CMO magazine published this piece on February 27th 2020 and asked some brand experts (us included) their thoughts about how and when a brand should retire. When news of General Motors’ decision to ‘retire’ the iconic Australian Holden brand broke in early February, public outcry and a wave of nostalgia washed through the digital and Continue reading
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How do you know when it’s time to retire a brand? CMO magazine asked the key questions.
CMO magazine published this piece on February 27th 2020 and asked some brand experts (us included) their thoughts about how and when a brand should retire. When news of General Motors’ decision to ‘retire’ the iconic Australian Holden brand broke in early February, public outcry and a wave of nostalgia washed through the digital and Continue reading
Customers can teach the Board about their ethical obligations, you just got to get face to face.
As we continue to hear about customer failures from the Banking Royal Commission, those of us who work with customers every week and every month find it hard to understand how these problems could occur. Yes, governance and policies are key to ensuring that companies have the structures in place to manage customers correctly but Continue reading
We are looking for a Tech Lead
The team at BrandHook are building and launching a new platform called www.Hearsay.io and looking for a founding Tech Lead. Your role will be to work beside our Head of Product & Customer Experience to plan and build the next iterations of the product. The ideal person will be a software developer who has planned Continue reading
Big data does NOT drive a better customer experience
We all know that customer experience is the new battleground. There are lot’s of stats, studies and facts that say organisations that deliver a powerful customer experience are more profitable. But according to the latest American Express Global Customer Service Barometer, only 24% of Australian consumers believe organisations have been improving their level of customer Continue reading
Building a business in a 3 hour car trip. Is that agile marketing?
We were chatting to 3 teenage girls recently about their social media use. They had three hours in the car on their way to a family holiday and decided to start selling old clothes on Instagram. They opened an account, they posted pictures of clothes already in their phone, they designed a logo on Logo Continue reading
Case Study: Launching Strongbow Blossom Rosé Cider
The Task: Understand how to develop and launch a cider to get the attention of wine drinkers What our client said: “BrandHook’s approach of getting into people’s homes and talking about the concept amongst groups of friends, really got us to closer to the people we were developing this for. This gave us clear direction Continue reading
Closing The Gap – What Brands Can Do To Help Drive Gender Balance
With International Women’s Day coming up on this Friday (8th March) and this year’s theme being #Balanceforbetter, here at BrandHook we’ve been thinking about the role of brands and their contributions towards helping achieve gender equality. A recent talk by social commentator and author of ‘Accidental Feminists’ Jane Caro, hosted by Verve Super – Australia’s Continue reading
Podcast: Pip Stocks Talks About Agency Thought Leadership & More
This week, Pip Stocks joined The Small Spark Theory Podcast with Lucy Mann to talk all things about thought leadership, service innovation, closing the gap and how to market your agency. To listen to the podcast click here.
You Can’t ‘Fake’ Customer Care
Last week while I was wandering around Chadstone Shopping centre, I walked into Mecca Maxima and stumbled upon one of the best customer experiences I have ever had. Mecca Maxima were offering a free beauty contouring class to the public. I was expecting to just watch the instructor put make up on her face or Continue reading
What Australia Day Advertising Says About Brand Purpose And Cultural Leadership
This opinion piece originally appeared in CMO written by Nadia Cameron. View the original article here. In this article Nadia Cameron speaks about the significance of brands tapping into Australia Day. In the article Pip Stocks gives her opinion about polarising positions on Australia Day advertising. Is Australia Day too tainted a concept for brands Continue reading
Customer Experience That’s Got Our Tails Wagging
It’s not often that a brand manages to deliver to all 5 elements of what makes a great customer experience. But Bones & Harmony, a Melbourne-based doggy day-care is one of those rare cases that manages to achieve just that. When I recently took my dachshund Sarah for her first of doggy day-care experience, Bones Continue reading
An Open Letter To All Brands In 2019: Please Stop With The Irrelevant Experiences
Dear brands, At a time when we’re being surrounded by messages about new year’s resolutions and fresh starts, here at BrandHook we have been brainstorming (i.e. venting about) the things we wish brands would stop doing in 2019. I’m talking about those really annoying, irrelevant, time consuming experiences that make for a poor CX. If Continue reading