Strategic Communications, What The **** Is It?
You don’t hear much about strategic human resources. For that matter, you don’t hear much about strategic finance, strategic accounting or strategic advertising. But strategic communications is everywhere. A google search will reveal the standard business school definitions of the term, but there are also many articles that claim it is overused and misused. People have it in their job titles and teams are named after it. Businesses position themselves […]
The show must go on
Sport is at home in Melbourne, just like a sausage is at home in bread, or the sun is at home on a summer’s day. But as Melburnians endured one of the world’s longest lockdowns, its teams have had to push through what has become the weirdest year in Australia’s sporting history. Even through all of this, sport has remained no less essential, and Melbourne’s teams have not only adapted, they’ve thrived.
It’s time to judge a book by its cover
In a great sea of information, what customers choose to consume is based on immediacy. How quickly can they understand you, your brand, and its purpose? Is it worth their time to learn more? The saying ‘A picture is worth a thousand words’ is perhaps truer now, in this digital age, than it has ever been. So when it comes to communicating with customers, good design can be everything.
Appealing to global tastes
In 2017, Apple launched a special-edition iPhone 7 in more than 40 countries. The brushed aluminum back of the device gleamed red – contrasting sharply with the minimal whites and blacks that have long been synonymous with the product.
Yes We Can… Make Our Political Slogans Great Again
Elections seem to be everywhere right now. If you’re in Melbourne, front fences around your 5km bubble are likely festooned with political signs for local council elections. You might be in Queensland, where two women are competing for the top job for the first time in the state’s history. Or you could be nervously watching the Machiavellian madness that is the US 2020 Presidential campaigns.
Synergy in a multi-channel world
When Don Draper presented an advertising campaign in the TV series Mad Men, he had the luxury of doing so within a limited range of traditional channels. But the marketing environment has changed. With the advent of social media, consumers are reachable through an ever-increasing range of channels. We like to think that if Don was working in this environment, he would have championed the power of synergy while still pining for the days when you could smoke in the office.
