KPMG Australia has appointed former Publicis Communications Chairman and Publicis Australia CEO, Andrew Baxter, as Senior Adviser to the firm’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA) business.
Marketers have traditionally followed a formula when creating and communicating their brand – the “what, how and why”, in that order. Our computer is the best. It’s the fastest. We made it for busy people like you. But in the past decade, marketing visionaries such as Steve Sinek have turned this norm on its head. Start with the “why” and follow with the “how” and then the “what”.
The key to successful celebrity endorsements has always been relevance. From Wedgewood’s adoption of the royal warrant 250 years ago to Nike’s use of Tiger Woods and Michael Jordan in recent times, the best partnerships have been where the product and the person make sense together. The china teaset the Queen uses, the shoes Michael Jordan performs in – simple and effective ways to reinforce the product’s quality.