to deliver on the power of their brand in a time when brand power and the ability to cut through the noise is more important than ever.
One of the key takeaways from the roundtable discussion was that customers, more than ever, want to feel like they’re valued and not just a piece of data. They want memorable experiences. What does this mean? According to a roundtable of CMOs, it means organisations need to start focusing on how they can create value-adding experiences that leave their customers feeling like their needs and problems are understood. How can companies create value-adding experiences? By having a consistent brand, message and voice.
In his keynote speech, Outfit business development manager Kent McGuire said he was looking forward to the next generation of marketing.
He said: “I’m really excited about the next generation, which is hyper-personalisation, and it can be achieved through Outfit.
McGuire also discussed how oftentimes, the marketing department is underappreciated despite it being an integral part of a business’ revenue and success, touching on the idea of how marketers are working harder than ever, but with the same budget.
McGuire said: “Marketers are required to do so much more with the same or reduced budget as companies try to lower costs in order to raise revenue.”
Speaking to a room full of CMOs and marketing personnel, he said: “You don’t go into marketing to do production tasks or typesetting. Outfit is a platform that allows marketers to get back to why they went into that profession.
“Outfit frees up marketing teams for production tasks and also allows stakeholders to sell services through our platform. We help marketing teams get back to doing what they love, and that’s to come up with creative services that drive a business forward.”
He concluded: “We are helping redefine parts of the marketing design landscape. Outfit helps drive businesses forward and assists organisations to create content at scale, which allows them to focus on who they are as a brand and what they love to do.”
There were plenty of insights and takeaways from the day, all to be revealed in future articles. Yet for now, here are some happy snaps from the incredibly exciting event. Stay tuned for more!
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]