The Knowledge Centre

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…

Brand purpose during COVID-19

Long before the COVID-19 crisis, we knew that people want brands that are useful, and that they frame brands in terms of what they do,…

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…

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…

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…

Building a mental picture of a brand

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…

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…