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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We are looking for a Tech Lead

The team at BrandHook are building and launching a new platform called 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

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

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

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