Giving your Advertising Impact and Knowing Why

There is a rule of thumb you can use to work out potential advertising 
effectiveness for your campaign. After looking at the creative and ticking off that it meets the creative brief put it away and then after several hours, ideally the next day, try and remember what you saw, read or heard. Then ask yourself […]

A Snag in Australian Made

Helena Ngo, Brand & Marketing Consultant writes
Clean water. Clean air. Wide open spaces. Whimsy descriptions they are, but true for our country. It is seemingly untarnished; with foreign companies more than happy to buy everything from our farmland to our food manufacturers. The Australian brand is of great value to others but apparently not to Australians, […]

This Time with Feeling: How to succeed with ‘Australian Made’

It seems there are few topics more divisive in marketing strategy
than promoting a brand as ‘Australian Made’. For many marketers it smacks of desperation and Bogan pride. While on the client side I’d hear agency planners and marketers claim that Australians had moved beyond it. Many successful businesses know otherwise.
When employment is up and the […]

What Type Of Relationship Do You Have With Your Market?

A friend of many years helps you to re-turf and landscape the backyard over the long weekend. As a sign of your appreciation you decide to give $100 for the effort. After all spent his time and incurred costs to help you. Smart move? Surely your friend would appreciate the cash. Even economists know you’re a dill. […]


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