Andrew Baxter joins KPMG in big four accounting firms' marketing push

Andrew Baxter joins KPMG in big four accounting firms' marketing push

The expansion of the big four ­accounting firms into marketing continues, with former Publicis Australia boss Andrew Baxter joining KPMG as a senior adviser.

Businesses don't exist without customers, but many take their customers for granted

Businesses don't exist without customers, but many take their customers for granted

A business doesn’t exist without customers. Start-ups are reminded of this every day. They fail if their product doesn’t meet a fundamental need of a group of people. If people don’t want to buy it, there’s no sales, and no business.

What's your company's "why" - the power of a good Brand Purpose

What's your company's "why" - the power of a good Brand Purpose

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”.

Successful celebrity endorsements have one common trait - relevance

Successful celebrity endorsements have one common trait - relevance

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.

Can brand Cricket survive the ball tampering crisis?

Can brand Cricket survive the ball tampering crisis?

According to AFR Weekend’s Top 50 Australian sports earners last year, David Warner and Steve Smith earned just over A$8m between them. It was from a combination of their Australian contracts, IPL contracts and brand endorsements. After the infamous Cape Town ball-tampering incident, they’ll earn next to nothing over the ensuing 12 months, as their playing contracts have been suspended and their endorsement contracts annulled.

They’ve also lost their personal brand reputations. And Cricket Australia’s brand has taken a hit too. Subsequently they too have an income issue, with major sponsor Magellan walking away from a 3 year A$24m sponsorship deal.

The question is, can the players’ and the organisation’s brand reputation be restored, and in turn once again attract major sponsors?