Every issue of Marketing looks at the story behind brands and the people that devote their blood, sweat and tears to them. From one-on-one interviews with Australia's top marketing executives, to valuable case studies and strategy-level opinion, every page is authoritative and insightful.
Contributors
Editor's note
Can authentic brands handle the truth? • Spend an hour at any marketing conference and you’re sure to hear the word ‘authenticity’ used multiple times in keynotes and panel discussions. In the last decade, authenticity has become one of the biggest buzzwords in brand. But is an authentic brand the same as a truthful one? Is there a difference? And, if so, how does it impact marketers and those being marketed to? Fiona Killackey investigates.
When the truth hurts • Milan Kundera once said, “Business only has two functions: marketing and innovation.” Either a brand is busy creating something or it’s busy telling everyone about it. But what happens when the marketing promise fails to deliver? Who’s to blame when authentic marketing turns out to be anything but? We have highlighted five of the worst offenders – brands forced to endure the aftermath when the truth shone a light on their lack of authenticity.
Brain trust • What will you do to develop a deeper understanding of customers in 2019?
LIARS! • People lie all the time. Don’t believe it? Suppose we can’t blame you.
Slaves to the algorithm • The growth of automated decision-making is explosive. But when algorithms act as the role of gatekeeper between consumers and brands, how can marketers ensure their brands are still part of the action? Tracey Porter investigates.
WRAP YOUR EARS AROUND... • Marketing goes one-on-one with the sharpest marketers in Australia. MarCast is joined by CMOs and senior brand leaders to discuss careers and approaches to brand, competitors, training, tech, agencies and more!
The consumer tech stack • Brands aren’t the only ones building out their tech stacks. James L McQuivey and Reineke Reitsma outline the four forces that drive consumers’ tech stacks in Australia.
Neurotrash! • Harvard neuroscientist Jared Cooney Horvath has a thing or two to say about neuromarketing. Ben Ice sits with him to get the expert’s take.
B2B in 2019: It's a jungle sometimes • The B2B scene is evolving faster than ever, and the onus is increasingly falling on marketers to ensure businesses keep up. Josh Loh picks apart the findings from Green Hat’s annual ‘B2B Marketing Research Report’ for 2019.
How to get to the truth in focus groups • Everybody lies – to family and friends, doctors and pollsters. Lying is human.
RECOVERED-MEMORY THERAPY (RMT)
SOLIPSISM • We like to think that our memories are secure, but it turns out they’re a little fragile – we subconsciously discard, augment and even create memories all the time.
BEYOND THE CANVAS
Career timeline
Conrié’s top five podcasts for marketers interested in creativity, innovation and leadership:
Conrié’s top five reads on creative thinking
2019 SPEAKERS INCLUDE
The science of stock • There’s content, and then there’s this. Grant Munro tells Marketing how Shutterstock Custom is cutting the corporate crap and turning content marketing into a pure science.
How are you, really? • Why is it so hard for us to answer the question ‘how are you?’ truthfully. Nina Nyman ponders the mental health issues of the media, marketing and creative industry.
VOICE OF INDUSTRY: TRAVEL
Positively twisted: the inside story of the 10 rebrand • In October, free-to-air network 10 unveiled an all-new look in collaboration with branding agency Principals. The agency and the network explain what went into the rebrand.
Boss to Bold –...
