Branding Archives - SmartCompany

How your business’ ‘warmth score’ can help with customer complaints

Vivek Astvansh — Fri, 21 Jun 2024 01:30:08 +0000

In a new study, every percentage-point increase in brand warmth was linked to a 4% increase in the proportion of feedback reports.

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Sam Bankman-Fried, Elon Musk and how one person’s actions can erode a brand

Michel Hogan — Tue, 09 Apr 2024 02:00:04 +0000

The actions of Sam Bankman-Fried and Elon Musk and the subsequent fallout illustrate how people's words can both command and corrode attention.

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Why QR codes are no match for the humble business card

Jane Menzies — Tue, 02 Apr 2024 22:03:06 +0000

Unlike an email address scribbled on a Post-It note, a well-designed business card can convey a personal brand. And the mere act of handing over a card can build a bridge, ensuring that a meeting remains memorable.

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A strong local identity is heaps good for business. Just ask South Australia

Ian Whitworth — Wed, 14 Feb 2024 01:27:17 +0000

This column is about how a plucky local iced coffee beat the biggest beverage brand in the world. We’ll come...

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‘Unheroic’ Taylor Swift shows the work is the reward

Michel Hogan — Sun, 11 Feb 2024 23:42:21 +0000

Accepting her Grammy and becoming the first person to win Album of the Year four times, Taylor Swift's speech was a love letter to the unheroic work it takes to succeed.

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Underneath Sam Bankman-Fried’s wild hair is a well-groomed tale of how a brand works

Michel Hogan — Wed, 01 Nov 2023 01:05:20 +0000

Sam Bankman-Fried, the enigmatic, eccentric and empathy-challenged steward of crypto exchange FTX and sister fund Alameda Research is currently on trial for securities fraud.

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If you want to grow your brand, the experience is the x-factor

Rich Curtis — Tue, 26 Sep 2023 00:34:14 +0000

Brands often fall into the ‘Purpose Void’, a place where an ever more informed and enquiring public relegates organisations which fail to practise what they preach.

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How brand partnerships can fuel exponential growth for your business

Amal Wakim — Fri, 08 Sep 2023 01:44:38 +0000

Partnerships keep brands up to speed with changing consumer trends and a way for brands to combine their expertise to boost innovation.

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Gelato Messina hands out Matildas-inspired scoops as World Cup heroism provides a marketing free kick

David Adams — Tue, 22 Aug 2023 00:09:57 +0000

Australia may have avoided an extra public holiday at the conclusion of the 2023 Women's World Cup, but Gelato Messina offering free scoops in honour of the Matildas shows there's still much for football fans and businesses to celebrate.

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Why small businesses should be wary of going full Barbiecore with their branding

Graeme Austin — Fri, 04 Aug 2023 00:12:19 +0000

Businesses need to consider the risk they face by infringing on Mattel’s intellectual property rights over Barbie.

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