The Knowledge Centre

Looking back to go forward: marketing’s digital evolution

This is a landmark year in the evolution of digital marketing. In a nutshell We’ve now had a long enough history of digital marketing…

Bay Audiology's transformation story

Bay Audiology won twice at the 2017 TVNZ NZ Marketing Awards. In a nutshell Bay Audiology is a brand leader in the hearing aids…

The grammar of brands

We Uber, we Skype, we Google. In a nutshell Brands as verbs speaks to a paradigm shift in the last decade about how people feel about…

Let's bet on emotion

Article four in a series responding to the ongoing Sharp versus Ritson debate about the value of brand perceptions.  In a nutshell…

Ritson v Sharp: they're both wrong

Article three in a series responding to the ongoing Sharp versus Ritson debate about the value of brand perceptions.  In a nutshell…

A balanced diet of marketing

Article two in a series responding to the ongoing Byron Sharp versus Mark Ritson debate about the value of brand perceptions. In a…

The tyranny of absolutes

Article one in a series responding to the ongoing Byron Sharp versus Mark Ritson debate about the value of brand perceptions. In a…

We still need big ideas in the age of personalisation

The greatest science fiction films all share a common, scary ability to accurately predict consumer behaviour and marketing trends. In…

Building a mental picture of a brand

More doing, less describing

What brands can learn from actors.  In a nutshell There are underlying and systemic issues with how we are approaching building…

Why brand advertising is losing its mojo

A few nights back, my partner and I decided we needed to take the family on holiday to Fiji. In a nutshell Brands have far lower…

Mercury's purpose pays

There's been talk recently of short-termism acting to the long term detriment of brands. In a nutshell Purpose is the basis for any…